Every now and then, I have people who want to share various different business ideas with me to see what I think about them. Inevitably, my strategist's brain starts whirring with questions. Most importantly: why and so what?

In my experience, business owners and leaders often have great affinity for their work. It's understandable when they've put so much effort and thought into building a business around an idea. And in many ways that confidence is great! The work is borne out of passion, beliefs, and values they hold dear.

The challenge comes when you become so attached or immersed in what you've created (or plan to create) that you can't see the flaws anymore.

Here’s how to make more objective decisions around the products and offers you release.