CHAPTER 3ASK THE RIGHT QUESTION

GREAT WORK BEGINS WHEN WE TAKE THE TIME TO ASKIF THERE’S SOMETHING NEW THE WORLD WOULD LOVE.

Albert Einstein said, “If I had an hour to solve a problem and my life depended on it, I would use the first 55 minutes determining the proper question to ask, for once I know the proper question, I could solve the problem in less than five minutes.”

In our deep dive into millions of examples of award-winning work, we found a similar starting point. Like Einstein, instead of jumping right in to accomplish whatever task they are assigned, difference makers pause-however briefly or however long it takes—to ask the right question.

And when great work is the objective, that question, while expressed differently by different ...

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