
Don't Get Zebras When You Need Horses
Fairly often I've had clients come to me with a project, "I need to get stories about our organization placed in the media," or "I need to set up a crowd-funding page for this project." As a consultant, I always feel like I have to ask, "What are you hoping to achieve? How do you know that's the best solution for you?"
Often - very often - those questions haven't been asked much less answered. But like a doctor prescribing treatments in the absence of a diagnoses, when you do that, you are just taking shots in the dark.