Transactional relationships.

There are certain people and organizations who want only a transactional relationship. Everything is linear. You pay, this is what you get. We are not friends. We are not we, we are you and I.

Then there are some who build connection, who invest in a we story. It’s not about the transaction, it’s about us. It's about the journey, the experience, the connection.

Transactions are efficient and cheap. They don’t require emotional labour. All you need to do is to meet spec and be cheaper than others (or have systemic blockages so that the customer doesn’t shift). Sooner or later though, the customer would shift because someone else would become more efficient or cheap.

Connections are different. We don’t break them because we find a cheaper alternative. We don’t exchange them for transactions.

The industrial economy was built on transactions. The connection economy asks for something else.