The inspiration for this post comes from a trip to the pediatrician’s office with my 6 month old daughter. I swear she is capable of faking an illness, Ferris Bueller style, just so that I will bust her out of daycare to go on a field trip, but that’s neither here nor there. She is quite the social butterfly wherever we go, smiling at everyone that glances in her direction, even when she’s “sick.”

When we get there, I free her from the confines of her car seat and sit her on the exam table while we wait for the doctor to enter. As soon as Dr. Kim comes in, my daughter brings her A game, and I don’t mean that she turns the (fake) illness on. The exact opposite, in fact. She starts demonstrating every trick that she’s learned since the last visit: putting her feet in her mouth, rolling over and pushing her chest up as high as it will go, talking, blowing raspberries, and the list goes on. She’s showing off! Any chance she gets, she wants to show the world all this cool stuff she can do because she’s put in the time to learn those things. It’s hard work being 6 months old, and you better believe she’s sharing her accomplishments with her audience.

We should all be doing the same thing with our customers, showing off our company’s skills. Make it obvious and known what your organization is good at. And remind customers to be impressed. I don’t mean arrogance, but genuine excitement about the value you provide, whether it relates to a product or a process. Demonstrate your skills and call them out. When other customers brag about your skills, share that too! Be proud of the things your company does well so your customers can be proud to do business with you.

Or in the words of Stewart, say “Look what I can do!”