Business Owners Radio · Craig Moen & Shye Gilad | Business Owners | Entrepreneurship | Small Business

STRATEGY | Unlocking Business Potential Through Great Questions w/ Cynthia Kay.

·32 min·5 clips

Craig Moen and Shai Gilad open the episode by introducing Cynthia Kay and her book, Small Business, Big Success, How to Beat the Odds and Grow a Great Business. Cynthia describes herself as someone who loves stories and small business people, and that outlook shapes the conversation. She explains that she keeps writing because she enjoys telling stories and connecting with business owners who want to understand how others made key decisions. The hosts quickly move toward the practical side of her approach. Cynthia argues that businesses earn loyalty when they educate customers and give them efficiency and flexibility that actually help them do their work. She points to a long-running relationship with Siemens Industry as an example of how that approach can turn into a durable partnership. The conversation then shifts into discovery and selling. Craig picks up on the idea of showing up and being useful, which becomes a bridge into customer insight. Cynthia says her background in broadcasting taught her how to ask strong questions. She says that skill was sharpened during her time as an investigative reporter. The hosts lean into that thread, and she makes the case that good business conversations start with curiosity rather than a pitch. She advises owners not to walk into a meeting talking only about what they do. Instead, they should think like reporters and ask leading questions. Listening matters as much as asking. She says people often ask good questions and then fail to hear the answer because they are already trying to sell what they have. The episode keeps returning to that tension between offering a service and understanding the actual problem. Cynthia and the hosts also talk about what customers may not say directly. She encourages owners to look for the challenge underneath the stated request. The conversation widens from tactics to culture, process, and the deeper business needs that are not always obvious at the start of a meeting. Her perspective stays grounded in the day-to-day realities of running a company while still pointing toward bigger ideas like loyalty and value creation. The tone remains measured and practical throughout. The hosts validate her points and keep narrowing toward usable lessons for owners. The interview also reinforces Cynthia's broader view of small business as a relationship game. She treats repeat business as the result of making the customer smarter, easier to serve, and more confident in the partnership. Rather than frame growth as a burst of hustle, the episode treats it as a discipline of asking, listening, and responding well. That makes the show feel less like a motivational talk and more like a working conversation between experienced operators. The final stretch circles back to the idea that great questions can reveal hidden needs and better opportunities. The episode closes by returning to Cynthia's mix of broadcasting instincts and business experience, which gives the conversation its shape and its edge.

As heard by us

Better questions and better listening make for better business.

Business Owners Radio uses Cynthia Kay's broadcasting and investigative reporting background to make a simple case for better selling: ask better questions, stay curious, and listen before talking about what is being offered.

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Why you'd press play

Learn why better questions beat a polished pitch.

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