Chapter 1: Big Idea That Changes Everything
Big Idea: “People don’t know what they want.” That’s the genius—and the challenge. If you ask directly, most customers can’t articulate their desires. But if you listen strategically, their answers can transform your entire business. Ryan Levesque’s ASK method isn’t just about surveys—it’s about unlocking invisible demand by letting people reveal themselves through smart, specific questions.

Why Guess When You Can Know?

Imagine launching a product you’ve poured months into—branding, building, marketing—only to watch it flop. Not because it’s bad, but because it doesn’t resonate. That’s the tragedy of assumption.

In today’s digital world, where anyone can sell anything, the greatest currency is relevance. You don’t win by shouting louder—you win by understanding better. This chapter unveils a truth that punches through traditional marketing dogma: you don’t need to guess what your customers want—you can ask.

But not just any question.

Most businesses ask the wrong ones: “Do you like this?” “Would you buy this?” These produce surface-level answers, or worse—false signals. People are notoriously poor at predicting their own behavior.

The ASK method flips the script by focusing on what customers already know: their pain. Their struggles. The problem that keeps them up at night. That’s the emotional truth they’ll share—if you know how to ask.

Levesque’s genius lies in mining the gold hidden in open-ended, emotional language. Instead of building first and testing later, he teaches us to ask first, segment second, and build last. This reverses the traditional funnel—and multiplies results.

So why don’t more people do this?

Because it feels risky to ask. We fear silence. Rejection. Data overload. But avoiding the ask is far riskier—it means flying blind in a storm. Asking, done right, is your compass.

The Coffee Shop That Asked Differently

Picture this: a small neighborhood café struggling to compete with the new Starbucks across the street. They try discounts, seasonal lattes, loyalty punch cards—nothing works. Then the owner does something radical: she places a chalkboard outside that reads:

“What’s missing from your perfect morning?”

People begin scribbling responses:
“Quiet.”
“WiFi that works.”
“A croissant like in Paris.”
“Jazz, not top 40.”
“Kids’ play area.”

She studies the patterns. Then redesigns the space: a jazz playlist, a quiet reading corner, buttery croissants from a local baker, high-speed WiFi—and a “Parent Hour” with toys and kid-friendly drinks from 9–11am.

Result? A 40% increase in foot traffic. Loyal regulars. A waiting list for events.

She didn’t need more marketing. She needed listening infrastructure. That’s the essence of the ASK method.

Your Survey Blueprint (Start Small, Learn Big)

Here’s your challenge: build your first Deep Dive Survey this week. You don’t need fancy tools or thousands of leads—just intention and clarity.

Beginner:

Ask one open-ended question: “What’s your biggest challenge related to [topic]?”
Share it on your email list or social media.
Look for emotional language. Highlight repeating words and phrases.

Pro:

Add 3–5 follow-up questions (multiple choice + optional comments).
Use Google Forms, Typeform, or SurveyMonkey.
Group answers into themes—this becomes your segmentation.

Bold:

Launch a mini landing page with a tailored message for each segment.
Test which segment converts best.
Build future products around that insight.

This isn’t busywork—it’s business clarity. You’ll gain more from 100 deep responses than 10,000 empty clicks.

“They Tell You If You Let Them.”

That’s the mantra.

People are bursting with unmet needs, but no one’s really listening. Your job is to become the translator between their struggle and your solution.

Don’t just guess what your audience wants.
Don’t assume they know what they want.
Ask the right question—and everything changes.

You’re not running a business. You’re decoding a conversation.

🔁 Sticky Insight: ASK = Acknowledge. Segment. Know.
It’s not about pushing products. It’s about pulling insights.

📍Quote to Remember:

“The answers are already out there—if you’re willing to ask.”

Let this chapter be your signal: stop assuming. Start asking.

What's it about?

Book Overview

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ASK

What's it about?

Book Overview

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Recommended Books

The E-Myth Revisited Why Most Small Businesses Don’t Work and What To Do About It

The Hard Thing About Hard Things

Epic Content Marketing

Anything You Want - Derek Sivers