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Within the early days of constructing my firm, earlier than staff retreats, firm values or something resembling construction — I landed a consumer I assumed would change all the things. A family title. A beneficiant funds. Entry to rooms I might solely dreamed of.
They have been charming, pressing and keen to maneuver quick. “We’ll work out the specifics later,” they mentioned. And I — formidable, energized, hungry — mentioned sure.
That was my first mistake.
By saying sure to being good, I mentioned no to setting boundaries. Scope ballooned. Expectations multiplied. As an alternative of main the connection, I chased it — reactive, overextended and more and more misaligned. When the contract ended, they vanished. No thank-you. No follow-up. No second thought.
The work was wonderful. The expertise? A expensive lesson.
The issue with “good”
Good is simple. Good is well mannered. Good would not rock the boat. However when good replaces readability, it turns into harmful.
Good masks the reality in smooth language. It dulls helpful rigidity. It delays discomfort and multiplies harm.
We as soon as labored with a DEI compliance agency that introduced in a celeb spokesperson and rolled out a whole rebrand, with out looping us in. After they requested for suggestions, we smiled and nodded. It wasn’t good. However they have been proud, and we did not need to kill the momentum.
Just a few weeks later, they employed a marketing consultant who instructed them the precise truths we did not. They listened. They acted. They pivoted — with out us. Not as a result of we failed, however as a result of we stayed quiet.
This is the irony: they needed the reality. Most shoppers do.
Associated: Why Empathy Is a Essential Entrepreneurial Talent (and How you can Develop Yours)
What silence prices you
In a enterprise panorama the place 89% of shoppers usually tend to interact with firms that reply to all critiques, silence would not learn as professionalism — it reads as disinterest.
In digital advertising and marketing, sugarcoating is not kindness — it is negligence. It prevents the sincere, typically uncomfortable conversations that truly transfer the work ahead.
One other consumer got here to us with a brand-new web site from one other agency. It was clunky, templated, and, frankly, regarded like a rip-off. I might’ve softened the suggestions. As an alternative, I known as out the crimson flags, shared competitor benchmarks and outlined the dangers. That second of honesty saved them tens of 1000’s — and earned us their long-term belief.
Fact: a strategic benefit
Honesty is not simply ethical — it is strategic.
We as soon as labored with a board sport firm whose management resisted each suggestion. We accommodated them, afraid to overstep. The consequence? The marketing campaign flopped.
So we reset the connection. “You employed us for our experience,” we instructed them. “Allow us to lead — or allow us to go.”
That second modified all the things. Belief changed rigidity. Technique began to click on. Outcomes adopted. As a result of that is what fact does: it realigns, refocuses and rebuilds.
Why we keep quiet (and the right way to cease)
Most of us have been raised on: “If you do not have one thing good to say, do not say something in any respect.” However in enterprise? A greater rule is:
“If you do not have one thing productive to say, wait till you do—after which say it clearly.”
Honesty with out empathy is blunt. Empathy with out honesty is manipulation. However collectively, they create affect — the type that earns belief, drives change, and builds resilient groups.
You do not have to be aggressive to be direct. However you do must be courageous.
Constructing a tradition the place fact is not taboo
This is not nearly consumer service — it is about inside tradition. At my company, we lead with candor. Not as a result of it is simple, however as a result of it builds stronger groups. Groups that really feel heard, revered, and empowered to talk up.
One time, a consumer gave suggestions that stung. Earlier than the following name, I instructed my staff: “Watch how we handle this — head-on, respectfully, with out compromising our values.” On the decision, I instructed the consumer their feedback had landed poorly. To not disgrace. Simply to tell.
“Our staff loves working with you,” I mentioned. “Let’s ensure that they proceed to really feel revered.” The consequence? An apology, a cookie bouquet, and a consumer who now leads with the identical transparency.
Need to get higher at telling the reality? Begin right here:
- Bake it in: Construct suggestions loops into your course of. Do not watch for catastrophe.
- Educate it: Direct, constructive communication is a talent. Prepare your staff prefer it issues — as a result of it does.
- Mannequin it: If management is not sincere, nobody else shall be.
Closing thought
Being good would possibly win a smile. However being sincere earns outcomes.
Lead with empathy. Inform the reality. And construct consumer relationships that are not afraid of friction, however constructed to develop by way of it.
Within the early days of constructing my firm, earlier than staff retreats, firm values or something resembling construction — I landed a consumer I assumed would change all the things. A family title. A beneficiant funds. Entry to rooms I might solely dreamed of.
They have been charming, pressing and keen to maneuver quick. “We’ll work out the specifics later,” they mentioned. And I — formidable, energized, hungry — mentioned sure.
That was my first mistake.
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