Give Without Expecting Anything in Return
In business, many of us face the challenge of growth—whether it’s building our own business or advancing our employer's goals. Inevitably, we confront the underlying question: how can we increase sales? At this point, discomfort often arises. A friend of mine, who even holds a master’s degree in marketing from Brussels University, calls it “peddling.” He avoids it whenever possible, which has led to less-than-optimal results in his business.
From my perspective, this is the wrong starting point. Business isn’t really about sales or even results, at least not directly. Of course, outcomes are crucial, but they’re just that—the results of the work, the lag measure, what you see in the rearview mirror.
My philosophy is heavily influenced by two people who’ve mentored me over the years: Steve Harrison† and Marshall Goldsmith. Partnering with these two taught me invaluable lessons about business and giving.
Steve Harrison became my boss when I established his company’s operations in the Netherlands in the early 2000s. In one of our first one-on-one sessions, Steve shared a principle that has stuck with me: if you want to succeed in business, you must give first, before you can expect anything in return. Years later, Marshall continued that teaching, showing me that the more you give selflessly, the more you’ll receive in ways you never imagined. The more you give, the more you get.
It's about them
When working with clients, the focus should always be on meeting their needs—not your own. It sounds simple, yet many of us struggle to do this consistently. Put yourself in their shoes. Ask, “How can I help? How can we add real value? What keeps you awake at night?” Resist the urge to focus on your short-term pressures like budgets or targets.
At the end of the day, focusing solely on clients’ needs is where real value is created. Make them the heart of your business, from start to finish. It’s about them, not about us.
If you have a valuable product or service, don’t shy away from sharing it widely with clients and prospects. Spread the word! A growing business is a positive thing—whether it’s a corporation, an NGO, or even a government agency. Growth is like oxygen; it sustains and fuels. No more, no less.
Consider shifting your mindset away from “quid pro quo.” Selling isn’t about an exchange. Done right, it’s about creating genuine value.
I hope this perspective resonates with you.
Let us know what you think!
Paul Donkers
Paul P.J. Donkers is a sought-after global business coach and management consultant. More about his work and projects can be found via www.tencompany.org and via www.ikigaicoachinginstitute.com
Paul and his partners work with business leaders worldwide to create more value. If you want to have a confidential conversation, reach out to us via This email address is being protected from spambots. You need JavaScript enabled to view it.
