Credibility Zone

we are all bound by our choices, past and present, and by our beliefs.  our only freedom from this cage is our imagination and innovation.  beliefs are necessary for survival, but in business they can blind us from the change that is so necessary to that very same survival.

when i work with a client on the development of a business strategy, we are often initially bound in by the beliefs of the client.  even if the developed strategy is extremely viable and even potentially visionary for that industry, it can often prove to be unsalable to the client.  why; because of a presentation and opportunity discussion that was not within the belief framework of the client.

our belief system can often fence us in so that we cannot entertain the possibility of an inflection point change in our business; even if that inflection can possibly make the difference between long-term success or a slow death for the company.

so how do you get the client to open their mind and possibly accept a path that could prove to be extremely profitable for them and their company.  the answer is that you begin with an understanding;  an understanding of management's values, beliefs, and experiences.  this is why i like to spend social "out of the office" time with my clients.  because it is in those periods of life where a clients values and beliefs become the most visible.  

once you understand the beliefs you need further to understand that beliefs are firm, but not perfectly rigid. all beliefs have a "credibility zone" around them where the client can still hold on to the spirit of their belief while at the same time moving left or right to some extent.

so what i am saying is that before you get all excited about the great strategy that you helped develop, think about the clients beliefs (the instincts and experiences that are guiding them every day in their business decisions) and frame the description and delivery of the strategy presentation within the credibility zone of their beliefs.  you are not changing or destroying the strategy, just framing the delivery within the belief framework of the client.

in other words think deeply and critically before speaking and begin with an understanding.