You're conditioned to perform - like a circus act. Encouraged with bonuses or recognition. Competing with your peers to prove your worth. 

The consequence of which, in a 'game' with few rules, is lack of trust from the very clients you seek to serve. Assuming, of course, that you do seek to serve them and not yourself.

The game-changer is that you have to be, not better than, but to become. Become someone worth knowing.

The alternative is staying stuck in the mediocre-middle, hustling your worth to strangers.