Let me try to describe his idea: I’m sure he will comment if I’m wrong 🙂
He says that we, as service providers, make a mistake in considering ourselves at the same level of our users. We are not. We give them (important) services, that’s all.
If we think we are at the same level, we start competing … and that’s not good at all for us both and for our company.
So, let’s have a good mindset, let’s do an outstanding job in serving our customer … and let them rise us at their level.
That’s the key of a good relationship and that’s the key of having our important role in the business of our customers (that’s our business too!).