Sarah Hofstetter: How do you ask a difficult question?

The most effective questions are constructive and candid, observes Sarah Hofstetter, SVP at 360i. Watch to learn her method for framing quality queries. 

FAST COMPANY: How do you ask a difficult question?

SARAH HOFSTETTER: I’m a huge believer in candor, but that also needs to be couched constructively. It’s always about thinking about your end game. What do you want the result of your conversation to be? If you want it to be positive, don’t put someone on the defensive. So when you’re asking a difficult question, be direct, make sure it’s also a safe environment for someone to answer.