It’s not Business. It’s personal.

Posted on September 30, 2010. Filed under: Advertising, Communications, ecommerce, Human Business, Jazz, Marketing, Uncategorized | Tags: , , , , , , , , , , , , |


This post is about human business. The musical post isn’t directly related. It’s a song I love, Don Quixote, a beautiful song by Brazilian composer/singer Milton Nascimento. I guess I hope that the concept of human business isn’t tilting at windmills. Hope it catches on.

I want to share with you a current project of mine that will be the role model for all of my future business development. And I hope for yours, too! The project is incredibly challenging and complex from the standpoint of strategy and implementation. It is joyous from the standpoint of trust, collaboration and respect among my client and business partners.

I launched this client’s bricks and mortar business 16 years ago. Her successful business model was based on quality, service, community and charity. Since the launch we have both evolved. I am now helping her to expand a spin-off division of her company online. We’re building an ecommerce site and planning a robust online and traditional marketing kick-off.

My partners in this endeavor are Bernadette Nelson and Dave Lostracco. Bernadette is a highly talented graphic, brand identity and website designer who codes as well as designs her sites. This is pretty rare. She was born in Paris and is a fearless sportswoman and good friend. She and I co-author a monthly column, Working the Web, for the Fairfield and Westchester County (Conn, NY) Business Journals.

Dave is a Renaissance Geek. (My new coined phrase.) He is a sublime techie, a veteran high-level operations guy for Group W, a musician, a recording studio owner, an SEO and Google AdWords expert and an incredible human being.

As a marketing team we are intensely focused on creating a seamless experience for our client. We want her to feel that we have her back so that she can relax and enjoy this new chapter in her business.

Our client, who will go unidentified so we don’t spill the beans before the launch of her site, is the perfect collaborative client. She is extremely excited about the expansion of her business and the opportunities it brings – albeit with a touch of normal anxiety. She recognizes that she has a role to play in the success of this project. Certain things can only be done by her. And she does them in an engaged and timely fashion.

We vendors so appreciate that our client appreciates us and trusts that we have her best interest at heart. We do! Her overt recognition makes us even more dedicated to her success.

We have communicated to each other – client and vendors – that we feel like friends. This makes the quality of our interaction so enjoyable. There’s a lot of positive emotion that we’re all putting into this. Personal makes business so much more rewarding – and successful!

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3 Responses to “It’s not Business. It’s personal.”

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Its so much more fun to work with friends than people that are merely colleagues. I recently agreed to start a business with a friend. I used to think it was a bad idea, because it could ruin my friendship. After years of experience, I now realize that every business venture has the potential for hurting feelings and friends sometimes grow apart. Starting a business with friends makes sense as long as the reason for the business is business and not just because you are friends.

Rob…Really good thoughts. Also glad you liked the music! Ellie

Love the music posting! Beautiful music posting.


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