Testing assumptions makes you look stupid or misinformed.

“You can be perfectly clear and perfectly wrong.”
Karen Martin, “The Outstanding Organization.”

Assumptions are unquestioned “truths.” Everyone knows the answer to the obvious. Why don’t you?

Assumptions create false confidence by preventing obvious questions.

Unquestioned assumptions
ultimately distill into malaise.

Finding clarity is simple. Ask obvious questions that probe assumptions. In other words, ask questions that make you look dumb.

Asking the obvious:

Successful leaders persistently challenge assumptions with simple questions. Four questions enable organizational clarity. Don’t assume the answers are obvious.

1. Who is your external customer?
2. What value do you deliver to that customer?
3. Who, in your company, delivers that value?
4. How do they deliver that value?

Bonus: How do you communicate your value to current customers?

Clarity concerning customers:

Karen suggests asking:

1. Who do you serve?
2. How do they make money?
3. What problem are…