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Clients First: The Two Word Miracle by JoAnn Callaway, Joseph Callaway

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Never Give Up

We have never bought into the philosophy that advises cherry-picking your clients. We serve every client, and although with some clients the return on our investment of time, energy, emotions, and money may be small or result in a loss, we are rewarded every day with the satisfaction of overcoming obstacles and achieving our clients’ goals.

We like to believe there is a karma bank out there somewhere and that when times are particularly difficult or a client is a real stinker, we are making deposits in that bank and that our good karma is earning interest. We have experienced this phenomenon in our business, and whatever you want to call it (reputation, goodwill, branding, or karma), when you put out good things they come back to you multiplied many times over.

Churchill said, as he urged his people to resist Hitler’s relentless air attacks on London, “We will never, never, never, never give up.” And that is what Clients First taught us: We never give up on a client—never.

The search for Clients First was arduous, and the discovery of the three keys was exhilarating. To finally be able to define an invisible force that changed our lives was a moment for which we will be forever grateful.

To learn of its synergetic power we feel energized every day.

To be charged with the responsibilities of total commitment to the three keys and the universal application of Clients First we are sobered. Knowing that Clients First is a timeless principle that will never go out of style, ...

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