A few years ago, I was in the mall with my wife. I didn’t need anything.

To kill time, I walked into a Fit2Run store.

10 minutes later I spent $170.

Here’s a transcript of the conversation.

Seller (notices running shoes): “Looks like you’re a runner.”
Me: “I am.”
Seller: “Training for any races?”
Me: “Yes, my first half marathon.”
Seller: “You’ve probably had a running gait test.”
Me: “What’s that?”

Moments later, I’m on a treadmill.

Seller: “See how your ankles are overpronating?”
Me: “I do. So what?”
Seller: “The problem is, if you run in sneakers that aren’t made for pronated feet, you are more prone to plantar fasciitis and runner’s knee. If you’d like, I can see if your shoes are made for pronated feet.”

A few minutes later, I spent $170 on new sneakers.

No pushing. No expectations. No assumptions.

Illuminating a potential problem and leaning back.

The switch? Problem asking -> Problem finding