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Last week I heard a production company principal espousing the importance of relationships in business. I totally agreed with his point, right up until he said:

“We partner with our clients.”

Later over drinks in SoHo, I asked him if he was open to some constructive criticism and to his credit, he said yes. Here is the gist of what I shared:

When you say “We partner with our clients,” what your client hears is:

“Good. That means I always win, even when you lose.”

Don’t say you partner with your clients. Because you don’t.

Be the expert. And expect to be treated as such.

Cheers,

Joel


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