Now, if you are at this point, and you have completed the other steps well, this part will be easier. You have ignited their need, now it is time to direct them to where they want to go. You have to show them opportunities, help them recognize it, and show them how to move toward it. Along the way, figure out ways to make life easier for you and them. When you do, it will spark ideas in them to look for other opportunities. Here's the example of the podcast reference.