Getting Naked

1. Vulnerability builds trust and loyalty in client relationships

"Vulnerability. It is one of the most undervalued and misunderstood of all human qualities."

Counterintuitive power of vulnerability. In the world of client service, being vulnerable is a powerful tool for building trust and loyalty. By willingly putting ourselves in positions of unprotected weakness, we demonstrate our belief in the client's support and create deeper, more meaningful relationships.

Misconceptions about vulnerability. Society often encourages us to avoid vulnerability, projecting strength and confidence instead. However, this approach can stifle our ability to build trust in important, ongoing relationships. For service providers, embracing vulnerability – or being "naked" – leads to unparalleled levels of client loyalty and intimacy.

Balance between vulnerability and competence. While it's crucial to be vulnerable, it's equally important to maintain a level of competence. Clients expect service providers to be capable of meeting their needs, but it's ultimately honesty, humility, and selflessness that endear us to them and allow them to trust and depend on us.

2. Overcome the fear of losing business to gain client respect

"Clients can smell fear and are repelled by it."

Paradox of fear. The fear of losing business often leads to behaviors that actually increase the likelihood of losing clients. When we prioritize maintaining revenue over genuinely helping clients, we lose their respect and trust.

Client perspective. What clients truly want is to know that we're more interested in helping them than in protecting our revenue source. When we act out of fear to protect our business, clients question our trustworthiness and may lose respect for us.

Building trust through fearlessness. Naked service providers willingly put themselves in vulnerable positions, knowing that by doing so, they will earn their clients' trust. This approach may lead to occasional setbacks, but ultimately results in greater goodwill and stronger client relationships.

3. Embrace embarrassment and admit mistakes to enhance credibility

"Naked service providers are so concerned about helping a client that they are willing to ask questions and make suggestions even if those questions and suggestions could turn out to be laughably wrong."

Pride vs. effectiveness. The fear of embarrassment is rooted in pride and the desire to appear smart or competent. However, this fear can prevent us from asking important questions or making valuable suggestions, ultimately hindering our ability to help clients.

Benefits of admitting mistakes. Readily admitting what we don't know and celebrating our errors might seem counterintuitive, but it actually enhances our credibility with clients. They come to trust us more because they know we won't hold back ideas or hide mistakes to save face.

Transparency and modesty. Clients are drawn to service providers who are transparent and modest. These qualities are far more attractive than intelligence alone. By embracing the possibility of embarrassment, we create an environment where clients feel comfortable sharing their own uncertainties and challenges.

4. Confront the fear of feeling inferior through humility and selflessness

"There is something so powerful about a person who in one moment can be confident enough to confront a client about a sensitive personal issue, and then in the next moment humble themselves and take a position of servitude."

Balancing confidence and humility. The fear of feeling inferior often stems from a desire to be seen as important or indispensable. However, true effectiveness in client service comes from balancing confidence with humility and selflessness.

Power of servitude. By willingly taking on a position of servitude, we demonstrate our commitment to the client's success above our own ego. This paradoxical approach – being both confident and humble – creates a powerful dynamic that builds trust and respect.

Overcoming ego. To confront this fear, we must learn to set aside our ego and focus entirely on the client's needs. This might mean doing tasks that seem beneath our position or deferring to the client's expertise in certain areas. By doing so, we create stronger, more authentic relationships.

5. Practice "naked service" by prioritizing client needs over self-interest

"At its core, naked service boils down to the ability of a service provider to be vulnerable—to embrace uncommon levels of humility, selflessness, and transparency for the good of a client."

Definition of naked service. Naked service is an approach that prioritizes the client's needs above all else, even when it might be uncomfortable or potentially detrimental to the service provider's short-term interests.

Key components:

• Humility: Recognizing and admitting our limitations
• Selflessness: Putting the client's interests before our own
• Transparency: Being open and honest in all interactions

Benefits of naked service:

• Builds extraordinary trust with clients
• Leads to more loyal and committed client relationships
• Allows for more effective and meaningful service
• Creates a more enjoyable and rewarding work experience

6. Enter difficult conversations to address underlying issues

"What you're tempted to do is just be quiet and let the moment pass, but what great consultants do, at least according to Lighthouse, is walk right into the middle of the situation and call it out."

Courage in communication. Entering difficult conversations, or "entering the danger," is a crucial aspect of naked service. It involves addressing uncomfortable or politically sensitive issues head-on, rather than avoiding them.

Client appreciation. While these conversations can be terrifying and uncomfortable, clients often express deep appreciation for consultants who have the courage to initiate them. They recognize the value in addressing underlying issues that others might avoid.

Long-term benefits. By consistently entering difficult conversations, consultants build a reputation for honesty and directness. This leads to stronger, more trusting relationships with clients and often results in more effective problem-solving and decision-making.

