We spend a lot of time in the office - working with our team, on our projects, with our money (investments, revenues). We see our business through the eyes of those who know us well - employees, investors, family. It’s a very narrow perspective that we get when we only interact a typically homogeneous and friendly population. Every week, I drag entrepreneurs out of the office nearly kicking and screaming - they say they have too much work to do! - in order to me to help them view their business by talking with customers, competitors, partners and their market. Here are three stories to show how some of my clients and I did millions of dollars in deals by following an outside in approach.