Something can be factually true but contextually nonsense.
- If your pipeline is dry it’s natural to think that you need to be talking to more decision-makers. That’s true, except there’s no point getting in front of hundreds of executives if your message is not relevant to them.
- If you are winning a low percentage of the proposals you send, you might think you need to make them better. That's true, except there's no point in spending more time writing proposals if you use them to convince prospects, rather than documenting what you've already verbally discussed and agreed.
- If you struggle to stay top-of-mind and have a weak professional network, you may conclude you need to nurture your relationships. That's true, but you're destined to fail if you try to spread your time and attention among hundreds of contacts, rather than prioritizing a few key ones.
You, as a consultant, are responsible to show your clients why some of their beliefs are true but contextually nonsense. Every time someone says, "That's only logical!", it's up to you to ask, "Even in this context? Is there something we might be missing?"
Now don't forget to do the same for your consulting business.