When you look across the table at your customer, think religiously and repeatedly to yourself: “How can I make this dude or dudette rich and famous? How can I get him or her promoted?”

It’s not enough to focus on making the customer’s organization “successful.” Yes, that’s clearly the long-term goal. But the practical, near-term imperative is to make a Solid Gold Hero (or Heroine) out of the Individual who is responsible for buying (and using) your product or service.

Consider: I am not in the “widget-selling business.” I am in the “Hero- (Heroine) Making Business.” 

“Companies” don’t buy “things” from other “companies.” Rather: Individuals buy Successful Relationships from other Individuals.