There is a big difference.
If you work for the Cycle – billing cycles are incredibly important, who does what, when, how – what estimates are provided, how did you measure up, etc. Is perpetual new client business your goal? Are leads measured by their quantity or quality?
Predictability is the key metric for growth and delivery.
If you work for the Customer – how did they receive the project, what was their overall sentiment before billed, what was the end result for the company is what matters. Is repeat business the only measurement? Where does your success come from? Are you prepared to wait for the perfect customer?
You can do both, of course, you can, but you will always do one more than the other and that is paramount in establishing to you, your customers and your team where you stand and what matters most.
Neither is the big baddy but you cannot be one to one customer and one to the other customer – that breaks your focus and muddles your vision of where you want to be and go.
It’s not the customer’s job to make this call, it’s yours and it’s your job to make it before you get the customer.