Estimated reading time: 3 minutes

Dan's Biz Bookshelf: 'Getting Naked: A Business Fable'

In Getting Naked: A Business Fable About Shedding the Three Fears That Sabotage Client Loyalty, Patrick Lencioni brings his unique storytelling approach to an age-old question: How can we build genuine, unbreakable loyalty with our clients? Through the experiences of the protagonist, Jack Bauer (not to be confused with Keifer Sutherland’s action hero in the TV series “24”), we dive into the psychology of client relationships and the simple yet profound truth that loyalty is rooted in vulnerability.

Structured as a fable, Getting Naked is a fast, engaging read. It’s a story we can step into, empathize with, and learn from. Jack, a partner at a major consulting firm, must study a smaller, successful competitor. To his surprise, this firm’s success hinges on a willingness to be open, vulnerable, and “naked” with clients. 

The book’s core concept of “getting naked” is a metaphor for letting down professional guardrails to connect with clients. Lencioni outlines three distinct fears that prevent us from achieving this. Understanding and overcoming these fears, he argues, is key to deepening relationships and building a lasting client base. The three fears are:

Fear of Losing the Business
The first fear Jack encounters is familiar to service industry professionals: fear of losing clients. Professionals often hesitate to give honest advice if they think it might make clients uncomfortable. They second guess how transparent they should be or avoid suggesting a bold but potentially risky course of action. This fear leads them to withhold, sugarcoat, or pull back at crucial moments. Lencioni’s advice? Let go of the outcome. Instead, focus on serving the client’s best interests even if it means risking the relationship. Doing so will allow you to deliver greater value and foster trust. 

Fear of Embarrassment
Fear of looking foolish or uninformed is the voice in your head saying, “Don’t ask that question, you’ll sound dumb,” or “Don’t admit you don’t know the answer. They’ll lose faith in you.” Lencioni argues that to overcome this fear, simply be real. Asking what seems like a “dumb question” or admitting what you don’t know doesn’t make you look foolish; it makes you human. When clients see that you’re not posturing or hiding behind jargon, they feel a stronger connection. Vulnerability, Lencioni argues, is far more effective at building loyalty than any show of expertise.

Fear of Feeling Inferior
This is the discomfort we feel when our clients have a higher status or greater success than us, leading us to put up walls. This fear can make us seem distant, unapproachable, or even arrogant—which erodes client trust. Lencioni’s solution is to embrace humility. By doing what is needed, we demonstrate a commitment to serving the client rather than ourselves. It’s the little acts, like fetching coffee, staying late, or helping with something outside your job description, that resonate with clients. These moments convey that you’re here to help, not just to close the deal.

Getting Naked’s core message is about putting the client’s needs first. Lencioni’s fable approach makes it easy to absorb the lessons without feeling overwhelmed. It’s accessible to anyone, regardless of their role or industry, and the principles are universally applicable.

In today’s world, where client relationships can feel transactional, Getting Naked reminds us of the importance of sincerity, vulnerability, and a little humility. Lencioni’s insights encourage readers to drop the pretenses, stop worrying about looking professional, and start focusing on what truly matters—serving the client with authenticity. It’s a must-read for any professional looking to strengthen their client relationships and foster loyalty.

Dan Beaulieu is president of D.B. Management Group.

Title: Getting Naked: A Business Fable About Shedding the Three Fears That Sabotage Client Loyalty
Author: Patrick Lencioni
Copyright: 2010 Josey-Bass 
Pages: 240
Price: $15.08