48 Laws emblem
15Law 15 of 48
The Grip

Be the Guarantee, Not the Introduction.

An introduction is forgotten by Tuesday. A guarantee is remembered for life.

If all you do is point the buyer at a supplier, you've sold something they only need once, and they'll never need you again. But if you stand behind the work - if your name is on the outcome, if you fix it when it breaks, if you carry the risk - then you are not an introduction, you are the safety net. And people pay for safety nets forever.

The guarantee is what makes you permanent. It's the reason a customer keeps coming back to you instead of going direct: not because they can't find a supplier, but because they don't want to carry the risk of the supplier failing. You carry it. That is the job, and it's the difference between a one-time finder's fee and a lifetime customer.

The takeaway

Stand behind the outcome. The one who carries the risk keeps the customer.

This is one of 48 laws from MIDDLEMAN - The 48 Laws of the Money in the Middle. Read it in full to climb the whole building, floor by floor.

The opening chapters of MIDDLEMAN, plus the line that wakes most people up. No spam. Unsubscribe in one tap.