It’s very personal

Imagine it's someone you care deeply for when you're justifying business practices. In my head I sometimes see Grandpa Juan.

Imagine it’s someone you care deeply for when you’re justifying business practices. In my head I sometimes see Grandpa Juan.

I never fail to surprise myself when I catch myself saying “It’s not personal, it’s business.” When in reality all business is personal and emotions come into play at every touch point.

It has always been this way. When I was in high school and my history teacher, Mrs. Miller talked about how hunter-gatherers would trade from the early agrarian societies that was business in its purest form. A fair exchange based on value and trust. And in middle school, when I traded my peanut butter and jelly sandwich for a school lunch ticket, it was very personal.

Why is business now about a balance of power? Holding the “consumer” at arm’s length. Making the transaction between them and us. Brands and consumers. I refuse to accept the use of currency as an excuse. Go back just one generation and the local grocer knew that at a basic level.

When did people stop being people and become, traffic, customers, users, members, followers or a target audience?

The people I want to do business with, the ones I want to connect with and am hoping will respond are not just labels in my marketing vocabulary or a share of their wallets to be transacted with.

They are my friends, my family, and these people deserve to be treated like it’s personal. Because when I make a connection with them it becomes person. No matter how they rationalize their buying decision. It is personal to them and it should be to you.