trusted relationships

i'm going to spill the beans here.

in most instances, the thing you're looking to buy? the next alternative will probably fill the same requirements. the delta between a and b—from a feature, form, function perspective—is more likely than not quite negligible, if at all.

what you're really buying is the story you tell yourself about that thing, that brand, or yourself. this makes the genesis of that story incredibly important.

what is the story you're constructing? is it grounded in your own personal values about the kind of person or department or organization you believe yourself to be (or wish to become)?

the delta between a and b—when it comes to values—is where the real differences show. it's more important to choose a partner than it is to choose a product. needs and requirements change, but values are consistent.

a trusted relationship you can cultivate over the long haul is more valuable than constantly bouncing from vendor to vendor chasing around the "best of breed" or "fit for purpose" option.