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Ambulance

Why “Somebody Call an Ambulance!” won’t help you

If you have ever taken a CPR class or any type of emergency training, the first thing they teach you NOT to say is “Somebody call an Ambulance.” Why would first responders train someone NOT to say “SOMEBODY CALL AN AMBULANCE!”

Somebody is not specific, somebody can be anyone… and most certainly doesn’t mean me. The real training goes something like this; Point to one person and tell them what you need. Point to one person and tell them; “You, call an Ambulance.” Point to another person and tell them; “You, get some help.”

Being specific gets things done. Asking for something specific gets better results. Why am I saying this in a marketing blog? While what we do isn’t life and death, lessons can be learned from CPR training. I would like you to think about the last time you asked for a referral. If you are like most sales people, the question was phrased something like this; “Do you know someone else that I could talk to?”

First, the sales person should be complimented on the fact they even asked the question. They are already ahead of 90 percent of sales people who never ask the referral question. Often, the way you ask the question will make the difference between a couple seconds of awkward silence and a qualified lead.

Research shows very few customers are willing to open their database or even share a few names when asked any type of referral question. Do yourself a favor, don’t ask for that. Ask for one person. I typically phrase the referral question like this: “Who is the one person who could benefit most from a conversation like this?”

After asking this question, I have a very difficult task, I have to shut up and wait. For sales people this is a Herculean feat. We are so used to talking, so used to controlling the conversation that even a few seconds of silence can seem like an eternity. Resist the urge to break the silence; the first one to talk… loses.

Asking for one person is very different than asking for anyone. Just like that first responder, you are pointing and saying; “You, give me one name.”

The next step in this process is less critical, but can shorten the selling cycle. After I get one name, I orchestrate the handoff. My favorite way to make the handoff is the joint email. I ask my customer if they would be comfortable sending that one person an email and copying me on the email.

I ask them if they would be willing to say we are working together and what a great conversation we just had. They should go on to say that it would be a good idea if the two of us connect. I then ask my customer why they think this one person would be a good fit and to tell me a little about them.

I use this information as part of my first conversation with my new lead and schedule time to talk. If everything goes the way I hope, my lead becomes a new customer, and then they are sending a joint email to my next “new customer.”

how can i help

Don’t Ask: How Can I Help

‘How can I help’ is the wrong question to ask.

In a recent visit to a client, I asked the same question sales people always ask their clients: “How else can I help you?” Traditionally, a sales person will ask this question when they think they have covered all the bases, brought significant value and are looking for a close-out question to wrap up the visit.

After I asked the question, I received the typical response from my client, “I think that’s it.”

When I returned to my office to write up my notes from the visit a thought hit me like a bolt of lightning. THAT WAS THE WRONG QUESTION! And, not only did I ask the wrong question that day, I realized in that moment it has always been the wrong question to ask.

Here’s why. It is not our client’s job to tell us what else we can do for them. It’s our job to figure that out for them. It would be great if our clients told us exactly what they needed to be the world class provider of X and we could pull that out of our magical bag of tricks and ride off into the sunset.

Nine out of 10 clients have no idea how to reply to the question, “What else can I do to help?” Here is the best way to ask this question… NEVER ASK IT. You should already have that answer through every other question you ask.

One of my favorite questions I like to ask is: What two things would you like to accomplish over the next six months? Not only is this question specific (two things), it also has a time constraint (six months).

If your clients are able to answer this question, it will give you a good indication of where their thought process is headed and what tool in your bag of tricks will help them accomplish one or both of the things they would like to accomplish.

If you don’t have a tool that can address one of the two things they would like to accomplish, keep digging. They have needs, lots of them, and you need to find one need you can help with. Talk about specifics and find out how, exactly, they plan on completing the task.

Sometimes the only thing you will bring to the table for your client is clarity. One of my clients was adamant on knocking out three things on his to-do list. I had no clue how I was going to bring value to any of those three tasks. So instead of offering the tools, I talked to my client very specifically on how he was going to knock them out.

The item of value I brought was planning. I helped him draw out the time line, deliverables and who was going to do what. It worked. His reply back to me was, “I had no idea how helpful an outsider’s eyes and ears could be.” He was too caught up in the trees to see the forest.

