Customers rarely assess a sales conversation on facts alone. They also try to understand the person in front of them. Does this individual understand my situation? Are they genuinely interested in solving the problem? Will they tell me when their solution is not the right one? These judgements are often formed before the proposal, pricing or technical discussion begins. Tone of voice, the quality of the questions, the willingness to listen and the consistency between words an

Growth stalls when ambition is not translated into clear choices, committed resources and coordinated action. Most companies are not short of strategy. They have plans to enter new markets, strengthen customer relationships, launch products and accelerate digital growth. The analysis is usually sound and the ambition convincing. Yet the expected growth often fails to arrive. Poor execution is the familiar explanation. It is also an incomplete one. When a strategy cannot be tr