Imagine a man and a woman at a party, two strangers “across a crowded room.” He catches her eye, and something almost magical starts to happen. Drawn together, they feel they must speak. As if by agreement, they move toward each other through the crowd. They leave pleasantries behind.

The man says, “I have a feeling about you.”

The woman says, “I know what you mean—it’s as if we’ve known each other longer than just tonight.”

Then the man gazes into her eyes and says, “I know we’ve only just met, but I want to give you something.” He reaches into his pocket and pulls out a small card. “Here,” he says. “This coupon gets ladies half-price drinks on Tuesdays.”

Too often, companies make connections with ...

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