Knowing Customers, Selling, and Building Relationships.

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What sets great CEOs apart from the rest?

It is not just strategy or vision—it’s how they connect with people on every level. Being a CEO isn’t about sitting in an ivory tower, far removed from the day-to-day. It’s about knowing what’s happening on the ground and connecting with people—inside and outside your company. At its core, there are three essentials that every successful CEO needs to master: knowing the customer, selling the vision, and building solid relationships. Let’s break these down.

1. Know Your Customer—Really Know Them

You can’t just know your customers on paper. You need to understand what makes them tick, what keeps them up at night, and what wins their loyalty. It’s not enough to rely on reports or secondhand info—get out there and talk to them. Direct contact is key whether it’s jumping on a call, sitting down for a meeting, or listening to feedback.

Think about the CEO who personally calls a client after a major project, asking, “What could we have done better?” That’s the level of involvement that makes all the difference.

When you make an effort to understand your customers’ pain points and needs, it filters down to your entire team. It sets a standard: you value the customer’s voice, and everyone else should too. That’s how you create a culture of genuine service—not just ticking boxes.

2. Be Able to Sell the Vision

If you think selling is just for the sales team, think again. A CEO needs to be the best salesperson in the company. But I’m not talking about closing deals; I’m talking about selling the big picture. You need to be able to communicate why your company exists, what problem it’s solving, and why that matters. And you need to be convincing.

Selling the vision isn’t just for the outside world. It’s also crucial for getting everyone on your team aligned and excited. When you can inspire and unify your people around a common mission, you’re not just a boss—you’re a leader.

3. Build Relationships Inside and Outside

At the end of the day, business is all about relationships. Being a great CEO means building connections that matter—both within your company and beyond. Internally, it’s about knowing the pulse of your team, understanding what motivates them, and making sure they feel heard and valued.

Externally, it’s about staying connected to your network, industry peers, and even competitors. Relationships open doors, lead to collaborations and keep you in the loop about where your industry is headed. The best CEOs are the ones who don’t view networking as a chore but as an opportunity to learn, grow, and create new possibilities.

Pulling it all together

Being a CEO isn’t just about strategy and vision; it’s about connecting with people on a real level. When you know your customers, sell the vision effectively, and invest in strong relationships, you’re setting the foundation for long-term success. The best leaders don’t stay in the background—they get involved, listen, and inspire the people around them.

So, as a CEO, are you spending enough time on what truly matters—your customers, your vision, and your relationships?