Seems obvious, right? But a lot of us go into meetings and intentionally try to take it in different directions (i.e. differentiate from others). Our goal at the start is to be different.
What happens when everyone tries to be different though? The guy who walked in and just talked about what the client needed today is going to win. Probably happens more often than people care to admit. Sure, you’ll only win that one project (maybe) but winning is sometimes the first step to growing an account.