That's not business, that's humanity. We work with, spend time with, and collaborate with people we trust. That trust usually comes from repeated, direct, huma

That's not business, that's humanity. We work with, spend time with, and collaborate with people we trust. That trust usually comes from repeated, direct, human interaction or as a referral from someone who has that long-built trust. That applies to the vendors we choose, the babysitters we hire, and the doctors we visit. Asking someone to choose someone they don't trust is inherently risky, even if it works out.