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# Kelford Labs Daily: Reassuring, not disempowering
- URL: https://kelfordinc.com/kelford-labs-daily-reassuring-not-disempowering/
- Published: 2024-04-04T10:26:58.000Z
- Updated: 2026-01-27T15:24:31.000Z
- Description: Involving your clients in your process.
- Author: Joel Kelly
- Tags: Daily Labs, process, tradeoff, value, trust, demo, books

> “It is very hard to disempower people and reassure them simultaneously.”  
>  
> — Peter Sandman, Responding to Community Outrage

Yesterday, we talked about [making sure your clients feel involved](https://kelfordinc.com/kelford-labs-daily-increasing-value-marketing/) in your process–demonstrating to them that you created it with them in mind.

Which gets me to Peter Sandman’s point above. When we make our process a secret, when we protect it too tightly, we disinvolve—we disempower—our clients.

We remove their ability to choose us based on *how* we work—and the tradeoffs we’ve made to provide value to our best clients.

**Marketing isn’t about “winning clients,” it’s about *selecting* them by letting *them select you*.**

By demonstrating to them what you do, how you do it, and why you do it in your particular way.

So if there’s a process behind your work—and, surely, there is—don’t be afraid to show it.

**If we want people to believe we know what we’re talking about, they need to be able to check. They need to be able to see.**

Otherwise, we’re trying to reassure and disempower simultaneously.

Which is making things harder for ourselves than they need to be.

📫

Feedback? Email labs@kelfordinc.com