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Is this the best way to accomplish our goals?

Have you ever tried to coach a team towards an end goal but failed? Either because you can’t get your point of view across or because the discussion gets sidetracked continuously into things that are not that important? 

I have tried to send documentation to be studied that points at the right solution. That did not work. 

I have tried to use my experience and authority to give them the best solution and move on to the implementation phase. That did not work either. 

I have tried allowing them to learn on their own and to figure it out eventually. That also did not work because of time constraints. 

And guess what the common denominator is to all the failed attempts? Me! 🙂

My thinking says: if they only had the right information, they would see things like I do. Unfortunately, that is not true. As I am discovering, each one of us sees the world through a different lens. Our views may be similar, but they will never be the same

Today I was studying Seth’s book “Stop Stealing Dreams.” And I was fascinated with how many ideas he can share, without giving any advice on what to do! And not only that, but almost every paragraph had me stop and ponder what was said. I could feel the cogs in my brain getting a good workout!

I had to digest the entire book to figure it out finally. And the answer is now simple and obvious. Seth asks a lot of questions, inviting the reader to think for herself!

And the most potent question was:

Is this the best way to accomplish (…insert goal here…)?

This question serves double duty:

1. It makes sure that we know and agree on what the goal is. If we don’t, we need to go way back in our discussion and check and decide on our goals again. 

2. Once we agree on the goal, asking “is this the best way” opens everybody’s mind to contribute in a focused way towards the goal. 

The key difference for me is that I no longer dish out my solutions but instead invite everyone to contribute. The best way that the group finds may be way better than what I had initially thought the correct answer was. We all learn, and we move forward together.

I will definitely give implement this one in my communication.

“I need help! I have a problem!” Syndrome

“I need help! I have a problem!”: I see a lot of emails with those titles almost every day. And in some cases, these emails are sent to public figures who may have large audiences. 

What goes through my head is this: 

“Does this person seriously think that their email will be picked out of the thousands and get a reply?”

And the answer is that probably yes, or they would not have sent the message in the first place.

For me, that is selfish thinking and selfish expectations. Especially for someone who has a broader audience, the email situation is asymmetric. There is way more incoming email than one person could possibly read, let alone send a response. 

And this also applies to social media communications.

I am writing this post here because I have seen a similar trend in the business world where people send messages asking for a job or offering their services to anyone who has a contact form on their website. 

These messages boil down to: “Hey, I am intrigued by what you do, can you hire me?” or “Hey, some nice content here, do you need SEO on the website?”

How would you feel if a stranger came up to you on the street and said that to you? Would they seem trustworthy? Would you think that they genuinely have your best interest at heart? Would you be eager to work with them? 

I understand that sometimes crises happen. I know there are situations where you desperately need to put food on the table and keep the lights on. But the problem is that everyone else also has their own issues to think about; they have their own story running in their head. The fact that you have a big problem, does not give you permission to but in and ask to be hired or offer a service that is not needed. It just creates friction and noise and lowers your chance to be seen as trustworthy

This shotgun approach has a math justification. It is free to interrupt many people in the information age and demand that they focus on my problem. So, the logic says, I just have to interrupt a lot of them, and eventually, I will get a hit! 

If you are doing this, how is it working for you? I bet that it’s not working very well.

The Alternative is to be generous and respectful.

Imagine that you are indeed about to approach a stranger in real life, not online, and you will see how face-to-face interaction changes the dynamic. 

None of the short meaningless pick-up lines would work. You would need to show genuine empathy and generosity. 

Being generous does not have to be about money. You can be generous with your time, attention, and emotional labor. Before you contact a potential lead, do read their about page, their social media activity. Get out of your head and your problems, and do your best to comprehend their story and problems. Once you feel you have seen the world through their eyes, only then you can go to them and say:

“Hey, I’ve been following your activity for a while, and I know a big launch is coming. Do you need any help with that? I am especially effective at creating and distributing flyers!”

