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people often ask me to give them good questions to ask when facilitating a brand strategy session but in fact becoming a better facilitator is not just about asking the right questions imagine youre baking a cake for the first time in your life the first thing you need is not a list of possible ingredients but a recipe because without that recipe you dont know which ingredients to choose from start and what to do with them so questions are like ingredients thats why we dont start with the questions but with a clear objective for the brand strategy session and then you pick the exercises that will lead to that objective thats your recipe so the easiest way for you to get started is to lean into an existing framework that already has the exercises and then you practice practice and practice that is how you become a better facilitator