Revisiting QBQ – and why our Book Club matters

Seventeen years. That’s how long it’s been since I last read QBQ: The Question Behind the Question. Back then, I was in a “proper job,” reading it alongside the senior management team before sharing it with the rest of the business.

Now I’m reading it again — not as an employee, but as a business owner.

Back then, it was a useful tool. Now, it feels like a reminder of one of the values that matters most in our business - Curiosity. We ask better questions to find better answers, and we never stop learning.

For me, building a strong culture isn’t just about delivering great work - it’s about creating an environment where people feel encouraged to explore ideas, challenge assumptions, and keep learning together. That’s why I’m genuinely excited about

our Book Club.

QBQ

I’ve pulled together a reading list (which I’m sure will evolve over time). Every other month, I’ll buy each colleague their own copy of a chosen book. Four weeks later, we’ll meet - in person or on Teams - to discuss, debate, and distil our takeaways. The goal isn’t to agree on everything. It’s to bring different perspectives, ask better questions, and uncover ideas we can apply in our work.

In other words, it’s a practical way to live our value of Curiosity every day - and to keep moving forward together.

It’s simple: think • build • improve.