If you were honest with your investigation and were paying attention, your lead was thinking or worrying about this issue. By mentioning it directly and specifically, you show that you care and that you’ve spent the time and the effort of getting familiar with their business and their problem. 

Do you see how this would set you miles apart from some just bombing with generic “I don’t care about you, please hire me” messages? 

The key to solving your problems is to help other people solve their problems first. 

Keep that in mind, when you send your next email or post your next message on LinkedIn. Are you selfish? Or generous? 

One path is to do the bare minimum

Your boss does not appreciate you, or is there a glass ceiling in your company or your department? Or are your clients always trying to pay less?

The solution? One is to do the bare minimum required not to get fired. Or, if you work for clients, do the bare minimum to meet spec. That’s an effective use of your time, right? 

Except, it isn’t. 

It is a race to the bottom. And eventually, you will win. 

You cannot control what your boss thinks of you. Or how the company is structured. Or how your clients see your work. 

That leaves you with the only thing you can control: your attitude. 

Doing the bare minimum, just getting by, it is a victim attitude. It is a way for you to get “revenge” on the outside circumstances that don’t reward you. 

So what is the alternative? 

The alternative is to choose to grow. To choose to be focused, to do outstanding work, work that you are proud of, and you would happily brag about at your next job interview or in the sales call with your prospects. 

Will your current boss suddenly appreciate you? 

I would say that is the wrong question. Yes, we do crave appreciation and being seen for what we are, but it starts with yourself. Appreciate yourself first. And one way to do that is to create yourself every day in the person you want to be, regardless of how those around you see you. As you get better at this, you will think differently, you will see new opportunities, you will have the energy to act on them, and your circumstances will change. 

Stay focused

All the productivity gurus and spiritual gurus talk about the power of being focused. And for a good reason. Scrolling through your social media feed scatters your mind. Juggling too many projects increase the task-switching costs. Chasing too many topics does not allow you to go deep on any of them. 

Create the discipline of staying focused. Even if you don’t like your current job, stay focused. It builds a skill that will be priceless in all areas of your life. 

Staying focused also means choosing not to indulge in fear and doubt and worry. Choose courageous thoughts; choose creative thoughts. 

A side note about becoming a martyr 

That is not what I am suggesting in this article. I am not talking about self-sacrifice; instead, I am suggesting getting out of self-pity and allowing outside circumstances to determine your inner feelings and how you show up in the world. 

Ask powerful questions like:

  • what is needed from me at this moment?
  • how can I help in this situation?
  • whom can I connect? 
  • how can I better at this?
  • what is truly important now? 
  • how can I be generous today?
  • is what I am doing, and thinking serve my short and long-term goals? 

What does the client want?

Some time ago…

Some time ago, the conversation with a potential client would be something along the lines of:

“How can I help you?”

“I want a website to sell my products.”

“OK, great, this is a price and you’ll have in a month.”

A month later…

I’d show her the site, and the reaction would be: “Well, this is not even close to what I had in mind…”

I had to change the game and ask more questions 🙂

“What colors do you like?”

“Red and blue.”

“Great, and font wise?”

“I want something elegant, precise!” 

“For images?”

“Oh, something joyful and warm…”

“Excellent! This is the price; you will have the site in a month”.

A month later…

I’d show her the site, and the feedback is: “This red is not red enough, and now I realize the red and blue are a bad combination! Can we try yellow instead of blue? And the font is too girly for what I have a mind. We are going to need new images as well. The top one is ugly, and the rest don’t match the brant at all.”

Oh, the frustration.

At some point, I’ve spent two weeks back and forth, trying to nail down the shade of blue. That was a waste of my time and the client’s time!

I had come to believe that the clients don’t know how to communicate (I had a much shorter description for this). I had resolved that I would never even discuss with someone who could not write a technical specification that we can agree on, and that I could deliver. 

This decision blocked many customers, but more importantly, blocked important learning. 

