Charles Ergen, an American businessman, co-founder and current Chairman of Dish Network and EchoStar once said,

"Poker is a game where you don't have to have the best hand to win. Poker is really reading other people and reading human emotion, which certainly comes into play in business."

As businessmen and women, we do learn to read people and their emotions. In business, as in poker, some people are tougher to read than others. Charles Ergen's quote tells us that we do not necessarily have to possess the biggest store, largest payroll, or a fancy product to succeed in business. It is more important that we consider how our customers feel.

There are three basic emotions involved in any purchase. First, each of us wants to trust the business or person we are buying from. Second, we want enough information to feel like we are making the right decision. Third, we want to feel like we are getting a fair price. We cannot fulfill these three needs without putting ourselves in our customer's shoes. If we interpret our customer's emotions correctly we can serve them with a solution that meets their needs.

In every case, we must play the hand we are dealt. Our ability to pick up on our customer's needs makes us the wild card that can help us win the hand.