Frame the Future
Ready — Success comes not from selling solutions, but from understanding people. Valerie Renal, a leader at ROLM—later a Siemens company—was known for her ability to frame customer needs with care. In an era of rapid technological change, Renal stood out not for pushing products, but for clarifying problems. Her approach transformed ROLM’s customer relationships from transactions into trusted partnerships.
Set — Customers rarely begin with defined needs. Thus, it’s the leader’s role to help them discover what they really want. When organizations learn to listen, interpret, and frame the customer’s needs, they unlock opportunities.
That happens best when leaders . . .
Listen Beyond Words. Learn to hear not just what clients say, but what they mean. The best leaders practice empathetic listening by asking thoughtful questions, observing emotion, and seeking context. When people feel heard, they begin to trust, and trust opens doors to lasting collaboration.
Frame the Right Problem. Too often, teams rush to offer solutions before understanding the problem. Framing the problem is the first step toward understanding. A clear problem statement saves time, focuses and ensures that solutions fit the customer’s true needs, not just their initial requests.
Collaborate for Clarity. Turn conversations into co-creation. Encourage customers to join the process, shaping goals together. Such a partnership moves discussions from “we versus they” to “us.” Clarity grows through shared understanding, not isolated analysis.
Simplify Complexity. In the high-tech environment of ROLM, systems could be complicated, but explanations didn’t have to be. Renal insisted that clarity meant translating technical possibilities into human language. Simplicity doesn’t dumb down it lifts, making solutions accessible and meaningful.
Grow! — Clarity is both a business tool and a human need. When leaders slow down to understand, frame, and communicate, they don’t just meet customer needs they reveal them. The path to trust and growth begins with listening well and naming what matters most.
Two Questions
Do you spend more time promoting solutions or clarifying needs?
What is one way you might improve the way you listen and frame conversations?