The Breakthrough 

I was watching a video from Chris Do. He’s a designer who also teaches business, and I admire his style. To me, it feels like he is talking to me specifically. The kind of decisions you need to make in design apply in software and for anyone who uses creativity to solve a problem. But I digress. 

Back to the video. 

He was taking questions from the audience, and someone asked: “How do you deal with clients who don’t know how to communicate what they want?” Ah! The golden questions! I had the same struggle. I perked up, waiting for the knowledge to be bestowed on me. 

Chris looked into the camera, and you could tell that the question was really testing his patience. Hm… And he said: “How many times do I have to tell you that the good-communication is on you! It is your responsibility to help your client articulate her problem and then discover if you can help her.”

All the pieces began to fall into place in my mind. I suddenly understood that in blaming the client, I was not only asking the wrong questions, but I was not developing a critical communication skill. 

In the present time…

When a client wants to work with me, they better be ready for a ton of questions :). As someone jokingly said, they need to feel like they’ve been to the shrink after the first discovery session. 

Here is how the conversation might look like:

“I want a site that can help me sell my products.”

“Sure, that is something that I specialize in, but out of curiosity, what problem are you trying to solve?”

“Well, I need to increase my revenue, obviously”

“OK, that makes sense. How do you know that having a website is the best way to solve this problem?”

“I don’t know… everybody does it… what other options are there?”

“I am glad you ask. Before I can answer that, I’d need to know more about your business. It’s OK if I ask you a few questions?”

“OK…”

“At the moment, how do you generate your revenue…”

And this would go on for a while. 

In the end, what I need to know is:

– what is the biggest problem that this customer is facing 

– how can I help them discover this problem if they don’t know it

– how can I help them articulate their underlying needs 

– in the end, are we a good fit? Can I help her with what she really needs? Can she afford me? Do we like each other well enough to work together for a few weeks or months? 

And by the end, the client would also need to know

– how do I work

– can she trust me

– what is my price range

– what kind of a solution can she expect

– is hiring me the right choice for her

In Conclusion

Make sure you correctly diagnose the problem before you prescribe a solution. If the solution you’re thinking of is not the right one, you need to find out as soon as possible, not at the end of the process.

If you found value in this article, let me know in the comments below or on Facebook. This feedback will help me understand what to focus on in the following posts. 

Go create the New Paradigm today!

New Normal – Collaboration Tools – Trello

Trello – The playful and pretty way to manage a project

If you are a fan of using post-it notes to organize your projects, you will love this next tool!

This post is part of the “New Normal – Collaboration Tools” series, and we are going to look at Trello.

Trello is so simple that it can be explained with just the picture below:

The idea is to use cards, organized in lists, to keep track of what is going on in the project. And the most simple version is to have the three classic lists:

  • To do 
  • Working On In
  • Done 

As you have guessed, you choose a card from the “To Do” list and move it to “Working On It” and when you finish, you move the card to the “Done List.”

So why is this so powerful, and not just use sticky cards on a real board? 

This series is called “Collaboration” tools, so that is where the power is. The Trello boards can be shared with teams of people. Now everyone can see the lists and move the cards around. This way, you can easily coordinate. For example, two people cannot pick up the same card to start working on it. Everyone has a clear picture of the status of the project by looking at the board. 

And the goodies don’t stop here! 

Each card can have its own comments – keeping the discussion always linked to the correct context.

The cards can have checklists – those can be used in very creative ways. For example, you can fragment the work further in sub-tasks, you can have a list of prerequisites that you are waiting to be fulfilled, and so on.

And the cards also have attachments. Attachments allow you to link relevant files to the card so the team can easily find them and access them as needed.

You can assign the card to someone, and you can set a due date

The interface is very friendly, playful, and easy to grasp! But make no mistake, Trello is not a toy. If you have time to dig into it, you will discover that it is an amazingly powerful tool. 

How to choose between Trello and Asana? 

If you are just starting with project management online, go with Trello. The free tier will serve you well for a long time. Asana is more complex and not as easy to learn. The only reason I am using Asana over Trello is due to my own resistance to change :). 

