If innovation is the engine of progress, then questions are the spark plugs. While the world often celebrates bold answers like new product launches, groundbreaking algorithms, and billion-dollar ideas, the truth is that the most transformative innovations often begin not with a flash of genius, but with a deceptively simple question that reframes the problem entirely.
Even with abundant resources, innovation is unlikely without natural curiosity. Importantly, asking the right kind of questions can transform that curiosity into action. This approach is not just philosophical; it is a practical methodology that has been advocated by thinkers like Marilee Adams, who emphasizes the power of “Question Thinking.”
Better Questions Link to Breakthroughs
Albert Einstein famously said,
“If I had an hour to solve a problem, I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.”
He was recognizing that the quality of the question determines the power of the solution. This insight is echoed in the work of Marilee Adams, who distinguishes between the “Judger” and “Learner” paths. Judger questions are closed and defensive, while Learner questions are open, curious, and possibility-oriented.
Consider the genesis of Airbnb. Founders Brian Chesky and Joe Gebbia asked, “How can we make a little extra money to afford our San Francisco rent?” This simple question led to further inquiries like, “Are there people coming to town who would prefer a more affordable and perhaps unique place to stay than a traditional hotel?” This mindset unlocked a global business success.
Similarly, Elon Musk of SpaceX reframed aerospace assumptions by asking, “Why can’t we reuse rockets the way we reuse airplanes?” This question led to the development of the Falcon 9’s reusability, drastically lowering launch costs.
Asking Better Questions Is an Innovation Mindset
The first key to using questions to innovate is developing a questioning mindset. According to the Harvard Business Review, questions are “a uniquely powerful tool for unlocking value in organizations” that fuel innovation, learning, and the exchange of ideas. Innovators question the status quo, constantly considering how things could be better or done differently.
Dr. Natalie Dixon notes that the best questions for innovation usually start with “why,” “what if,” or “how.” For example, when a team at GE Healthcare sought to improve pediatric MRI experiences, they reframed the challenge from “How do we make this machine better?” to “What if we could make this process less scary for children?” This shift led to the creation of MRI Adventure Series rooms, transforming fear into excitement for young patients.
Turning Questions Into Innovation
The exciting aspect of asking better questions is how they can lead directly to action. Guy Kawasaki, writing for the World Economic Forum, highlights simple questions that led to innovation:
- Apple questioned if there was a better way to access computers than working for the government, a university, or a large company.
- Instagram was born from questions about the consequences of smartphones with cameras and internet access.
- Motorola invented portable phones by asking if it was possible.
These examples show that the best actions come from a desire to innovate and create change. Whether creating something new, using something in a new way, or improving existing methods, the right questions can lead to incredible results.
This is especially evident in the innovations taking place with AI. AI applications result from asking how we can do things better or more efficiently to unlock human potential. In the coming years, the process of asking questions will itself be transformed by AI and advanced collaboration tools.
Future of Questioning with AI
AI will facilitate question generation, with large language models helping teams generate hundreds of targeted questions quickly. Human-machine collaboration will become more accessible and effective, leveraging each other’s strengths. Dynamic scenario mapping will allow for real-time market and customer data to model “what if” questions. Collective intelligence platforms will enable diverse voices to contribute alternative framings to challenges.
If you want to innovate, you need to start asking questions. By developing a questioning mindset, you can reframe how you think about your actions and their purposes. Continually asking questions beginning with “why,” “what if,” or “how” will help identify ideas and, with the aid of technology, actions that can lead to successful innovation.
