CURT NICKISCH: Welcome to the HBR IdeaCast from Harvard Business Review. I’m Curt Nickisch.
Throughout my career as a journalist, I’ve witnessed how questions can lead to insights and deeper connections between individuals. Sometimes a question can encourage someone to articulate what needs to be said, while other times it can uncover emotional truths or foster empathy. Questions can be strategic or simply born out of curiosity, but they all possess the power to expand our understanding of the world.
On this show, we have seen firsthand the impact of questions in various conversations. Guests have shared how a single question sparked the idea for a billion-dollar company or how a crucial question at a critical moment led to a breakthrough or maintained competitiveness. We have learned how questions can unlock value within organizations and teams. Yet, the art and science of asking questions is often overlooked by many. In this episode, we revisit a compelling conversation from 2018 with Harvard Business School professors Alison Wood Brooks and Leslie John, authors of the HBR magazine article “The Surprising Power of Questions.” They discuss the importance of asking questions with IdeaCast host Sarah Green Carmichael. We hope you enjoy the discussion and that it enriches your perspective in 2025.
SARAH GREEN CARMICHAEL: So, let’s delve into the benefits of asking good questions in a business context.
ALISON WOOD BROOKS: Instead of asking what the benefits of asking questions in business are, a more appropriate question might be, what are the benefits of asking questions in business? The benefits are numerous. Many people tend to shy away from asking questions, missing out on valuable opportunities. Asking questions facilitates the exchange of information. When I ask you a question, you’re likely to respond, leading to a better understanding of your thoughts. This information exchange is incredibly valuable. Additionally, asking questions enhances interpersonal likability. It shows that I’m genuinely interested in learning about you, displaying empathy and perspective-taking. This, in turn, increases likability. Moreover, questioning improves persuasion, as by understanding your perspective, I can tailor my responses to meet your needs effectively.
SARAH GREEN CARMICHAEL: That’s a lot of benefits.
LESLIE K. JOHN: However, one of the intriguing insights from Alison’s research is that people often underestimate these benefits. The link between asking questions and likability, persuasion, and information exchange isn’t immediately apparent. This lack of understanding contributes to the reluctance many individuals have towards asking questions. By highlighting the significant advantages of question-asking, we hope to encourage more people to embrace this powerful tool.
