You Have Good Ideas But They Don't Listen.

A friend of mine has ideas.

Lots of them. Very good ones.

He’s generous with them. Always offering.

Ideas which might improve and grow myriad clients and businesses. His wife’s included.

Yet they are not listening. They don’t hear him. Not even his wife. His efforts fall on deaf ears and it hurts.  

The quality of his thinking is not at fault. Companies are willing to hear similar ideas from other people - particularly his wife!

The truth is, nobody cares about his ideas. Or mine, for that matter.

People don’t care about our shit, whatever flavour that might be.

They care about their shit.

And their shit frames what they do and why.

Their shit frames ideas from one person as actionable / desirable and from another noise.

If we want people to care about our shit, we need to care about their shit first. 

And forget about your wife. Just for now. She’s never going to be a good client.