Do You Sell Blue Pens?

CNN's John Sutter talks about the difference between finding a person's pain and what it is that they want. He says people often focus on their negative feelings, but there are ways to get past them. For example, if you're trying to sell someone blue pens, don't tell them how good your company is at sellingblue pens. Find out whereyou're coming from so you can help both of us reach our goals.