Imagine you’re working with the CMO at a telecommunications company. The theme for the quarter is “Optimize”? and your team is currently focusing on “personalization”?. In the monthly planning workshop, your client requests your team to create a video for the “About Us”? page because the company’s CEO thought it would help improve the page. Which of the following is the best question to ask in order keep focused on the current theme and focus area?

  • “Who needs to be involved in developing this video?”?
  • “Help me understand how this directly impacts our goals.”?
  • “Can you send me some examples to better understand what you’re looking to create?”?
  • “Where else could we use this video to help promote the brand?”?