Okay, so Seth in my opinion is the most insightful of the obvious. But keep in mind that the obvious is often overlooked and Seth does a great job of bring it back to the front. Our clients are the most important thing to the business and without them, there is no business, we do and must continue to treat them well. Seth points out it is far better to work with someone that wants to work with you then to just keep interrupting them until they give in. Read the book, it has good insight.