When talking to a client, relate to him or her in story.
Describe the client as the lead character, a person who has a problem which creates a want. Then describe or show the biggest conflict getting in the way of fulfilling that desire.
But don’t tell your client the ending right away…
Because there isn’t one right now.
This story won’t end until a change is made.
YOU, as the trusted adviser, have to craft an ending to the story for the client. If you do not, the client will continue to waste all their time and energy on the current outcome which should be worse than with your solution.
In the beginning, give them the lead Character, the Desire, and the Opposition but save the ending for the right moment, when you’ve built the tension so high the client can’t stand it anymore.