Let your competition ask what else can THEY do. Make it your mission to understand your clients’ needs and provide the solution to the questions and problems they don’t ask about.

cover good 2 great

How the Book: Good to Great got it Wrong

The Enemy of Great is Good ~ Jim Collins

Good is good enough ~ Dan Kennedy

So who’s right?

If you don’t know who either of these guys are, Google them.

Now that you know who they are, which strategy should you commit to? Both make great sense; Follow Jim Collins’ thought process and you may join the ranks of General Electric and a host of other companies that were mentioned in his books.

Follow Dan Kennedy and avoid the curse of never getting anything to market because you are always making that last adjustment. Kennedy says: Don’t wait, act… do something to generate revenue or starve.

I have added both of these guys as virtual mentors of mine. Both are widely successful, both have published works quoting the phrase they are each credited with saying.  These statements are polar opposites… so which should you follow?

The thought process behind Kennedy’s statement avoids getting caught up with perfecting a blog post, article, or whatever your product is, and get it out there.

Too often business owners want to go to market with the perfect (insert product here). They spend all of their time and energy trying to make it perfect and as a result… they never go to market.  It’s too easy to stay in development mode and never shift to money making mode.

Having devoured Good to Great and Built to Last I have used both of these books to create, maintain, and profitability sell a company that I owned for 10 years. The logic behind the phrase “the enemy of great is good”, makes perfect sense to me.

Collins says you are the staunch advocate and head cheerleader of your product… tough to do if you are shooting for good.

Further, Collins’ books talk about the companies that made the difference and became that top 1%. The financial differences between companies that were good v. great can be measured in billions of dollars in market capitalization.

Some will say that these guys are talking about two different things. I don’t think they are. Collins says Great is what you should shoot for; you should never JUST put something out there. Kennedy says get it out there and tweak over time… if it works.  If nobody buys it, don’t waste any more resources on it.

Here is the tough answer. Kennedy is right, Collins is wrong. I still love Collins’ books; they give me something to aspire to and a roadmap showing where my compass should point.

Here is why Kennedy is right. The likelihood of everyone creating great is nil. Not everyone gets to grow up and play shortstop for the New York Yankees. For every Derek Jeter (current Yankee shortstop) there are thousands of others who will never get that chance.

If you hold a gun to my head and say “pick one: good enough or great”, I pick good enough because it gives me another chance to do it again. I get to learn from my mistakes and create another opportunity to try again.

Someday I might get it to great, but I don’t want to spend my entire life trying to make one thing great, the stakes are too high.

Remember the guy who kept swinging the hammer on the rock… eventually the rock breaks. This makes for a great story…so long as the rock breaks. His great story IS the rock breaking. If it doesn’t break, there is no story, and if he is paid to break rocks… he starves.

Every time I hear that story, I think he should have found a softer rock.

4ps of marketing

Can Title Companies use Product Placement?

Is it possible for a company that doesn’t have a physical product to utilize product placement in a marketing campaign?

Anyone that has taken a Marketing 101 class is familiar with the 4P’s of marketing: Price, Promotion, Place and Product. These are the four pillars to any effective marketing campaign.

As the owner of a service based product (Title Insurance) I have often struggled with that 3rd P; Place, as we don’t have shelf space to display our widget. It is even more difficult to hold title insurance in your hand.

Anytime I see a new and creative way to leverage one of the 4P’s in a way that you wouldn’t expect, I like to acknowledge it and tip my hat at the people behind the campaign.

I was recently on a flight to Hawaii for my daughter’s Spring Break when I came across this little ingenious card. On our way from Phoenix to Hawaii we were provided an in-flight meal. As you can imagine, it was airline food. I know this sounds cliché, I’m sure Hawaiian Airlines did their best.

Hawaiian air coupon

I found this advertising piece on the food tray. This restaurant figured out a way to target an audience that is there perfect demographic. This flight was full of tourists that were going to need to eat, probably several times, over the next 7-10 days.

The advertising itself is a front and back card. On the front is a picture of a nice looking restaurant and a delicious main course. On the back of the card is a map of where to find the restaurant with a phone number, and finally a $15 gift card for your purchase at the restaurant.

The ingenious part was putting this card on each tray of airline food. There was something remarkable about advertising fine cuisine next to a tray of airline food. This is a local restaurant without a large marketing budget. For the next four hours all I could think about was this restaurant and guess we went to dinner?

When you marry this strategy to the demographic of the average traveler it’s a home run. Think about who is on a flight to Hawaii, tourists who were willing to spend money and don’t have a lot of preconceived notions as to where to go to eat.

