It is crucial you develop a theory as to why your dream client should change. If you are professionally, persistently pursuing their business, you need to know why they should consider doing something different—without you having to ask what's…

My old man has a friend who spent his entire life in construction. Let’s call him Tommy. Late in his life, in order to advance in his trade and become a supervisor, Tommy began taking classes at the community college.

One class happened to be…