I've had the unique experience of hiring a new Superintendent of our school district. During the interviews of our candidates, I realized that the people who clearly articulated how they could help our district stood out from everyone else. While all candidates had the credentials to do the job, it was the ones who understood what we needed to hear that made it to the final round. It got me thinking about my clients who are entrepreneurs at heart. Instead of focusing on our credentials, education milestones, or past positions held, it's far more impactful when you can look someone in the eye and tell them how you can help them get what they want.