Moment of truth
There are several critical times during a customer’s relationship where a decision is made – by the customer – to continue or discontinue interacting with a company. This may be the first bill, a customer service call, a retail experience, a Web site…any event that helps clarify the relationship with a particular brand, product, or service.
We call these "moments of truth" and how a marketer interacts with the customers can significantly increase (or decrease) the long-term viability of that relationship

Definition Of Rapport
So, what is rapport? Rapport is defined as the feeling of comfort, familiarity, and affection that comes from two people being “in synch” with one another. It’s well established that, as Bob Burg says, all things being equal, people do business with those they know, like and trust. Rapport is the “like” part feeling of deep admiration for someone or something elicited by their abilities, qualities, or achievements:
Definition of trust
In its simplest form trust in relationships is the belief that a party's word is reliable and that a party will fulfil its obligation in an exchange (Spekman and Mohr 1994). It refers to the confidence that a partner will not exploit the vulnerabilities of the other (Barney and Hansen (1994). Trust provides a prospective partner with confidence that the other’s actions will be beneficial rather than detrimental to it (Child 1998). A more complete definition of trust in the context of business alliances is offered by Zaheer et al. (1998) who emphasise trustee characteristics and define trust as: “the expectation that an actor (1) can be relied on to fulfil obligations, (2) will behave in a predictable manner, and (3) will act and negotiate fairly when the possibility of opportunism is present.”

2.4.1 Business relationships — a long-term liaison
The formal agreement signed by two parties (e.g. a contract) is just the start of that business relationship.
Over the period of time in which the two parties are linked through their contractual obligations, there is opportunity for continued interaction. This may be through:
• one party monitoring the progress of work of the other party
• one party providing feedback to another about issues encountered as a result of the business agreement
• communications that might occur as a result of, for example, contractual obligations not being honoured, or the wish of one party or the other to change the contractual relationship.

Paradox
Examples and Observations: * "The swiftest traveler is he that goes afoot."
(Henry David Thoreau, Walden, 1854)

* "If you wish to preserve your secret, wrap it up in frankness."
(Alexander Smith, "On the Writing of Essays." Dreamthorp, 1854)

* "I have found the paradox, that if you love until it hurts, there can be no more hurt, only more love."
(Mother Teresa)

* "War is peace."
"Freedom is slavery."
"Ignorance is strength."

A paradox is a statement that contradicts itself or a situation which seems to defy logic. That's a simple definition of paradox.
Paradox can prove to be very revealing about human nature and the way that we speak. If someone says to you "I'm a compulsive liar," do you believe them or not? That statement in itself is a paradox, because it is self contradictory, which is precisely what a paradox is.
You can save money by spending it.

5 Key Steps to Building a Business
There are many simple, structural lists of ‘things to do’ in order to build your business (we’ll deal with these in a moment), however a far more important element is often over looked or assumed.
The way in which you approach your list of ‘things to do’ is far more important than the list itself.
The approach common to all successful businesses contains two vital elements: consistency and diligence.
Consistency
Successful business people work hard in a very consistent manner. This helps them to avoid burnout, and deliver consistently to the