Where Has Common Sense Gone?
Over four decades of advising business owners, I have learned that reaching a conclusion and gaining its acceptance are two distinct challenges.
People seek advice because they have a goal they have been unable to attain or an obstacle they have been unable to overcome. Yet an uncomfortable assessment can quickly produce a familiar response:
“That won’t work.” “You’re wrong.” “We’ve always done it this way.”
The first step is to establish what is actually happening. What result are we pursuing? What has already been tried? What does the evidence show? Which decisions are within our control?
Consider a business that repeatedly loses customers after missing delivery commitments. Calling it a sales obstacle does not make it one. Increasing advertising will bring more customers into the same disappointing experience. The delivery failures must be addressed.
Common sense means recognizing what the evidence is telling us, even when we would prefer another explanation.
Repeating an unsuccessful approach requires a reason to expect a different outcome. What has changed—the circumstances, the execution, or the assumptions? If nothing has changed, why should the result?
An adviser’s responsibility is to provide honest assessment, sound judgment, and clear direction. Respect and directness belong together. Neither requires being dismissive or harsh, and an uncomfortable conclusion should not be softened simply to make it easier to hear.
An adviser has no obligation to stroke a client’s ego or validate their thinking. The adviser’s responsibility is to help the client achieve the result they sought advice to pursue.
Disagreement alone does not change the facts. New evidence may change an assessment; personal discomfort does not.
Business owners remain responsible for their decisions. An adviser brings experience and judgment, but progress still requires the owner’s participation and willingness to act.
Common sense begins with an honest look at the situation. It becomes useful when we accept responsibility and take action.
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