The story of your relationship with your customers should read like what’s going on in Pho’s photo (above):
You found each other in the wilderness.
You connected in some way.
You liked where things went from there.
You made music together.
You had a great time.
You became part of each other’s worlds.
If you and your customers aren’t dancing, if you aren’t making music together, if you aren’t truly part of each other’s worlds, you should probably be asking yourself why.
Fact: You may be selling to customers, but you are still not connecting with people.
Reinvent the way you do business.
Get back to basics.
Get back to handshakes, smiles and conversations.
Get back to knowing your customers, not just knowing about them.
If your business isn’t touching people’s lives in a meaningful, memorable, deeply human way, your resources are being wasted on ineffective “business processes” – and the only thing you are developing is your own expensive demise.
Banks. Hospitals. Grocery stores. Software companies. Equipment manufacturers. Airlines. Retail spaces. Taxi cabs. Wireless providers. Repair shops. Restaurants. Hotels. PR firms. Universities. Manufacturers. Distributors. It doesn’t matter what industry or type of business you are. This applies to each and every one of you.
Tear down the walls, walk out into the world, and dance.
That is all. 
I was observing topics that interested me and ran across your blog. I agree with you 100% and think the choice of photography was intriguing. Very thorough and well done
I don’t like that picture. I’ve been there (India), and dance with those little girls while their father watched them. In the end of the dance they asked for money and I felt sorry for them, so I gave them some Ropis.
I’m absolutely sure that the father took the money and that the kids dance to me instead of going to school.
that is a horrible world…
Milly, that is an interesting and valuable point. My main reasons for choosing this particular photo: The energy, the smiles, the exotic costumes and the desert setting.
I certainly hope that the children in the image aren’t being taken advantage of by unscrupulous parents.
Love the simplicity of your message.
Let down your guard and live a little with your customers. The relationships you have with them are real, the transactions that occur are real. So why not let loose and get away from the corporate norm – customers (including us) want to be treated like humans, now more than ever. This is a good reminder of that.
I love this! You’re right, and although I’ve always been afraid to be “real” with professional contacts, lately it’s my newest most effective strategy. Thank god, since I’m no good at the hard sell.
I’ll be back to read this post again from time to time. Thank you.
[...] your customers react positively to your brand? Olivier Blanchard would ask if you are dancing with your customers. [...]
[...] don’t need a logo. You need to connect with your customers in a real and authentic way, find out what they need and deliver them the value they [...]
[...] Dance with your customers, The Brand Builder – Touch people’s lives in a memorable, emotional, and meaningful way and know and connect with them as people not customers. [...]
Many times in marketing we’re consumed with closing the sale, but we’re forgetting that there is a human being behind that sale. Focus on making a connection with the person on the other end of the sale and improve your marketing forever.