We’re living in a time of incredible change, and right now, we’re standing at the edge of an extraordinary moment. A door of opportunity has opened—a way of working and living that feels more human, more hopeful, and more rewarding.

I call it the Gratitude Economy.

It’s not a trend. It’s not a buzzword. It’s a whole new way of seeing success—one rooted in connection, trust, and shared humanity. And here’s the exciting part: people are already craving it. They’re driving farther, spending more, and seeking out businesses who act as trusted advisors, not just service providers.

The question is: will we be able to recognize this shift, and step through the door?

---

From Transactional to Relational

Let’s start with a blunt truth: the growing reliance on internet reviews is dividing the business world into two paths—transactional and relational.

The transactional path is what we’ve come to expect in the Attention Economy: faceless interactions, quick deals, and marketing that’s louder than it is sincere. The relational path is something entirely different. It’s the Gratitude Economy—where trust and connection are the real currency.

You’ve probably experienced both. Think of that doctor’s office where no one knows your name: It’s uncomfortable, and often mildly unpleasant. The front desk doesn’t return your calls, and the whole system feels rushed and impersonal. That’s transactional. 

Now, think about the neighborhood bakery that remembers how you like your coffee. You’ll probably drive right past three chain stores to get there—not because their latte is cheaper, but because you feel like you matter at that further place. That’s relational.

The big shift that’s happening now is that more and more people are choosing the relational path. They’re searching for people who care. They want helpers, advisors, and guides who make life feel less chaotic and more secure.

---

Why Now?

Several forces have come together to create this positive storm.

• First, our world today is exceedingly noisy, and often negative. People are exhausted by the barrage of ads and headlines, and they’re hungry for authenticity.
  
• Second, the rise of online reviews has given word-of-mouth a megaphone again. Strangers now shape our decisions, and trust—visible, measurable trust—is driving business growth.
  
• Third, consumers are tired of being just a faceless number on a spreadsheet. They’re actively looking for people they can count on, who treat them like people.
  

The research backs this up. Gartner found that 81% of customers refuse to do business with someone they don’t trust, and 64% of consumers now identify as “values-driven”—choosing businesses they like and believe in.

The result? People will pay more, wait longer, and even travel across the country for someone they consider a trusted advisor. (I myself drove 6,000 miles past hundreds of RV dealerships to buy from the one company I trusted most. Reviews told me they were the real deal—and they were.)

What It Feels Like to Be a Customer in the Gratitude Economy

We’ve all had that moment: walking into a business where you immediately feel like you are more than just a transaction. Maybe it’s the the auto shop with the mechanic who takes the time to explain what’s really happening under the hood, instead of just handing you a bill; the dentist who remembers where you last vacationed and asks you about how it went; the the Hair Stylist who remembers exactly how you like your cut, and makes you feel like a million bucks every time you visit; maybe it’s just the café where the barista remembers your order!

No matter how you do it, being a customer in the Gratitude Economy feels different—it feels safe. You know you’re not being “sold to.” You’re being guided, cared for, and even celebrated. You sense that someone has your back.

Take car dealerships, for example. Most people walk in bracing for battle—defensive, skeptical, ready to fend off the upsell. Every once in a while, though, you meet someone who slows the process down, listens to what you actually need, and says, “Let’s make sure this fits your life.” That person isn’t just selling you a vehicle; they’re stepping into the role of trusted advisor. And when you find that, you’ll drive miles out of your way just to work with them.

The same “trusted advisor” role can come from so many different and unexpected places: even a very personal relationship with a waitress, a butcher, or a particular vendor at the farmer’s market, can bring value you would never expect.

That’s why people are willing to pay more, wait longer, and pass by dozens of other options to stay loyal to someone they trust. They’re not just buying a product or service; they’re buying peace of mind and a sense that someone is looking out for them.

The businesses thriving in the Gratitude Economy aren’t competing on price tags or flashy ads. They’re winning because their customers feel known and cared for—as if they’ve finally found a trusted advisor in a world that too often feels impersonal. And once you’ve had that experience, you’ll never want to go back.

---

What It Feels Like to Work in the Gratitude Economy

In the Gratitude Economy, being someone’s “trusted advisor” is the highest honor. You’re not just selling a product or service—you’re becoming part of their story.

I saw this clearly in healthcare. Years ago, when I was practicing dentistry, patients would call me not only for a toothache, but when they needed advice about life in general. Why? Because they trusted me.

