Where do diagnostic questions fit into an insights selling model? For maximum impact, should you ask them before delivering an insight, or after? Corporate Visions contracted with Dr. Zakary Tormala, a social psychologist with expertise in messaging and persuasion, on a research experiment that put those questions to the test.

The study found that the traditional diagnose-then-prescribe approach most often taught today may not be all it’s cracked up to be when it comes to giving you the persuasive edge you need to disrupt your prospect’s status quo.

To learn more about the implications this has for your insights-based messages, check out this short video.