The best ideas don’t always come from brainstorms. They come from the in-between moments. A pause that lingers just a beat too long. A facial expression that says more than the words ever could. The discipline to hold back from solving, and the curiosity to fully explore the problem first. The courage to ask, “What if we’re solving the wrong problem?”

That shift—from answering fast to questioning more deeply—can be the turning point.

Take one recent example. A client came to us with a straightforward request: a brochure for a new medical product launch. But after listening closely to the team and their goals, we realized the real challenge was a lack of internal clarity about the product’s positioning. 

It would have been easy to dive right into campaign development, but instead, we took a step back. We led a SOLVEsession that helped the team align on positioning, sharpen their messaging and build consensus around the product story. What began as a request for a simple brochure became a chance to clarify messaging across departments, and shape future sales and marketing collateral.

Because we asked better questions, the output wasn’t just a deliverable. It was a turning point.