Juliano Giannerini runs IT at Baker Construction and fights the same battle every IT leader faces. Someone walks in wanting a new CRM. They need Spanish speakers at the service desk. They saw a demo and it looked amazing. Nobody asked what problem they're trying to solve.

When an HR director demanded Spanish speakers for IT support, Juliano asked why. Turns out craft workers weren't calling IT about tech issues – they were calling HR about payroll. Adding Spanish speakers to the service desk would have solved nothing.

Always ask 'what problem are you solving' before evaluating any solution

We get into why IT gets handed solutions instead of problems, how to force clarity before anyone mentions tools, and translating technical needs into business language that actually lands. Juliano's framework: rules before tools, and always start with the problem statement.