Start with them

Is your team’s offer the best on offer?

Or can your audience go another route without losing out?

The answer often comes from starting in the wrong place:

• Starting with what you know: This feels comfortable. Here we must ask, “Who needs this?” A solution in search of a problem.
• Starting with what you have: This feels sensible. Here we must ask, “How can we package this?” A solution in search of a problem.
• Starting with what they need: This feels reckless. Here we must ask, “How is it possible to do such a thing?” A problem in search of a solution.

When we start with them–rather than with us–we ask a much better question, one that serves more deeply and converts more effectively.

Who do you start with?