Just listening to a recorded version of Jeffrey Gitomer's Asking Power Questions teleseminar that I attended a couple of months back.
"What's the one word that comes to your mind when I say 'corporate website'?"
"What are the three most overlooked issues when deciding on a marketing and communications company?"
Serious questions with serious answers that make people "think on the spot" and not buy on the spot. Power questions, according to Gitomer, position you as the person that will always be remembered as the one with the best questions because you care about what your clients' work is and, more importantly, about how their clients feel about buying from them.
It may be a cliché, but knowledge is power and you get power and knowledge by asking powerful questions.
After fifteen plus year of journalism, you'd think this was obvious to me. I guess you never get too good to always practice and work the basics. It's all about focusing on the core.