Symptom: Client executives do not personally use the organization's products.
The most powerful way to learn the value of the products is through personal experience. When client executives do not personally use the organization's products, it is generally because they do not see a link between their personal objectives and the products.
Many product lines can be used to directly address executive's leadership issues. But clients cannot be expected to discover executive uses of the products on their own. Executive applications cannot be found by pre-assuming what products executives need. Instead, the organization should be proactive with key opinion-leading clients, employing a business-driven opportunity-discovery process.
Another (more generic) way to state the problem is as follows:
