In my book, “How you do...What you do” the theme describes how ultimate success and long term loyalty in serving clients is earned. It points out that loyalty is gained less by what you do for those you serve (your product or service) but more by how you do what you do (your attitudes, behaviors and beliefs.)  This principle can be a defining attribute of who you become.

Political discourse and commentary is not what I do, but reflecting on this current election race and thinking about us citizens as those who need to be served, I am intrigued by the comparison that can be drawn between each candidate relative to How they do ... What they do.   Let me clarify.  What each does is fundamentally the same; represent their constituencies as a Senator and represent their parties as a candidate for the highest office in the land. 

In the relationship each candidate has with those that they serve (us) two sets of needs are present within everyone:  hard needs (are satisfied by what they do i.e. we need to be governed represented and led.) Soft needs (satisfied by how they do it i.e. we need  to be informed, protected, listened to communicated with, and to feel confident.) 

I am observing with interest and curiosity that the conduct of each campaign, designed by them to differentiate themselves from the other and gain loyalty from their constituents (their vote) is markedly different.  Each has charted a very different approach to securing that loyalty.  Taxation, the economy, the wars are all issues of great importance and reflect clearly their approach to what they do. But what will really capture the hearts and minds of America is less about what each does and more about how each does what they do.

How do they articulate their Purpose?
How they each live their Values?
How well to they understand our soft needs?
How will they propose to satisfy them?
How defined is their plan?
How are they communicating?
How well are they listening?

How do they demonstrate their character traits?

In the context of serving customers, these are some of the elements that describe a road map to differentiating you from your competitor and developing and building loyal relationships with those you serve. Captivatingly, this election is no different really.  It is about two people reaching out to those they serve and trying to establish a connection as a bridge to loyalty. 

In the end, I am convinced this election will be determined, by the degree to which America believes how each will do what they do.  Who will make them feel informed, certain, confident, assured, comfortable?  Whoever does the best job at satisfying the soft needs of all who vote will become the next President of the United States?

How they do... What they do will determine who they become and how they will be remembered on Election Day.