In order for you to be able to solve your customer’s problem, you first need to be able to sell them the solution.

So, how are you going to make sure you get on their radar?

How are you going to convince them to devote people, time and resources to address the change?

Here are a couple of things you can do to get the attention the problem requires.

Make the issue Visible: bring the issue right in front of your customer’s eyes, not microscopic or far away.

Make the issue Painful: paint a picture expressing the pain of the current situation so that the problem cannot be ignored.

Make the issue Controllable: create a scenario that makes the potential solution feel certain and doable.

Combine these in your next presentation and build a story that resonates.