This is a people business, and it runs on remembering that you were helped first.

principle — attributed to Brian Feit

Feit is direct about the prerequisite for the work: if you don't like people, this is the wrong industry. He frames his own generosity as repayment rather than virtue, since he received help early and treats giving it back as the ongoing cost of having been helped. The commercial logic follows the personal one, because an agency built on relationships survives on being someone people want to work with again, not just once. Likability is not a soft skill layered on top of the strategy, it is the delivery mechanism for the strategy.

For operators who treat relationship maintenance as separate from the actual business strategy.

reciprocity, relationships, people-business, generosity