Identify and address the problem with your pitch

- [Instructor] What do you hope the audience doesn't find out? When I'm working with someone or speaking, I always say let's identify the problem. Without fail, everyone thinks I'm referring to the problem that their product or service is solving for the audience. And I get it. That's been the benchmark for pitching and selling since the dawn of time. You identify a problem and then you show how your product or service solves that problem or need. But when I talk about identifying the problem, I'm talking about identifying the problem with your offering. One of the first and most powerful questions I ask every new client or audience is what do you hope the audience doesn't find out? The answers are always very telling. If people are being honest, there is something that pops to mind. I go through this exercise because up to this point, all you've been focusing on is the value and the good. You've been…