Captain’s log, stardate 20220226


Two Kinds Of Want

Potential clients will often reach out with a pretty specific ask for something they “want”.

For example:

These types of “wants” are for deliverables, not outcomes.

Clients never REALLY want deliverables.

What your clients REALLY want is some business outcome that they believe (perhaps wrongly!) the deliverable they asked for will unlock for them.

Here’s the thing...

If you can push past the DELIVERABLE they asked for and get to the BUSINESS OUTCOME they actually want, then you’ll have a much better chance of increasing your income.




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