As a youngster I remember hearing my father talk to other adults about the deals he closed. It was a background conversation as I was busy with school work, practicing the piano and playing with my siblings. It wasn't until I was a teenager that I realized that being a used car salesman had a negative connotation. I became embarrassed of his profession. HE was not embarrassed, however.
Later in life I asked him why he sold used cars. After a brief pause he said "So people could drive to work to support their families. Not everybody can afford a new car." He was proud of his role in our small community in central Louisiana.
I reflect upon this as I coach small businesses who sell to the federal government. Empathy goes a long way. Finding purpose, helping others achieve their dreams is what sustains us in the complex highly regulated federal marketplace.