Month: February 2018


Consultants Done In By Dunning-Kruger

By Liston Witherill / February 28, 2018 / Comments Off on Consultants Done In By Dunning-Kruger

“What do I know, anyway?” If you’ve ever thought this, you’re in the elite company of extremely smart, sophisticated, and talented experts. The reason is a pretty well-documented cognitive bias called the Dunning-Kruger effect. Years ago, David Dunning and Justin Kruger heard about a bank robber named McArthur Wheeler. He robbed banks without a mask,…

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Heavy as a Boat Anchor

By Liston Witherill / February 27, 2018 / Comments Off on Heavy as a Boat Anchor

There’s something about being first. It sets the trend for everyone and everything else. And it’s true of the way we all think. Anchoring, according to Wikipedia, is defined as: the tendency to rely too heavily, or “anchor,” on one trait or piece of information when making decisions (usually the first piece of information acquired…

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Bringing Sales Into the 21st Century

By Liston Witherill / February 26, 2018 / Comments Off on Bringing Sales Into the 21st Century

If you’ve been following me, you know that I advocate a serve before selling approach. It’s the absolute best, most honest, ethical, and collaborative way to do business. It’s not just based on opinion or ethics. One big reason is that you you don’t control access to information. In the olden days, you knew things…

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Popular, Not Necessarily Good

By Liston Witherill / February 25, 2018 / Comments Off on Popular, Not Necessarily Good

Yesterday someone told me her Fortune 50 company is moving to a 100% open office format with unassigned seating. I have strong opinions about this, but before I share them, let’s go back to 1967. Hermann Miller created the first cubicle in 1967 to give some privacy, noise reduction, and visual separation to open office…

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We Practice Our Priorities

By Liston Witherill / February 24, 2018 / Comments Off on We Practice Our Priorities

We often feel that something is off in our businesses. Maybe it’s too few leads coming in. Maybe it’s that the sales cycle is too long or difficult. Maybe it’s the service we deliver. Solve one, move onto the next. Each of these problems competes for our time. If we’re clever, we can address two…

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The Expertise Misconception

By Liston Witherill / February 23, 2018 / Comments Off on The Expertise Misconception

When you start at something new, you’re not an expert. You probably believe that. But is that actually true? Let’s start with a definition of expertise: expert skill or knowledge in a particular field There are three parts to expertise based upon this definition: skill, knowledge, and a particular field. Which means you may have…

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No Buyer, No Business

By Liston Witherill / February 22, 2018 / Comments Off on No Buyer, No Business

I dropped out of college at 19 to pursue a career in music. I was idealistic about it. I wanted to “just make art,” and was dismissive – even judgmental – about popular music. Sure, I played shows and sold some music, but not much. I did a lot of things wrong back then, but…

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The Sacred Art of Over-Engineering

By Liston Witherill / February 21, 2018 / Comments Off on The Sacred Art of Over-Engineering

“Should I build a funnel, or just reach out to people?” This is a question that comes up a lot for consultants. If you’re a true consulting business – meaning you’re low-volume and high price – the answer is just reach out. In fact, it’s even easier than that: start having conversations with people. Don’t…

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No Guarantees

By Liston Witherill / February 20, 2018 / Comments Off on No Guarantees

“Can you guarantee your work?” Surely you’ve heard this before. The answer, of course, is a large and resounding “no.” That doesn’t mean there’s no way to predict a reasonable range of outcomes. A lack of a guarantee isn’t the same as cluelessness. You’re not clueless. You’re in control of yourself and your process, and…

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The Buyer’s Identity

By Liston Witherill / February 19, 2018 / Comments Off on The Buyer’s Identity

When we take action in our lives, it changes us in some small way. We go from who we were before we took the action, to a new version of ourselves, no matter how small or insignificant the change. The same is true when we make a purchase. Think back when you bought your last…

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