Last night I had a opportunity to visit with New York Times bestselling author and the host of Wine Library TV Gary Vaynerchuk. Gary is one of those people who, in spite of all the “economy bullshit” we keep hearing about is creating massive success not just for himself but for others as well. Have you ever wondered to yourself when witnessing someone on the rise “how the hell is he doing it?” That mystery is solved the moment you meet meet this guy.

His latest book The Thank You Economy which I have not finished reading yet (picked it up last night) is based on Gary’s acute observations about the future of old school relationship marketing and the new media opportunities to cultivate those relationships without overt marketing intent. “The internet, where The Thank You Economy was born, has given consumers back their voice, and the tremendous power of their opinion via social media means that companies and brands have to compete on a whole different level then they used to.” Gary V

Actuality the Thank You Economy wasn’t born on the internet but rather with our grand parents and great grand parents. It was in their day that “every” customer was personalized, appreciated and Thanked for their patronage. What, Gary clearly recognizes and writes about in his book is that the internet and social media has give even large non mom and pop enterprises an opportunity to engage with their prospects and customers one one one on a very large scale.

Word of mouth and relationship opinions have always been a powerful force. Remember how in High School or even JR High a bad word about someone from an influential fellow student could destroy someones reputation overnight? On the other side of that coin a single friendship with the right person meant mass approval or respect by the entire student body – even if your parents didn’t approve (especially if your parents didn’t approve).

Gary writes about the power of reaching out to provide service, answer a question, pose a question or just make a friend without any visible agenda and how that relative intangible can, although difficult to measure in the here and now, create a massive ROI in the not so distant future.

It’s the LAW of RECIPROCITY on a massive one on one scale.

What are your thoughts on the subject, Gary and his new book The Thank You Economy?