Construction and AEC leaders — don't lead with your values. Your customers don't share them — and they don't need to.

Josh Dorfman (SuperCool, Planted) on meeting customers where they are.

Key insight: The sale isn't about sustainability. It's about what happens to be awesome for their job site problems. Close the deal first. The planet is a bonus.

🎙️ Full episode: https://activatingcuriosity.com

ActivatingCuriosity.com | ConnectiveConsultingGrp.com