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.

2. Enthusiasm. I’ve never won a new client, or kept a client without truly being excited about the opportunity to help them create and execute.

John Wooden said, “As a leader, you must be filled with energy and eagerness, joy and love for what you do. If you lack Enthusiasm for your job, you cannot perform to the best of your ability. Success is unattainable without Enthusiasm.”

Indeed, it is imperative that a client sees and feels your energy. It comes from within and is expressed in different ways. It’s in the rigor you exert and the depth you go to think about their situation. It’s expressed in your quality of ideas, by your timeliness and sense of urgency aligned with your client to help find the best solution — one that will be a strong and enduring foundation for them to build from.

If it’s not truly there, then move on. You’re not going to satisfy your client if you’re not inspired by their challenge to give it your best. It’s something you simply can’t hide.

At the heart of the creative soul is the desire to do something because you find it deeply rewarding. It must come from a passion and a desire to find the best answer. So if you want to do good work, stay honest with yourself. It will naturally follow.