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Business asUsualow can you make sure yourbusiness is in it for the long run?ow does your business continueto respond to your customer%u2019s needs?Some people started their business asa hobby or an expected journey. Othersinvested in their business and went fullcircle to make everything workproperly. Regardless of the intent ofdoing business, there is a moreprofound dimension we should takeinto account.Any business transaction is based ona relationship.Maintaining the relationship is key tothe sustainability of the exchange ofservices. Therefore it is crucial to haveknowledge of the psychological impactwe can have as business owners. Theclient uses most of his senses and willmake a choice based on the needs aswell as the feeling and psychologicaldynamic which will take place.We buy what we like. We buy from thosewe like. The product can be you, as a wholehuman being, sharing thoughts, ideas, andexperiences. Your visibility can increaseyour own capital value. People buy frompeople.Although you have the impression you havejust bought a new pair of shoes becauseyou needed them, you actually boughtthose pair of shoes for a reason, other thanjust entering the shop (offline or online).These shoes might have been recommendedto you by a friend you highly take intoconsideration. You might have seen an adwith a famous person you admire. Or theshoes remind you of someone you like.Emotions and feelings in business areimportant to know, observe and integrateinto your business model. Someentrepreneurs do this naturally, othersneed the extra push allowing themselves toadd these important parts of the business.There is more and more scientific proof thatthe knowledge of consumer psychology isthe backbone of any business.\ BUSINESS TRANSACTION IS BASED ON ARELATIONSHIP\B Y V I C T O R I A V A N D E R S T E E N , B E L G I U MWhile a good conclusion is an importantingredient for newspaper articles, theimmediacy of a deadline environment meansthat copy editing often takes the form ofdeleting everything past an arbitrary point inthe story corresponding to the dictates ofavailable space on a page.Therefore, newspaper reporters are trainedto write in inverted pyramid style, with allthe most important information in the firstparagraph or two. If the less vital details arepushed towards the end of the story, thenthe potentially destructive impact ofdraconian copy editing will be minimized.IDEAS never come aloneI AM. MAGAZINE - BUSINESS AS USUALI AM. MAGAZINE - 35