For a service provider, the most important element of figuring out who we want to reach is to name the issue with which they are struggling.

What do I mean by ‘the issue’? I mean the painful symptoms they have or the results they are craving. I mean a situation they find themselves in which has become untenable. What’s the trouble they are facing that they know to be a trouble?

Ah… but our work can help so many people with so many issues! It’s true.

So, in this section, we’re going to begin that process of winnowing down the issues through a few simple exercises and with some brief but potent education on the topic. 


Check out my eBook The Art Of Relevance

Here is a blog post on the same topic. 

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