Now take that a step further. Now you know what they say. Happy with that? Happy telling people at a meeting, “we do XYZ and our clients tell us we are the only company they’ve brought in that actually understands what they needed.” You certainly sound more credible and people like knowing others agree. But what do you really want them to say? That’s your next strategic direction. Set up the self-fulfilling prophecy. If you decide you want your client to go to an event, talk to someone and say X, you will provide X.

So how are YOU different?

Fritz, on the other hand, plays a different game.  When one throws the toy to Fritz, he goes to it, and then you are suppose to go to him so you can play a little tug, and then he runs away.  The game is then to follow him to the next place where you get to throw it again. Now some would say that Fritz never learned to play the game (or that we are over-indulgent with our dog but we won’t mention that) but I say this game is better and is more like your customers today.

Why is it better?  Well, as the person throwing the toy, I throw the toy, hang out for awhile and then get to throw it again in traditional Fetch.  With Fritz, sometimes I’m throwing, sometimes I’m chasing, sometimes I’m tugging, but I am always interacting with him. And sometimes I go the other way and get in front of him which changes the direction.  I get as much out of it as he does.

Sure there are days I wish he would just play fetch and let me do something else while we play. But the reality is that isn’t his game and he isn’t going to play it.  Neither do my clients.   The best days with my clients are the ones where I get to change the direction and show them something new.  But the days I still get to interact are important too.

So what are you doing with the new game?  Are you still waiting to see if someone will just play fetch?  Or are you ready to join us in playing this new game – and adding to the interaction?