Why Client Focus Can't Be About Profits

Famed media guru Marshall McLuhan in the 1960s said, "The medium is the message." In those five words he made us see the limitations of our old way of thinking. After McLuhan, we could no longer look at content in isolation from the way it was delivered.

Sun Microsystems, only a decade ago, said, "The network is the computer." In using the same five-word structure, Sun shifted our ideas of technology to a new paradigm, one in which everything was connected.

Client relationships need a similar reframing. We need to see that, "The relationship is the client."

The Misconception of Customer Focus