Video transcription: Way back when we did the original SPIN research. We found that situation questions, questions about fact were slightly negatively correlated with success. You could ask too many of them.
Today they're actively positively negatively correlated. That is, you ask a lot of situation questions and the customer become really impatient. They'll say "You should have done your homework you should have known that" because a lot of the things that you found out with the SPIN model thirty years ago you found that face to face with the customer because there was no other way to do it. Today you can research that. You don't have to ask as many situation questions, so situation questions change.