As published in Scotsman Guide's Residential Edition, February 2009.
When you read business books, examine how they’re written -- not just what has been written. Authors seem to write brilliantly because they have brilliant ideas. In truth, brilliant ideas often come to these authors because their stories and analogies reveal how things people don't understand are like things they already know. Think about this as you relate products to customers. Know what prospects relate to so they can relate to you.