As professionals, we have a work ethic. We know what is important in our work. We also know what others have yet to experience.

This can make it difficult to step into the shoes of those who don’t see what we see.

They don’t know what we know. They don’t see what we see. They don’t feel what we feel.

We have to forget what we know to step into their shoes.

Forgetting what we know helps us to reconnect with the needs and wants of someone interested in our work. Of someone needing our work.

At the same time, we have to stay connected with what we know to be able to provide orientation with what is really needed. It’s not about knowing better than them. It is based on having made the experience they haven’t made yet.

Our work is to find the language that allows for a good translation between both.

One allowing the client to decide what they want to do with our offer. One allowing them to get a sense of what it is they will experience and get through our work.

You can think of it as helping someone who has only eaten apples get a sense of what an orange tastes like.