Strategy

Ask a business owner how her customers think about the services they receive or the products they use, and you’ll hear comments like "they love us." But when a third party asks those customers the same question, the results can be eye-opening. I recently shared the story about developing a customer profile for a professional services [...]

We had carefully studied the client's stated objectives and analyzed the budget, then created a strategy that addressed both with great efficiency. So we were startled when our plan was completely tossed out the window. The reason? One of the executives walked into the meeting and said he really liked a particular technology, so using that [...]