The Most Important Lesson I Learned in Business School

When I was in business school we studied a lot of things.  We studied price elasticity of demand, capital markets, marketing, managing employees, strategy, and financial statements.  We even had a class on how to be a CEO.

The most important lesson I learned in business school was taught by Dr. Lynda Aiman-Smith.  She told us,

“All business is built on personal relationships.”

That’s so important that I’m going to repeat it again.

“All business is built on personal relationships.”

You see there are a number of phases that people go through when they are learning about your business.

First they have to learn about your business.  They have to see it.  Shake the tree.  They have to see what you are all about

Next they move on to getting to like your business and your brand.

Finally they will trust your brand.

Until your customers trust your brand, trust you, and what your company is all about, you will always be a commodity.

I’ve worked with a lot of companies.  The ones that I trust, I know that they are going to do me right.  They are going to charge me a fair price.  I’m going to get a lot more value from what they give me than what I am paying for.


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  • We started our residential real estate business and brought Damon on as our principal adviser for all matters relating to taxes & accounting. We have doubled our business each year and Damon is a critical partner that has allowed us to successfully focus on our business.

    – Dan and Rachel Kendall
    Owners, The Rachel Kendall Team, LLC - Raleigh, NC
  • Damon Yudichak is a diligent and consistent professional. I’ve worked with Damon since 2009 and I’ve felt like a valued customer since the beginning of our relationship. His firm is consistent, courteous, and knowledgeable. He and his firm are a vital link to my business.

    – Al Sullivan, President
    Inspirus Consulting, Inc. – Cary, NC
  • Owning a small business… to me, it’s worth millions! Bringing Damon on for accounting and tax purposes… just a reasonable monthly fee! Keeping our business legal and my business partner sane… PRICELESS!

    – Tonya Baskerville, Owner
    Art on the Fridge, LLC – Raleigh, NC