Seeking to serve customers and making it all about them can become a challenging task. Even more so if this involves your desire to please them.

Serving customers without being aligned with them can stretch you beyond your ability to serve them well. Serving all those interested in your services requires to develop the ability to act within the breadth of their needs and the willingness to stretch your values.

Making it all about them is linked to the desire to excel.

A way towards excelling in serving your customers is to find your customers within the audience you decided to serve. By becoming clear who you seek to change you also find a way to commit yourself to do the best work you can and learn from it.

It’s enabling yourself to know how to have an impact.