We work with clients
to realize objectives
that we define as
closely as possible
at the outset of
the project. The
objectives may change—and
often do—and
then we must adjust
to accommodate them.
As part of the process
we set expectations
of realistic outcomes,
then we work like
heck to surpass them.
That’s a fairly
technical description
of our essential
business ethic. But
it’s fair to
say that these words
mean nothing unless
they are backed up
by the good old human
emotion of caring.
We are doing our
job when we care about
our clients’ business
success. It has to
mean something to
us personally. Your
success makes us
happy. Your challenges
excite us. Your setbacks
hurt us, too. We
take a stake in your
project. Sometimes
literally (revenue
sharing), but always
professionally.
We can say all the
right things about
project specifications,
milestones, benchmarks,
and ROI. But the
mark of the true
professional is caring.
It’s ironic,
but the best professionals
are not just “professional”—they
are passionate. Their
clients’ success
affects the way they
feel. Yes, all professionals
must be able to separate
work and personal
life, but they are
not exclusive by
any means. The true
pro knows how to
integrate and balance
both aspects of life.
We spend almost as
many waking hours
with our project
teams working on
business communications
as we do with our
families. Aren’t
we all more genuine,
successful human
beings for lending
our hearts and souls
to clients’?
The real question
is: Can we do any
less?
This type of commitment
to clients generates “extra
mile” experiences.
Suggestions that
stave off disaster
and save untold time
and money. It’s
astounding to find
that this type of
commitment to client
service is not the
norm. It’s
unfortunate, but
ill-managed projects
built on shaky client-producer
relationships generate
profitable billing
and fees for the
unethical producer.
It’s not fair,
or sustainable, but
it’s a fact,
and it infects professional
services of all kinds.
Lost in the numbers,
the deadlines, the
productivity stats,
the budget overruns,
and the backlogs
is a long-term commitment
to producing cost-effective
projects that inevitably
lead to more cost-effective
projects. That’s
called building a
business and, for
individual professionals,
a career. When customers
have a problem it’s
not an overstatement
to say that they
have an obstacle
to personal performance
that can negatively
affect the future
arc of their careers.
As professionals,
we all have deep
personal issues connected
to our careers. When
we are tasked with
a job, we do it to
our best abilities.
Care and you will
get there.
