What's up, doc?

I heard Gerry Tabio of Creative Resources speak at the NAB Show. He presented a new look at conducting a Client Needs Analysis (CNA).

Gerry said you don’t go to the doctor and tell the doc what is wrong with you. You tell the doctor it hurts. That’s the way it is in a CNA. Prospects don’t tell you what is wrong with them. They tell you it hurts.

During a CNA you must determine what is wrong by getting past the comment "it hurts" by focusing on their target consumer, what outcome is desired, what product or service they sell, the location where the client wants this to happen, and the season, week or days the client wants to increase.