Redefining Retail

20Be Loyal

You're at your favourite restaurant, where you and your close friends dine regularly. Amid laughter and chatter, one of your friends announces that a childhood friend from Italy—Gaia—has just moved into town. As your friend regales you with tales of their growing up together, you discover that Gaia and you share a number of interests: visiting museums, hitting the gym—she's even taken a whiskey‐tasting course! Given your own deep love for the amber nectar, you're eager to learn more about this likely kindred spirit, so you ask your friend to tell you more about her. When, later that evening, you check Gaia's social media profiles, you're convinced you want to meet her in person—so you ask your friend to invite Gaia for the next dinner. When you finally meet her, you feel an immediate connection, as though you've known each other for years. From there on you see each other regularly. As your friendship grows stronger, Gaia becomes a vital part of your world, and you'll speak glowingly of her to anyone who will listen. However, as with any relationship, challenges emerge. You start seeing sides of Gaia that alienate you, and this friction casts a shadow on your once harmonious connection. You feel a bit betrayed, and you're not sure if you can continue your friendship as it was before. And since you're so sad about the situation, you share your feelings with your friends.

Surely, many of you have experienced similar scenarios. Whenever we, as human beings, connect ...