Recently, I had an excellent chat with a good friend, a superb entrepreneur and just an overall good guy. He mentioned to me that one of his successful clients told him that he always bets on the Jockey and never the Horse when he attends the races. This process has produced fantastic results for him. As soon as he said it I realized that there was a not so subtle message in that statement that could apply to the way we transact business and build relationships.
To me, this meant that we should focus more on the individual; the person with whom we are building the relationship and not necessarily the business or the project or the brand they are associated with at the moment. When we invest in the person, when we pay close attention to the ‘who’ instead of the ‘what’ we are then able to make better decisions about the individual ( their own “personal brand”).