Most of the activities we do today involve dealing with other people, either directly or via some intermediary person or communication medium (like the phone or the Internet). The quality of such relationship depends on the quality of the communication that we can establish and maintain, yet the attention span of people is decreasing dramatically and you have less and less time to make the first impression and make it right.
More and more people want to be entertained, they want to be positively surprised, they want you to stand out from the crowd and reach to them in a fashion that is different from the cliché approach that we see repeated over and over. This takes careful preparation. Casual interaction that goers nowhere is not going to bring you very far when it comes to key business relationships.
I also notice people are getting more confused or worried by the scenario surrounding them and therefore they also need reassurance from somebody who knows his business well enough to know where he is going and how he is going to get there.
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