Maybe it’s my east coast roots, but I have a deep seated memory of how problems get resolved. Someone complains about a sticky situation or a tough decision, then a friend or family member says “don’t worry about it, I gotta guy”. And then, almost magically, the knotty problem gets untangled.
In both business and life, success often depends on relationships. Not just transactional ones, but real, trusted connections with people who consistently deliver value and look out for your best interests.
And, before we get too deeply into this discussion, “guy” is just an expression. A woman can certainly be “your guy”. It denotes someone that you count on to get things done. Things that you need to get done. Often where you need someone to augment your own decision-making.
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I have a “guy” at a high-end men’s clothing store–Sam Thomas at Mario’s in Portland. Sam doesn’t just sell me suits—he ensures that I always look sharp while steering me toward the best items, often on sale. Over time, he has learned my style, my preferences, and even my schedule. When a great deal comes in or a piece arrives that he knows I’ll love, I get the first call. Over the years he has pushed me (politely and gently) to try new things. He’s usually right. I find that I am often happier with a purchase a year or two later than when I first walked out the door.
Similarly, for two decades, I’ve worked with Peter Langenstein of Brix 26 in San Francisco. He’s a wine broker who has an incredible eye for identifying great wines before they become widely known. He finds exceptional values and helps me stock my collection with bottles that over perform for their price. He’s not just moving inventory; he’s curating selections with my tastes in mind.
I just visited a smaller but respected winery in Paso Robles and had a great twenty minute chat with the wine maker. That conversation was facilitated by the fact that Langenstein had introduced me to this fellow’s wine in his salad days when he was just getting started.
At their core, both of these relationships are commercial. And yet, I don’t just view them as a salesperson and a broker—I see them as trusted advisors. They make my life easier and better. I’ve come to depend on them because I know they’re thinking about my interests, not just their bottom line. The same principle holds true for lawyers, accountants, investment bankers. and many other professionals. Over time, you find the people that you trust and with whom you enjoy working. I personally cultivate these relationships. This network of “guys” is a cornerstone of my success.
And, by the way, I make sure to let them know how much I appreciate them looking out for me. I sent Peter a note after my conversation with the wine maker. I sent Sam a photo from a recent birthday party where I wore a blazer that he helped me select. It’s always worth making an effort to let people know that you appreciate them making an effort on your behalf.
Being “The Guy” for Your Clients
The same principle applies to any profession. No matter what industry you’re in, the ultimate goal is to become the person your clients rely on—not just for a transaction, but for insight, guidance, and solutions.
I often say that a business conversation can’t go badly if you start with, “I was thinking about your business and had an idea…” That phrase alone signals that you’re invested in their success, not just your own. But of course, you have to mean it—and prove it.
To be truly indispensable, you need to:
1. Know Your Clients’ Needs Better Than They Do
Just like my wine broker spots opportunities before I even ask, you should anticipate what your clients need before they realize it. Stay ahead of industry trends, understand their pain points, and bring them solutions before they go searching for them.
2. Prioritize Their Interests Over the Immediate Sale
My clothing advisor doesn’t push full-price items when he knows I’ll appreciate a great find at a discount. That level of honesty builds trust, which keeps clients coming back. Sometimes, this means recommending a less expensive but better-fit solution or advising patience when the timing isn’t right.
3. Stay Proactive and Personal
The best client relationships aren’t passive. If your customers only hear from you when you’re selling something, you’re just another vendor. But if you’re checking in with valuable insights, sharing relevant ideas, or flagging potential opportunities, you become a resource they depend on.
The Bottom Line
The movie The Godfather has many important lessons and many great scenes. But there is one that has rankled me for fifty years. As Tessio is being led away to be killed for betraying the family, he says “Tell Mike that it was never personal, it was just business”. In my experience, it’s rarely just business. There is almost always a significant component that is personal.
The personal component is more not less important in our age of decreasing human contact. Everything is becoming automated. Every decision is handed off to an algorithm. But that only goes so far. Think about Amazon’s recommendations. With everything that they know about you, all they can do is recommend the products that you have previously bought or looked at. No brilliant insights.
Algorithms lack the ability to surprise and delight you. That is the superpower of talented humans.
Everyone values a trusted advisor—whether in clothing, wine, or business. The key to long-term success isn’t just having “a guy” you can count on; it’s becoming that person for your own clients. Build relationships, create real value, and always be thinking ahead. If you do, you’ll never have to sell—because your clients will already know you’re looking out for them.
BTS: I created the title image in DALL-E by loading the text of the article into the prompt. It took several tries to get it right. I asked to add professional women to the image and put it in a business setting rather than a tailor shop. The sound recording was magically done by NotebookLM and uploaded to Sound Cloud.