In Brazilian business, giving more than you strictly owe creates relational capital that pays returns. The supplier who delivers beyond contract terms, provides extra service, invests in customer success beyond immediate obligation—they’re building something. The customer who pays promptly, provides referrals, supports supplier development—they’re building too.
This generosity isn’t just niceness; it’s strategic. What you give beyond requirement today creates relationship value that produces return tomorrow. Purely contractual relationships—where each side provides exactly what’s required and nothing more—fail to build this capital.
When you need flexibility, when problems arise, when you want preferential treatment, your accumulated generosity becomes the resource you draw on. Be the supplier who goes the extra mile. Be the customer who treats suppliers well. The relational capital you build is real, even if it doesn’t show on a balance sheet.
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