Relationships have become powerful differentiators. Customers can't tell if your product is better than your competitor's product, but they can tell if they have a better relationship with you than with your competitor. If relationships are such powerful differentiators, what is the most productive, profitable and sustainable customer relationship? The We relationship.
In a We relationship, you each think less about what separates you and more about what intertwines you. In contrast, if your customer's view of your relationship is not "We" but "Us and Them," he will focus more on what he can get from you—and on what he believes you get from him—and less on how you collaborate to reach your goals together.
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