Consistency and Clarity

Consistency of word use and information architecture are the initial win or lose items in your software or on your web site.  A win means you’ve successfully provided relevant and effective breadcrumbs to the information your users need to get done what they are attempting to accomplish.  A lose means you’ve been inconsistent or confusing in your word use and structural flow.  You fail because you’ve introduced fear, uncertainty,and doubt (FUD) and forced the user to make a best guess. Whether they guess correctly or not, even correctly more often than not, is not the point. The point is to create a path to information that is direct and sensible and keeps guessing to an absolute minimum.

Be Authentic

It all begins with being authentic.  Look people in the eye, not because I tell you to, but because you appreciate it when people do it to you.  Pay attention to what they are saying, actually actively listen.  Respond sincerely, clearly, and directly.  Sometimes your response may be something that's not easy for you to say, or easy for them to hear, but if you do it honestly and with respect you'll almost always get those things returned to you.