Put yourself in the customer's shoes- view the landscape from their lens- understand what pain they have, that they are
trying to solve. Listen more, talk less; Ask more relevant & specific questions, rather than proffering recommendations
and solutions, too early and too many. Be mindful of your brand, and whether each action you take, either adds to the
value bank or depletes from it.
Your reputation, your brand, the trust your client places in you first and foremost, and then in your organization is
priceless-the rest of the things are noise and are not sustainable sources of differentiation or sustainable and significant
sources of competitive advantage.
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