You are the product

As a consultant, you face a vastly different challenge than those who sell cereal or toothpaste. You are the product and, unlike a bottle of mouthwash, your services are expensive, intangible, and sold before they are produced. Your success hinges on the relationships you forge and the quality of your work. You must focus all your efforts on those factors: It's your guerrilla mission. Everyone you deal with—especially your clients—must be convinced that you will always deliver what you have promised.

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