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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