“We fail more often because we solve the wrong problem than because we get the wrong solution to the right problem.”
~ Russell L. Ackoff, Redesigning the future
Let’s take a quick step back for a moment before we go further down the rabbit hole.
As it turns out, I believe good answers to marketing questions don’t actually come from marketing questions.
I also believe that there’s a decent chance that lead generation isn’t actually the problem that needs to be solved in the first place.
- Does the firm need more clients? Or does the founder actually need a break to avoid burnout and is searching for a quick way to delegate marketing?
- Does the firm need bigger, better client engagements? Or is there something broken in the sales process that turns otherwise profitable opportunities into price-sensitive, low-authority, slogs?
- Does the firm need to figure out how to attract more attention? Or have they failed to achieve product-market fit and have run out of work generated through personal referrals?
It’s not always easy to tell.
But these are certainly the hard questions we should be asking as we search for answers.