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All small to medium businesses (SMB) reach a point where their challenges and opportunities outstrip their internal capabilities. This is where they seek outside resources. When selecting outside resources, such as consulting companies, ad agencies, and organizational development services, the fundamental question should revolve around the process the organization uses to produce results. And the way to phrase this question is as follows: “What have you published and who do you follow that will demonstrate to me how you propose to produce the results we expect?”

The reason why this is the fundamental question is that results are produced through process, and the Web has made access to enormous amounts of rich, valuable content that discusses process or “how to get results.” In this digital age of transparency, there should be no tolerance of “black box” solutions.