All too often, technically-minded service providers think that the one and only thing they need to communicate about is their solution to a prospective problem. This is understandable because problem-solvers zero in on problems and love to solve them. But it’s a critical mistake because it fails to take the bigger picture into consideration. It leaves out an understanding of how the prospect is relating to their problem. Ultimately, it’s all about tactics and nothing about strategy, and it massively lessens your ability to win a project.