As we were wrapping up a strategic planning discussion with one of our clients—a major accounting and advisory firm—the firm’s managing partner turned to us and asked, “What would really change the way our partners interact with clients? Partners have strong client relationships. They know client executives well personally and professionally. They just find it challenging to go beyond talking about our existing work and open up the dialog with clients to include broader possibilities. I’d like our partners to be comfortable asking the client about broader needs, even beyond what we offer. I’d like to stop talking about cross-selling and move to a more expansive approach to client service that partners embrace and use to add a broader and deeper kind of value to our clients.”