The $1.5M Difference: Why Better Questions Matter

The $1.5M Difference: Why Better Questions Matter

Yesterday, I had a conversation with someone who was genuinely perplexed about why they should bother asking better questions. “Aren’t questions just questions?” he asked.

It’s a fair point. On the surface, a question seems like a simple tool to get an answer. But here’s the catch: not all questions are created equal. A generic question might unlock surface-level responses, but a well-framed question? That’s the $1.5M key that smashes the door down to better insights, smarter decisions, and measurable results.

We then talked through the following scenario. Here’s how asking better questions can lead to outcomes worth millions — literally.

A $1.5M Example: The Cost of Asking the Wrong Question

Imagine an executive team discussing a problem:

Original Question: “Why are customers leaving our platform?” At first, he wasn’t engaged. It’s easy to tune out when questions feel too generic or abstract.

This generated broad answers like “pricing,” “user experience,” or “customer support issues.” These are helpful but not actionable, and the result is often vague initiatives that cost a lot and deliver little.

Now, let’s reframe it: Reframed Question: “What specific features or interactions are driving customer churn within our top three revenue segments?”

Here’s what happens when you get specific:

• Discovery: You realize 40% of churn comes from enterprise clients struggling with your onboarding process.
• Solution: You target onboarding improvements, spending $50,000 on fixes that take six weeks to implement.
• Impact: Churn decreases by 20% in your top segment, retaining $300,000 in revenue annually — a 500% return on your $50,000 investment.

While the retained revenue in this case is $300,000, the reframed question ensures you're focused on meaningful improvements that scale. Across multiple segments or initiatives, this type of targeted questioning can unlock millions in additional value.

Compare that to spending $500,000 on vague initiatives like “improving the customer experience” with no clear ROI. We used to say, show me the data, but the truth is, data can tell you almost anything. It’s the questions that define what the data highlights and, ultimately, what decisions you make. The reframed question doesn’t just save resources — it ensures the data you’re analyzing is meaningful and actionable, delivering exponential value.

How Reframing Changes Outcomes

To illustrate the broader impact of better questions, here’s a comparison of generic versus reframed questions and the different results they drive:

Why Better Questions Are $1.5M Keys

Better questions don’t just give you better answers — they create better outcomes. Here’s why:

• They Reveal Actionable Insights: General questions open the door to surface-level responses. Refined questions unlock specific, data-driven solutions.
• They Drive Efficiency: By narrowing the scope of inquiry, reframed questions save time and money.
• They Focus Attention: Instead of scattering resources, they direct effort toward the highest-leverage opportunities.

For example: Original Question: “Why is my computer slow?” Reframed Question: “What common issues are slowing down my computer, and how can I address them to improve performance?”

The reframed version goes beyond complaints. It creates a checklist, leading to actionable troubleshooting steps that save time and productivity. It gets really interesting at scale, where reframed questions can uncover patterns and efficiencies that transform entire systems.

Not every question will lead to a $1.5M outcome, but better questioning is the difference between surface-level fixes and unlocking the highest-value opportunities.

How to Start Asking Better Questions

Here’s a three-step method to sharpen your questioning skills:

1. Define Your Goal: What do you need to know or solve?
2. Add Specificity: Include details about the context, audience, or outcome.
3. Anticipate the Answer: Think about what kind of response will be most valuable to you.

The Takeaway

In business, asking the right question can be the difference between spending $500,000 with no ROI or investing $50,000 to save $300,000 — with potential to scale that into millions. Reframing questions isn’t just a skill worth investing in — it’s a competitive advantage.

So, here’s your challenge: Look at a question you’re asking today. Reframe it using the three-step method and see if it unlocks a $1.5M insight.

After all, they’re not just questions. They’re the wrecking balls that break through barriers to better thinking, better decisions, and better outcomes.