Has a direct business impact (funding or mission)
Will align directly to a business objective
May need to be discovered
Will involve people and politics
Has to be confirmed
Has a cost and corresponding value
How to discover
What is your number one challenge you face today?
As you are the _______(position) what is it that keeps you up at night?
I understand the companies primary focus is to increase productivity/profits etc. what is the number one issue you face with that objective?
What happens if you do not fix the problem?
You said you need to _________can you help me understand the key issue your trying to address?