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  • The NEW BOOK IS HERE!

    CUSP Leading By Serving When Outcomes Matter Most

    This FREE e-book exists to serve leaders operating where pressure is real and outcomes matter.
    It’s offered freely, without gating or obligation, because leadership that serves others should never require a transaction.

    If it helps you lead, sell, or serve more faithfully, it has done its job.
    Download the Free E-BookQuestions or comments? Email me!
  • CUSP Advisory Group
    Leading and Coaching Client Engagement and Technology Industry Professionals to Serve Others in Co-Creation of Excellence
    For more than five decades, Mitch Little has served the high-tech semiconductor industry, including 33 years at Microchip Technology Inc., where he led global client engagement for more than two decades as the company grew from startup to industry leadership, serving over 125,000 clients worldwide and achieving a record 126 consecutive quarters of profitability. From this experience, Mitch developed CUSP, a human engagement process built on caring greatly, understanding deeply, serving endlessly, and acting with purpose. Today, through the CUSP Advisory Group, he continues to support leaders and organizations committed to co-creating value, leadership, and outcomes that matter most.
  • The NEW BOOK IS HERE!

    CUSP Leading By Serving When Outcomes Matter Most

    This FREE e-book exists to serve leaders operating where pressure is real and outcomes matter.
    It’s offered freely, without gating or obligation, because leadership that serves others should never require a transaction.

    If it helps you lead, sell, or serve more faithfully, it has done its job.
    Download the Free E-BookQuestions or comments? Email me!
  • Death of a Salesman
    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. […]
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  • CUSP Advisory Group
    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.
  • CUSP Advisory Group
    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.
  • CUSP Advisory Group
    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!

Read the latest blog

February 19, 2026
Caring Is Not Sentiment - It's Ownership
Mitch Little
No Comments

Without the client recognizing that “caring” is being created by the “sales” person involved, the likelihood of “closing” a sale is, using today’s metrics, about 5-6%.  That number is accurate, as all the knowledgeable gurus will tell you, AND that is because almost no one even slightly cares about the first critical proof point in […]

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January 22, 2026
A New Way to Apply CUSP: Free, Practical, and Built for You
Mitch Little
No Comments

To complement my new book CUSP, my friend, Dave Brock has created an AI based CUSP Coaching Companion.  This tool helps you drill into the concepts I've introduced in the book and begin to apply them to your circumstances. The tool enables you to start a discussion, stop and continue later.  Alternatively, you can start […]

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December 28, 2025
The One Thing AI Can’t Do: Why Caring Still Wins in Selling
Mitch Little
No Comments

It’s been a while since I offered up my 5 decades of learning to the task of sharing my thoughts.  50 years of serving people, through “selling”.  And while a lot has changed, over time, one key remains.  Human-to-human interaction is still the best way ever to solve the most complex of challenges.  A.I.-generated outbound […]

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SHIFTABILITY

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.
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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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