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Rachel Happe

Hi Beth -

Thanks for mashing my framework with your work - really interesting. What I am trying to develop, is exactly a framework that provides some guidance on how to use all these technologies, tools, and channels (including good old face to face meetings) at our disposal. I don't think there will ever be a zero-sum guide to this (i.e. email should only be used for x) but given all of our choices in today's environment, what are some guidelines on how to think about our approaches to communication.

Good stuff!


Paul Caplan

I've just posted a comment on Rachel's Blog. Doubtless some clever piece of web too is currently connecting that here... but just in case it doesn't...

I think we need to be careful about oversimplifying and in particular over linearising (!) relationships. They don't fit that mould and that's why they work and are great spaces to tell (business) stories in. I don't think we should be looking to 'deepen' relationships. Rather we should look at working with the ones we have where they are. My relationship with you via this comment does not need to be taken to another level. If it has value it is here and now in this space. Anything that comes of this conversation has its own value. The 'depth' metaphor can be used to create guilt or worse an excuse not to do anything with what we have.


This sounds like the courtship of my beautiful wife - first the encounter ending with intimacy. I do however think you missed the next stage - ignoring and the one after that fashion magazines!!

Amy Lenzo

This is an interesting and helpful model - thanks Rachel! And thanks, Beth for calling our attention to it. I look forward to following its evolution and learning more about how to best utilize social networking technologies (including the telephone and face to face models :-) in appropriate ways.

I was especially curious about your last question, Beth, about how people 'manage' their relationships... When I worked on a PC, I used a contact management system called ACT! which I thought was brilliant, but unfortunately it isn't offered for Mac users. I haven't found any other system that works as well for me, but would very much like to find one.

LaDonna Coy

Hi Beth,

Great post and it gets me thinking about creating environments that enable these steps to deepen relationships. My first thought is that the "relationship building" stage is the tipping point when it comes to coalescing with others. It is one thing to be acquainted (encounter) and to link person/name (recognition) in a context and quite another to connect and converse in a way that supports step 3 (relationship building) and beyond.

I attend a number of conferences and online events each year and I am always struck by how few intentionally establish time, space or processes for connecting in ways that enable establishing and deepening relationships. What intentional experiences, F2F or online, support opportunities to connect and deepen relationships?


Hi Beth, thanks for including my chart in your mashup :)

I've had to think about this for a couple of days before posting a response. I'm not sure about the chart being vertical. My preference is to have it horizontal, the implication being that one stage is not more important than another to an organization. Sure, one supporter might give $20,000 and that could be deemed more useful than somebody volunteering at a fete stall for 3 hours, however I think organizations need to show each supporter the same level of respect regardless of what they can give. Hope that makes sense.

In addition, I think the arrows can go both ways, depending on what stage of life somebody is at and/or how much they have to give. For example, one might be a friend with an organisation as a student, but then they may decide they're happier being acquaintances with the organisation when they get a full-time job and their perspective or interests change. For example ;)

But thanks Beth for providing this mashup because it's been an interesting topic to think about. I'd be keen to hear more comments from people about what they use to support their relationship building ...

p.s. my surname is Brice-Weller, and I'm originally from Brisbane ;)

Beth Kanter

Thanks for your thoughts I am still thinking ..

But have a visual for presentation - now horizontal

your thoughts?

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