The holy grail in client relations, beyond advocacy, is deep mutual respect born of a long, fruitful and (mostly) successful partnership. If this sounds alien to you, step up your game. If it sounds familiar, well done: keep it up.
September 19 2018
Steve Jobs is often quoted for stating, “The journey is the reward.”
Let’s unpack that a little:
- Journeys create bias. We journey with those we trust, and since they helped choose the path, we trust the journey must be good for us, too.
- Journeys create energy and excitement. Everyone longs to belong, so being present on a journey creates a sense of belonging with our travel companions. We never really want such journeys to end, do we?
- Journeys create the desire to contribute. No traveler expects his companions to do all of the work. Our mere presence motivates us to contribute, be it taking out the trash or live-tweeting the events.
Regardless of where it ends up, the journey itself is an opportunity to belong, to create, and to share achievement. It enables us to develop bonds with those we’ve come to trust, be it a journey toward a religious event, local tradition, or new smartphone release.
If you’re doing important work, journeying–rather than merely transacting–with your audience could compound the reward they receive.