By 
By: Karnvir Mundrey, Editor.
In a recent interview with acclaimed author Sam Knowles, the often-overlooked art of asking questions takes center stage. Knowles, author of the thought-provoking book titled ‘Asking Smarter Questions,’ sheds light on the significance of questions in a world that often prioritizes answers.
Sam Knowles was speaking to Karnvir Mundrey, Editor, TheFutureofPR.com.
The Prevailing Mindset
“The prevailing mindset of society rewards those who provide the right answers. We are validated, rewarded and promoted if we give the right answers. While questions often go unnoticed or undervalued,” he says. Knowles draws attention to the fact that as children, we are naturally curious, asking countless ‘why’ questions. “According to author Warren Burger, by the time we have reached the age of 5, we have asked ‘why’ 40,000 times. Now, it is important that we discover the if and then contingencies of the world. For instance, if I do this, what will be the result of it? If I hit my sister, will my parents be proud of me?,” he adds further.
Challenges we Face
“One of the challenges we face is that people want answers more than they want questions,” Knowles observes. “We live in a society that labels outspoken questioners as disruptive. We are validated if we answers of solutions,” he adds. Knowles mentions that he is a big fan of Greek philosopher Socrates and his philosophy ‘All I know is that I know nothing’. “Approaching conversations from a position of ignorance can yield valuable insights and help us better understand clients and markets. When we get the right insights is when we can tell the right data-driven stories,” he says.
Highlighting the importance of asking smarter questions, Knowles outlines several universal principles. “Open-mindedness, devoid of biases or prejudices, plays a crucial role in fostering meaningful discussions,” he says. Knowles also speaks about the TED formula which stands for Tell, Explain and Describe. “The police in UK and US follow the TED formula. If you say, “What were you doing at 10 in the night? It is more of a closed question. However, if you ask, “Tell me what was it like when you walked into a restaurant. Could you describe what you saw?”. This is more of an open question that encourages a narrative response,” he says. Additionally, he emphasizes the role of curiosity, active listening, and the ability to understand others’ perspectives.
The police in UK and US follow the TED formula. If you say, “What were you doing at 10 in the night? It is more of a closed question. However, if you ask, “Tell me what was it like when you walked into a restaurant. Could you describe what you saw?”. This is more of an open question that encourages a narrative response
Sam Knowles
To illustrate the power of listening, Knowles references a compelling TED talk by writer Julia Dhar. In the talk, Dhar recounts how her father engaged Americans in conversations about elections, aiming to be heard, understood, and foster constructive dialogue. Each interaction left both parties with smiles, demonstrating the positive outcomes that arise from genuine, empathetic listening.
Dont Miss, also by Sam Knowles: How to be Insightful!
According to Knowles, “Fundamentally, if we make an effort to put ourselves in the other person’s shoes, we are much more likely to understand them.” By rekindling our curiosity and embracing the art of asking smarter questions, we can unlock new insights, improve communication, and build stronger connections in a world hungry for meaningful dialogue.
As Sam Knowles reminds us, the art of asking questions should be treasured and nurtured—a skill that has the potential to transform conversations and empower individuals to make more informed decisions.
As Sam Knowles reminds us, the art of asking questions should be treasured and nurtured—a skill that has the potential to transform conversations and empower individuals to make more informed decisions.
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