Ideas Don’t Drive Change
Bob Schultek Author of The Gauntlet We are bombarded with new ideas from all directions. Some are fascinating enough to capture our attention, but usually, they don’t motivate us to change. Our customers share this experience. What does drive customers to consider change is when clearly proposed benefits generated by ideas, products and services go beyond fulfilling a need, to helping achieve a goal. Making the effort to discover why meeting a need is important, how …
