Familiarity – They Know Me
Robert was a sought-after and familiar tailor in the kingdom. When the king’s minister arranged a different tailor for a royal event, few in the palace chose him. Most still went to Robert. The surprised king summoned Robert and said, “Surely, Robert, you must be the finest tailor if everyone in the palace seeks you.” Robert replied, “Your Majesty, perhaps it is also because they know me.”
Centuries later, Rajeev, head of a marketing agency, faced the same truth. When his client moved to a new organization, Rajeev lost the contract. The client explained, “I know your agency, but they don’t.” Rajeev spent months building familiarity with new stakeholders and eventually won another project.
Whether in a kingdom or corporate world, familiarity outweighs perfection. Many decisions are still influenced by familiarity.
When the Greek storyteller Aesop shared ‘familiarity breeds contempt’ – it was a reminder that awe may fade with closeness. Yet, familiarity continues to be the factor that makes people continue the relationship. It sustains trust, reliability, and continuity. In business, new vendors, partners, and employees take time to earn confidence.
In relationships, despite disagreements people continue the relationship because of familiarity.
We often chase perfection in partnerships, but the true foundation lies in familiarity and reliability. What people truly seek is a sense of recognition and comfort of knowing they can rely on you. If they feel they can relate to you, they are more likely to engage.
For your reflection
- If you are keen to succeed, are the people who matter to your success familiar with you?
- What would you have to accept and amend in a relationship that you are struggling to establish?
“All of a sudden I knew that of all of the places in the world that I’d ever been in this was the one. That of all the people I’d ever met these were the ones. This was where I was supposed to be.” – Christopher Paul Curtis