Your friend, and mine, Sarah Aird sent me this article yesterday because she thought I might find it interesting, but honestly, I hope all of you find it interesting. At the very core of what we do, the beating heart of being in business, is providing value to our clients.

Stop talking, ask questions and listen, and you’ll learn about them. In order to think like your customer, you must focus on your customer. Your customer could be a prospect, an existing client, a boss, a co-worker, a friend or family member. Your desire should be to create value for your customer, not just to communicate information about you (or just talk about yourself), your company, products and services, and therefore you need to have walked in their shoes. Before you make your value pitch (in whatever form that takes), a prerequisite is having a deep sense of what your customer values.