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MINDSET: Intentionality – Relationships Don’t Build Themselves

At this point in the Relationship Marketing Mindset series, we’ve explored Generosity as the foundation and Intimacy as the deepening force. Now it’s time to talk about the mindset that keeps relationships growing on purpose—not by accident.

That mindset is Intentionality.

Intentionality is being strategic, but it’s not about spreadsheets or segmentation. It’s about purpose. It’s about deciding, “Who do I really want to build with?” When we talk about intentionality in relationship marketing, we’re not just talking about being thoughtful—we’re talking about being deliberate with your time, energy, and outreach. You can’t be intentional until you’re first clear on who you want to be intentional with. That’s where your Relationship List comes in.

Your Relationship Map = Your Strategic Plan

Your relationship list is more than a name dump—it’s a map. And like any map, it gives you direction. When you put these names down and see them in one place, you unlock the ability to be truly intentional—not just reactive. You stop guessing, and you start choosing where to invest your energy.

Being intentional means planning your relationship-building the same way you plan your projects or goals. Because the best relationships aren’t built in spare moments—they’re built on purpose.

CHALLENGE

Begin Your Relationship List

  • Take 5 minutes. Write down at least 10 relationships you value or want to invest in. Think about:
    • What relationships are key to helping you achieve your goals?
    • Who do you want to deepen a connection with?
    • Who have you unintentionally neglected?
    • Who are your potential collaborators, connectors, or advisors?
  • Then ask yourself: How strong is this relationship right now? What’s the next meaningful touchpoint? When’s the last time I reached out?

Next up: Consistency – The Long Game of Trust.

This post is part of a Relationship Marketing Series.

Relationship Marketing