May 5, 2026

Lead with the problem

It’s tempting to talk about your favorite tools on your website:

• “I’m a Power BI expert.”
• “I build automations with Zapier.”
• “I have been using React for a decade.”

Unfortunately, big clients don’t usually allocate budget for “a consultant who knows how to use (insert tool here).”

You know what clients DO allocate budget to?

Making or saving money.

Here’s the thing...

If someone gives you $10,000, they need a believable path to making or saving more than $10,000.

Ideally, a LOT more.

That’s the sale.

Not the tool.

Not the workflow.

Not the shiny object you learned this week.

Start with the expensive problem.

Then use your tools to make it go away.

Yours,

—J

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