Hats off to this restaurant for a brilliant marketing strategy using product placement for a very difficult product to place… a dining experience.

This got me thinking: how can Title Companies market their service based product, placed in a similar fashion? In any service based company, trying to create something tangible to represent your product has always been a problem.

One of the things that I have tried is the campaign below using this $100 bill. When you fold the bill in half it looks like a $100 bill on the ground, when you open it, it says the following:

100 front

100 bill back

We would give this $100 bill to Realtors’ who attend any of our classes, trade shows, or in the funding pack of the cross agent of any sale. We found a two-fold benefit to giving these coupons to Realtors. First, it gave them something tangible to remember us by and a visual incentive to use us on their next transaction.

The second benefit showed the realtors some of our creative marketing efforts and often sparked a whole different conversation as to ways we can help them grow their business.

I’d love to hear what you have done to place your product in front of your customers.

Free a 4 letter word

Is Free a 4 Letter Word?

When is using the word FREE bad?

I was reading Greg Ciotti’s post on copyblogger.com: The 5 Most Persuasive Words in the English Language; and was hit with the notion that  Free has become a bad word.

Ciotti puts the word FREE as the 2nd most persuasive word, right behind the word YOU.

The post sites a study by Dan Ariely where people had to choose between a Lindor Truffle and a Hershey Kiss at 2 price points. The percentages below indicate how many people purchased the item, and how much they were willing to pay.

Free candy1

 

Then they dropped both prices by $.01 and look what happens…

 

Free candy2

Free wins right? Not in the service business. If your customer doesn’t see value, FREE only makes things worse. If you are selling Title Insurance or Real Estate; free can get you undervalued, disrespected, or ignored altogether.

For years I hosted free CE classes for Realtors. I also helped dozens of Realtors put on free workshops about every topic under the sun. What we found was interesting, while we thought that a free event would attract more people, it was the wrong type of customer.

Have you ever heard the expression; if it’s free, I’ll take 3? Welcome to service based free events. People don’t care what it is; they don’t want to miss out and if there is no risk involved to register, they will. They will evaluate the offer later. Charging for events allow your customers to pre-screen themselves. If they see value and are willing to invest both time and money, they will register.

Free often means that anyone can do it. The subliminal message here is that nothing important is in an offer you don’t pay for. Feel FREE to register and if you can make it great, if not, I’m sure you have other important things to do.

In my CE Class example, if I offer a superior topic that producing Realtors (my target audience) would like to learn about and charge a fee to attend, they are likely to register and show up.

Most non-producing Realtors would not register because they had to pay upfront. They are not doing any business to apply that information, so why waste the money.

So I started charging for classes, and something interesting happened. I found that if I charged a small amount even $5 or $10 per class, the caliber of Realtor increased along with my attendance ratios. In other words, I had fewer cancellations and fewer no-shows when I charged for a class than if I gave it away.

Charging for classes also helped me focus on the content of the class. I knew that I couldn’t charge for lousy class. I had to bring value in order to have agents sign up for the class. If the topic wasn’t very good, I wasn’t going to get people to sign up for the class. I had to make sure the classes brought value.

Having a high caliber topic attracted a better caliber of agent. In surveying the Realtors that came to the class, they didn’t care about the cost, they wanted the information. The $5 or $10 that they were paying was worth it for the info, in some cases; I actually donated this money to charity. They were happy to pay and felt good about where the money was going.

In full disclosure, my classes were smaller in size. However, my conversions were higher because it contained a higher percentage of my target audience. I also saved time having to weed out the potential customers that were going to waste my time.

There are times and places for FREE in your sales funnel, just don’t have them right before you make your sales pitch.

Coke cans

7 reasons branding is not BS

Is Branding BS?

Why does Coke have a $4 gagillion marketing budget? So when you look across the room at a red soda can with a white stripe down the side, you immediately recognize it as a Coke can, regardless of the country you are in. That is the power of branding.

From a few hundred feet away most people cannot tell the difference between a Toyota Camry, Honda Accord, or Lexus 250. Ask someone to identify a Corvette at the same distance and they’ll do it every time… again branding.

So how to do you compete with Coke or Corvette if you don’t have their budget? The good news is that you don’t have to. You just need to be better than your competition… and if you are a Title Company sales rep or Realtor, thankfully, that bar is pretty low.

