I Met with a client a while back and got into a debate about what it was like to be a client of their firm. As I kept banging my head up against their story , I persuaded them to humor me and try something new….

I asked the President of the company to go outside and come in as if he was a client arriving for an appointment. Within 5 minutes of sitting in his own reception area he didn’t like how uncomfortable the chairs were, hated that he could see a bunch of old boxes in a cubicle down the hall, didn’t like how dark it was and we stopped right there.

Stupid exercise?...perhaps. Definitely simplistic. But it was a start.

It will all seem unimportant until it is you waiting in the reception area or stuck on hold.

What if you took some time away from trying to figure out what your clients want next and spend time every month experiencing how they actually see you today.

How many business owners take time to be anonymous clients of their own companies?