It all begins with an idea.

The right message—one that was differentiated from every other college student walking in the door looking for a gig that summer—was the deciding factor. It tipped him over the edge from a 'it's not worth dealing with the pain right now' to a 'yes.' From inaction to action….

A core piece of my work is to facilitate teams, helping them create pools of shared meaning about the value they create for customers and what really makes them stand out.

Here are 10 tips for gathering great information, even when the conversation is high stakes.

It all begins with an idea.