![]() ![]() Since you're not setting up any social norms or expectations, you also can't violate any-after all, it's just business.” In that case, stick to a simple value proposition: state what you give and what you expect in return. ![]() ![]() On the other hand, if you think you may have to play tough from time to time-charging extra for additional services or rapping knuckles swiftly to keep the consumers in line-you might not want to waste money in the first place on making your company the fuzzy feel-good choice. If you want a social relationship, go for it, but remember that you have to maintain it under all circumstances. This is not how social relationships work. You can't treat your customers like family one moment and then treat them impersonally-or, even worse, as a nuisance or a competitor-a moment later when this becomes more convenient or profitable. “If you're a company, my advice is to remember that you can't have it both ways. ![]()
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