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Robert Middleton drove down to the airport hotel from his home in the Santa Cruz mountains on Saturday to ask the National Speakers Association of Northern California if there was anyone in the room whose friends and acquaintances could answer three simple questions about our businesses: Who is our ideal client? What is the main problem we solve for our clients? What outcome do we deliver to our clients? No one in the room had confidence that our own friends knew what we did well enough to answer these questions. No one in the room therefore had solved the fundamental marketing problem: that people just plain don't know what we do or see in the value in what we offer. Middleton took us through the solutions to the four biggest marketing problems: how to get people's attention; deliver the information they need; provide an experience of the solutions we offer and, finally, submit a proposal asking for business. It's critical that we can articulate these messages according the correct marketing synta