All Magic Starts with the Customer

Understanding the Role of “Others”

In the WOOO framework—Winning Others Over and Over—the second letter, “O,” stands for “Others.” These “others” are your customers, the lifeblood of your business. As Ed Howie aptly put it, “Do you sell to yourself, or do you sell to others?” The answer is obvious: without customers, there is no business.

While it may seem basic to emphasize customers, it’s essential to revisit this focus. Businesses often start with the intention of meeting a specific need, but over time, the day-to-day challenges of running a business—managing operations, balancing budgets, and addressing internal demands—can overshadow the customer’s role in your decision-making process.

Every Business Starts with a Need

At its core, every successful business is built on identifying and meeting a need. Darryl shared a personal story about his 12-year-old son, Henry, who wanted to earn money. Instead of settling for a generic lemonade stand, Henry took the time to identify needs in his neighborhood—such as walking dogs, watering plants, and mailing Christmas cards. By addressing these specific needs, Henry was able to earn $600 over the holiday season.

This example illustrates a fundamental truth: the most enduring businesses don’t just offer products or services—they solve problems. Whether you’re a multinational corporation or a solo entrepreneur, success hinges on your ability to identify what your customers truly need and deliver it consistently.

Customer Focus: Intention and Behavior

As Ed noted, it’s easy for business leaders to lose sight of their customers amid the operational demands of running a company. Early in his career, Ed observed that his time and energy were disproportionately spent on internal business matters rather than on serving his customers. This imbalance can happen to any business, but the key is to realign your focus.

Customer-centric businesses demonstrate their priorities through both intention and behavior. One standout example is the Ritz-Carlton, a brand synonymous with exceptional service. Ed recounted a personal story about staying at the Ritz-Carlton Lake Tahoe during the early days of the COVID-19 pandemic. When he requested a Peloton bike be brought to his room due to the gym being closed, the staff went above and beyond to make it happen. Their actions were a testament to their commitment to putting the customer first, even during challenging circumstances.

Emotional and Physical Bandwidth for Customers

Prioritizing customers requires both emotional and physical bandwidth. Leaders and teams alike must intentionally protect time and energy for customer-focused activities. This mindset extends beyond customer service teams—it’s a company-wide responsibility.

Ed emphasized the importance of modeling this behavior as a leader. “The intentions and actions of leadership set the tone for the entire organization,” he said. When leaders demonstrate a genuine commitment to serving customers, it inspires teams to follow suit.

Practical Steps to Recenter on the Customer

Refocusing on customers doesn’t require a massive overhaul—it starts with small, intentional actions. Here are two practical tips:

1. Identify your top five customers. Reflect on who they are and when you last expressed your appreciation for their business. Reach out to thank them personally and let them know how much they matter.
2. Reconnect with five past customers. Think about customers who haven’t engaged with your business recently but whom you’d love to work with again. Reach out with a thoughtful message to reestablish the connection.

These simple acts can help humanize your customer relationships and reinforce the value they bring to your business. Over time, this approach builds trust, loyalty, and a culture of intentional service.

Final Thoughts

The second “O” in WOOO—Others—is a reminder that customers are at the heart of everything a business does. By prioritizing their needs and aligning your actions with their expectations, you create a foundation for sustained success. Whether you’re running a boutique operation or a large-scale enterprise, the principles of customer focus remain the same: put the customer first, and the rest will follow.

As Ed Howie often says, “Everyone wants WOOO, and no one wants POOO.” Keep your focus on the customer, and you’ll create magic in your business. Until next time, keep Winning Others Over and Over!