7. Give away ideas freely to demonstrate value and build trust

"The idea is that your clients are looking for good suggestions, and they don't mind sifting through some not-so-good ones as long as they're offered with good intentions and with no ego attached."

Counterintuitive approach. Giving away ideas freely, even during initial sales calls, may seem risky. However, this approach demonstrates confidence in your ability to add value beyond a single idea or suggestion.

Building trust through generosity. By sharing ideas without expectation of immediate compensation, you show clients that you're genuinely interested in their success. This builds trust and often leads to stronger, longer-lasting client relationships.

Overcoming fear of idea theft. While there's always a risk that a client might take an idea and implement it without hiring you, this rarely happens. Most clients recognize the value of having someone help them implement ideas and navigate challenges along the way.

8. Honor clients' work and do the dirty work to show commitment

"You find a way to get enthusiastic. I mean, if you're trying to help a client do a better job of manufacturing paper clips, then you need to realize that it's important to them, their clients, their vendors, and their families, and that paper clips are their bread and butter."

Genuine enthusiasm. Honoring a client's work means finding genuine enthusiasm for what they do, regardless of how mundane it might seem. This demonstrates respect and commitment to their success.

Willingness to do any task. Doing the "dirty work" involves being willing to take on any task, no matter how menial, to help the client. This might include:

• Typing up meeting notes
• Preparing presentations
• Running errands

Building deeper connections. By honoring clients' work and showing a willingness to do any task, consultants create deeper, more meaningful connections. This approach demonstrates a level of commitment that goes beyond typical client-consultant relationships.

9. Ask "dumb" questions and make "dumb" suggestions to uncover insights

"When a Lighthouse consultant doesn't understand something, they always probe. Whether it's an industry term or an acronym or a concept that everyone else in the room seems to understand, they just never pretend to know more than they do."

Value of curiosity. Asking seemingly "dumb" questions often leads to valuable insights and clarifications. It shows a willingness to learn and can uncover assumptions or misunderstandings that others might share but are afraid to voice.

Making "dumb" suggestions. Offering ideas, even if they might seem foolish, can spark creative thinking and lead to unexpected solutions. It also demonstrates a commitment to finding the best solution, rather than protecting one's ego.

Creating a safe environment. By consistently asking questions and making suggestions without fear of looking foolish, consultants create an environment where clients feel more comfortable doing the same. This leads to more open, productive discussions and better problem-solving.

10. Tell the kind truth, even when it's uncomfortable

"This might be the most powerful of all the things they do. It's something that I was never taught in my career, and it doesn't come easy. But it's key to their success."

Balance of honesty and empathy. Telling the "kind truth" involves delivering honest, potentially difficult feedback with empathy and genuine concern for the client's well-being. This approach builds trust and respect, even when the message is challenging.

Examples of kind truths:

• Advising a CEO to move an underperforming family member out of a leadership position
• Telling a client they don't hold their staff accountable
• Pointing out that someone talks too much in meetings

Long-term benefits. While delivering kind truths can be uncomfortable in the moment, clients often express deep appreciation for this honesty. It demonstrates a true commitment to their success and builds stronger, more authentic relationships.

11. Take bullets for clients to strengthen relationships

"It's about knowing that in certain moments you have to offer yourself up as a minor sacrifice to help them accomplish what they need to accomplish."

Selfless approach. Taking bullets for clients means willingly accepting blame or criticism, even when it might not be entirely deserved, to help the client achieve their goals or save face in difficult situations.

Building trust through sacrifice. By demonstrating a willingness to put the client's interests above our own reputation or comfort, we build deeper levels of trust and loyalty. Clients come to see us as true partners in their success.

Balanced approach. It's important to distinguish between taking bullets and allowing abuse. The former is a strategic choice to strengthen the relationship, while the latter is detrimental to both parties. Maintaining this balance requires judgment and a clear understanding of the long-term goals of the relationship.

12. Implement naked service gradually to transform client interactions

"Naked service is rare, which means it provides an opportunity for a powerful and tangible competitive advantage for those who embrace it."

Gradual implementation. Adopting naked service principles doesn't happen overnight. It requires a conscious effort to overcome fears and change ingrained behaviors. Start by implementing one or two principles and gradually expand as you become more comfortable.

Potential challenges:

• Resistance from colleagues or superiors
• Initial discomfort with vulnerability
• Short-term setbacks or misunderstandings

Long-term benefits:

• Stronger, more loyal client relationships
• Increased client referrals and endorsements
• More comfortable discussions about pricing and fees
• Greater job satisfaction and fulfillment

By consistently applying naked service principles, service providers can transform their client interactions, leading to more rewarding and successful professional relationships.

Last updated: January 23, 2025