The case for identifying the root cause of issues versus treating the symptoms.

Imagine if a knee specialist prospected for business by cold emailing.

What are the chances that the person they email has a painful knee at that moment?

Like, they may have a painful knee when hiking a long way but it's unlikely to be hurting right there and then.

This is why we go to a doctor who looks at our whole system, not symptoms at that moment. They should take a holistic view and not jump to a solution too early.

Does your knee hurt? Well, most knee pain comes from the hip, hamstrings, glutes, calf or ankle. start there, once you've checked them look at the knee.

I'm still officially a Mr, rather than a Doctor, but as far as an e-commerce operator with pain is concerned, that's what I am.

Rather than responding to every person who contacts you about a pain you have, invest the time and money in your own doctor who will look at your whole operating system first.

Then you'll fix the right things in the right order and you may find you don't need knee surgery after all.

But the knee specialist is very unlikely to tell you that.