In an increasingly digital world where technology dominates how we interact, The Relationship Economy by John R. DiJulius (2019) brings us back to something irreplaceable: human connection. This book doesn’t just argue for better customer service—it champions a culture of empathy, trust, and relational intelligence in every interaction. As someone who works in both the performing arts and digital marketing spaces, I was heavily impacted by DiJulius’ emphasis on relationships as currency. Whether I’m teaching a ballet class or managing social media, I’ve seen firsthand that people remember how you make them feel far more than the service you offer.
Relationships Are the New Competitive Advantage
DiJulius opens with a central idea that we are no longer in the service economy; we are now in the relationship economy. “Relationships are the biggest differentiator in customer and brand loyalty. Relationships are at the center of all we do” (DiJulius, 2019, p. 21). This shift means that companies and individuals who build authentic relationships will outperform those who focus only on efficiency or convenience.
This connected with me and my work at the Blue Ridge Pregnancy Center. When creating content for their Instagram, the posts that resonate most are the ones that tell real stories or feature personal testimonies, not the ones just pushing information. Similarly, with the Dance Minor Instagram at Liberty, I notice that more personal posts, like a behind-the-scenes or day-in-the-life, will get more attention. Creating content that feels more personal keeps people engaged, especially when dancers are being vulnerable in the rehearsal and learning process. I believe this connection helps bridge the gap between audience and artist, and that relational element is what keeps followers coming back.
Similarly, in dance education, students thrive when they feel seen and supported, not just corrected. I always aim to start the year by learning students' names and always begin class by asking how they’re feeling or if they did anything fun during their weekend. Connection drives engagement, and that begins with genuine interest in others.
Technology Can’t Replace Humanity
A second insight that stuck with me was the reminder that technology itself is not the enemy but using it to eliminate the human experience is. “Business leaders around the world have to take advantage of technology advancements while balancing a human experience that people crave, want, and need” (DiJulius, 2019, p. 20).
In today’s society, everyone’s main goal is to try and make things as easy and quick as possible. However, in our rush to automate everything, we often lose the warmth of human interaction. I’ve experienced this in several customer service situations. Over spring break in Florida, we stopped at a Shake Shack for dinner, and I was immediately shocked to find there wasn’t a single employee taking orders—just a row of iPads. The entire ordering process was automated, which completely stripped away human connection. I’ve noticed this trend in other fast food chains as well, where kiosks have replaced cashiers and personal interaction is no longer an option. It also made me think—what happens if someone only has cash? It’s almost assumed now that everyone has a debit or credit card, which not only alienates some people but also feeds into a culture of normalized credit use and debt. But that’s a whole separate conversation!
This idea also reflects a biblical truth: “God created us to live in community, just as he exists in community with Father, Son, and Holy Spirit. God never intended us to be alone” (Genesis 2:18, New International Version). We thrive in community, and even as tech continues to evolve, that need for connection doesn’t diminish. It’s why churches and nonprofits do best when they lead with relationships, not just results.
Carpe Momento: Sieze the Moment
Near the end of the book, DiJulius emphasizes the importance of being fully present in each interaction, highlighting that seizing the moment is crucial for building meaningful relationships. “Never lose sight of the impact you make on other people in any given moment. The choise you make to smile (or not), to follow through (or not), to be empathetic (or not) makes a bigger ndifference than you will ever know” (DiJulius, 2019, p. 207).
This principle resonates with me, especially in my roles of teaching ballet and being a supervisor at Lifetime. Being fully present allows me to authentically connect with my students or fellow coworkers. I make it a point to give each student my undivided attention, fostering an environment where they feel seen and valued. At Lifetime, I try to make every member feel welcome by learning names, giving encouragement, or simply offering a warm smile and a genuine “how are you?” It’s the little moments that build trust and connection. When I take time to pause, listen, and respond with intention—even in a fast-paced environment—it transforms the way people experience the space. Small moments aren’t just nice—they’re necessary for creating a culture of care.
Embracing the "Carpe Momento" mindset has transformed the way I approach relationships in both my professional and personal life. It serves as a reminder that every moment is an opportunity to make a meaningful connection and that by being fully present, we can leave a lasting impact on those around us.
Conclusion
The Relationship Economy reminded me that at the heart of every business, class, or campaign is a person longing to be valued. This book challenged me to slow down and prioritize the people in front of me—whether in a studio, behind a screen, or across a coffee table. One of my favorite parts in this book was DiJulius making the point of how people will remember how you make them feel which builds connection and relationships.In a culture that often prizes speed and efficiency, DiJulius makes a compelling case for going deeper, not just faster. Because at the end of the day, it’s not about what we do—it’s about how we make others feel.
References
Dijulius, J. R. (2019). The Relationship Economy: building stronger customer connections in the digital age. Greenleaf Book Group Llc.
Holy Bible: NIV: New International Version. (2011). Christian Media Bibles.
