Most sellers were taught to surface a problem and then ask some version of "so how is that impacting the business?"

Chris Orlob argues that question is the fastest way to sound generic, cheesy, and a little manipulative, even when the theory behind it (SPIN's implication questions, building urgency) is right.

In this solo episode, Chris breaks down consequence mapping: a discovery skill where you pre-map the two to three predictable consequences that follow each problem you solve or persona you sell to, then lead with those consequences as a point of view.