If i'm going to build a relationship with someone, i want them to know the stuff that matters to me. Number three, vulnerability begets vulnerability. Fourth key trait to building deep, meaningful relationships, treat professional rel ships like personal relationships. There's this concept in b to b businesses, business to business businesses, that while your end customer is a business, you're still selling to a human being. And a human being is deciding to use your product for their business. A human being is the one that's actually going to be in the product within their business,. when their business pays for it.