This is about selling solutions vs solving problems. There's an excellent quote about this common phenomenon from Lant Pritchett (Prof @ Harvard Kennedy School

This is about selling solutions vs solving problems. There's an excellent quote about this common phenomenon from Lant Pritchett (Prof @ Harvard Kennedy School) that has stuck with me for years, and helped improve how I begin a working relationship with my clients: "A lot of the time when we first interact with people and ask them to come up with problems that they want to solve they often name a solution because they have a preset idea of the solution and hence they never really have thought through to the problem to which this that was a solution" Here is a great quick explanation of this from him and how he addresses it: https://www.youtube.com/watch?v=--ewJatFeZU https://www.youtube.com/watch?v=--ewJatFeZU