Many people struggle to understand the (critical!) difference between a Critical Business Issue and “pain” (or Problems/Reasons). Here’s an easy example to help clarify…
Salespeople: How many of you want more, better leads?
OK, how important is it to you? Rank it on a scale from 1-10…
Those of you who chose 7 or higher: Are you at risk of missing your numbers or not achieving quota?
If Yes? That’s a Critical Business Issue!
Your Critical Business Issue is your need to achieve your objective of reaching (or exceeding) your quota. A contributing “pain” (Problems/Reasons) is your lack of a sufficient number of well-qualified leads.
If No? Nope, that’s just a “pain” you can likely live with. You might like to have more and better leads, but you probably won’t take action or invest tangible resources to pursue them!