It's not very hard to become stalled by trying to figure out what your customer really sees as their next big hurdle. And when you do finally figure it out, it becomes an even bigger challenge to break through the various success blockers who try and keep you from getting your solution in front of the people who want to buy it.
It's easy to forget what the blocker wants.
If the blocker can't make money or get a promotion from your solution, why will they help you? And if the blocker sees an easier path to making money or getting that promotion, they may mislead you. You can view these things as foolish or even something that won't happen to you. Or you can wake up and realize it is simply a part of the process and is as "real" as the gatekeepers who rely on them.
Beware of the blockers and the paths they map out for you. The mistake could make you forget the end user. And we know how that that story ends.
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