New Normal – Collaboration Tools – Asana

As I wrote in a previous post, the remote collaboration will become the “new normal,” so you might as well get comfortable with the tools. 

I bring up again the resistance to change. Know it is there, say “hello” to it, and then persist anyway. There are gems and diamonds on the other side! (And cookies if you like sweets).

Bribing aside, you can find dozens of tutorials on how to use Asana, so let’s instead dive into this question: “why bother?”

The challenges of “self-management”

School, and the first jobs I had, taught me to be obedient and to follow orders. This habit meant that someone else had to do the planning, issue the requests, and track the progress. 

When I broke off, on my own, choosing my projects and collaborators did not mean that I instantly knew how to self manage! Quite the opposite!

I was anxious that nobody was telling me what to do and when to do it. I perceived this responsibility as a burden. (spoiler alert – it is, in fact, great freedom, but it took me a while to wake up to that).

I began by writing my thoughts and things to do on pieces of paper. That worked so well for the first few days until I realized I was losing the pieces of paper, or some of the messages were no longer making sense because they had no context. (I had on a piece of paper this note in big, bold letters: “Very Important: 5“. To this day, I don’t know what was so important about that five.)

Next, I moved my notes to the computer. Each project had a “TO-DO.txt” file where I would write my tasks, and log my progress. This file worked well for many years. And I still use it today for small projects. With larger projects, it was getting more and more difficult to scan the file to see what is “done” what “needs to be done” and what is the deadline for each item. 

And there was another problem. I was continually checking that I did not miss anything from what I promised I would do and that I would deliver on time. This monitoring would crowd my attention by keeping mental track of dates and features and promises. Not much room left for creative thinking. 

I looked for a solution. I knew from the start that it had to be online. Why? Because I did not want to carry my computer with me to check on things. Ideally, I would log into a website and have everything there, accessible from wherever I have an internet connection.

The right tool for the job

I tested a couple of things, and the tool I like the most was Asana.

First of all, it has a free tier that has everything that I need. 

Second, it has an excellent design that makes sense. Think of it as an advanced “TO DO” list manager. That means you can easily add items; you can check them off as done; you can immediately see what still needs your attention.

These reasons were great, but what sold it to me was the feature to add “comments” for each item. I did not even know that I was missing this feature. Comments became essential for complex tasks, where I had to do research and keep track of my findings and have all that information connected with the relevant “to-do item.” A long text file with notes would become so hart to read that it would be useless. But items with their own set of comments, now that is very easy to digest at any time. 

The second thing was the reminders! When you set a deadline for a specific item, you will be emailed a few days in advance that you need to take care of that item. Now, I could relax and free my memory from all the dates and deadlines and allow the software to do that for me, knowing that I will not miss anything. 

The final reason is why I put this into the “collaborative tools” section. You can add more people into a project, share your list of items, add comments, and complete tasks. You no longer have to write emails working out with collaborators what needs to be done. Instead, you can assign a task to someone with two clicks, and they will get notified about it. A follow up to the email problem is that you can keep all the discussion next to the task, so you don’t have to search for an old email.

For a team (and even a solo project), this tool adds clarity! I have discovered that when you are clear on what needs to be done, it is much easier to build the confidence and the motivation to actually do it. 

In Conclusion: choose a small project and give Asana a go. Don’t just read this post and decide, but actually test it out and then decide if this can improve your workflow by freeing your mind to focus on the creative things and not project tracking. Look at this as an investment in yourself and your team.

The Power of Using APIs

Many years ago, I had set up my very first website. It was a Sudoku generator based on a selected difficulty level.

To promote the website, I wanted to have a newsletter so I could email my subscribers a daily puzzle to print out.

At the time, I was using AWeber as my newsletter service.

I was very annoyed with the fact that to capture the email of my visitors I would have to send them to a new AWeber page where they would fill out a form, and then instruct them to go to their email to click the confirmation link, and that would get then to a confirmation page on AWeber, and then finally back to my website.

