The Source of the Problem is the Problem
Iannarino
JULY 8, 2021
The Gist: Most discovery is too shallow to create much value for your prospective clients. Finding the presenting problem is now a superficial, commoditized level of discovery. You create value when you uncover a problem’s root causes and promote deeper understanding. Identifying a prospective client’s problem is a tried and true approach, the core of legacy solution selling.
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