Give without expecting anything in return

The most impactful leaders give generously — their time, knowledge, and support — without keeping score. This creates a culture of trust and reciprocity that benefits everyone.

The leaders who win in the long run are those who make themselves indispensable to their clients by giving value without a scoreboard—while their competitors are still busy calculating what’s in it for them.

In business, many of us face the challenge of growth—whether it’s building our own business or advancing our employer's goals. Inevitably, we confront the underlying question: how can we increase sales? At this point, discomfort often arises. A friend of mine, who even holds a master’s degree in marketing from Brussels University, calls it 'peddling.' He avoids it whenever possible, which has led to less-than-optimal results in his business.

Key takeaways

• You create lasting business growth by focusing relentlessly on your clients’ needs and challenges, not your own sales targets or short-term pressures.
• Leaders who consistently give value without expecting immediate returns build trust and relationships that generate far greater opportunities over time.
• Your success is a lag measure—when you make your clients the heart of your business, results follow naturally as a byproduct of genuine service.

From my perspective, this is the wrong starting point. Business isn’t really about sales or even results, at least not directly. Of course, outcomes are crucial, but they’re just that—the results of the work, the lag measure, what you see in the rearview mirror.

My philosophy is heavily influenced by two people who’ve mentored me over the years: Steve Harrison† and Marshall Goldsmith. Partnering with these two taught me invaluable lessons about business and giving.

Steve Harrison became my boss when I established his company’s operations in the Netherlands in the early 2000s. In one of our first one-on-one sessions, Steve shared a principle that has stuck with me: if you want to succeed in business, you must give first, before you can expect anything in return. Years later, Marshall continued that teaching, showing me that the more you give selflessly, the more you’ll receive in ways you never imagined. The more you give, the more you get.It's about them

When working with clients, the focus should always be on meeting their needs—not your own. It sounds simple, yet many of us struggle to do this consistently. Put yourself in their shoes. Ask, 'How can I help? How can we add real value? What keeps you awake at night?' Resist the urge to focus on your short-term pressures like budgets or targets.

At the end of the day, focusing solely on clients’ needs is where real value is created. Make them the heart of your business, from start to finish. It’s about them, not about us.

If you have a valuable product or service, don’t shy away from sharing it widely with clients and prospects. Spread the word! A growing business is a positive thing—whether it’s a corporation, an NGO, or even a government agency. Growth is like oxygen; it sustains and fuels. No more, no less.

Consider shifting your mindset away from 'quid pro quo.' Selling isn’t about an exchange. Done right, it’s about creating genuine value.

I hope this perspective resonates with you.

Let us know what you think!

Give without keeping score, and you’ll build relationships and opportunities that compound far beyond what any sales target or quarterly result could ever measure.

Over to you.