Over the past few months, I’ve been reflecting on the beliefs that have quietly shaped how I work—through customers, colleagues, leadership, and more than a few mistakes along the way.
Here’s one I’ve kept coming back to.
Early in my career, I thought customers remembered the best presentation.
Or the most competitive price.
Or even the project we delivered.
I don’t think that’s true anymore.
I’ve come to believe customers remember something much simpler.
Winning a contract wasn’t the finish line.
It was simply the moment someone decided to trust us.
The real work started after the signatures.
Would we deliver?
Would we communicate honestly when something didn’t go according to plan?
Would we stay engaged long after the project was complete?
Over the years, one question quietly became my guide.
Can I become one less thing my customer has to worry about?
Not the cheapest supplier.
Not the smartest person in the room.
Just one less thing they had to worry about.
Looking back, I think that’s where the strongest relationships came from.
Because people knew I would take ownership, communicate honestly, and stay with the problem until it was resolved.
I’ve realised that this applies far beyond customers.
It applies to colleagues.
To partnerships.
To leadership.
Relationships often outlast the projects that brought people together.
Customers may forget the presentation, the proposal, or even parts of the project.
They rarely forget how you made them feel when things became difficult.
That’s a lesson I’m still trying to live up to every day.