Do your mail pieces stick out in the mailbox or email inbox? Can you tell the difference between your advertising and your competition? Good sales people will say yes and more importantly, their clients will too.

Branding builds familiarity with your product and in the case of service based products like title insurance or real estate, the product is you or your team. Branding saves the time of reintroducing yourself to a perspective client each time they see your message.

Branding allows you to get a consistent message out and repeat it until it sinks in. Most media experts agree that the brain needs to see something seven times before it can recognize and relate to it. Once they relate to it, trust is established.

Ever wonder why the ONE postcard you sent out didn’t work? If you are sending one postcard you stand less than a one percent chance of your target audience to even considering you as an option.

I couldn’t tell you what an RC Cola can looks like (if they still even make it), after Coke and Pepsi I can’t think of another cola. If I was thirsty for a cola and Coke or Pepsi were not available, I would personally grab water, because that’s what I am familiar with.

Same is true with your clients, if they need your product and aren’t familiar with you; who are the Coke and Pepsi in your Market? You might have a better product, but if they don’t know you, they are not going to take the chance… would you?

In order for Realtors to have direct mail success, they will need to send at least 5 different pieces with similar messages and branding to have success. Same is true for Title Reps advertising to Realtors.

I read a case study where a university marketing department wanted to determine the effectiveness of farming a geographic area with postcards. The research was straightforward; it called for a series of postcards mailed to the same area once per month for six straight months.

The mail piece was generic; it talked about the real estate market, local events, a professional sports calendar… nothing that would stand out as remarkable advertising. The twist was that they invented the real estate agent.

This “agent” was created out of thin air. He never had a real estate license, never closed a deal, never took a listing, nothing.

At the end of the six-months, the research team went door-to-door and asked a simple question. They were looking to move into the neighborhood and wanted to know if they could recommend a real estate agent to work with.

As you would suspect, the fictitious agent was listed in the top 3 agents 80% of the time.

The lesson I pulled away from the case study is that sometimes good is good enough. While I try very hard to create great content, getting any message out is better than having no message at all.

So is branding BS? Not if you are targeting a specific market with a product. I wouldn’t suggest a Realtor brand the entire Phoenix, AZ real estate market. I wouldn’t even try all of Scottsdale. But in an area of 2000 homes, you bet.

If you think in terms of niches, you will have more success in building your brand.

call to action

How a Call to Action Started a Country

April 18th is Paul Revere day. In honor of Mr. Revere’s epic ride, I like to talk about calls to action. Working in the title industry, you may think having a good call to action is not a big deal, you’re wrong.

My post last week talked about connectors and Paul Revere. Being a connector is great, but Revere also knew his audience. He spent years developing relationships with them. He had built credibility with them and when the time was right, he knew what to say to elicit a specific action.

You’d think 239 years later, we would be better. Instead, it looks like we’ve regressed back to the Marketing Stone Age. How many times have you seen Facebook Ads, postcards, or tweets, without any buildup or establishing any credibility simply ask for the sale. There’s no set up, there’s no romance, it’s just give me your money. Has everyone forgotten how to write a call to action?

Staying with the theme of Paul Revere, if you view Revere’s ride as a marketing campaign it would look like this: He spent years developing his lead list (colonists willing to fight for freedom). He spent equally as much time building credibility with them. When he delivered his call to action, it was specific and very clear.

Marketers could certainly learn a lot from this example and what a good call to action can do. When done poorly, no time is spent building an audience, even less time building credibility, and then a very unclear call to action. We are then surprised to find our call to action didn’t generate any sales.

As Revere was riding from city to city, his message was simple “The British are coming”. That single message was able to generate a specific call to action.

Revere didn’t ride into town asking the colonists to: a) fight for freedom b) pack up your stuff and leave town or c) go back to bed and ignore this offer. There was no way the colonists could ignore his offer. They knew it was coming, they were ready for it, and when he delivered it… they acted.

Another aspect of his call to action was the sense of urgency with the offer. As he was riding through towns during the middle of the night he made it crystal clear that the colonists need to do something immediately.

His call to action did not imply they could do something tomorrow or next week. The call to action had incredible sense of urgency and he was able to motivate his target audience into acting as soon as he made the offer.

He wanted people to grab arms and fight for freedom. How many times have you seen unclear calls to action? In one part of the offer you may see click here, in the same ad it’s a different click here button asking to do something different. The message is too confusing and with confusion comes…nothing.

