Michael Burns

Because that doesn't matter.

People are going to trade features for objectives all day long right now.

But if we can understand their objectives, not just company objectives or vanity metrics, but what's going to get that guy a bonus, then we could create a business case.

So that's what we're focused on, is get to the objectives and understand what it is that we could sell to.

And that's this bit up here, the strategy tactics gaps.

The way I describe this to my teams is the frog in boiling water concept.

If you're asking about pain or what's going wrong, do we know the frog in boiling water?

If you have a pot of boiling water, you take a frog and throw it in, it's going to jump out.

It's hot.

It's gross, but sorry.

But if you take a frog and you put the frog into a

pot of tepid water.

It's nice and comfortable.

You turn the heat on a little bit, and it gets boiled before it knows it.

And not that I'm saying that we should manipulate our prospects and customers, but from a conversational standpoint, what we want to do is start slow.

And we want to talk about things that they like, which are themselves and good things.

And that's why I ask questions around their strategy.

And then I start talking to them about the tactics that they're going to use to achieve their strategic goals.

And then I'm going to talk about gaps and ways that we could help to de-risk their plan.

and help them get to their goals either quicker or, again, with less risk.