The other day I was at my friends wedding and the priest gave the new couple a great piece of advice, advice that transcends religion, relationships and business. “You don’t know what you don’t know.” Such a simple statement that somehow covers anything from newlyweds to determining the needs we have for a new website or new software.
How do you learn what you don’t know? You ask an expert. They may not know the answer but they know the questions you don’t know to ask. They know things you don’t know. Your staff knows things about your business you don’t know, your customers know even more you don’t know, and even that guy walking down the street looking at your sign knows something you don’t know. Perception is everything.