A Socratic question Christian poses to executive teams: who, specifically, wakes up every day with the job of growing revenue? Executives will initially claim ownership of persistent goals like revenue growth, but the question exposes that no one is actually assigned to work on it daily — sales only captures revenue that already exists in the pipeline, it doesn't create new sources of it.
Ask it in executive workshops to surface the ownership gap, then use the resulting discomfort to justify assigning a dedicated group (a product team funded against a predictive indicator) to discover new ways to solve the persistent problem.
"My job is to grow revenue... growing revenue is not a project."