If you create value for your customer primarily through service or support, you must be responsive and flexible. This is an attitude choice across strategy, posture and culture.
This is not touchy-feely theoretical gibberish. Attitude is the “how win” component of BRAVE leadership. Of course it’s important to pick the right place to play. Of course your vision and values must make what matters clear. But attitude is the core of your imperative, bridging between the environment and values, and relationships and behaviors. Get your strategy, posture and culture right. And make sure they are in sync.