I get by with a little help from my friends.
The last few months have brought a mix of joys and sorrows that have been more dramatic than what I consider normal. What’s interesting is that, through both joys and sorrows, I have heard from my friends: Congratulations. Condolences. Affirmations. Simple check-ins with no agenda. I have deeply appreciated each outreach. And I have tried to be that friend to others. Because these authentic connections keep us grounded and fulfilled.
Can you guess who I haven’t heard from lately? People who used to need something from me when I was in a position to grant favors or further their career. I am already blessed with many actual friends, so, no, I’m not complaining. It makes sense to me. That was how that relationship was defined. But it has led me to make an observation that has a business application.
I don’t need brands to be my friends. However, if they want to build a relationship by using my personal data, expecting frequent connection, and asking for my time and treasure, then they need to reciprocate. They need to anticipate my needs and reach out when they think I might need something. I received multiple Valentine-themed messages from multiple organizations in February who want to be my friend. Thanks, but I’m holding out for chocolates.
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