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Question Design: Driving People, Systems and Culture
Paperback
Series: Question Design, Book 1
Publisher: Independently Published
Published: Sep 30 2026
Pages: 218
Weight: 0.66
Height: 0.46 Width: 6.00 Depth: 9.00
Language: English
Organizations don't change because of the people. They fail to change because the questions are wrong.
Why do organizations fail to achieve results, even after hiring talented people?
Why do employees fail to move, even after new systems and processes are put in place?
Why does decision-making become slower, even after countless meetings?
The answer lies in an invisible problem: poorly designed questions.
This book redefines questions-not as mere prompts for thought, but as a form of design that drives people, systems, and culture.
People act according to the questions they are given.
What they pay attention to.
What they ignore.
Which options they consider.
What they define as the right answer.
All of these are shaped by the questions they are asked to work with.
This book explores the structure and practice of question design, including:
- Why organizations end up operating according to the wrong questions
- The hidden questions embedded in recruiting, evaluation, and KPIs
- How to design questions that transform meetings, decision-making, and 1-on-1s
- How repeated questions shape organizational culture
- Practical techniques for breaking down and rewriting questions
- How to build a coherent system of questions that runs through an entire organization
The key is not the answer.
It is the question you choose to design.
Change the questions, and behavior changes.
Decisions change.
And ultimately, the organization changes.
If your organization is stuck, the answer may not be to change the people or the systems.
Change the questions.
Is your organization really being driven by the right questions?
About the Author:
Ash FUKUMI (アッシュ・吹水)
Ash FUKUMI is a hybrid business leader who currently serves as a CXO for a tech startup while maintaining a strategic role within a JTC (Japanese Traditional Company).
After earning his Master's degree from the Faculty of Science and Technology at Keio University, Ash began his career in the automotive industry. He has since navigated a diverse professional landscape through multiple strategic pivots-moving between domestic and foreign capital, startups and publicly traded corporations, and tangible and intangible goods. This breadth of experience has given him a unique, 360-degree perspective on marketing, product planning, and business development.
Having survived high-stakes environments-including corporate layoffs and severe financial restructuring-Ash provides battle-tested insights that bridge the gap between theory and practice. His writing focuses on finding the optimal balance between organizational structure and individual empowerment in the modern business world.
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