A final thought on urgency.

Two readers chimed in this week to highlight an important point.

While the ‘urgency triggers’ I’ve been citing have all been objective or situational (the client committed to something, their budget is expiring, their board is pressuring them, etc.)…

…this urgency actually manifests as an emotion in your decision-maker.

And even with all the objective rationale you can dress around your solution (xx% ROI, getting to market 3 months sooner, xx% reduction in employee turnover)…

…the decision to work with you will most likely hinge on how well you can communicate that your solution will relieve the uncomfortable emotion.

So two questions to consider:

• Are you and your solution providing emotional relief?
• How could you give your client a preview of that relief?

(Thanks Fen and Louis for chiming in and bringing this back to human connection.)

💡

-Wes