Uncovering Insights Through Human-Centric Discovery
I’ve had the privilege of being present during many discovery meetings. I’ve shadowed them, taken notes during them, reviewed them, and facilitated them. Viewing the ins and outs of discovery, I’ve been able to extrapolate what works and what doesn’t.
For instance, talking too much about yourself sucks the oxygen out of the room and leaves the client feeling like they’re at a presentation rather than an interview. Conversely, asking too many questions makes people feel like they’re being interrogated, and they watch the clock to determine when they can get up and leave. Neither is helpful, especially if this is the foundational meeting to build your rapport and uncover the root of their problems.
Discovery is a combination of art, science, and experience. The art comes from being comfortable, reading people, and invoking (or avoiding) emotions. The science comes from building on information, asking the right questions, and recording the right insights. The experience comes from building a context of what these meetings look and feel like - who talks first? Who doesn’t speak? When do you build on the response?
Let’s start first with rapport.
Building Rapport: The Foundation of Discovery
Trust is the cornerstone of any successful professional relationship. The “trust bridge” lets us connect deeper and encourages clients to share their challenges. Think about it: How many times have you willingly unloaded your challenges in front of a perfect stranger that wasn’t induced by a glass or two of wine?
To build trust, we must create a safe and welcoming environment where clients feel comfortable sharing their thoughts and concerns. It's about more than just being polite; it's about showing genuine empathy and respect for their perspective. The first step is remembering you’re all human.
Our shared human experience is what connects us fundamentally to each other. You may not be a titan in their industry, but you know how it feels to build something from scratch. They might not be the expert on your team, but they remember the feeling of getting to know someone for the first time.
To build rapport, connect through your shared humanity. Simple ways to do this:
Find common ground: TV shows, coffee orders, favorite books. You get the picture.
Use welcoming body language: Uncross your arms, lean in, and nod when they’re speaking.
Express empathy: If they volunteer a detail of their day or dive into a frustrating challenge, don’t solve it. Seriously, no solutions at this point. A simple “Ugh, I bet that was hard. I’d feel the same way.”
The Power of Open-Ended Questions
Now, let's shift our focus to the art of asking questions. Consider the magic of open-ended questions instead of relying solely on closed-ended ones leading to one-word answers. I mean, how far are you going to get in solving their reduced workforce issue when all the information you have is “We need 200 people.”? These encourage clients to share their thoughts more expansively, providing valuable insights. See which question you’d be most interested in answering:
Did your last strategy work?
What was it about the last iteration of your launch that made you really excited?
How big is your team?
Tell me about your team’s dynamics. What kind of leaders do you have?
The latter (B) invites clients to share their experiences, providing you with a broader view of the situation. It also gives you clues about their preferred language. Actively listen to the words they choose to use (or don’t use), as well as the pauses and ways they give thought to each question. You’d be surprised by the nuances in these spaces that give you a more comprehensive understanding of how they operate.
Uncovering Patterns and Trends
Speaking of active listening, one of my favorite opportunities in these meet-and-greets is uncovering the patterns and trends people are usually unaware of. This is the art part.
This skill requires keen observation, active listening, and patience. Again, no solutions. I can’t stress that enough.
Often, clients may not immediately recognize or articulate their more profound issues. It's your role to help them uncover these hidden challenges.
Here are a couple of questions to practice in the mirror:
“Pretend you’re in my seat. What questions should I ask you to understand the problem better?”
“You’ve been tasked with advising someone who aspires to be in your position one day. What would you tell them about your challenge to help them navigate it?”
They’ll feel a little funky coming out of your mouth the first time. After all, you’re the expert, right? But sometimes, flipping the roles or asking aspirational questions lurches the client out of the interrogation room and into an imaginative state.
Here are some patterns to look out for:
Emotional responses: What makes them smile? Can you see them cringe? Do they shuffle in their seat at certain prompts?
Goals and aspirations: Do they talk about the future? What tone do they use? Do they allude to something bigger than what they’ve stated?
Common keywords or phrases: What words keep coming up despite the question asked? Are there phrases that feel embedded in their lexicon?
What’s not being said: Just as important as what’s verbalized is what is not. What information are they dancing around? Who or what is not in the room, and is that important?
As you engage in meaningful conversations, pay close attention to recurring themes, phrases, or emotions. Are there common frustrations or recurring roadblocks that surface? These may be indications of more significant, systemic issues that need addressing.
The Benefits of Insightful Discovery
So, why invest your time and energy in making them comfortable, asking creative questions, and identifying patterns and trends? The rewards are ridiculously monumental. By uncovering more profound challenges through human-centric discovery, you can:
Provide Comprehensive Solutions: Armed with a more profound understanding of the issues, you can offer solutions that address the symptoms and the root causes. The work you build will be rooted in your deep understanding of their personalities, relationships, responsibilities, and aspirational goals, not just the task at hand. This makes you an indispensable partner in their journey.
Enhance Client Satisfaction: Clients appreciate professionals who genuinely understand their needs. You'll enhance client satisfaction and loyalty by demonstrating your commitment to solving their real challenges. Again, you will position yourself not as a ticket taker but as someone who “gets” them.
Position Yourself as an Expert: While your questions might initially make it feel like the client is doing all the hard work, you uncover many ways to show them your expertise in return. Your ability to spot hidden issues and deliver tailored solutions positions you as an authority in your field, earning the trust and respect of both current and potential clients.
Our world is dynamic and doesn’t stop for a client meeting. But when you can make people feel engaged with and invested in through dynamic questions and conversation, you can make it seem like the world has paused for a moment to help solve their problem. And you can’t put a price tag on that.