“All lasting business is built on friendship.” – Alfred A. Montapert

I often find myself saying that the best part of what I do is the people. Many of the clients I’ve worked with – and the collaborators I’ve partnered with – have become friends. Real friends. The kind you meet for coffee, swap stories with, and laugh about life (usually over a slice of cake). Some aren’t clients anymore, and that’s fine – because the connection didn’t depend on the invoice.

In a world obsessed with performance, productivity, and pipelines, it’s easy to forget that at the heart of every successful business is a web of human relationships. People who trust each other, like each other, and want to see each other succeed.

Why relationships matter more than transactions

Strong relationships are the foundation of sustainable business. When you genuinely invest time and energy in getting to know your clients, colleagues, and collaborators, you’re not just ticking the “networking” box – you’re building trust, understanding, and mutual respect.

You start to understand how people like to work, what motivates them, where their boundaries lie, and how they like to be supported. That insight doesn’t just make the working relationship smoother; it makes your solutions sharper. It allows you to adapt, communicate clearly, and navigate challenges without the drama.

This kind of relationship-building isn’t soft. It’s strategic. It’s what allows partnerships to weather the inevitable bumps and disagreements that come with doing meaningful work.

Active listening: the underrated superpower

At the heart of it all is active listening. Not the kind where you’re half composing your reply in your head while the other person is still talking – but the kind where you’re genuinely curious.

Active listening is a skill, and it’s one worth practicing. It signals respect. It tells the other person: I see you, I hear you, and what you’re saying matters. When people feel heard, they open up. They communicate honestly. They trust you with the truth – which is the most valuable information you can ever have in business.

Regular, meaningful communication builds on that foundation. Whether it’s a quick check-in, a more formal review, or an impromptu chat over coffee, consistent contact shows commitment. It keeps relationships alive and relevant, even when the work itself changes.

Beyond the brief

If you really want to build lasting partnerships, you have to go beyond business talk. Ask about their hobbies, families, and the things that light them up outside of work. Notice when something’s off. Remember what matters to them – and follow up.

It’s not manipulation; it’s humanity. When you treat people as whole humans, not just professional roles, you build trust that runs both ways. And in that kind of environment, great things happen: ideas flow more freely, collaboration deepens, and both sides are more willing to stretch, risk, and grow.

Friendship as a business strategy

When Montapert said all lasting business is built on friendship, he wasn’t being sentimental – he was being practical. Friendship, in this sense, is about loyalty, honesty, and care. It’s about the kind of connection that makes hard conversations possible and shared success meaningful.

So yes, build systems, set goals, measure performance – but also, have the coffee. Ask the questions. Send the message just to check in. Because in the long run, the relationships you nurture are the real assets that sustain your business.

And if there’s cake involved, all the better.

If you want to find out more about how working with me will mean you are investing in yourself and your business then hit contact me here or sign up to my monthly newsletter on LinkedIn