Guy Kawasaki, former Chief Evangelist for Apple, recently wrote a book, “Enchantment: The Art of Changing Hearts, Minds, and Actions”.  If you haven’t heard of it, please do yourself a favor and treat yourself.  In the meantime, here’s a “cheat sheet” infographic (thanks again to Column Five Media) that brilliantly gets the point across.

Why is this important?  This, my friends, is everything.  This embodies your own fulfillment at the end of the day, and embodies the experience of your client, which leads to how they will speak of you to others.  This embodies who you are in the world.