“Too cold to hold and got to be sold.” he called out.

It drew my attention and my gaze caught his.

“Don’t let dehydration ruin your vacation.” he grinned.

“Can I refresh you today?” he invited as I approached. “Guaranteed to cool you out without a doubt…”

This street trader’s appreciation of the value in selling not the product but the benefits, had won me over in the New Orleans heat of early afternoon. I could sense how it would feel to be refreshed and sated by one of his ice cold drinks. I duly purchased a beverage from the ice filled cool boxes at his feet.

Talking about value, contribution, benefits and outcomes seems effective. Doing so in language that engages the senses, even more so.

What might happen if we adopted this approach in organisations when we discuss people? Not, she’s top talent or he’s well qualified. But, she’ll energise you with a deep passion that washes over you like a wave of effervescent bubbles from popping candy. His courage and insight will inspire you like the view from the banks of the raging Mississippi with all its power and direction in the flush of Spring.

What if?