Dell Inc. workshop

On Wednesday I ran a full day workshop for the brand research team at Dell Inc., in Austin, Tx. It was a very high energy group, and we covered lots of ground. We refined the approach for sequencing evidence, so that, by asking "what is the strongest objection that the audience could come up with at this point?" you can identify the "complication." Then you look for evidence that resolves this complication, and then repeat until you've addressed all objections.