Don’t overdraw on relational capital

Brands are dying and don’t even know it.

They just need to remember one thing:

Don’t go overdrawn on Relational Capital.

That means: if a new sale doesn’t…

• make folks ask to buy more,
• create a new fan,
• create referrals,

…then each time you ‘sell’, you ‘spent’ goodwill.

And need to build it back up with value.

But if a new sale causes those things?
You win.

So before you ask, ask yourself:
“Is this giving more than it asks for? And is it enjoyable?”