Every Role Has a Story—This Question Helps You Tell It

One of the most powerful questions I ask hiring managers is “What about this role, if done well, will give your company a competitive advantage?”

It’s so easy to focus on the day-to-day tasks, the wish list of skills, or the experience checklist. But those don’t tell the full story.

This question reframes the conversation. It gets to the heart of the role’s true impact. It uncovers why this hire really matters.

I was reminded of this during a recent conversation with a hiring leader who said, “This isn’t the flashiest role. I don’t want to oversell it.”

But the reality is, every role has a “sell.” People want to make a difference. They want to know their work has an impact.

And asking the right questions helps uncover that story.

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