A consultant pushes back on something we said a few episodes ago: that you can't convince prospects they have problems they don't feel. His counter was fair. McKinsey does it. BCG does it. That's how the consulting industry has worked for decades. So who's right? In this episode, Ahmad works through the real answer, which isn't "stop educating" but "understand when you've earned the right to be heard." There are two scenarios where problem education actually works, and one move that builds more credibility than any education session ever could. This episode is for consultants who can see a prospect's problem clearly but keep walking away empty-handed.