In his latest blog post, author and speaker Bob Burg emphasized the timeless power of relationships in business, revisiting what he calls the “People Principle.”

“All things being equal, people will do business with—and refer business to—people they know, like, and trust,” wrote Bob Burg in a post on his blog.

Burg explained that while the principle is simple, it is frequently overlooked. Many professionals, he argued, focus on tools and tactics while neglecting the human element that builds real trust and connection. The key, he says, is not in what you say, but how consistently you make others feel valued, respected, and understood.

He encouraged readers to ask themselves three daily questions: Am I someone people know? Am I someone people like? Am I someone people trust?

These questions, Burg suggested, can serve as a compass for how we show up in relationships—whether personal or professional.

Bob Burg is a bestselling author and co-creator of The Go-Giver book series, which teaches entrepreneurs and leaders how to grow their success through generosity, authenticity, and value-driven service.