THERE ARE THREE FORMS OF RELATIONSHIPS
Emotional — Relationships that fulfill our need for community and companionship.
Emotional Relationships usually form naturally as they draw upon common interests, values, backgrounds, or social styles. They form strong bonds that create the most loyal of alliances. That much you already know. The true art of emotional relationships is the ability to shorten the timeline to building these types of partnerships, creating long-lasting friendships quickly by building upon honesty, common purpose, and mutual benefit.
Economic — Relationships that produce some type of monetary exchange or enterprise Value. To put it another way, these are monetized relationships. However, many of these relationships are short-lived unless those involved figured out how to manage the accounts — that is, to maintain the balance of Value that each person or business gains from that relationship. In a future chapter on Ambassador Equity, I will talk about managing, maintaining, and multiplying the Value you bring to a business relationship. Without a continually expanding sense of Value, business relationships grow old and stale. Like any other relationship, people on both ends begin to take those mutual benefits for granted. Energy and enthusiasm drain from service, support, performance, and compensation. Short-lived relationships create little positive Momentum. In some cases, the net result is negative Momentum (Drag) toward your strategic objective.
Tactical — Relationships that fulfill a specific and limited purpose. They produce a transactional response to an immediate need and are measured by immediate results. One person or entity needs something and another person or entity delivers. For example, someone is hired as a marketing consultant for a financial advisory firm. The consultant then hires telemarketers to set appointments that benefit all parties involved. The relationship to the employing client and the marketing consultant was most likely economic and perhaps even emotional in nature. The relationship between the employing client and the telemarketing firm is merely tactical. The service is beneficial, yet only tactical in nature.
Tactical relationships are short-term arrangements focused on fixing defined problems. More strategic relationships like those based on economics or emotions are usually long term; they are goal oriented, and deal with making decisions that direct your life toward those objectives.
Being strategic with the relationships that you allow within your sphere is of the highest level of importance. The best relationships are those that have the potential or are already fulfilling all three of the relationship forms (Emotional, Economic, and Tactical.) Relationships and Time are two of your most crucial forms of capital. How strategic are you being as you determine your areas in which to sow?