Cognitive dissonance is a psychological term used to describe the conflict and anxiety that can arise when we have contradictory views, thoughts, or ideas, and how we try to resolve the psychological tension.

Weeks of relationship and rapport building, finding out about the client’s organisation and the challenges they face and laying the foundation to work with them can be undone with a poorly executed sales call.

The quote: Queen Anne fronts, Mary Anne behinds” was once applied to housing estates. Likewise, many businesses build massive facades to attract new clients.