Grateful is often defined as having an appreciation for the benefits received. As we reflect on the many clients that NextLevel Thinking has had the opportunity to serve over the last 25 years, the defining characteristic of our ideal client has become rather obvious—and it starts with gratefulness. And we have been profoundly grateful for each and every one of them.

Several years ago, we asked our clients why they were grateful for NextLevel Thinking. From our perspective, the good news was that they very much appreciated our ability to challenge the status quo, push in new and sometimes uncomfortable directions, and refuse mediocrity! They said things like:

• “They really take the time to understand your business. They are not your typical marketing firm!!!”
• “Good people to work with that produce results. They will push your thinking, so be open-minded.”
• “NLT is like no other marketing firm around. They challenge business leaders to view themselves clearly through the eyes of their customers, and they use that perspective as the foundation for building a meaningful marketing strategy that deeply connects a company to those they wish to serve.”

So, how do we find these grateful clients? It’s true that you never fully know until the relationship unfolds, but during all of our initial discussions, we try really hard to give potential clients a realistic preview of what it is going to be like working with our firm. We set clear expectations that the journey will involve deep work and challenge.

Interestingly, what we have realized over the years is that a grateful client almost always gets significantly more benefit from our relationship than a client that is not quite as grateful. Why is this reciprocal relationship so powerful?

1. They Value Our Work: They deeply value the expertise and strategic challenge we provide.
2. They Provide Honest Feedback: They are happy and willing to give us their honest, constructive feedback, which accelerates results.
3. They Trust the Process: They realize and appreciate our expertise in all things marketing strategy, allowing us to lead without constant resistance.

Gratefulness, therefore, goes both ways regarding the benefits received. We are able to help a client reach their next level with greater efficiency, and in return, our grateful clients are thankful for the relationship, come back for more each year, and spread a positive word about the NextLevel Thinking experience. This enduring cycle of mutual respect and appreciation is the true mark of our 25-year legacy.