Michael and Kathryn warn against the danger of assuming your customers accurately know what they need. There's nothing worse than setting yourself (and your customer) up for failure from the get go. Sometimes a customer will say they need X, when what they really need is Y. Discover the best ways to suss out their true needs so that you can help them achieve their objectives and goals. Become a better Passion and Provision company by giving this podcast episode a listen.