Biggest Pain

A principle that's helped me navigate nearly every business situation involving

Other People

Is this:

What is their biggest pain?

And what is their strongest desire?

Not sure how to pitch a VC?

Not sure how to sell to a customer?

Not sure how to motivate your team?

Not sure how to negotiate with a bank?

Not sure how to get partners to work with you?

Not sure how to make your colleagues read your new report?

Just ask yourself:

What is their biggest pain?

And what is their strongest desire?

And the solution will present itself

Like magic.

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