I keep making the mistake that clients care about me - about my business. It’s an easy mistake to make and a mistake I guess many small business owners make.

The thing is - nine times out of ten - they don’t. They care about themselves… and why shouldn’t they? They have their own agenda. They have their own bills, sales objectives and profit and loss charts.

So, as a supplier, I need to ensure that what I do is better than the rest. That what I do stands out enough to add me as a character to their story. And, that’s all I am. A bit player in their story.

It sounds hard. But it’s worth keeping in mind.