I have been thinking a lot about the way businesses actually grow and succeed today. For years, people have referred to this as the “information economy.” If you had the right data or access to the right insights, you could gain a competitive advantage. That made sense at the time; the information felt powerful because not everyone had access to it.

But fast forward to now, and information is everywhere. It’s cheap, accessible, and overwhelming. Anyone with Wi-Fi can access the same statistics, read the same reports, or view the same tutorials. So, if information isn’t scarce anymore, what actually makes the difference? In my opinion, it’s relationships.

When Information Isn’t Enough

In my educational and professional experience, I’ve worked with a significant amount of data, including market research, analytics, and trends. That’s valuable, but I’ve noticed something: data alone doesn’t move people. What does is the trust behind it. For example, a client can see a hundred charts, but if they don’t trust the person presenting them, the numbers won’t mean much. On the other hand, a strong relationship can make even complex information feel meaningful and actionable.

Why Relationships Drive Value

I think about how often I check reviews before I buy something. The information is right there—price, product specs, shipping time—but what actually sways me is what other people say, especially if I feel like I can relate to them. That’s the heart of a relationship-based economy: we’re not just looking for information, we’re looking for people and businesses we can trust.

It’s the same in marketing. Strategy matters, but execution only works if you understand and connect with your audience. A campaign won’t land because of data points alone; it lands when people feel like you “get” them.

The Shift in Culture

This shift shows up in career-building too. Employers don’t just hire resumes filled with information about skills and experience. They hire people they feel confident working with. I’ve already seen how opportunities often come from networking, referrals, or a simple conversation that builds trust. Platforms like LinkedIn prove this. What makes it valuable isn’t just the giant pool of resumes; it’s the connections we form through it.

Striking a Balance

Of course, it’s not that information doesn’t matter anymore. It absolutely does. But information is just the starting point. Relationships are what give it direction and impact. The future belongs to professionals who can bring the two together, using data wisely while also building authentic connections.

That’s the mindset I want to carry with me as I enter the business world: remember that information may open doors, but relationships are what keep them open.