As a small business owner, I realized early on the importance of ‘the personal touch’ when it came to clients and employees alike. No one wants to feel like a number or a cog, and it was when I approached every connection on a more individual level that I saw the most amazing things happen. Remembering a child’s name or asking after a spouse (and paying attention to the reply!) goes a long way towards building a strong, loyal relationship. But the most positive reaction was always in response to receiving business birthday cards. It seems simple, but this outwardly small gesture always had the biggest impact. I could see the sense of worth and importance in their eyes as an employee would read the slew of well-wishes from co-workers, knowing they were valued and, let’s face it, well-liked. And I could hear in the voice of a client their genuine appreciation at being remembered on their birthday, knowing that time was taken out of a busy business day to make sure they knew the relationship was an important one. In the space of a short, meaningful birthday wish, a wealth of value and gratitude was shared.