I’m getting ready to board a plane, something I do several times a week. Each time, I’m putting my trust—and my life—in the hands of the pilot. This is, in all likelihood, a person I’ve never met, and never will meet. But I rarely, if ever, think about it, and I’ll bet you don’t either. The trust is so implicit that you don’t even think about it.

So my question for you today is a simple one: Do your customers have that kind of trust in you?

Imagine for a moment that you’re on your way to see Bruce Springsteen in concert. Do you ever think, even for a moment, “I wonder if he’s going to be any good tonight?” Of course not. He’s the Boss! His concerts are legendary. You just assume, you expect, you know that you’re going to experience an award-winning performance!

There’s never a moment of doubt.

My job is to inspire and produce award-winning performance in organizations, teams, and individuals. Many times that process begins with a keynote presentation. The person who has hired me for that presentation—the meeting planner, the HR Director, the CEO—has not always had the opportunity to see me in person before. Although we’ve had conversations, and they’ve seen my video and other materials, they are, to some extent, acting on trust. I have to show them, from the second I walk on stage, that that trust is not misplaced. At that point, my job is to remove all doubt so that they can just relax.

Isn’t that your job as well? I don’t know what you do for a living, but no matter what it is, your customers have the same wants. They want to trust you. They want to be able to relax, knowing that they’re in good hands. They want to experience an award-winning performance.

Your job is to earn that trust. Your job is to be so good at what you do that you remove all doubt. Your job is to give that award-winning performance. Every day.

Are you up to it?