Service firms rub the a*s off making their client happy. Instead, I focus on how the end customer of my client will benefit from the execution. And WHY should you do it? Most people jump from industry to industry chasing bright shiny objects, yet can't sell, lose revenue, or get ghosted. Reason? They sell randomly. They sell anywhere. Selling is the ability to enroll people in new ideas. Get people excited about concepts they haven't considered. But for that, you need to understand your customer first. Their needs, behavior, and what’s inside their brain?