Whether you refer to them as clients, customers or accounts, your experience working with any of these groups has likely presented you with the tough decision to either give a business what they want or to give them what they really need.
If you are lucky, these two areas overlap and you look like a hero as you deliver favorable results to your smiling clients. All is right in the world!
But sooner or later, after enough years in the business and after working with enough people, you will find yourself stuck between a rock and a hard place as you deal with clients who bring you ideas that you know are not going to help them achieve their goals.
Henry Ford alludes to this conflict in his quote, “If I had asked my customers what they wanted, they would have said a faster horse.” Often, customers are too close…
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