Those were way too many clicks to get yourself a printable sudoku puzzle!

What I wanted, was a way to plug into the AWeber service, and communicate with them, on my visitors’ behalf, while the visitors were staying on my website. What I wanted was an API, which is short for Application Programming Interface.

They did not offer that at the time, so I decided to simulate one by using a “fake browser” to make it “as if” the user has opened their page instead of my mine.

I was very proud of my solution, and it worked very well for about ten days until my account was banned for violation of terms of service.

Today they do offer an API, so I don’t have to resort to “shady tactics” to keep the users on my page.

I use this little story to make it evident why APIs are so powerful. I am all about automation and integration and the APIs make all this possible in a way that is reliable and makes sense and does not violate any agreements 🙂

I don’t think it makes sense to create an online service in today’s world and not to develop an API for it. Interconnectivity and interoperability increase the rate of adoption of your service. And you open it up to be used in ways that you may not even have imagined before and if you connect it, for example, to a platform like Zappier.

In conclusion, I feel that all software development is moving towards building APIs that will talk to each other. Even the front-end of websites will be a templating API making requests to a back end API.

This change will bring about dramatic shifts it what software developers do and will open the doors for non-developers to be even more expressive and sophisticated in their creations. Add AI to this mix, and we can only guess at the limits 🙂

The New Normal – Collaboration Tools – Google Docs

A new era of remote work and collaboration is upon us. And it is time to build a “new normal” as we have this excellent opportunity for a reset. 

I have mixed feelings about Google, but leaving that aside, for now, let us have a look at their Google Docs platforms and how to use it to collaborate with your team. 

My idea here is to share with you what is possible so you can make an informed decision if this is something you can use to support your project and your people. If you do like these features, there are plenty of YouTube tutorials on how to use them. 

As you go through this keep in mind the “sunk costs” of using old technology (MS Word… I am looking at you!):

– I am used to it, and it works just fine

– I don’t have time to learn something new

– This is too confusing…

Note that this is your brain resisting change. When you evaluate a new tool, honestly consider the question: “if I were a master as this would this help my project and my team?” and try to ignore the “I don’t want change” mind chatter. 

Back to business! 

To get the most out of this tool, you will need a Google Account. It’s free to get one – free as in you pay with your attention and your privacy. If that is fine with you, then let’s proceed. 

Top collaboration features:

1. Multiple Live Editors of the document

This is ideal when you work with your team over a Zoom or Skype call. It allows everyone to open the document on their device and start working on it. The changes will be visible to everyone nearly instantly. No more sharing of Word Documents around! 

Tip: it may be a good idea, for some projects, that each editor uses their own color, so you can know later on what you wrote and what others wrote. (This is just a simple solution to this the advanced way is “version control” explained last)

2. Make suggestions instead of edits!

This is based on (or similar to) the MS Word “Track Changes” feature. You need to change your editing mode to “Suggestions,” and now, all the changes you make will have your name attached to them, and they will be next to the old text (instead of overwriting the old text). This feature allows anyone to chime in when doing brainstorm and review. At the end, the author of the document can review all the suggestions and approve or reject them. This is such a powerful tool because you can instantly see on the side of the document if there are changes that you need to review, and you have the name of the person who suggested the change. On top of this, each change gets a comment section where you can ask for clarifications, or you can explain why your suggestion should be accepted. 

This is, by far, my favorite tool to use when working on a document that requires the team’s input.

3. Comments

This feature is similar to the previous one. But instead of editing the document in “Suggestions” mode, you select a piece of text and make a comment on it. 

This comment will create a discussion box around it. This feature is useful in some cases, but it lacks the quick “accept/reject change” buttons that a suggestion has. So any editing suggestion you make as a comment has to be manually typed into the document later. 

Comments are great to give feedback on the text regarding legibility or clarity because you are not suggesting a change, you just need the author to make some clarifications. 

