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You shouldn't do business with friends' is a fairly common refrain in our line of work. Here at INCITE, we feel differently. Working with people you trust, connect with, learn from, and ultimately befriend, makes doing business with friends a natural outcome. Much like a close friendship, a positive client relationship requires effort, intention, and even a few boundaries. You have to set expectations early and discuss how you will navigate inevitable challenges, which is especially important for people who were your friend before they became your client. Client relationships that blossom into friendships offer the space to dig deep and tackle important, sensitive work. They challenge you to bring your best self and to raise your game. Friends who become clients. Clients who become friends. We've seen both work tremendously well, and frankly, we wouldn't have it any other way. This is lesson 23/25. If you missed the others, or any of Incite’s 25 lessons learned, you can find them all at https://buff.ly/3vMs8zc.

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