In CFD, more so that any type of sale, you are not selling a product. Because nothing is built yet (or at least finished), you’re selling your ability to solve a problem for a group of individuals. Those individuals are probably looking at that problem a lot differently than you are, and through the lens of many conflicting or ambiguous goals. Rather than speculate and depend on your own understanding of the problem, you have to get into their heads. In short, you have to ask AND listen. They will tell you. But you will miss it if you’re not open to it. In the words of one of the world’s great innovators, Steve Jobs, you have to go in with a Beginner’s Mind.