At a regional strategy offsite, a senior leader noticed something: every time she offered a solution, the room went quiet. Her intent was to help – but her habit of jumping in often shut down the conversation.
She received feedback: her approach was limiting contribution and idea flow. So, she tried something different. Instead of offering advice, she started asking questions.
The shift was subtle, but the impact was big. Over the following months, her team became more proactive. They felt trusted. They owned their ideas. Performance lifted. And she found herself hearing fresh insights she might have missed before.
As leaders we can place a lot of value on answering questions. It’s efficient and decisive. But in leadership – particularly deliberate leadership – it’s the question that holds the power.
A great question is an invitation.
✨ It opens space to think.
✨ It signals trust.
✨ It stirs creativity.
It’s not a demand for a response. It’s a spark for reflection.
A great question is like a campfire. It draws people in. It offers warmth, light, and room to gather ideas. It’s not a spotlight that puts someone on the spot – it’s a glow that encourages contribution.
The AIM Model: How to Ask Better Questions
Let’s break down the anatomy using the AIM Model- a simple structure for crafting questions that invite reflection, insight, and momentum.
A – Attention
Start by tuning into what matters right now. The best questions begin from awareness. → “What is the most pressing challenge we need to explore?”
I – Invitation
Frame the question with openness. Avoid binary “yes/no” phrasing. Invite thought, not defence.
→ “What factors are influencing this result?”
M – Movement
Great questions spark movement. They don’t just clarify – they catalyse.
→ “What can you do to get this started?”
Asking great questions isn’t a soft skill – it’s a strategic lever for performance.
Research by Alison Wood Brooks and Leslie John (2018) reveals that leaders who ask thoughtful questions foster psychological safety, strengthen relationships, and drive innovation. Their teams feel heard – and as a result, they think more creatively and contribute more fully.
Similarly, Edgar Schein’s work (2013) highlights that when leaders ask genuine, open-ended questions rather than giving directives, they create environments of trust and collaboration. These environments are the foundation of psychological safety – a proven driver of high-performing teams.
Leaders Who Coach Ask More Than They Answer
Coaching at its core, is powered by questions. Coaching is no longer a “nice to have” in leadership – it’s a necessity that drives engagement, learning and accountability.
Coaching-led leaders don’t just drive results. They develop people. They grow thinkers.
In a world full of noise and quick fixes, a thoughtful question – asked at the right moment – can unlock more than any ready-made solution.
So next time you’re tempted to provide the answer… pause.
Ask a question instead. Ask a great AIM question.
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