In my last blog, I wrote about the importance of identifying and working with the right clients. Once you’ve identified your correct clients, you must understand what drives them.

There is a Dan Sullivan concept called DOS. DOS stands for Dangers, Opportunities, and Strengths.

D is for Dangers. A danger for a customer is an obstacle or a fear that they really want to have eliminated. When you understand what your customer’s danger is, you can begin to assemble solutions that talk to those particular points very specifically.

O is for Opportunities. After you understand their dangers then you need to understand their opportunities. What is it that they are excited about? What dreams and visions do they have about their futures?

S is for Strengths. Finally, what is your customer truly confident about in what they have and what they can do? These are things they enjoy doing. These are their strengths.

When you understand not just their goals, but the things that make them afraid, the things that make them excited, and the things that make them strong, a couple of things happen for you. When you begin to talk in terms they understand, they feel a sense of relationship with you. You spend less time selling, and instead of having to laundry list all the services and benefits that you come to the marketplace with, you get to focus on two or three that are exactly what they need.

I am willing to bet you that your competition is not taking the time to understand their customer’s context. They are not taking the time to understand the framework for the customer, and that relationship that is built out of an understanding. The point that I make is that a lot of people just decide to go forward with great customer service by understanding their customer’s goals, and I am suggesting that simply is not enough. Understanding and framing their Dangers, their Opportunities, and their Strengths into an entire conversation allows you to get there.

DOS is key to being able to develop long-term infinite customer loyalty.

While understanding your customer’s DOS is important, understanding your own DOS is critical. Take some time and understand what it is. It is not always easy to have this conversation with yourself or to take the answers you find and create a plan. When you want to take your business to the next level and have this conversation, a business coach can help you get there. If you are ready now, contact me.

Author's Bio: 

Hugh Stewart was born in St. Andrew, Jamaica and at the age of twelve came to the United States with his family. His education is both diverse and substantial. He has two degrees from the University of Miami; an undergraduate and a graduate degree in Mechanical Engineering. He is also a graduate of the Strategic Coach® program and is currently enrolled in the Strategic Coach® Masters Program.

Business experience

Hugh currently serves as a Major in the United States Air Force Auxiliary with a specialization in cadet programs. Between 1995-2009, he was responsible for training five nationally recognized cadet competition teams.

Hugh has a diverse and successful business background; not only is he a Nuclear Fuel Designer, but he has created and operated over seventeen businesses in the past 10 years in industries such as money services, real estate, advertising, insurance consulting, and coaching.

Currently one of his many business ventures does $42 million worth of business a year and engages over 8,300 customers a month. Even in the face of intense competition, a 25% annual growth rate has been realized.

Business partnerships are an important aspect to the success of many and Hugh is no exception. He has been involved in nine partnerships – from joint venture, equity sharing to non-profit granting him a deeper understanding of how to create and maintain business relationships that benefit all parties.

With a practical understanding of creating, operating, and maintaining a business as an entrepreneur and as a business partner, Hugh has acquired the experience and knowledge of what it takes to be successful in business. This knowledge is what he shares with his coaching clients.

How the journey to being a coach began

One of Hugh’s strongest influences was at the age of twenty, when he received some invaluable advice and a copy of a book that started his life in a new direction. The book was Rich Dad, Poor Dad, by Robert Kiyosaki. It was the first book he ever read on wealth and wealth creation and made a huge impact on the direction of his life.

Another strong influence came from a small business advisor named James Howell. James works at the Small Business Technology and Development Center in Wilmington, NC and Hugh consulted with him before starting his first business. The lessons he learned both about business and coaching were priceless.

Hugh was fascinated in how coaches are able to empower people’s thinking, foster incredible communication and create extraordinary value. He realized he had this ability to convey and consult and began his journey to inspire and empower others on how to achieve goals.


As a Coach with extensive and diverse experience in business, Hugh seeks to help business owners who are struggling or simply wish to move their business to the next level. It is for individuals who are ready to take the next step in the journey – whatever that may mean to them.