Impact > Activities: Be Clear on the What, Flexible on the How

In leadership, customer success, and life, one mantra has guided me time and again: be clear on the what, flexible on the how.

This mindset isn’t just a cornerstone of how I lead—it’s how I coach my team to deliver meaningful outcomes for our customers.

It’s also how I guide those same customers to deploy ClientSuccess effectively.

Why? Because too many organizations get trapped in a rigid focus on how something gets done. Take mandatory QBRs (Quarterly Business Reviews), for example.

While these meetings can be helpful, they’re often treated as the objective rather than the tool.

Let’s set the record straight: the QBR isn’t the objective. 

The objective is ensuring your customers see, feel, and acknowledge the value you’re delivering.

Rethinking the “Mandatory QBR” Mentality

Several years ago, I decided to challenge the QBR status quo. Why? Because, quite frankly, most executives don’t care about your quarterly deck, your perfectly crafted slides, or even the time slot on their calendar.

What they care about is value, delivered in a way that makes sense for them.

That’s when I made a pivotal shift: I stopped insisting on QBRs as the default and embraced a more flexible, outcomes-driven approach.

By focusing on the what (value confirmation) and letting go of the how (traditional QBRs), my team and I began to see remarkable results.

Five Alternatives to the Traditional QBR

Instead of treating QBRs as the holy grail, we explored new ways to meet our customers where they are. Here are five alternatives we introduced to drive better outcomes:

1. The Classic QBR Some customers genuinely enjoy a structured meeting. For those folks, we still offer the traditional QBR—but only when it’s meaningful and mutually valuable.

   
   

2. One-Page Report Sometimes, less is more. A concise, one-page summary of key insights can be just as impactful (if not more) than a lengthy presentation. No fluff—just the metrics and milestones that matter.

   
   

3. Asynchronous Video For busy executives, a quick, personalized video highlighting key points is a game-changer. It delivers the QBR experience without blocking time on anyone’s calendar.

   
   

4. Exec-to-Exec Sync A focused 15-30 minute conversation between executives can often yield better alignment and stronger partnerships than a formal QBR. Think of it as quality over quantity.

   
   

5. In-App Insights Real-time data embedded directly in the application gives customers instant validation of the value they’re receiving. No meetings required.

   
   

The Results of Flexibility

Here’s the kicker: by offering options and prioritizing outcomes, we started driving better results. Customers felt more engaged, more aligned, and more aware of the value we delivered.

It turns out, flexibility isn’t just a nice-to-have—it’s a competitive advantage. By focusing on the what and adapting the how, we created a more personalized, impactful customer experience.

Chasing the Mission, Not the Meeting

As you gear up for 2025, I challenge you to reflect: are you chasing the meeting, or the mission? The process, or the purpose?

When we fixate on rigid processes, we risk missing the bigger picture. But when we embrace flexibility and creativity, we unlock the true potential of our customer relationships.

So, here’s to a year of measurable impact, meaningful connections, and fresh approaches. Let’s focus on what matters most and get ready to make 2025 our best year yet.