Your call to action needs to be very clear and lead them to do one simple thing. If you approach this from a systematic standpoint imagine a conveyor belt. The conveyor belt goes in one direction, down the sales funnel.

Your call to action should be a gate that your customer passes through, not a fork in the road. Anytime you’re writing sales copy, your message needs to be very clear and only ask your customer or potential customer to do one thing. Don’t ask your marketing piece to do too much. I have made this mistake myself and it ends up in the garbage.

Paul Revere

It’s Who You Know

Everyone has heard the expression; it’s not what you know, it’s who you know. That thought struck me right between the eyes when I was helping my Daughter with some history homework. They are studying the American Revolution and Paul Revere’s infamous ride to wake up the Colonists to warn them that “The British are coming!”

One my curses in life, is that I have this knack for remembering the weirdest stuff. As my Daughter was telling me all about Mr. Revere, I happen to remember the story of William Dawes. Who is William Dawes you ask? So do most Americans.

One of the things we talk about in Real Estate is to be the “go to” person in someone’s circle. It’s always nice to be “that guy”, the guy that knows who to call when you need something. One of the goals in our business is to be viewed by your clients as a connector, or the person who knows people.

If you need a good flooring person, you want your clients to think of you to recommend a good man/woman for the job. Knowing the right person to call makes you more valuable to your client, and we all know, the more valuable you are… the better.

Part of your unwritten job description is to know a good lawn guy, pool guy, flooring guy, kitchen guy… this list goes on forever. If you know the right people and know how to spin referrals they come back to you tenfold.

A lesson to be learned here is if you cannot answer the question “do you know a guy who…” or have the phone number to the guy I just talked about; it might be time to carry that kind of list with you. I carry mine in my phone, labeled: pool guy, flooring guy, plumber guy… you get the idea.

Here is a tip for you; rather than trying to remember who my roofing guy is; I keep him in my phone under roofing guy and his actual name in the notes tab in my contact screen. This way I just have to look up roofing guy and not have to remember his name.

So who is William Dawes? William Dawes took the southern route outside of Boston to sound the alarm that “The British Were Coming!” back in 1775. So why is Paul Revere legendary and William Dawes lost to history?

Paul Revere was a connector, within minutes of arriving in a town he knew exactly who to talk to. Revere would be in and out of a town in minutes and have church bells ringing, minutemen reaching for the muskets, and entire communities preparing to fight for freedom in the coming hours.

William Dawes was not a connector. He would ride into a city and not have a clue where to start. Town Elders and Minutemen along southern route woke up to the sound of musket fire from the British Army having never received the alarm.

It’s not what you know, it’s who you know. Both men had the same story to tell. The delivery of this message was of grave importance and had incredible sense of urgency. One man knew who to talk to and the other didn’t. One man is famous for doing his job and the other… well my guess is that you didn’t know who he was until this post.

While this may be a stark contrast between being a connector and not, in a tough market it could be the difference between a paycheck and not having one.

USP

What is a Unique Selling Proposition (USP)

You finally get to talk to that Realtor that you have been stalking for months. This is the agent you have been dreaming about, your Moby Dick. If you could only land this one, it will put everything right with the world.

Well Captain Ahab, before you land your own whale, you need the right tools. Although I didn’t remember this in the book; Captain Ahab’s spear was tempered with the blood of his crew. It was a symbol that it wasn’t just Ahab landing the whale, it was a team effort.

Consider the spear as your USP. It’s the first real impression your whale has of you. It’s the answer to the question; “Why should I do business with you?” Miss this one and everything else is irrelevant. So what makes up a good Unique Selling Proposition?

A USP should first answer that that tough question; why do business with you? Most good customers are also very smart and can smell fear… and crap, a mile away. Your USP should not include phrases like; “we have great service” or “we have great pricing”… because when I hear that my first reply is “OK, so do the other 5 guys that called me this morning”.

We are talking about a Unique not a Universal Selling Proposition. If your USP contains words like service or pricing, you are playing the “me too” (following what everyone else has) game. You need to look at what you, or your team, is great at doing, something specific. Terms like service are too broad and you wind up being one of the five other guys that called, not the one your whale chooses to work with.

