I love the premise from Steve Yastrow’s recently-published book, WE: The Ideal Customer Relationship. In the opening chapter, Yastrow writes … Relationships have become power differentiators. Customers can’t tell is your product is better than your competitor’s product, but they can tell if they have a better relationship with you than with your competitor. If relationships are such powerful differentiators, what is the most productive, profitable, and sustainable relationship? The We relationship. In a We relationship, you think less about what separates you and more about what intertwines you. In contrast, if your customer’s view of your relationship is not “We” but “Us & Them,” he will focus more on what he can get from you—and on what he believes you get from him—and less on how you can collaborate to reach your goals together. [Steve Yastrow, SOURCE]
For those needing to see this premise in a chart, peep the following from pg. 13 of WE: The Ideal Customer Relationship ... 
Learn more about Steve Yastrow and get yourself a copy of WE.
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