The best of the best understand that people do business with

In the words of Robin S. Sharma, "The best of the best understand that people do business with people they like. People do business with people they trust, and people do business with those who make them feel special." This statement speaks to an ancient truth that transcends the realm of business, touching upon the very essence of human connection. Sharma reminds us that success, especially in the world of commerce, does not solely depend on products, strategies, or profits, but on the relationships we build and the trust we nurture. The foundation of all human endeavor, whether in business or in life, is built upon the simple yet powerful concept of connection—the human element that transcends mere transactions.

In the ancient Greek world, Aristotle spoke of the concept of philia, or brotherly love—the deep bond of friendship and trust that is necessary for a flourishing society. According to Aristotle, true partnerships are grounded in mutual respect and genuine affection. Just as the ancient Greeks understood the value of friendship and shared goals in their political and social spheres, Sharma’s words remind us that in the modern world, the best relationships in business are built on these same principles. People do not choose to work with others merely because of a product or service; they choose to do so because they feel an authentic connection, a bond of trust, and an acknowledgment of their worth.

Consider the example of Cyrus the Great, the founder of the Persian Empire, whose leadership was marked by his deep understanding of human nature and his ability to inspire trust and loyalty among his people. Cyrus was not a conqueror who imposed his will on others through fear, but a leader who understood the importance of compassion, respect, and humility in leadership. He cultivated relationships with his subjects and allies through his willingness to listen, show kindness, and make others feel valued. This approach not only built his empire but created a foundation of trust that enabled him to lead effectively. The success of Cyrus’s rule was rooted not just in military might, but in the personal relationships he forged with those around him, demonstrating that the true strength of leadership lies in how one makes others feel.

In the modern business world, Steve Jobs is often heralded as an example of a leader who understood the power of human connection in business. While Jobs was a visionary and a creator of products that revolutionized the world, his success was also due to his ability to inspire trust and loyalty in his employees and customers alike. People did not simply buy Apple products because they were technologically advanced; they bought them because they felt a connection to the brand, and by extension, to Jobs himself. He made his customers feel special, as if they were part of something greater, something exclusive and innovative. His charisma, his ability to create emotional bonds, and his trustworthiness were essential components of Apple’s success.

Sharma’s insight into the value of making others feel special goes beyond mere flattery or superficial gestures. It is a recognition that people are driven by emotion, by the need to feel valued and appreciated. Human connection is not transactional—it is relational. When we make others feel special, when we take the time to show them that they matter, we build a bridge of trust that not only leads to personal growth but to the success of the endeavors we pursue. True leaders in business, as in life, understand that their greatest asset is not their products or their intellect, but their ability to build meaningful relationships that transcend mere transactions.

The lesson that we learn from Sharma’s words is clear: success—whether in business or personal life—stems from the quality of the connections we make. It is not enough to offer the best product, the best service, or even the most cutting-edge technology. The best of the best are those who understand that people are not just looking for solutions; they are looking for relationships, for trust, and for the feeling of being valued. Whether in business meetings, family relationships, or friendships, the power to connect with others on a human level is what will ultimately drive success and fulfillment.

In practical terms, we can start building these relationships today. Take the time to genuinely connect with those around you. Whether it’s in a professional setting or in your personal life, ask questions that show you care about someone’s well-being, listen with the intent to understand, and acknowledge their contributions and worth. Be the person who makes others feel special, not because it’s the right thing to do, but because it’s the authentic way to lead. Recognize that trust is earned through action, and that genuine relationships are the foundation of success. The best of the best don’t just look for opportunities—they create them by cultivating relationships that make everyone feel valued.

Let us remember that in all our endeavors, whether business or life, we must treat people not as stepping stones, but as partners in a shared journey. By fostering trust, appreciation, and genuine connection, we build a world where success is not measured by profits alone, but by the richness of our relationships and the positive impact we have on others. In doing so, we follow the timeless wisdom of the ancients, who understood that the strength of society lies not in the isolation of individuals but in the unity forged through mutual respect and shared purpose.