The hustle. You know what I’m talking about. It’s that high-energy song-and-dance of manipulative persuasion tactics that are just about getting people to buy.

It is largely based on transactional thinking. It is about changing people’s minds.

Relational thinking, on the other hand, is not about that. Relational thinking is about doing what’s best for others, not cajoling through tactical maneuvers or seeking benefit for the sake of benefit. Relational thinkers are looking for those who are thinking like them to create a community of like minds.

Transactional hustlers dangle a bright, shiny object. Mesmerize you. Then put you in their “funnel” to dazzle you more (with something you don’t need or something that only sounds necessary) and soften you up to buy. This is the tactic of street hawkers: “We have things you need, best prices, no hassles. Please buy from me.”

Relational thinkers, however, are not focused on a sale. They are focused on membership. Membership is voluntary. Membership says, “I see the value for me. I want to be part of this club.” Relational thinkers seek out those who want the world they want and invite them to march together in pursuit of mutual success.

So, you can either manipulate as many people to get on your bus as possible and try and convince them they want to go where you are going… or… you can announce where your bus is going and invite those who want to go on that ride to go with you. Choice 1 will get you a lot of possible riders—whom you will have to razzle and dazzle—but Choice 2 will get you a dedicated lot who are in it because they want to be.

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