Mumbrella360 video: The Big Questions

In the lead-up to Mumbrella360 on June 7-9, we revisit highlights from last year’s event.

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The Big Questions
Moderator: Rob Pyne, founder, X or Y Decisions.

In this presentation, Rob Pyne, founder, X or Y Decisions (moderator) hosts a panel featuring: Nick McKenzie, investigative journalist, The Age and Four Corners; Katie Rigg-Smith, Australia’s youngest CEO, Mindshare; Mark Hollands, CEO, Newspaper Works; Dr. Trisha Stratford, former hostage negotiator and neuro-psychotherapist on how to find out what a problem is? By asking the right questions.


  • 0:00 Introduction
  • 0:30 Why are you doing this promotion: ROI, story, investment?
  • 1:30 A problem well-defined is a problem half-solved
  • 1:50 Meet the panel
  • 3:00 Katie Rigg-Smith – what does the brief really mean? [Michelin case study]
  • 5:35 Dr Stratford: how does the brain process choices?
  • 9:40 How do you determine what conversational flags to base your questions on?
  • 11:00 Nick McKenzie: how do you hook and maintain the interest of a mass audience?
  • 11:26 One question investigative journalists are terrible at asking
  • 13:00 Making a broad topic personal
  • 14:00 Mark Hollands: how reframing the question got me closer to an answer
  • 17:30 Influential By Nature
  • 19:30 Media owners want media agents to ask better questions [audience questions]
  • 21:30 Einstein came up with the theory of relativity drinking a glass of red on his porch – leaving the left side of the brain behind
  • 22:40 Sympathetic systems and how our energy affects others, without words
  • 24:00 Become more curious
  • 25:30 Asking questions people don’t want to answer
  • 28:50 How to hear behind what the brain is telling you
  • 30:00 How to use questioning skills to get multiple stakeholders into alignment
  • 33:20 KCQ: finding meaning in all the noise – discovering the key central question, then arguing for and against it
  • 34:50 Taking it personally: Finding the right person by asking the right questions
  • 36:55 audience questions
  • 43:35 presentation concludes:

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