Over time, as an executive coach working with hundreds of high growth businesses across the UK and US, I’ve observed a powerful pattern: lasting competitive advantage rarely comes from finding better answers. It comes from asking entirely different questions—the kind that challenge assumptions, unlock fresh thinking, and build cultures where innovation isn’t just possible, but inevitable.
Breakthroughs don’t come from tweaking what already exists. They emerge when leadership teams break away from conventional constraints and begin exploring what feels impossible. These seven questions consistently spark that shift—unlocking innovations your competitors won’t see coming.
1. “If money were no object, how would we approach this?”
When constrained by budgets, teams prematurely dismiss bold ideas. This question removes that filter and reveals what your team truly believes is the best approach—without financial limits clouding their thinking.
Try this: Give your team five minutes to brainstorm without any budget concerns. You’ll notice their ideas immediately become more ambitious and creative. One client’s marketing team, for example, pitched hosting an industry-wide conference. While the full version wasn’t viable, they launched a scaled-down summit that outperformed three years of traditional marketing in lead generation.
2. “If we had to solve this and launch tomorrow, what would we strip away?”
Perfectionism slows momentum. This prompt forces teams to identify the minimum viable solution—the essence of what matters.
Run the exercise: Set a literal timer. Ten minutes. Ask your team to design a solution they could launch within 24 hours. One CEO used this with a team debating feature overload for a new service. The constraint clarified three core capabilities that delivered 80% of the value, enabling a fast launch and real user feedback.
3. “If we could tap the world’s top expert, what would they do?”
Every business develops blind spots. This question opens up thinking by inviting outside expertise—especially from unrelated industries or academic research.
Activate this thinking: Have your team research how other sectors approach similar challenges. A manufacturing client applied statistical quality methods used in the pharma industry. The result? A 60% reduction in defects—driven by ideas outside their industry.
4. “If we never had to make money, how would we design this?”
Profit-driven thinking often limits innovation to what generates short-term revenue. This question strips that pressure away and uncovers what your team believes creates real customer value.
Real-world example: A software client used this question when redesigning onboarding. The team envisioned a high-touch training experience that was unfeasible at full scale—but led to a hybrid model that boosted customer retention by 40%.
5. “If we had to 10× this company in three years, how would we do it?”
Most teams think incrementally because they’re anchored to current capabilities. This prompt breaks that pattern and pushes for transformative thinking.
Put it into action: A consulting client used this exercise and realised exponential growth wouldn’t come from refining services—it required a business model shift. They moved into scalable certification programs, which now drive 40% of total revenue.
6. “If we could read anyone’s mind, what would we want to know to solve this?”
Innovation often fails not from poor execution—but from guessing. This question helps teams identify which information gaps truly block progress.
Facilitate clarity: Ask your team what customer, competitor, or market insights they’re missing. A product team used this and realised they were assuming user preferences. They implemented systematic feedback loops, which transformed their roadmap and product strategy.
7. “If we could break any law, what solution emerges?”
Many teams unconsciously self-censor due to regulatory boundaries. This question helps distinguish between constraints that protect and those that limit innovation unnecessarily.
Explore the edge: One financial services client envisioned an AI-driven advisory model—something that couldn’t be fully implemented due to compliance. But that exercise sparked AI-assisted tools that now enhance advisor effectiveness.
By regularly introducing these constraint-breaking questions into strategy sessions, high growth businesses can systematically shift from incremental improvements to market-defining innovation. It’s not about thinking harder—it’s about thinking differently.