Success Will Come Only When You Listen and Learn

Starting a business—especially a consulting business—has been challenging over the past five years. I had clung to the hopeful mindset, which believed that “if I built it, they would come.” I thought that a great idea or concept alone would automatically draw clients. But this past year taught me a lesson that changed how I approach my business and interactions with clients—a lesson rooted in understanding that I am not my audience.

When I launched my consulting business, I poured my energy into crafting topics and ideas I thought were innovative and insightful. I assumed clients would be eager to hear what I had to say. But, I learned in the past year that what I find fascinating and valuable isn’t always aligned with what my clients need or want. This misalignment became painfully clear when I struggled to gain traction with specific projects, even when I thought they were my best work. The realization was sobering. I learned that being the author of a great idea doesn’t mean it’s great for everyone.

The past year pushed me to step back and reevaluate my approach. I began to see my role as part consultant and part detective. Successful detectives don’t assume they know the answers—they ask questions, observe closely, and piece together clues to uncover the truth. Similarly, to thrive in consulting, I needed to stop guessing what clients needed and start finding their real goals and pain points.

Listening Over Speaking

As a Keynote Public Speaker, I have always spent considerable time brainstorming topics for keynote presentations. My expertise and intuition would provide the most engaging, “must-hear” subjects. However, a turning point occurred this year when I started asking hosts what their audiences truly needed. Instead of pitching my own ideas, I opened the floor to their input.

Surprisingly, the best keynote topics often weren’t the ones I initially considered. Instead, they aligned with what event hosts deemed most relevant to their attendees. This shift didn’t mean I stopped bringing my expertise to the table. Instead, I adapted my knowledge to address my audience's specific challenges and interests. The result? More robust connections, more engaged audiences, and repeat bookings.

This lesson extended far beyond public speaking. It became clear that success in consulting—and business overall—depends on listening more than speaking. It’s about asking thoughtful, probing questions and hearing the answers. Clients may not consistently articulate their needs clearly, but by listening closely and seeking clarity, you can help them discover what they want.

The Power of Clarity

One of the most significant lessons I learned this year is the value of seeking clarity before taking action. Clients often give me vague ideas, such as “We need help with strategy” or “We want a dynamic presentation.” These statements are starting points, not final conclusive directions.

By asking follow-up questions— “What outcome are you hoping to achieve? Who will be impacted by this strategy? What does success look like for your audience?”—I began uncovering the deeper motivations behind their requests. These conversations often revealed that the clients weren’t entirely sure what they wanted until we worked together to define it.

This process of collaboration and clarification ensures I deliver exactly what the client needs and builds trust. Clients feel heard, understood, and confident in my ability to provide solutions tailored to their unique challenges.

The Detective Mindset in Action

This detective-like approach isn’t exclusive to consulting. It applies to virtually any business. Whether you’re in landscaping, home décor, or event planning, the key to satisfying your customers lies in uncovering what they want—even if they struggle to articulate it.

Imagine a landscaper who assumes every homeowner wants lush flowerbeds and manicured hedges. If that landscaper doesn’t listen to a client who values low-maintenance solutions over aesthetics, they’ll fail to deliver what the client truly desires. Similarly, a home décor professional might create a stunning modern space only to realize the client wanted something cozy and traditional.

The detective mindset involves observing, asking questions, and confirming understanding before executing a plan. It’s about giving clients what they want and what they genuinely need to achieve their goals.

Giving Clients What They Want

This past year has reinforced that success in any service-based business hinges on a straightforward principle: giving clients what they want. But that doesn’t mean blindly following instructions. Sometimes, clients need help articulating their goals or clarifying their vision. By listening, asking questions, and seeking understanding, you can help clients uncover their true desires and deliver outcomes that exceed their expectations.

This shift has been transformative. It’s changed how I approach every client interaction, from initial consultations to final deliverables. It’s also reminded me that humility and adaptability are essential traits for any entrepreneur. No matter how brilliant my ideas are, the ultimate measure of success is how well I meet my clients’ needs.

Summary and Concluding Thoughts

The important lesson I learned in 2024 is to listen, ask more questions, and seek clarity before acting or providing advice. Acting as a detective rather than an all-knowing expert has helped me build stronger relationships, deliver better results, and grow my consulting business in ways I couldn’t have imagined.

Your best idea often differs from the one your client needs or seeks. Assuming a one-size-fits-all strategy will work for one of your clients is a sure-fire tactic that will steer you away from success. Achieving satisfaction from a client depends on understanding and meeting your client's needs. You can only produce a satisfied client by creating a product or solution that the client is seeking. This can only be achieved by listening carefully, asking thoughtful questions, and helping clients articulate their goals.

Finally, after completing this meticulous process, you must stress-test your interpretation of the client’s needs by asking questions to ensure you fully understand their suggestions and needs. Ultimately, this will be the key to ensuring a satisfied client who will call on you again and help you build a successful and lasting business.