Last week we spoke about your core role or function. This week we're talking about the core question you can answer.

The core question is the one YOU can answer - be the lamp, not the moth.

What’s the question on your customer’s minds?

What they need isn’t always what they want

Bad example: where can I find a marketing consultant?

Good example: how can I be sure that I’m making the right decisions to grow my business

Understanding the core question is understand your customer

Made of multiple problems

Get comfortable telling people that you can’t help with their core question

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