I’ve been on the road this week to Wisconsin, Illinois and New York. None of my visits were to the large metro areas you might expect when selling a legal publishing and tech solution.
It was refreshing, as both the trip and the people I had the opportunity to spend time with reminded me that business is all about relationships.
Seth Godin, a hero of mine since I started LexBlog—he started blogging at the same time to build his name—says marketing is about relationships and people, not transactions.
The most successful businesses, per Godin, don’t focus on transactions. They connect, inspire, and foster loyalty by prioritizing people over profits.
Godin’s principal’s on relationships include:
- Beyond Transactions – Focus on building relationships, not just making sales.
- The Power of Connection – People buy trust, stories, and shared values.
- Loyalty and Advocacy – Strong relationships turn customers into advocates.
- Storytelling and Authenticity – Honest, compelling stories create real bonds.
- Marketing as a Generous Act – Help solve problems, not just push products.
- The Strategy of Becoming – Define who you serve and why it matters.
- Emotions and Belonging – Give people a sense of connection and purpose.
The purpose of my trip was simple: to build relationships and find ways to help.
We shared personal and professional stories, clarified who we serve and why, and had plenty of laughs over business conversations. We spent nearly two uninterrupted hours together and I had the chance to meet more of their team.
Doesn’t happen on Zoom.
While I am not a fan of connecting flights or renting cars to travel interstate highways, my trip was worth it. I was helping others and building relationships with people and organizations that value the same.