Executive guide

10 questions every CEO should be asking their customers.

Most leadership teams can answer these questions instantly — from memory, from experience, from internal consensus. Almost none can answer them with evidence from the customers themselves. That gap is where revenue is lost.

• Ask customers, not your team. The difference between the two answers is the finding.
• Ask lost prospects too. They explain the market you are not winning.
• Record the exact words. Their language is the raw material of good messaging.