Cloning your favorite clients. Step 1.

Can you list your favorite clients off the top of your head? Likely yes. 

Can you name concisely (and spontaneously) the trait they share in common that separates them from the rest? If so, wonderful—use it to your advantage. If not, listen in. This post, and story, is for you.

I was recently reminded what I love most about my favorite type of client, over a Thai red curry lunch.

The answer had everything to with a particular brand of “can-do” spirit, and a belief in the value of partnership. 

Without sharing details, we were three at lunch: myself, a past client, and her friend. And what I was struck by then, and especially afterward, was an openness on their part to gathering their resources and giving things a go. And I particularly enjoyed watching the dynamic between them unfold, especially when the conversation turned to an idea they’d been exploring together.

They operated from the belief that their idea was better together—that they each brought key skills and connections to the table—and they saw that fact as a strength. They were open to input from me, and from each other.

When I asked questions, they made space for each other to answer, and at the same time building on what each had said.  They had a hunch that joining forces meant that more was possible than they ever imagined. They were adept at layering ideas in the natural course of our lunch conversation. I could see too how they valued a simple strategic framework so they could achieve what they desired.

In sum, their “can-do” attitude included a willingness to try (and learn) knowing things get better over time, a sense of one’s strengths (and limits), a desire to challenge (and invest in) oneself, a natural warmth, and a belief in partnership that united these traits together (the idea that 1 + 1 is most definitely greater than 2).

I wanted to bottle this magic. It was that good.

I’ve thought in the days since our lunch that perhaps having a twin may account for why I was so taken with the dynamic at lunch and why I find it so natural to partner 1:1 with a client. I do believe in my core that a good strategic or creative partner can strengthen an idea, a message, along with each of the individuals collaborating. I bring this (co-creative) sensibility to my work with clients, and am reminded that my favorite clients (and the ones for whom I’m able to bring the best results) do the same.

The take away of this story for you? You’re better off cloning your best clients, intentionally. Because you likely bring out the best in them, and they the best in you.  

Michael Port calls it a “red velvet rope policy”—have a clear idea who you’d like to work with and a way to separate that group out from the rest.

Step 1 to get there is to create a list of what your favorite clients (students, patients, or customers) share in common. 

Question for this week—what would be the top four items on your list?