I mentioned in a blog last week that we have hired a consultant.

His name is Alan Weiss. I call him the Consultant’s Consultant.

We met last Friday in New York. We talked for an hour.

But one thirty second exchange justified the entire expense. And it was entirely obvious.

When working with a customer, talk about their problems. Not your solutions. How else will you know if the former requires the latter.

Simple. Obvious. And guilty as charged.

Building a better business is based on knowing what you’re talking about.

And knowing enough not to talk about it until you’ve discovered if or how it’s relevant.

Enough said.