Developing business isn’t about sitting in your conference room hypothesizing all different reasons why people need your product or service, and how you might get business. As you know, there is a lot of guessing. To move beyond this, you need to get outside the building to interact and learn about your ecosystem of partners, providers and customers, not just your immediate prospects.

It takes a different mindset, says Stu Heilsberg. A “stop guessing” mindset.

A few weeks ago, I reviewed Stu Heilsberg’s book The Answers Are Outside The Building, where he lays out how to stop guessing. To get more insights, I did a quick interview with him.