The Best Way To Get What You Want? Focus On Your Customers' Needs.Forget your own desires, and lead with the value you can provide.

A curious email rolled into my inbox recently. The subject line was "Write article." And here was the entire message:

"Hi Jeff. I wanted to write an article, who do I speak with? Thanks."

Maybe you have some questions. I do! What kind of article does this person want towrite? What makes them qualified? Why would I want topublishit? When did my name become Jeff? And that's just the start.