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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November 30, 2022

Death of a Salesman

Mitch Little

Old thoughts become new thoughts for your consideration. The “Death of a Salesman” is back… perhaps in more ways than one. This past October, Arthur Miller’s incredible play, Death of a Salesman returned to Broadway. Death of a Salesman is a 1949 stage play written by American playwright Arthur Miller. The play premiered on Broadway in February 1949, running for 742 performances. […]

October 31, 2022

Innovation Mode Has Begun!

Mitch Little

Here is a critically updated DATA set for your SERIOUS consideration! Turnover in B2B sales teams, pre covid, on average, was over 34% per year!!! That is data that has been confirmed and verified. The implications of that fact and what it causes are huge and extremely negative, and yet as a professional body of […]

October 18, 2022

Innovative Thinking Requires CUSP

Mitch Little

Thoughts for your consideration… Old thoughts demanding renewed action TODAY!!! Let’s see if we can get unstuck….. out of that BOX that most folks find themselves glued inside of! It’s killing you as you put out fires all day. A privilege exists for me now, as I am linked to just my own perspectives and […]