As a business owner you'll spend a lot of time learning what your prospective clients really want. You can use surveys, interviews and observation. You can take notes of what clients say when they call you. You can note the questions they ask online. When you ask questions, a lot of people start with what seems obvious. They ask "why" questions. The problem is ... ...most people don't know why. they do anything ...you get abstract answers ..answering a "why" question feels like work... and more.  In this podcast, we talk about the challenge of learning about clients, how to avoid those "why" questions, and what's a better way to learn what clients *really* want. You can also download a free report 0n nailing a client's motivation - http://cathygoodwin.com/baggage