Not everyone can work at a huge, international business conglomerate with worldwide recognition—in fact, many of us work for and shop from small to medium-sized businesses. From time to time, we might enjoy the grand gesture of a huge sales event from a big company, but we also enjoy the daily comforts of interacting with our local restaurants, dry cleaners, mechanics, independent grocers, or even training companies. The people who have a vital, frequent stake in offering products and services we need are invested in seeing us. Together, we build relationships built on commerce and, more important, on trust.