The owner of an insurance agency I know did an experiment. Sheila VanZile of Watermark Insurance printed business cards with two different titles: President and Queen. Over the course of time, she used both… and Queen won out. That title engaged people, helped start a conversation and gave them a glimpse of her fun personality. Her business is all about building relationships and being able to connect with customers to identify needs. She said those who were not amused at the title of Queen were actually not people she wanted as clients.

I am a frequent flyer on Delta Airlines. Fortunately I did not travel this week and avoided the system outage that resulted in hundreds of cancelled flights. Everyone is talking about how the disruption of service affected travelers and there is no doubt that the impact was significant. Others are speculating how this incident, and a similar one at Southwest, will impact these companies in the long-term.

I grew up in a family business so as you might imagine business was personal. It was also pretty casual. There were no agreements in place. There were no job descriptions and no real understanding about how the partnership would work. It just did.

Today business is much more complicated and would-be entrepreneurs are much smarter about operating agreements and other legal documents needed. But they often miss one of the key elements of success- the personal relationship.

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