We know how and when to regulate the pace and direction of the discussion. We know the priorities and can make the difficult breadth vs. depth decisions that are needed instantaneously during the session. Pros Take Advantage of Diversity Pros are better able to handle and take advantage of the ethnic, cultural, gender and other diversity within and between groups. Pros Can Handle Sensitive Topics Pros can handle sensitive topics with aplomb, dignity and straightforwardness. The Big Idea, while not always apparent, is much more likely to be unearthed and developed by a Pro.
Amateurs concentrate on getting through the guide.
Pros focus on the client's critical success factors, objectives, and strategies. We are told that the idea of keeping baking soda in the refrigerator to absorb odors was discovered from a passing remark in a focus group. The Client Pros are more likely to have the stature and the inclination to stand up to the client when we know that the client is making a mistake 24. An essential component of professionalism is adherence to the highest possible ethical standards. Pros have a way of looking like pros, amateurs like amateurs.