Over the last couple of months, some significant amount of what I have written and published was intended to allow you to see something that might not have been visible to you. I started to try to illuminate this concept in a past newsletter with a thought experiment about how you might sell were you to have no product or service. More recently, I attempted to provide a view of the difference between selling a drill or selling a hole, suggesting that a lot of salespeople believe the hole allows them to sell their drill, which finds them having the wrong conversation early in the sales conversation.
