Why Strong Relationships are the Real Bottom Line

Last week, I had the chance to speak on a panel for The Ad Club about one of my favorite topics: mastering business relationships. The audience was small and engaged, and was the kind of group that makes a conversation feel more like a dinner table discussion than a formal panel. We swapped stories, workshopped real challenges, and dug into what really makes relationships work — both with clients and within your own team.

No matter your industry, role, or how intimidating your email signature may be, strong relationships are what carry you. Here are some strategies I’ve learned over my 25 years in the advertising industry about building, nurturing, and retaining strong business relationships. There’s an art to it, and it takes both time and effort.

1. Be Real Over Perfect 

Respect and trust come from showing up, being accountable, staying self-aware, owning your mistakes, and being ready to fix them. It’s not about being perfect; it’s about being real and consistent.

2. Skip the Grapevine and go Straight to the Source

When something goes sideways, resist the urge to vent to five other people first. Go directly to the person involved. Nine times out of ten, you’ll get the missing context, clear up the misunderstanding, and build trust and respect. You’ll also walk away thinking, “I’m so glad I did that.” Venting usually just adds fuel to the fire — direct conversation puts it out.

3. Think of Relationships Like a Layer Cake

The recipe for strong relationships includes: 

• Commitment — Do what you say you’ll do. Follow-through builds trust.

• Consistency — Deliver with quality, every single time.

• Care — Lead with empathy. Check in on clients and colleagues in ways big and small. Show genuine interest in their success. If you manage client relationships, proactively spark thoughtful conversations about how to move their business forward, so they see you as a true partner.

• Communication — Don’t wait for the next big meeting. Call just to ask a question or share an idea. If something is easier to discuss, or there’s a chance email could be misread, pick up the phone. Bonus: You might end up sharing a laugh.

• Connection — Find common ground, talk about life, and let the personal connection grow naturally.

• Compatibility — Make sure your styles, skills, and personalities mesh well together. Otherwise, even the best intentions can stall.

Great relationships aren’t built on transactions alone. They grow from trust, empathy, and the simple act of treating people like people. When you do that, the work improves, the teams get stronger, and the whole experience becomes a lot more fun.