Usually, that is perfectly sound advice for marketers to follow. But customers often understand their desired destination better than the route.
They may know exactly what they want, yet misunderstand the solution.
They often want faster horses, more buttons, another meeting, another productivity system. So respect what customers want without automatically accepting how they want it.
BETTER ADVICE:
Respect the desired outcome, but interrogate the assumed route carefully.
Sometimes your strongest offer begins by challenging the customer’s proposed solution:
“You’re right about where you want to go. You may be wrong about what gets you there.”
RW
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