Level 2 of 6 above the wall
Winds
The headwinds slowing the company down and the tailwinds speeding it up. Subjective, debatable, and the layer that opens conversation.
What great looks like
A specific headwind or tailwind tied to this customer's current situation, the kind of subjective condition an executive would actually debate. Debate means conversation, and conversation builds trust.
The common mistake
Listing a vague macro trend with no link to this customer, or mislabelling a headwind as a tailwind.
Example: Amazon at this level
Headwind: rising regulatory scrutiny on logistics and labour. Tailwind: the consumer shift to e-commerce.
The how, researching this level, building a hypothesis, and evolving it with the customer, is what we go deep on inside MEDDICC Membership.
Build a Value Pyramid for your most important account.
It is free, there is no login, and the coach will tell you the truth about where it stands.