Just because we know what our problem is, doesn’t mean we know how to solve it. Just because we know what we want, doesn’t mean it’s what we need. Often we don’t even know we have a problem and limp along, unaware there is an alternative. There are other times we know we have problem and knowing lament in it’s discomfort, having no clue how to solve it.

When it comes to helping ourselves, we are often anything but effective.

Like us, our customers are anything but sure of themselves.

Don’t assume your prospects and customers know what they need. Most of the time they have no idea.