I’ve always liked a good story…A story that teaches a lesson about business means a lot more to me than a list of dos and don’ts. This fable hits the business book story-telling nail on the head.

A very quick read, this book’s full title is, “Getting Naked: A Business Fable About Shedding The Three Fears That Sabotage Client Loyalty”.

I haven’t read the author’s previous bestselling work entitled, “The Five Dysfunctions of a Team”, but apparently this book is written in the same style. Lencioni explains the principles of client loyalty by telling a story of a small consulting firm, Lighthouse partners, which often beats out big-name competitors for top clients. One of these competitors buys out Lighthouse and ends up learning important lesson about providing value to its clients.

The Three Fears

Fear of Losing the Business

• Always consult instead of sell
• Give away the business
• Tell the kind truth
• Enter the danger

Fear of Being Embarrassed

• Ask dumb questions
• Make dumb suggestions
• Celebrate your mistakes

Fear of Feeling Inferior

• Take a bullet for the client
• Make everything about the client
• Honor the client’s work
• Do the dirty work

How many of these tactics do you employ in your professional life? I bet if you start practicing more of them, you’d acquire more business…