The 9 Characteristics of Every Relationship

At the heart of all business transactions (that includes marketing) is a relationship. It might be love. It might be hate. It might be indifference. And it may only be fleeting. But it can also be life-long. Whenever a person has contact with an organization, a relationship is formed. The goal, of course, is to have positive relationships. Only what goes into making them? What ingredients, when mixed correctly, create the opportunity for deep and meaningful relationships?


The illustration above, which is from Recommend This! Delivering Digital Experiences People Want to Share (Wiley, February 2014), depicts the 9 characteristics that play a part in every relationship between consumers and organizations. Which are you doing best…or worst?

Jason Thibeault is the senior director of marketing strategy for Limelight Networks. In this role he helps direct Limelight’s corporate messaging and positioning, develops whitepapers and e-books, blogs, and evangelizes the Limelight solution offering to audiences around the world. He holds a B.A. in English from the University of California, Irvine Honors Program and a M.A. in English, with distinction, from California State University, Northridge. Jason is the co-author of the marketing thought-leadership book Recommend This! Delivering Digital Experiences People Want to Share (Wiley), the middle-reader chapter series Marmalade (Dime Novel Books), and He is an inventor on a number of technical patents with Limelight Networks. Follow him on twitter @_jasonthibeault.

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