Our value is much like DNA; it is the very core of our existence. In business, we seek to communicate our value to customers so they’ll buy from us. Personally, we share our value with friends and family to build connections and develop stronger relationships. In both of these instances, we also seek value in return. However, if there is no exchange of value, then the relationship never develops and/or dies. Bottom line, we’re a quid pro quo society and time and money is just too short to be wasted on relationships and activities if there is no perceived value.