Free Online

Thu, 9 July 2020

3:00 pm - 4:00 pm

How to Ask Heretical Questions at Work

A Contagious Communications Briefing


Online (Zoom)

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In the first of a series of exclusive briefings by the experts at Contagious Communications, you’ll find out why asking unaskable questions could be the answer to unlocking a more creative approach to business.

Businesses love certainty. They tend to focus on answers, not questions. But we believe creative companies in uncertain times should flip that mindset and question everything, even the staunchest beliefs and practices. Heretical questions can cause schisms. They don’t always lead to fun conversations. But in this session we’ll explain why these are the interrogations that could protect your business and invigorate your marketing.

Led by Katrina Stirton-Dodd, editor-at-large at Contagious Communications, and Contagious co-founder and chief brand officer Paul Kemp-Robertson, this briefing will teach you:

• How a question-led culture can help businesses identify opportunities and unlock creativity
• How and why leading experts and organisations have developed an approach that exalts questions
• The questions that led to some of the world’s most successful advertising campaigns
• How human nature inhibits the impulse to ask, and the risk that creates for companies


This talk takes place at 3:00pm British Summer Time.

About Our Digital Programme:

In response to the global pandemic, How To Academy is curating a not-for-profit programme of live-streamed talks and conversations bringing you advice, insight and entertainment. Tickets are offered on a Pay What You Can basis, including a Free option for those who cannot afford more at this difficult time. Thank you for your help sustaining How To Academy through the crisis — and for enabling us to share new thinking from across the globe at a time when it has never been more important.

Katrina Dodd

Katrina Stirton Dodd is Editor at Large at Contagious, a consultancy dedicated to helping brands and advertising agencies around the world understand and adapt to shifts in marketing, consumer culture and technology. >>

Paul Kemp-Robertson

In 2004, Paul co-founded Contagious, a global editorial and advisory service for marketers. His TED Talk has been viewed more than 1.24 million times. >>

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