Beware of the A to B Syndrome!

Copied below is an excerpt of the welcome message I recorded for my business website. I have had a number of positive comments about this so decided to transcribe the presentation so people can read and listen to it. The theme of the message is a very costly and prevalent trap that many people get caught in without realizing it. I call it the "A to B Syndrome."

On the right side of this page, you have the old A to B chart. Everybody talks about A to B. Most consultants will tell you, “Our job is to get you from A to B as quickly and efficiently as possible.” The problem with that is that it sounds good on paper, but if you really have experience as a consultant – and I am talking about hard core, in the trenches, sleeves rolled up, sitting down with the clients, sitting down with their clients, really understanding business – what you are going to find is, when you talk to entrepreneurs or business leaders a lot of times they have no idea where B is. In fact, a lot of times they have no idea where A is. 

Lack of experience often leads consultants and their clients to succumb to the A to B Syndrome

When you talk to entrepreneurs or business leaders a lot of times they have no idea where "B" is. In fact, a lot of times they have no idea where "A" is. 

If you're really good and if you ask the right questions and start peeling back the layers of the proverbial onion, what you are going to find is that, a lot of times, the client is better off going to another destination – maybe C or D or G. Sometimes, B is really not the best place for them to go. 

What happens, if you have a young (and nothing against young consultants or young creative people) but, if you have someone who lacks experience, it is very easy and very common for them to accept a job. That can be everything from a speaking engagement to a consulting gig or designing social media and web pages for someone. They will accept the job because the client says, “I need to go from A to B” and they will help them get from A to B. But, again, the problem is if the client is better off going to C or D or E, do you see what just happened?  Without anyone knowing it, without anyone intending to do harm, you can spend a lot of time, money and energy getting the client to a place they really don't belong.

If you have someone who lacks experience, it is very easy and very common for them to accept any job. That can be everything from a speaking engagement to a consulting gig or designing social media and web pages for someone. 

Hopefully, you can use that example of the A to B trap with other clients. If you are a consultant or a coach, please think about that story and use it with your clients. Make sure you are asking the right questions. I have been doing this for a long time – 20 years in the consulting business, hardcore consulting and coaching, head under the hood like the mechanic. Like a friend of mine says, “Hours sitting in a cockpit.” To become an airline pilot, you cannot buy or go to college to get your hours in the cockpit. You just have to sit up there and fly the airplane!

To become an airline pilot, you cannot buy or go to college to get your hours in the cockpit. You just have to sit up there and fly the airplane!

The same is true when it comes to consulting. Sometimes you have to challenge the clients, sometimes you have to push them a little bit. Make sure you are asking deep, penetrating questions that help everybody get to the truth. Frankly, that is what you are looking for.

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Common examples of mistaken "B" identity*

1. My reps need some sales training.
2. My reps need training on how to sell their "value" better.
3. My reps need training on how to get more referrals.
4. My reps needs some time management training.
5. We need a content marketing strategy.
6. We need hire a public relations firm.
7. We need a speaker who can teach our reps how to ask better questions.
8. We need a Facebook page.
9. We need a Twitter page.
10. We need to add some video to our website.
11. We need to start a blog.
12. We need to start a vlog.

* While it is plausible that you "need" these things, it is more probable that you need some other things first, like a well-designed client experience process or a clear and compelling story for your business.

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