One of the greatest challenges in technical selling is understanding your client’s true needs. Much like when your child asks, with the best of intentions, for their paint set, and the under-cautious will later find that it’s to fix a wedding photo that they spilled juice on, and that the results are not quite aligned with the child’s vision, establishing the underlying reason for a client request often helps to identify a very different, and far more effective solution. Taking a look at real world examples, I’ll attempt to convey Solsta’s approach to bridging the gap between specification and application.