Studies have shown I watch 428% more television than I should.

I’m down one show as of Sunday night, though. True Detective: Night Country wrapped itself up as best a show like it can, in all its dark, frigid, spooky, supernatural glory.

The show was ultimately about what happens when we bottle up grief, and the power of community and solidarity — despite the many jump scares, it checked a lot of boxes for me.

Jodie Foster’s character, local police chief Liz Danvers, has this annoying habit of barking at anyone she’s working with, “You’re asking the wrong question.”

It’s giving Socrates: Dig until an answer reveals itself, even if it’s not the answer.
Keep probing until you land on the right question that leads to the right answer. 

Well, without giving much away, turns out the detectives were asking the wrong question all along. And when they finally realized it, asked the right question, and tugged on that thread, everything (well, almost everything) unraveled.

And it was sooooooo satisfying.

But asking the right questions can be challenging, whether we’re talking about frozen bodies in the tundra or words on your website. 

These are all real questions I’ve heard from clients:

It’s comfortable living in our own preconceived notions, personal biases, motivations, and boxes we think inside.

I love the challenge of helping my clients find the right question. 

It always means climbing out of the box, stepping back, standing on your head, or shining a bright light from another angle.

And when your interpretation of the answer comes to life in their browser, their inbox, their brains…it’s sooooooo satisfying.

By the way, there are some more reframes for you to consider in my “Do This, Not That” freebie guide to telling a customer-obsessed brand story.