Years ago a man walked past a construction site in New York City where a new building was being built.

Curious, he peered through a cut-out in the wall and saw some workers nearby.  He entered the site and approached the workers.

“Tell me”, he asked of a man laying bricks, “What are you doing?”  The man shot back, “What’s it look like I’m doing?  I’m a bricklayer!”

He approached another worker.  “Tell me”, he asked of a man sawing wood, ‘What are you doing?”  That man said, “What’s it look like — I’m a carpenter!”.

Turning to leave, he approached a young worker who had one of the dirtiest and least impressive jobs on the site — mixing mortar.

cathedral“Tell me”, he asked of the young man, “What are you doing?” The young man took a moment.  Then he said, “What does it look like?  I’m building a cathedral, sir!”.

KEY POINT:
It’s so easy to miss the ‘majesty’ and ‘meaning’ of what you do FOR your clients — especially so if you focus more on HOW you do what you do than what it means to your clients.