Identifying the Problem: What Isn’t Working?
The quotation above is often used to justify frequent changes of direction and it certainly fuels ‘shiny-object syndrome’ because after all, if what I’m doing doesn’t deliver the results I’m hoping for, then Einstein tells me I should do something else and, of course, he’s one of the smartest people who ever lived!
Let’s just step back for a moment… We’re talking about business and life, not science.
If I’m trying to solve a scientific or engineering problem this advice holds true. It’s also the rationale behind marketing split tests… But there is an important factor that it doesn’t address: trust and relationship-building and many business owners, sales professionals, and even teachers give up on the cusp of breakthrough.
You need to start by identifying the real problem: what isn’t working?