For Russell, it was three simple words—"make it happen."
"It's a very simple phrase, but it's absolutely crucial to keeping your customers happy and relates to so many facets of the sales cycle. I'll sneak in another saying that relates to my initial advice, 'The next person to touch your job, is the one who is going to screw it up.' In my experience, I am the one who is ultimately responsible for my customer's job they have entrusted me with and it will never be anyone's fault but my own if things go wrong. I need to take the initiative and make sure things go right and are on time, whatever that entails. Whatever the roadblocks, obstacles and other problems that may be present, I need to overcome them somehow and it doesn't matter how I do it as long as I make it happen."