We invested so much in the relationship; bent over backward to deliver for them. Still... when times got tough they cancelled.

Keep in mind it may be the CFO judging the fate of your contract, rather than the administrator who came to your conference last year.

The idea is simple: personal relationships are important but we shouldn’t confuse them with customer outcomes and value **delivery.**

Damien Howley introduced Jeff and me to a concept he calls “Always Bring Value” that explains how to avoid this fate, illustrated by the 2x2 below.

Now more than ever.

Value is going matter.

Where are your customers? How are you moving them up the grid?

View Original Discussion and LinkedIn