You can orchestrate great conversations if you take a little time to set them up right and make it clear that everyone is seeking the best answer for the customer and the company, that no one is arguing simply to win. The way to do that is to set the context: to be clear about what the group is going to decide and the reason for the conversation. If the discussion digresses, or if someone is stubbornly digging in, you can always interject, “What problem are we trying to solve here?” or “What leads you to believe that’s true?”
