Who Gets To Work With You?

Over the past three months, I’ve been helping clients develop their Customer Flywheel. A Customer Flywheel is a systematic ongoing process for customer creation that you set up, optimize, and run constantly. It leverages some really neat automation that maintains a human and personalized touch. When done right, it multiplies a company’s existing business development resources without adding headcount. It’s really amazing when it all clicks in.

But one of the most important parts of the Customer Flywheel has nothing to do with automation or outbound email templates. Without this element, it won’t work no matter what systems you use.

That element is mindset.

When I start working with a new client, one of the first orders of business is to address their mindset. There’s one shift that has to happen.

They have to go from, “Who can we work with?” to “Who gets to work with us?”

While this mindset might seem impossibly arrogant, especially in the midst of the current challenging environment, it’s crucial to have it.

You don’t get that mindset just from saying it. That’s boasting without backup.

You get this mindset when you recognize and truly own the impact you make for a specific audience.

You’d think everyone knows their value and impact. But I spend a lot of time in the early phases of my Customer Flywheels programs having people tell me stories about their work with best customers.

I poke and prod and pull on these stories. What happened next? And then after that? What did that mean to them and their business?

As we go through these stories, they start to see the profound impact their work has. And as we distill it down to one perfect introduction, I see a mindset shift.

They go from “Who can we work with?” to “Who gets to work with us?.”  

At that moment, their business starts to change into another gear.

So, who gets to work with you?

Until next time,


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Steve August
March 4, 2022