4. Assigning Tasks

This tool does not replace a proper project management tool (like Asana or Trello) but, for small teams, it can work wonders! Using the comments or suggestion features, when the discussion box is open, you can notify someone (prefix their name with @), or you can assign that item to someone (prefix their name with +). 

The beauty of this is that they get an email notification, so they will know their input is required. And if you have assigned the item to someone, in their google drive view, next to the document name, they will see a number of pending issues that they need to resolve. 

I hope it is obvious how this can be used to keep track of what needs to be done in a small project, so you don’t have tasks being forgotten or now knowing who is supposed to work on them. 

5. Version History

This is the least used feature, but one of the most powerful. I am a big fan of backups. It allows me to move quickly and to make mistakes, knowing that I have a solid safety net. If I screw up, I can restore the old version, and everything is good again! 

For large documents and documents that need to go through many revisions, sometimes it is helpful to see a “history” of how the document grew, what was changed, why, and by whom. Google Docs allows you to do that out of the box because the document has in it a history of the changes. This is tracked automatically, you don’t need to do anything. 

You can, however, at some point, label one of the versions as, say, “Final Draft” or “Version 1 – Published” and later one “Version 1.1” and so on. These labels that you create make it easier for you and the team when you go back to look at the timeline to make sense of what are the important edit points. 

In software development, this tool is used a lot, and I know how powerful it is. If you are new to this “version control” thing, you may not see the power of it right away, but give it a go in a big project, and you’ll not regret it. You will no longer be afraid you make a mistake, or that someone in the team got in and accidentally destroyed the document with large copy/paste operation. You can always “go back in time,” to when things were in good shape! And when you are no longer concerned with making mistakes, you can allow your creativity to shine!

In conclusion 

I’ve stormed through these features. If there is one in particular that you like, look for YouTube tutorials about it and put it to good use! 

Go create something amazing!

Conversions versus Beauty

As a designer, or even as a client, you are thinking of starting a new project, and you need to begin your UI design. 

And you’re thinking: it has to be modern, it has to be beautiful, it has to be exciting, it has to evoke these feelings and then from the infinite number of possibilities you need to choose something that will be your design. 

This can be daunting, and it may not actually serve you. And I confess I had made this mistake in the past a lot! I would learn new fancy ways to do something, and then I would use it everywhere because, drum rolls, I knew how! That is an excellent way to learn and practice your craft, but it is a terrible way to think about design. 

When I began working in projects that had a real business behind them, it became evident that once the design was done, other questions would come to the fore:

– how many visitors do we have

– out of those, how many became leads (subscribers)?

– out of those, how many purchased a product? 

– and out of those, how many become huge fans or joined the mastermind groups? 

These questions have something in common. They are not about esthetics, they are about numbers, and specifically about conversion rates: how much of X turned into Y? 

Now I start all the projects with these questions before even considering the design!

Who is supposed to use this website, and what for? And once I have an answer, what kind of action do I want my audience to take when they interact with my site? How will I measure that? And how do I maximize that? 

The answers to these questions will limit my design choices. And that is a good thing because fewer choices increase the chance of making the “right choice!”. If you go too crazy with your design, users will not be able to relate to it. If you are the same, then why should a client choose you? You need to find the sweet spot! Something that the potential customers can relate to, but that is also customized to serve their needs. 

This means you will need to choose specific fonts, certain colors, and image themes that will be dictated by your target audience and not by what you think “is beautiful.” 

If you are a designer and you need to make a choice, ask yourself: will this bring me closer to my conversion goals or not (pretty comes second).

And if you are a client, be very careful when you ask for a change because your brother does not like the colors, or you don’t like green. If you build something to serve an audience, then their preferences matter over yours. 

Of course, every decision you make can be wrong. You can make informed assumptions about your audience, read the studies about how color influences people and how the font face can make you look serious or playful, but you can still be wrong and not meet the conversion rates you were aiming for. This does not mean you have failed, it means you need to adapt.

