Great service does not fail because of bad strategy. It fails because of bad communication. This conversation rethinks what actually keeps clients loyal when results wobble and pressure is high.

Alyssa Nolte sits down with Borja Cuan to unpack a sharp hot take. In professional services, clear and human communication matters as much as performance. Maybe more. If you work in sales, marketing, customer success, or run a service business, this episode will challenge how you think about retention, trust, and relationships.

You should listen if you care about keeping clients longer, standing out in crowded markets, and rethinking the future of customer relationships in a way that actually works.

Key takeaways

1. Great communication is not more messages. It is the right message at the right time.
2. Strong relationships earn second chances when performance is not perfect.
3. Soft skills are not soft. They are the power skills that drive trust and retention.

Throughout the conversation, Alyssa Nolte and Borja Cuan explore why outcomes alone no longer differentiate service firms, how authenticity builds trust at scale, and why leaders must balance empathy with accountability.

People and resources mentioned

• Peter Attia
• Gary Vaynerchuk
• Four15 Digital