Every day there are a hundred of issues that come across our desk that we know we need to solve. Against better judgement, we start to think that the options in front of us – an employee you may hire, a vendor you may select, an investor you may take money from—fits your needs even though in your heart of hearts you know you are making a bad decision. The pressure we’re under makes it very difficult to distinguish between the right and wrong solutions to our needs.

“Gaining market acceptance is key to our success.” 

We are under pressure. We have limited time and resources. We want customers. We want money. We want people. We want investors. Nope. We need customers. We need money. We need people. We need investors.Forging relationships with key employees, vendors and investors is critical. When we interact with the market, interview an employee, evaluate a vendor or present to an investor, we want—sorry, need—things to move in a positive direction. We want to believe that the customer, employee, vendor or investor sitting in front of us wants to do business with us or is right for our business

You will be evaluating a consultant who seems to have a lot of experience and isn’t that expensive. He can also start right away. Our first thought is, “Wow, someone who we can afford and who is available?” Do you ask yourself, “If he is good, why is he cheap and why is he not working?” Of course not. We want to believe.