Uncover the Problem Before You Buy a Solution

A headache is a symptom of a problem. It is not the problem.

Lack of customers is a symptom of a problem. 

Bad word of mouth on social media is a symptom of a problem. 

As a business owner, you are saturated with solutions offered by media salespeople, SEO experts, advertising consultants, sales trainers, smartphone app gurus, and social media swamis.

However, until they know the problem, they are not qualified to offer a solution.

Until you know the problem, you should not buy a solution.

As a business owner you’re on the inside looking out. You don’t see your business like customers see it.

So the first step to uncovering your problem is to seek an outsider's perspective. 

Give them permission to call “bullshit” on what they see.

Once they uncover the problem, then you can seek a solution.

 (By Craig Arthur, Wizard of Ads Australia.)