“The mathematics of collaboration is nothing less than magic.”
Challenge: It’s hard to read the label when you’re inside the bottle. Don’t assume the business owner knows best. The business owner is uniquely qualified to view his company or product subjectively, which can lead him to answer questions no one is asking. He’s on the inside looking out, trying to describe himself to a person on the outside looking in.
Solution: Hire someone from the outside who understands and speaks the language of your customers.