Diagnose Before You Prescribe

Although it's risky and hard, seek first to understand, or diagnose before you prescribe, is a correct

principle manifesting many areas of life. It's the mark of all true professionals. It's critical for the optometrist, it's critical for the physician. You wouldn't have any confidence in a doctor's prescription unless you had confidence in the diagnosis

When our daughter Jenny was only two months old, she was sick on Saturday, the day of a football

game in our community that dominated the consciousness of almost everyone. It was an important

game -- some 60,000 people were there. Sandra and I would like to have gone, but we didn't want to

leave little Jenny. Her vomiting and diarrhea had us concerned

The doctor was at that game. He wasn't our personal physician, but he was the one on call. When

Jenny's situation got worse, we decided we needed some medical advice

Sandra dialed the stadium and had him paged. It was right at a critical time in the game, and she

could sense on officious tone in his voice. "Yes?" he said briskly. "What is it?"

"This is Mrs. Covey, Doctor, and we're concerned about our daughter, Jenny."

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"What's the situation?" he asked.

Sandra described the symptoms and he said, "Okay. I'll call in a prescription. Which is your

pharmacy?"

When she hung up, Sandra felt that in her rush she hadn't really given him full data, but that what

she had told him was adequate.

"Do you think he realizes that Jenny is just a newborn?" I asked her

"I'm sure he does," Sandra replied.

"But he's not our doctor. He's never even treated her."

"Well, I'm pretty sure he knows."

"Are you willing to give her the medicine unless you're absolutely sure he knows?"

Sandra was silent. "What are we going to do?" she finally said.

"Call him back," I said.

"You call him back," Sandra replied.

So I did. He was paged out of the game once again. "Doctor," I said, "when you called in that prescription, did your realize that Jenny is just two months old?"

"No!" he exclaimed. "I didn't realize that. It's good you called me back. I'll change the prescription immediately."

If you don't have confidence in the diagnosis, you won't have confidence in the prescription.

This principle is also true in sales. An effective salesperson first seeks to understand the needs, the concerns, the situation of the customer. The amateur salesman sells products; the professional sells

solutions to needs and problems. It's a totally different approach. The professional learns how to

diagnose, how to understand. He also learns how to relate people's needs to his products and services.

And, he has to have the integrity to say, "My product or service will not meet that need" if it will not.

Diagnosing before you prescribe is also fundamental to law. The professional lawyer first gathers

the facts to understand the situation, to understand the laws and precedents, before preparing a case.

A good lawyer almost writes the opposing attorney's case before he writes his own.

It's also true in product design. Can you imagine someone in a company saying, "This consumer

research stuff is for the birds. Let's design products." In other words, forget understanding the

consumer's buying habits and motives -- just design products. It would never work.

A good engineer will understand the forces, the stresses at work, before designing the bridge. A

good teacher will assess the class before teaching. A good student will understand before he applies.

A good parent will understand before evaluation or judging. The key to good judgment is

understanding. By judging first, a person will never fully understand.

Seek first to understand is a correct principle evident in all areas of life. It's a generic,

common-denominator principle, but it has its greatest power in the area of interpersonal relations.

Date: 2015-02-03; view: 1207