"The Answer is Yes. Now, What is the Question?” – A Modern Business Philosophy

In the fast-paced world of business, this iconic phrase, often attributed to Micah Solomon, sounds like an absurd riddle, but it holds deep meaning when translated into today’s business landscape. Imagine a workplace where the default answer to any customer or colleague request is “Yes.” What would that world look like? And more importantly, how long would it take before everything falls apart?

This mindset comes from the ethos of proactive customer service—an environment where solutions are prioritized over roadblocks, and creativity flourishes over rigid policy enforcement. In short, it’s about creating possibilities. But wait, isn’t this a little…risky?

Why “Yes” Matters in Business Today

Saying yes to your customers creates an open environment where their needs are respected. In today’s world, customers don’t just want a product; they want a partnership. The “Yes, now what’s the question?” philosophy transforms interactions from transactional to relational.

As Micah Solomon himself points out in Exceptional Service, Exceptional Profit (2010), providing high-touch customer service is what differentiates top-tier companies from the rest. It’s the secret sauce to turning one-time buyers into lifelong fans. Think of it as the business version of “catching flies with honey”—except instead of flies, you’re catching profits, loyalty, and five-star reviews.

The Flip Side: Psychoanalysis Weighs In

But before you dive headfirst into the land of endless yesses, let’s consider some of the deeper psychological and organizational implications.

Freud, the king of “What did your childhood say about your CEO?” might have chuckled at this business mantra. While saying yes can foster a sense of trust and security, it also opens up a psychological can of worms. Over-accommodation can lead to blurred boundaries, as famously discussed in Freud’s concept of the super-ego, where the over-compulsion to please everyone might drive managers to internal conflict and guilt (Freud, 1923). In short: saying yes to everything might end up leaving you a burnt-out, guilt-ridden husk of a leader. Fun!

Lacan, with his love of desire, would argue that endlessly agreeing might actually fuel the insatiable desire of customers or employees, leading to never-ending demands (Lacan, 1977). What if customers start asking for impossible things—like a refund, but also the product? Or asking you to literally bend time and space? While you might not end up in the Twilight Zone, you might create a work culture of impossible expectations.

Yes, but…

The key takeaway here is balance. Sure, “Yes” can open doors and create connections, but without clear limits, that door might just be the entrance to a never-ending maze of expectations. Create systems that allow you to offer alternative solutions when the initial request isn’t possible. Or, as Solomon suggests in Your Customer Is the Star (2015), shift from merely fulfilling requests to making your customers feel like they’re getting an even better outcome.

So next time you’re faced with that tricky question of whether to say yes, ask yourself: Am I creating value? Or just creating more work for myself? A little psychoanalysis—and some humor—goes a long way.

References:

Freud, S. (1923). The Ego and the Id.

Lacan, J. (1977). écrits: A Selection.

Solomon, M. (2010). Exceptional Service, Exceptional Profit: The Secrets of Building a Five-Star Customer Service Organization.

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