Convincing client for what they don’t know…

Usually clients are looking for consulting works because of three reasons; lack of time to to deliver, lack of credibility to get C level approval and lack of capability (or know-how). At initial phases you tempted to see that majority of the demand is coming from first two area; lack of time and credibility. But my experiences shows that the implicit  and common need always includes considerable high part of lack of know-how. And you know what; this is the one of the tough and time consuming part of consultants job; extracting this area and convincing client for what they don’t know…