Goodbye to the Good

JTN Article

Goodbye to the Good

In his book of the same name Dr. Henry Cloud describes 3 types of “necessary ending” in all types of relationship… using the analogy of a rose bush.

Cloud says that consistent “pruning” of sub-optimal relationships (branches) is absolutely necessary in order to foster personal and professional growth (a healthy rose bush).

Of course, there are clear similarities between Cloud’s rose bush and the relationships you have with your clients.

We all know we must remove ourselves from toxic or destructive personal relationships (right? RIGHT?!) and the same goes for client relationships that have completely broken down for whatever reason.

But what about the client relationships that are just… well… ok.

So so.

Ticking along.

Neither good (profitable AND personally/professionally fulfilling) or bad.

Henry identifies three parts of the rose bush that ALL need to be gotten rid of…

  1. Healthy buds or branches that are not the best ones
  2. Sick branches that are not going to get well
  3. Dead branches that are taking up space needed for healthy ones to survive.

Often you have to say goodbye to the good in order to say hello to the great…

  1. Client retainers, projects and relationships that are just “ok” but don’t fit the bigger plan you have for your business (you’ll end up with an “ok” firm. Not a great one);
  2. Client relationships that have gone bad and, really, aren’t going to get better again (Sometimes relationships end and clients move on. And that’s ok);
  3. Client relationships, prospects or proposals that you should have given up on a long time ago… but you haven’t because you think “there’s a chance they’ll come back” (These are sapping your energy and cluttering your brain, taking up the space needed for much better opportunities)

So… what branches do you need to prune in your business before the month is out?

Goodbye to the Good
Ashley Jenkins

Ashley is a senior digital marketing specialist at JTN Group in London where she plans and executes high-ROI digital media and PR campaigns for B2B clients in high-growth industries including Fintech, Commercial Property, and Manufacturing. Read more about JTN Group.


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