The power of personalisation in business relationships

Personalisation works when it proves that someone has paid attention. A name alone is pleasant; a message that recognises a contribution, milestone or shared experience is meaningful.

The strongest details are often simple: a product connected to the recipient’s interests, packaging in a considered colour or a note from the person who knows them best.

Use personalisation selectively. When every surface competes for attention, the human message can disappear. Give the most important detail room to land.