Don’t listen to this 1980s sage advice.

Don’t listen to this 1980s sage advice.

“Ask your clients what keeps them awake at night.”

Why?

Because it’s trite.

And they’re not in the business of educating you - and the other 100 vendors who ask the same question.

What to do instead.

Raise issues and tends that a likely to be the things keeping them awake next. Things few others are talking about. Offer a different perspective.

Then ask them what they want to achieve and the implication these issues will have on that.

Thst’s a valuable conversation … not a fishing expedition.