As marketers, we know it’s important to build relationships. To underscore this point, I want to share a meaningful example from a great book, Social Intelligence: The New Science of Human Relationships, by Daniel Goleman. Goleman explains how distinct parts of our brains are activated depending on whether we treat others as a “You” or treat others as an “It.” His advice has a meaningful impact in small business marketing and customer loyalty. I’ll share how this plays out for marketers like you.