Ask "what is?" questions

• Disruptive innovators leverage a variety of what-is questions to surface unexpected subtleties
• These questions work when they reveal what is and build empathy for how it feels.
• Such empathic understanding produces the deep understanding behind better what-caused and what-if questions.

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• What are they really trying to do here?
• What does the body do to these stents and why do they fail?
• Where is the real problem?
• What’s the person trying to achieve?
• What’s most important?
• What’s the real pain point?