And if you're a B2B founder or revenue leader, there's much you can learn from her rise in influence.

I want to preface and make this clear. I'm not taking a "side" with her narrative nor opposing it.

That's not what this newsletter is about.

I'm here to give you value.

To help you grow as a founder by sharpening your skillsets: marketing, sales, influence, leadership, management, etc.

And she's worth studying for this.

Today, I want to focus primarily on just ONE strategy she uses.

She went from an estimated ~$200k per month in revenue to an estimated ~$400k–$1 million+ in revenue (hard to know for sure but you can look this up)…

What did she do that worked so well?

She’s been “just asking questions.”

This is one of the many things that's worked and it's the one I want you to focus on today.

The "just asking questions" slogan has been front and center of her brand lately.

But there’s nothing “just” about it.

This is deliberate psychological leverage…

And it’s the same technique that separates elite performers from everyone else in sales, leadership, and influence.

Questions.

Strategic questions, if you understand how to use them, can crack certainty, plant new ideas, and guide people to conclusions.

And the truth is you can do this morally or immorally.

I suggest the former.

But why do strategic questions work so well?

Look - you can’t force someone to change their mind.

But you can create the conditions where they change it themselves.

When you ask the right question, you create productive doubt.

Once certainty is cracked, there’s room to plant a new idea or belief.

Think about it:

Owens has used this principle to build a platform worth millions.

She doesn’t make declarative statements and hopes people agree…

She asks questions that make people question their own assumptions and then embed her ideas.

“Have you ever wondered why…”

“What if the opposite were true…”

“Doesn’t it seem strange that…”

"Am I the only one that thinks…"

Each question creates a small crack in existing certainty.

Questions elicit doubt.

Stack enough of these together, and you can reshape someone’s entire worldview.

Once you see this, you can't unsee it.

To break it down step by step, here's how it works (roughly).

1 - Identify the existing belief or certainty

What does your prospect, team member, or audience currently believe to be true?

2- Craft questions that create productive doubt

What other perspectives can you introduce them to by asking questions?

3- Guide toward new conclusions

Once you’ve created space for doubt, how can you introduce alternative frameworks or solutions?

Let me give you specific examples of how to use this in three critical areas… 

1- Sales

It's so tempting to go into sales mode, aka "pitching", way too soon in any sales conversation.

Stay curious.

Ask more questions.

Instead of… “Our software is the best solution for your problem.”

Try… “What would it cost your business if this problem isn’t solved in the next 6 months?”

See the difference?

The first approach requires them to trust you. The second approach helps them trust their own conclusions.

2- Leadership

Questions have embedded statements and sometimes commands.

This works much better than direct commands.

Instead of… “We need to change our strategy.”

Try… “What assumptions are we making about our market that might not be true anymore?”

The first can creates resistance.

But with a question, you can create curiosity and ownership.

3- Marketing

Honestly, at this stage, I don't see much of a difference between marketing and propaganda.

Marketing is simply selling a product or service to the masses.

In order to do that, you have to first sell a narrative or idea to that same group of people.

Isn't that propaganda?

Maybe one day I'll write more on this because I have opinions lol.

Anyways…

In order to sell "one to many", you must get people to think differently about their situation.

The best way to do that is with…

You guessed it. Questions.

Instead of… “We help businesses scale revenue.”

Try…“What if the reason your revenue plateaued has nothing to do with your product or market?”

The statement is forgettable, they've heard it before.

The question is memorable and creates an open loop they want to resolve.

Now - here’s where this gets really powerful…

You can stack questions to guide people through entire belief transformations.

This is what Owens does almost every episode.

Let’s say I’m talking to a founder who thinks they need more leads when they really need to fix their conversion.

“How many leads did you generate last month?”

“And how many of those converted to customers?”

“Interesting. What do you think would happen to your revenue if we kept the same lead volume but doubled your conversion rate?”

“Now what would happen if we doubled your leads but kept the conversion rate the same?”

“Which path seems like it would be faster and more cost-effective?”

I never even "told "them what to think.

I guided them to the conclusion.

This is exactly what cognitive therapists do.

They don’t tell patients their thoughts are wrong.

They ask questions that help patients examine their own thought patterns.

“When you have that thought, how does it make you feel?”

“What evidence do you have that supports that belief?”

“What would you tell a friend who came to you with this same concern?”

The best way to develop this skill is to start with yourself.

Before your next sales call, instead of preparing a pitch, prepare questions.

Before your next team meeting, instead of agenda items, prepare provocative questions.

Before your next difficult conversation, instead of statements, prepare curious questions.

Notice how different the energy feels when you’re genuinely curious versus when you’re trying to prove a point.

Your prospects will notice it too.

The same principle that drives political influence drives business influence.

Questions crack certainty.

Cracked certainty creates space.

That space is where new beliefs take root.

Master the art of strategic questioning, and watch how quickly you can shift conversations, close deals, and lead teams.

And please, use it for good.

These strategies are powerful.

"Do not be deceived: God is not mocked, for whatever one sows, that will he also reap." (Gal 6:7)

The intent matters.

Stay steady,

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