Sid Jaffe, President of the 20 year-old firm Advantage Consulting Inc, has spent a good part of his professional life helping government contractors develop their business.

He has a secret: “ Make mindshare and attachment synonymous.”

In a recent conversation, Sid explains it this way,

“Think of the car you would want to drive if money, garage space, and gas were no object. That’s mindshare.  Now, think of the car you are currently driving. The majority of us drive a different car from what we’d really like.  Your current car is what you are attached to.  A really good consultant finds out what is the clients’ mindshare—their desired state—and then create an offering that comes close to that state. Voila: attachment and mindshare come into sync.”

Makes sense.  Makes money, too!