Good advice transcends time.

If there’s one thing every entrepreneur knows how to do, it’s listening. At least, the ones that survive do. They listen to whatever advice they can get. They absorb tales of the old guard, learn from others’ mishaps across generations, and take heed of the lessons learned. They even pay attention to their peers’ most recent triumphs and debacles.

This is important because Entrepreneur magazine just ran an article last week that resonated with the entrepreneur in me, and hopefully in you. Gene Marks, a consultant and an Entrepreneur Leadership Network VIP, penned an incredibly timely and insightful piece titled, “This Is Why My Dad Always Had a Full Tank Of Gas In 1973.” And, it spoke to me in today’s business climate.?

We don’t know what’s next. We’re still reacting to and recovering from the past eight quarters of business. And yet, we can look to timeless anecdotal wisdom and find comfort, encouragement, and a path forward. Thank you, Gene.?

If you only have time to digest three high-level points from this piece, here are mine:

1) You’re Not Alone

Sure, there are wild differences between the 1970s gas crisis and today’s post-pandemic supply chain issues. And yes, you’re in technology, not gasoline sales. But, if you take the idea of cars and fuel as a metaphor for your business… it’s not that different. Maybe your business model isn’t where you want it to be in terms of margin, but you can still get to your goals by fueling it with enough sales. Maybe your ability to close deals is feeling the squeeze of hardware availability. Maybe you have more business than you can handle, but you can’t find the right team members to hire. These are all 2021 issues that resonate across business history. It’s going to be ok. You’ll get where you need to go. It just might take longer or require more patience than you expected.?

2) Your Relationships Matter (More than you know)

If there’s one guiding idea to take from Marks’ poetic tale of 1970’s wisdom, it’s that the relationships you invest in will pay dividends when it matters most. The time you spend making sure you are a favorite customer, is incredibly valuable when things go sideways. Earning a position on that list when it’s long pays off when the list gets short. Take the time to build meaningful relationships, not just to hedge against bad times but because we’re all humans and relationships matter. Yes, this is business. And yes, it’s personal. Don’t squander those opportunities to become more than just an invoice and a billing address. Be human.?

3) You Are Somebody’s Supplier

It’s easy to get lost in the downstream analogies of this article. Who’s your “Burt” providing gasoline when there’s none to be had? That’s the critical comparison, right? Well, maybe. It might be that YOU are somebody else’s Burt. You provide services and capabilities and access to technology that might become increasingly hard to guarantee. We don’t know what 2022 will look like or how the supply chain issues will resolve. Put yourself in your customers’ shoes and start making notes of who those customers are that you need to be ready to help a little extra. It’s great to help everyone you can. But, it’s also important to know how you’ll prioritize your customers when you have to pick and choose.?

Whatever your fears and anxieties about 2022 and the state of our world, an article like Marks’ quick history fills me with encouragement. His dad always had gas. He got where he needed to go. We can be like him! We can build the relationships we need to take care of our own people. And, maybe we can offer others a lift when they’re stranded along the way. After all, it’s our relationships that create the fabric of this technology channel. Without that, it’s just ones and zeros that don’t mean a thing. Be kind. Be human. Be optimistic!?