When I speak with business people, I often ask how they like the professionals they use. Whether they like them or not, I always as why. So I’m fairly aware of what they are looking for and it gives me something to write about each week.

I hear two things from them that you’ve heard numerous times from me. The first is that they dislike it when your work is delayed or late. For whatever reasons you have; your fault or not; it doesn’t matter. If it’s late, they see it as your responsibility. That’s why the best providers find ways to deliver their work on time; and better, ahead of time.

The second is where you probably stumble more. Because your focus is on the project, you concentrate on getting the details right, ensuring that your compliance work meets all the law, code and regulation. Very important—but not enough. You get very few points for knowing your stuff. It’s expected.

When you focus on the project, you’re asking, “How do I do this so it’s technically correct? The question your client wants solved is, “How can this project help me achieve my goals?

YOUR focus is on the work at hand; THEY’RE focus is on where they want to go. So when you tell them they can’t do something, you’re missing the point entirely because of your attention to the technical quality and accuracy—and appearing to be oblivious to what really matters.

You miss the big picture when you ask the wrong question. Your contributions should be to achieve their goals, not how they can’t. They are looking to you for direction on alternatives—if this isn’t the way, what is? That’s when you’re providing the value they expect.