Talking with a founder about their business can feel like talking with a mother or father about their child. So to avoid emotion getting in the way of what must be done. Sometimes. Instead of saying the thing that must be said. I get the founder to say it instead.
I recently asked a new client to tell me aaaaaall about their business. Everything. Then, I shut up and listened. For ages. Once done, I said,
“Right! Let’s break that down into two areas. Mechanics. And Magic.”
“Sorry?” They replied.
“Mechanics” I explained, “Is how the business machine whizzes and whirrs and actually works. Magic is the bit that makes you and your customers genuinely emotional. It lights you – and them – up. Like first love did. It’s wonderful. Now – mechanics first!”
And off they went. Eyebrows down. Gesticulating. Telling me how every cog fits, drives or is driven by every other cog.
“Thanks. Now… the Magic!”
“Yes!” They started. Eyebrows up and expectant. Until…
“Err. There is. No. Magic.”
And the work began.
Talking with a founder about their business can feel like talking with a mother or father about their child. So to avoid emotion getting in the way of what must be done. Sometimes. Instead of saying the thing that must be said. I get the founder to say it instead.