That trust wasn’t built overnight. It came from remembering birthdays, checking in after a tough procedure, and caring about people beyond the dental chair. It came from remembering that I wasn’t just a dentist, but a member of my community—one whose role in fixing smiles went far beyond cleaning teeth.

The Gratitude Economy is circular. It doesn’t just create happy clients—it creates meaning and joy for you, too. 

My father, an old-school doctor, was remembered for exactly this. At his funeral, over a thousand people came to share stories about how his care had changed their lives. That’s legacy wealth, and it’s available to anyone who chooses this path.

---

Two Goals for Gratitude Economy Leaders

So how do you thrive here? It boils down to two essential goals:

1. Give people confidence that their future is secure.

That means being reliable, transparent, and real. Tell your story. Share why you do what you do. People are checking your “About” page or your reviews not just for credentials, but to see if they can trust you. Don’t be afraid to show your heart.

It also means partnering with purpose. Don’t just write checks—show up. Volunteer, host quirky fundraisers, or lend your talents in unexpected ways. These experiences don’t just build buzz; they build connections that really mean something to people.

2. Give people a sense of flourishing in every interaction.

This is where worldview comes in. Einstein once said, 

“The most important question you can ask yourself is: Is the universe friendly?” 

If you believe it is, you naturally approach others with trust, curiosity, and openness—and people notice.

Positivity is contagious. When you walk into a room with possibility in your eyes, people gravitate toward you. When you make a point to celebrate even the smallest milestones—like a patient who finally tried a new recipe, or who conquered their fear of the dental chair—you create a connection that lasts.

---

The Power of Reviews

Let’s not overlook the practical side. In today’s world, reviews are the new word-of-mouth.

• 93% of people check reviews before choosing a local business.
  
• Reviews with at least five comments boost purchase likelihood by 270% (and up to 380% for higher-priced services).
  
• Positive reviews don’t just attract clients; they energize your team and build morale.

Over 30 years, we never spent money on marketing, yet we were fully booked. Why? Because reviews reflected the relationships we had built. In our dental practice, we talked about reviews in every morning huddle. 

If you own a business or are trying to build a brand for yourself, here’s your challenge: Check your reviews tomorrow. Do they tell the story you want them to? If not, you can start changing that right away.

---

The Many Forms of Wealth

Oh… and I would be remiss if I didn’t mention that you don’t have to “give” your extra services away. It’s perfectly ok to be very profitable in the Gratitude Economy! Actually, you may find that people are sometimes happy to pay more, because they feel like they are getting their money’s worth (and then some.) 

All that said, a key point here is that this is NOT about money. True success in the Gratitude Economy isn’t just financial; it’s about building a life that’s rich in many forms of wealth:

• Relational wealth: The trust and loyalty of clients who stick with you for years.
  
• Reputational wealth: A good name that opens doors and inspires confidence.
  
• Emotional wealth: The joy of meaningful work.
  
• Legacy wealth: The ripple effects of your care that outlast your career.
  
• Wealth of time: The freedom to savor life instead of racing through it.
  

When you work this way, you’re not just building a business. You’re building a life filled with meaning, contribution, and connection.

---

Closing the Loop

The Gratitude Economy isn’t about being perfect; it’s about being human. People can sense good intentions from a mile away. Show up with humility, celebrate small things, and commit to seeing what’s right with the world, and you’ll quickly find out the truth: the world doesn’t need more transactions. It needs more transformation. 

It needs more trusted advisors.

This is your moment. Step boldly through the door and choose to be the person who remembers names, stories, and dreams. Choose to be the one who celebrates courage, not just success. Choose to create ripples of goodness that spread far beyond what you can see.

When you do, you’ll discover something extraordinary: you’re not just building a business. You’re weaving a tapestry of connection and trust that can last for generations.

That’s the Gratitude Economy—and it’s waiting for you.

• Gartner’s 2019 Brand Trust Survey
• Edelman’s 2018 Earned Brand Study
• Medill Spiegel Research Center: How Online Reviews Influence Sales

• 00:00 – The Gratitude Economy
• 03:00 – Building relationships vs. transactions
• 06:00 – The power of reviews & word of mouth
• 08:00 – Real-life examples of trusted businesses
• 14:30 – How to spot gratitude-driven businesses
• 23:29 – Why the Gratitude Economy is the future