What We Want Vs What You Need

When you work with brands and C-suites you always go through:

this is what we want

and then you have to work out

what they actually need.

The dance is then - helping senior leaders understand what they want and what they need are often aligned but can feel incredibly different.

Or when what they want is so different it is going to meet what they need at x point in the journey. If those journeys don’t meet, don’t expect to work together successfully.

Most of the smartest in-house operators will connect the dots, if they can’t it is on you as the consultant or advisor to ensure you connect the dots quickly. It is the same for agencies, if you are pitching your services and the wants and needs are so different you won’t land the client and will never become their strategic partner.

To make yourself stand out, you have to connect the dots quickly and concisely and often draw the map and journey together.