We work with clients to realize objectives that we define as closely as possible at the outset of the project. The objectives may change — and often do — and then we must adjust to accommodate them. As part of the process we set expectations of realistic outcomes, then we work like heck to surpass them.

That’s a fairly technical description of our essential business ethic. But it’s fair to say that these words mean nothing unless they are backed up by the good old human emotion of caring. We are doing our job when care about our clients' business success. It has to mean something to us personally. Your success makes us happy. Your challenges excite us. Your setbacks hurt us, too. We take a stake in your project. Sometimes literally (revenue sharing), but always professionally.

We can say all the right things about project specifications, milestones, benchmarks, and ROI. But the mark of the true professional is caring. It’s ironic, but the best professionals are not just "professional" — they are passionate. Their clients’ success affects the way they feel. Yes, all professionals must be able to separate work and personal life, but they are not exclusive by any means. The true pro knows how to integrate and balance both aspects of life. We spend almost as many waking hours with our project teams working on business communications as we do with our families. Aren’t we all more genuine, successful human beings for lending our hearts and souls to clients’? The real question is: Can we do any less?

This type of commitment to clients generates “extra mile” experiences. Suggestions that stave off disaster and save untold time and money. It's astounding to find that this type of commitment to client service is not the norm. It’s unfortunate, but ill-managed projects built on shaky client-producer relationships generate profitable billing and fees for the unethical producer. It’s not fair, or sustainable, but it’s a fact, and it infects professional services of all kinds.

Lost in the numbers, the deadlines, the productivity stats, the budget overruns, and the backlogs is a long-term commitment to producing cost-effective projects that inevitably lead to more cost-effective projects. That’s called building a business and, for individual professionals, a career. When customers have a problem it’s not an overstatement to say that they have an obstacle to personal performance that can negatively affect the future arc of their careers. As professionals, we all have deep personal issues connected to our careers. When are are tasked with a job, we do it to our best abilities.

Care and you will get there.