Strong business is personal. It’s built on trust, not transactions

“It’s not personal, it’s just business.”

 If you’ve ever heard that, you should know it’s usually BS. Keep reading and hear me out.

It is not BS on the part of the person saying it, it is likely on you if it lands that way.

Here’s the truth. If you haven’t invested enough in your partnerships to build a real relationship, then yes, it feels like “just business.” And that’s on you.

Business is not or should not be some cold, robotic transaction. The people you work with every day, the people who count on you (and you on them), should become more than line items in an email chain. If you’re doing it right, they become trusted allies, sounding boards, mentors, and sometimes even lifelong friends.

That does not mean clients never leave or use additional partners. When the bond is strong, they’ll talk to you about it. Sometimes they’ll even ask your advice before making the change. How you respond in those moments determines whether you’ve built something real or just rented space on their calendar.

Here’s where it got personal for me.

When my dad passed in 2008, it wasn’t unexpected, but it was absolutely overwhelming. I spent days and even slept in the hospital for days. I fell behind on work, planned a funeral, held up my family, dealt with lawyers, insurance, bills, and more.

Yesterday, while moving back into my home after hurricane repairs, I found a box. Inside? Over 20 unopened sympathy cards from 2008 all from business partners.

I opened a few. They weren’t generic “thoughts and prayers.” They were sincere. Caring. Beautifully written. And 17 years later, those words still warmed my heart. 17 years later, most are still friends.

So dont settle for “it’s just business.” push for more.

 The best business relationships are personal. They’re human. They’re built on connection, trust, and showing up for each other when it matters most.

Some of my best clients and coworkers have become lifelong friends. And honestly? That’s the kind of business I want to do.