We have to be very clear on what we're doing, why we're doing it and making sure it's still relevant to those we serve.

We often do things simply because we've always done them. Now, more than ever, we need to constantly evaluate our processes, systems, products and policies to make sure they still accomplish our intended results.

The needs of our customers change. Our abilities to serve our clients transform. And the priorities of those we serve can shift.

Number 43 of "101 Things I've Learned in My 50 Trips Around the Sun" is, "Making money is hard. Finding ways to serve isn't hard at all. If you put your emphasis on serving instead of on earning, the money will come."

Action Point
Take the time to determine what your clients and customers truly want. Ask them. Find out what problems they're facing. Suggest solutions to those problems. Innovate ways to make their lives easier, more rewarding, less frustrating, less costly and more comfortable.

When you serve, and when you serve well, you'll be rewarded for your efforts.

Remember, we all have customers. And they may not look like typical customers or clients. They might be a co-worker, a vendor or supplier. We all serve someone. Let's do our best to serve them well.