So basic, yet so easy to forget. People don't know "why". And they might feel like you are questioning their answer, thus them. Instead of "why" ask them to tell "the story behind it" .
A very important lesson brought by Denzil, a freelance account planner, that showed us his magical and whismical focus group skills... amazing! I especially enjoyed the trick to shut annoying people up... sleeeeeeeek :o)
