When we offer something, by definition we are putting it forward for consideration.

And that’s often where we get stuck, selling our offerings, or ourselves short, because we become fixated on ‘the what’ of the offer.

IKEA doesn’t sell you those six glasses and that red cushion you didn’t really need by honing in on the offering. They zoom out, paint a big picture for you and get under your skin.

It’s easy to get caught up in the tangible value you deliver, because it feels easier and safer to articulate. Far better to remind people of what they want, and then to give them that.

Image by Kurt Groetsch.