Sometimes, the most important thing in a customer meeting isn’t what is being presented. It’s what isn’t being said.

I once sat in the back of a room watching a customer during a product demo. Something felt off, but I couldn’t understand why. Then, over lunch, an unexpected conversation about one of my favorite guitar players changed everything.

What I discovered had little to do with music—and everything to do with seeing the person behind the role.

Sometimes, the things we need to understand are hiding in plain sight. Learn more inside.