Leading and Coaching Client Engagement and Technology Industry Professionals to Serve
Others in Co-Creation of Excellence
For more than 5 decades Mitch has served the high tech world of semiconductors. 40+ years of that focused on the arena of client engagement, traditionally labeled “sales and applications”. 33 years of that time was with Microchip Technology Inc where he led business units and for the last 22 years of that time he lead the Global Client Engagement team. From “start up” through industry leadership that Microchip team went on to serve 125,000+ clients in nearly every country, and in every industry, on the globe. As of the end of March 2022, Microchip posted it’s 126th consecutive quarter of profitability, a record unmatched in it’s industry.
Leading and Coaching Client Engagement and Technology Industry Professionals to Serve
Others in Co-Creation of Excellence
Over the decades spent leading teams involved in complex client engagements and serving them both technically and commercially, Mitch developed a client engagement process centered around serving others to help THEM achieve THEIR objectives, it is called CUSP.

CUSP, a human engagement process, unlike typical “sales processes” is centered around serving others to co create value that aids THEM in achieving what THEY wish to achieve, in service to the people that THEY serve.
Leading and Coaching Client Engagement and Technology Industry Professionals to Serve
Others in Co-Creation of Excellence
CUSP is the following mindset….

CARE greatly,
UNDERSTAND deeply,
SERVE endlessly, with
PURPOSE

In support of the globalization of the CUSP concepts, Mitch, now retired from MCHP, has gone on to form the CUSP ADVISORY GROUP. The CUSP ADVISORY GROUP stands ready to serve others that wish to achieve excellence in co-creating client value, excellence in co-creating leadership, and excellence in outcomes that matter!

THE BOOK

Some books are based on academic research or extensive data collection and analysis or psychology and theory. This is a book grounded in the real-life experience of working in the trenches of business-to-business complex sales. We will be sharing with you what we have lived and learned ourselves.

In the few years since this book was published the world has changed in ways never anticipated. Understanding how to turn change into an advantage for everyone is more critical than ever.

All the profits from the book will be donated to charity water.org

About Me

With over five decades in the electronics industry, Mitch Little has led global engineering, marketing, and sales teams both small and large, startup and mature. He was a part of Microchip Technology from 1989 and went on to lead several product business units and the worldwide sales and applications team of the $40+ Billion market cap company, the only non-commissioned sales team in the industry

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January 10, 2024

Stop Being Stupid!

Mitch Little

In June of 2022, I retired from Microchip Technology Inc. Having worked in the semiconductor industry for more than 50 years and at Microchip for 32+ years, it was a delight to turn over the leadership of that wonderful team of Client Engagement professionals to a great group of friends and colleagues. Microchip has set […]

Mitch Little

Ok…. This one may be painful! So, be it. I love the people in the world of “sales” and you all seriously need some HELP! YOU are STUCK! Deeply, completely, seriously… STUCK in the mud!!! Spinning your wheels with all of your might, giving it more and more throttle, praying that THIS time it will […]

January 10, 2023

Act on Truth & Make A Difference

Mitch Little

Beyond thoughts…. Here is the reality, and the actions needed now! Do you have the gumption to read the TRUTH, act on the TRUTH, and make a DIFFERENCE? Let me know (mitch.little@mac.com)! I have known Sharon-Drew Morgen for quite a while. Her thinking has always been at the cutting edge of making a difference in many areas, including SELLING. Her summary […]