Your USP needs to say who your target audience is and what you can do for them.  Remember what I said about a team effort, what is your team going to do for them? For example a USP saying: We are a boutique Title Company that helps Realtors with marketing, not advertising, marketing”.

This USP has announced who your target audience is and what you can do for them. Notice that this USP also tries to engage a follow-up question.  When working properly and asked correctly, you typically get 1 of 2 questions in response; What’s the difference? Or how do you do that?

When hear one of those questions, you are off to the races.

Here are two other great examples of OUTSTANDING USP’s.

  • Domino’s Pizza – When they first opened their doors their USP was; Fresh, hot pizza, delivered in 30 minutes or less.  Notice what is missing from the USP? It’s the word GOOD.  They are not saying anything about how good their pizza is. It’s not gourmet pizza, it’s not pizza that is going to impress your friends… they are saying it’s going to be here in 30 minutes or less.

Think about Domino’s first target audience, college kids. In some cases, college kids who are back from the bars or at the very least don’t want to wait to eat. The USP was targeted directly at them. If you want hot pizza fast there was only one place that you would call.

  • FedExWhen it absolutely, positively has to be there overnight. Talk about being direct. Use someone else if you don’t care about what you’re sending, but if you want to be sure, you’d better use us.

FedEx was so effective with this USP that the company became a verb. Think about your office for a second. How many times have you heard someone say; I’m going to FedEx it, rather than say I’m going to overnight delivery this package. Most people say they are going to FedEx it, even if they are using a different overnight carrier, talk about an effective USP!

Your USP should be one the first things you develop when creating your marketing strategy. It’s the rally cry of your team. It’s THE one thing that separates you from everyone else in your market. If you can nail it, selling becomes easier, focus becomes more clear, and most importantly your customers understand what you do better than anyone else.

Service Pryamid

How to Bring Value to Your Clients

Welcome to the Beyonddonuts blog. In our first post I wanted to convey the spirit of why this site exists.  For the past twenty something years, I have been surrounded by affiliates of the real estate industry. For the first twelve years I was the customer and the last twelve I have been the affiliate.

As the owner of a Title Company, one of my goals has always been to improve the customer experience. The long standing joke about account executives, or anyone in marketing, has been that they are just donut delivery folks.

They have a delivery route, bring in the donuts, and the orders come rolling in. While that is certainly one way to develop business, I don’t think it’s a lasting model.  Our customers need and frankly should expect more than a cheerful good morning and some deep fried breakfast treats.

To develop lasting relationships with clients you need to have a different approach. The figure below is a pretty good illustration of how a lasting relationship is created.  Our marketing needs to go beyond donuts and provide value to our customers if you want to grow your business.

Customer Service Pyramid
Customer Service Pyramid

The lowest level of the pyramid is meeting expectations. This is a pretty straight forward premise. You have a product, they have a need and they send you the order because you were there. Thankfully in most of our collective industries, the expectation bar is set pretty low. In other words, just don’t screw up the order and there is a good chance you will get another order.

Real value is created when you go beyond completing the order.  When you go deeper with your client and start providing solutions to what they need you start creating loyalty with them. In order to achieve this next level of success you have to actually have conversations with your clients.  These conversations need to include something most sales people are very poor at doing… listening to your client.

Ask questions like what is holding you back from being more successful? Or if there was one thing we could do that would make your life easier, what would it be? You don’t need a laundry list of questions, keep it simple and manageable… what’s the one thing? When you start appealing to their desires you are off to the races, because many of your clients are going to have the same desires.  When you start to provide answers to these questions you are providing solutions at an exponential rate. One solution can be offered to multiple clients.

After you ask this question enough, you will be able to anticipate what their needs are or will be in the future. That is when you move into the highest level of the pyramid and start to create Raving Fans.  These are the clients you dream of. These are the guys that are talking to other potential clients and they start to sell for you.

My wife and I just finished watching the movie Steve Jobs, …I liked the book better. Jobs was a master at anticipating what the customer wanted before they knew they wanted it. After his return to Apple think about the products they released; iPhone, iPad, and the iPod were all products Apple launched with the mindset “you haven’t seen this, but you can’t live without it. Steve Jobs lived within the highest level of the pyramid and think of the number of raving fans Apple has.

Another benefit of asking these questions to multiple clients is that your clients are going to be at different levels in their business and an answer to one question might be an answer to a question another client hasn’t even thought of yet… the illusion of anticipation has now been created with second client.