BtoB Problem and Issue Setting Framework

This episode outlines a three-step framework for BtoB businesses to achieve results by focusing on their customers.

First, it emphasizes understanding the customer, including their definition, circumstances, and hidden motivations. Next, the framework focuses on setting the problem, identifying the customer's undesirable situations, why they are problematic, their root causes, and the benefits of resolution. Finally, it details setting the task, clarifying the customer's intended actions to solve the problem, the support they require from the business, and the necessary internal steps the business must take to provide that support.

This structured approach shifts the focus from selling a product to genuinely addressing customer needs and achieving mutual success.