An excellent way to adapt is to use A/B testing. I am still studying this concept myself, and it looks like a powerful way to reach “DDD” which is Data-Driven Design, versus “Beauty Driven Design” (which is a polite way to say “Guess Driven Design”). 

My challenge with A/B testing so far is that you need to have a broad test audience to be able to safely conclude that one variant of the test is definitely better than the other and by how much. If you’re into statistics, you’ll love this, and you can do the math yourself! If you are not, choose your testing tool wisely to avoid running meaningless tests with results that are not actually relevant. 

A case study is the website PenguinMagic. When I first looked at it, my design eye judged it as ugly and imaged someone lost their money paying for that. But I have learned that this “ugly design” converts for the people it is addressed to. Believe it or not, this is a multi-million dollar business. They made the clear choice of conversions over beauty!

How about your web project? Do you have goals for it? Are they conversion goals or “being pretty” goals? 

And finally, if you can recommend a useful A/B testing resource, I’d love to read more about it. 

The Importance of the Value Conversation

All too often, when a person contacts you for a job, you’re eager to say yes and get started! 

I now know that this is backward. 

Instead of being eager to get started, the first step should be to determine if you and the potential new client are a good fit. 

They have money to spend, and you need the work, so you are a perfect match, right? Well, not so fast! 

Here is what is going to happen if you and your client are not a good fit:

– communication will not be clear

– because of communication issues, the scope of the project will not be clear

– because the scope will not be clear what you will deliver will be all over the place

– customer will not be happy, will ask for endless changes

– you realize that what you get paid does not even cover the costs to have this project delivered

– you will be resentful and being to doubt your career choice

Sounds familiar?

At the beginning of a transaction, the only power you have is to say “NO,” so don’t give that up with a quick “YES.” 

Instead, try to dissuade this person from working with you. This way, you get out all of the objections from the start. 

Why did they call you specifically? Why didn’t they go to our competitors? Do they realize that you are likely the most expensive option they have? 

These questions will uncover some fascinating information that you wish you knew before you started the project. 

If they are still talking to you, they clearly value your expertise over your competitors, and they understand that you will not do cheap work. If they are not talking to you anymore, realize you were not a good fit, and you were able to determine this in minutes instead of months.

Now it is time to determine what kind of value you can create for your customer. 

The vital thing to notice here that I said “determine value,” and not “solution.” We are not thinking of solutions yet. And for me, this was a big aha moment. 

Unless you know what is valuable for your potential client, you will end up creating stuff that is mediocre in their eyes, or “OK” at best.

Another distinction to be made here is to understand that sometimes you will be talking with someone who will spend not their money, but their bosses money. And in that case, the question if their mind is: “will my boss approve of this and like me more or not?

Ask a lot of questions, take notes, and reflect back to them what you understood they value about what they want to achieve. 

Example: creating a website is not a “value goal.” Asking more profound questions, you may learn they have a product they want to promote and eventually sell. And today, there are ways to get into that without having to have a website. The solution you will end up offering will be very different than what they asked before. And you only know this because you asked about value first and only then you thought of solutions. 

But there is another less obvious benefit for having the value conversation. You will take notes, and you will agree to deliver on the value points discussed. So when you ship your project, they will be delighted with the result, or you will have to show them how the solution meets all the agreed-upon value points. And even if they “don’t like it” for whatever reason, if it delivers the value you agreed on, then you kept your promise, and now it’s time for them to keep theirs.

And a trustworthy business or one that delights gets referrals. Everybody wins! 

Credit where credit is due: These ideas are a shameless steal from Blair Enns – Win With Pitching. I sincerely believe that the more businesses adopt the value discussion midset, we will all be better off. We will charge more for our services, but the client will be happy to pay because they get the value they were looking for, and now that is crystal clear to them. 

I am ending with a quote from Seth Godin: 

“Yes, you will pay more, but you’ll get more than you paid for.”