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- Issue #29: The Assumption Trap
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Here's what I have for you today:
Nearly tanked a client relationship by assuming they knew my services
Realized my marketing is practically non-existent
Discovered my business card might as well be invisible
Finally updating my LinkedIn (only 6 months overdue)
Also this quote:
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Here we go…
\Debrief
Remember that $100K in a Day session from Issue #26: $100K IN A DAY? The one where we identified nearly $250K in potential savings and over $1 million in revenue opportunities for a boutique property developer?
Well, the follow-up meeting happened this week, and it led to an unexpected lesson in clarity.
"Great report, Greg," Dan began, flipping through the SWOT analysis. "Really insightful stuff about our brand positioning."
[Greg ← Ego is exploding 🤯]
He continued by listing the areas he felt they had under control, then surprised me by acknowledging the customer service blind spot I'd identified: "We hadn't thought about how one bad review could undo years of brand building."
[Greg ← What an incredible human 🙃]
The conversation was flowing well until Dan started asking me specific questions about marketing strategies, sales channels, and financial modeling. With each question, I grew increasingly uncomfortable.
Is he trying to extract free consulting? 🥷 , I already gave him the report...
So I began giving shorter answers, eventually just nodding along without elaborating.
The energy changed. Dan looked confused. I felt awkward. Then it hit me.
\Free
He was genuinely asking where he could find help with these services. He didn't know I offered them because—wait for it—I never actually told him I did.
My brain went into full panic mode:
Wait... he doesn't know I offer these services? How could he not know? Hasn't he seen my website?
(Oh right, I don't have one.)
Hasn't he read my newsletter where I clearly outline all my service offerings?
(Hmm, except I never actually do that.)
Surely he's seen my comprehensive LinkedIn profile detailing my consulting packages?
(Which doesn't exist because I hate writing LinkedIn posts.)
Has he been living under a rock?!
(No, Greg. YOU have been living under a marketing rock.)
At the bottom of my fancy report, I'd simply written: "Detailed work plan and proposal available upon request." ← so bad 🫠
That's it.
No specifics about what services I actually offered.
No clear next steps.
Nothing about how I could help implement all those great recommendations.
I was getting annoyed at a potential client for not reading my mind about services I never explicitly offered.
In that moment, I realized I'd been making the same mistake that derails countless businesses: assuming people know what you offer and how to buy it.
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\Recovery
"Dan," I finally said, breaking an awkward silence, "I think I've been misreading this conversation. Were you asking about these areas because you're interested in working together on implementation?"
His relief was visible. "Yes! I thought that's where we were heading. Your report identified exactly the gaps we have, and I was hoping you could help us address them."
We spent the next hour outlining a comprehensive engagement covering marketing strategy, sales process optimization, and financial modelling—things I absolutely could help with but had never clearly articulated as services.
By the end of the meeting, we had the framework for a six-month engagement worth significantly more than the initial $100K in a Day session.
All because I finally stopped assuming and started asking.
Gif by siliconvalleyhbo on Giphy
\Lessons
SCENE: That evening. Home office. I'm slumped in my chair staring at my laptop screen when Kirsten walks in.
KIRSTEN: "How'd the follow-up with Dan go?"
ME: (groaning) "I nearly blew a six-figure deal because I assumed he could read my mind."
KIRSTEN: "What happened?"
ME: "He kept asking questions about marketing and financial modeling, and I thought he was fishing for free advice. Turns out he wanted to hire me for those exact services."
KIRSTEN: "But... didn't you tell him you offer those services?"
ME: (suddenly very interested in my scotch) "Well, technically..."
KIRSTEN: "Greg. Please tell me you didn't forget to actually tell a potential client what you do."
ME: "In my defense, I wrote 'Detailed work plan and proposal available upon request' at the bottom of the report."
KIRSTEN: (staring in disbelief) "That's like a restaurant not putting food on the menu and expecting people to guess what they serve."
ME: "When you put it that way..."
Here's what today hammered home:
Lesson #1: Be Direct, Don't Make Them Guess
No one can read your mind. Ever. What seems painfully obvious to you is completely invisible to others. Dan had no idea I offered implementation services because I never clearly told him. It doesn't matter how brilliant your insights are if people don't know how to access more of them.
Lesson #2: My Marketing Is Non-Existent
I've been operating on the "if you build it, they will come" model. Except I haven't even fully built "it" yet. No website, outdated LinkedIn, no clear service descriptions anywhere. I'm essentially running an invisible business and getting annoyed when people can't see it.
KIRSTEN: "So what's your plan now?"
ME: "Well, after we secured the contract, I realized I need to get serious about marketing. LinkedIn update, website launch, clear service descriptions—the works."
KIRSTEN: "About time. You create marketing strategies for clients all day long."
ME: "Good thing I'm taking those business marketing courses this week. Next week we'll get into the actual tactics—website content, email sequences, all that fun stuff."
KIRSTEN: (patting my shoulder) "Just remember—if it's not explicitly stated, it doesn't exist in your clients' minds."
She was right, as usual.
The path forward is clear: no more assuming, no more invisible offerings.
Time to make the implicit explicit.
THAT’S A WRAP
Stay curious and keep communicating.
Greg "No More Assumptions" Mills
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