No Question Too Small: How To Ensure Every Project Runs Smoothly

Here at The Good Lemon, we ask a lot of questions. Some might seem obvious. Some might even feel a little redundant. But, when we come at our clients with questions — big, small, obvious, or redundant — we can assure you of one thing: We over-ask on purpose!

Why We Ask So Many Questions

When we ask questions that you might have answered already via email or Slack, or sometimes repeat those questions in a meeting, we are taking steps to ensure that nothing slips through the cracks. It helps us and you prepare to tackle a project head-on. Every detail matters, from project timelines to messaging choices, and every answer helps us create work that truly aligns with your goals.

How Repeating Questions Helps Your Project

Take a typical project kickoff meeting, for example. We might ask what seems like a simple question about your audience, such as who they are and their top priorities. Later, we might ask again, but in a slightly different way. This isn’t because we forgot the answer, but because hearing it multiple times helps to see nuances that might have been missed the first time. It can also spark new ideas or uncover details that are easy to overlook at the start of a project.

Another example of why we ask repeat questions is to clarify your brand messaging and tone. We often ask questions like what your organization absolutely should and should not say, or how you want your audience to feel when they engage with your content. This is especially important because the social environment is always changing, and current events can shift how audiences interpret messages. These questions might feel repetitive, but they allow us to create messaging that’s consistent and authentic across every channel. Clarifying these points ensures nothing is assumed and left open to interpretation.

Even in project management, our questions serve a critical purpose. We check timelines, dependencies, approval processes, and resources multiple times. This level of attention prevents surprises and keeps everyone on the same page.

For you, this approach means smoother collaboration, clearer communication, and fewer surprises along the way. It ensures that every task and every piece of content is aligned with your goals, meaning you’re getting the most value out of your investment in our services. 

For us, it’s how we set ourselves apart. Being thorough, thoughtful, and fully aligned with your vision from start to finish is central to how we work.

Asking a lot of questions is intentional and strategic. It’s one of the key ways we help our clients succeed every single time. By asking the right questions and revisiting important points, we make sure nothing is missed, everyone is prepared, and every project has the best chance to shine.

Some of Our Go-To Questions (and Why We Ask Them)

To give you a sense of how this shows up in our work, here are a few of our favorite questions we might ask you during any project, and why they matter:

Who are you hoping to reach, and how would you define your audience?

A well-defined audience gives us clarity on tone, format, messaging, platforms, and timing. When we know exactly who we’re speaking to, we can then create content that feels relevant and meaningful to the people who matter most.

What action do you want someone to take after coming across your content?

Identifying the desired action helps us shape the entire project with intention. Whether you want someone to click, share, sign up, or simply understand something, naming this upfront keeps the strategy focused and effective.

What does success for this campaign look like to you?

Success means something different for every organization. Understanding your definition helps us track the right metrics, prioritize the right tasks, and design a campaign that aligns with your goals from the beginning.

What should your brand never say?

Every brand has boundaries. Clarifying what language or messages should be avoided protects your voice and helps maintain consistency, reducing the risk of miscommunication as conversations change.

What’s the one thing your audience should feel after reading or watching this?

Emotion influences how people absorb and remember content. Identifying the feeling you want to create helps us make all the important choices ranging from copy, design, and delivery that support a more powerful,  intentional experience.

What deadlines or approvals could impact the timeline of this project?

Clear visibility into your internal process helps us plan a timeline that actually works for your team. This question lets us know what to anticipate when potential delays strike, so we can move through each phase without unnecessary stress.

Who are the key decision-makers and stakeholders we should be mindful of, and how should they be involved in the workflow?

Knowing who needs to weigh in, approve content, or stay informed helps us build a workflow that actually works for your team. This clarity lets us plan the right moments for feedback, avoid bottlenecks, and keep everyone aligned from kickoff to final delivery.

These questions may seem small, but answering them creates a domino effect that surfaces important details and leads to stronger outcomes. You can use this same approach within your own team to spark fresh conversations about what is or isn't working, whether it's to strengthen your brand identity, improve collaboration with a client, or nail down your goals for an upcoming project or campaign.

When it comes to producing high quality work and building successful collaborations, staying curious and connected are key. So, the next time you’re worried about asking (or getting!) too many questions, take it from us: The only dumb question is the one you didn’t ask!