I heard about the “Three E’s” many years ago from author Max Carey, and still find them to be true today. I have adopted my own versions and they are at the core of our client relationship philosophy, actually they’re probably at the core of all relationships.

Empathy, Enthusiasm, and Expertise.


1. Empathy. This is the most difficult for many people. Put yourself in your their shoes. What are their key challenges – and not only from their job responsibilities. You need to have a more holistic understanding of their situation. What are the pressures and demands they have, the obstacles they are faced with in executing, and within their work environment, what are the politics? They have a constantly changing and challenging landscape, plus the typical issues of timing and budget.

Develop a partner like mindset and demonstrate willingness and a can do attitude – that’s sincere, be there for them through the good and challenging times – that is when you win a client for life.

It is when you are truly in-tune with them and empathetic, helping them meet challenges – that you start to earn their trust and therefore loyalty. It must be genuine, coming from your heart and soul – otherwise it will not be felt.