KEY INSIGHTS

• How to define, measure, & diagnose a buyer's problem.
• What metrics to use, to uncover a problem.
• What questions to ask, to diagnose a problem.
• How to measure: Each of the 12 types of problems.
• What's a Problem?
  • The difference between: Pain v. Problem.
  • The difference between: Pain v. Perceived Pain.
  • The difference between: Business Problem v. Tactical Problem v. Root Cause.
• What's an Impact?
  • The difference between: Problem v. Impact.
  • The difference between: Current Impact v. Future Impact.
  • The difference between: Persona Impact v. Vertical Impact v. Horizontal Impact.
• What's a driving impact?
• What's an outcome?
• And finally… What's a master problem?