– Greg Muzzillo, founder, Proforma, Cleveland
"I wish someone would have told me several things [when I started out]: First, you have value and that value needs to be understood by you first and then articulated out to your clients. Additionally, every time you read, attend a show, advance one more year in the business [or] take a seminar, your value increases and [you] should get paid for your knowledge, innovation and creativity. Second, never lead with product, and always lead with innovation and creativity. Do this by demonstrating by doing and not just saying. Third, ask questions—great questions—and listen, truly listen and not just hear ... there is a difference. Fourth, focus on the needs of the client first. Commissions will be there."