Create ideas using: Question Everything
How do I challenge assumptions without just being contrarian for no reason?
Have a real point. Questioning should lead somewhere--to insight, to better understanding, to your brand as the answer. Don't ask questions just to look smart or edgy. Ask questions that reveal broken assumptions in your category, expose flaws in conventional wisdom, or make people reconsider what they thought they knew. Questions without direction are just annoying.
What if questioning the category makes people defensive about their current choices?
Good. Cognitive dissonance creates attention. If your questions make people uncomfortable about their habits, you're doing it right--as long as you're offering a better path forward. Make them question their choices, then show them why your option makes sense. The discomfort is the entry point, not the destination.
Example: How it could look
A mattress company doesn't sell comfort--they question why we accept spending a third of our lives on something we bought because it was on sale. They ask: 'What if sleep was your most important purchase?' Every ad is a question that reframes value, priorities, and what matters. The questions sell the product by changing the conversation.
Or like this:
Why is Question Everything a great technique?
Strategic questioning disrupts autopilot thinking and creates space for your brand to reframe the conversation entirely.
Breaks through habitual thinking and category norms
Positions brand as thought leader and challenger
Creates engagement through provocation and curiosity
Reframes value proposition by changing the question
Good questions are more powerful than good answers because they change what people think about. When you control the questions, you control the frame. That's how you shift categories, not by shouting louder but by making people think differently.
! When not to use the Question Everything Technique
When you're asking questions you have no interesting answers to. Empty questioning just makes you look like you don't know what you're doing.
Technique first described by www.deckofbrilliance.com