A better question to determine value?

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One of my favorite Peter Drucker aphorisms is "Don't solve problems, pursue opportunities."

Solving problems only restores you to yesterday, whereas opportunities are about the future.

One question we recommend firms ask customers to help comprehend value is, "What keeps you up at night?"

I know many sales consultants hate this question, and it has become cliche. I've never really liked it either, but never really thought about why, since I still found it useful.

But in the spirit of Drucker, how about this question instead: "What gets you up in the morning?" What keeps you committed, engaged, excited?

Might this be a better question to help companies seek opportunities? Not to mention to get an understanding of their "Why" (Purpose)?

Would love your thoughts.

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