Patrick Lencioni – What Clients Really Want:
“Clients are more interested in candor, humility and transparency than they are in confidence, authority and perfection. That’s not to say that competence is irrelevant; clients need to know that we have the knowledge and experience to help them. But once we’ve reached that level, the best way to differentiate ourselves from the competition — not to mention help a client implement the ideas we’re recommending to them — is to be vulnerable with them.
Vulnerability is the opposite of, well, invulnerability. It’s about honesty and authenticity.”