What does your audience believe that doesn’t make sense to you at all?
Your audience uses a certain approach to solve their problems and achieve their goal. Clearly, they are failing. Why? What’s wrong with the strategy they are using?
More importantly, what belief is causing them to use this strategy?
In the case of Jonathan Stark, his audience is trying to make more money and work less. Their approach to getting there is to be a generalist and increase their hourly rate.
Where does this approach come from?
From the belief that – “Hourly billing will help me achieve my goals.” This is the villain.
Jonathan challenges this villain by saying, Hourly billing is nuts! and suggests the new game of Value Pricing.
Over to you.
What does your audience believe that doesn’t make sense to you at all?