Better Than Fast: The Case for Long-Term Business Relationships in a World Obsessed with Speed

Fast Isn’t Always Forward.

Earlier today I came across a bold statement on social media:
“Business isn’t about being the best—it’s about being the fastest.”

I paused. It’s the kind of quote that makes perfect sense in a click-driven world. In an age of algorithms, short attention spans, and instant responses, being fast often feels like being successful.

But is that always true?

Over the years, I’ve come to value a very different rhythm in business—one built around trust, timing, and long-term connection. Just this week, I’ve found myself working with someone I first met in Zambia over 20 years ago—and separately, someone I met at a local business gathering in 2019 got back in touch to explore a new project. Neither relationship was forced. Neither followed a fast track. But both are bearing fruit now—decades or years later—because something genuine was planted at the start.

Of course, not every connection becomes something. But I’ve noticed that the ones rooted in real interest, shared values, or mutual respect have a strange habit of resurfacing—sometimes quietly, sometimes powerfully.

The 2019 connection? That came from a brief conversation during a local BNI networking meeting. It wasn’t a hard sell or a polished pitch—just a short, thoughtful exchange between two people with overlapping interests. I didn’t think too much of it at the time. He later became a client, and we moved on. But that seed of trust clearly stayed with him—because six years later, here we are again.

It reminded me of something I’ve come to believe more and more in business: fast isn’t always forward. We’re often taught to chase momentum, visibility, and speed—but depth, not speed, is what gives business its backbone. And importantly, depth isn’t always slow—it just moves differently. It moves through trust, not pressure. Through care, not clicks.

This isn’t just a business truth—it’s a human one.

In today’s world, where headlines shift by the hour and alliances are sometimes shaken overnight, we’re reminded just how fragile trust can be. Recent international developments—even at the highest levels of leadership—show how quickly years of partnership, diplomacy, and mutual progress can be tested or unravelled when depth and long-term thinking are cast aside for short-term wins or bravado.

Business isn’t politics, of course. But the underlying principle holds: when we prioritise pace over principle, we risk losing what matters most. Trust is hard won and easily lost—whether it’s with a client, a partner, or an entire nation.

I’ve learned that trust—real trust—can’t be hurried. It can spark quickly, yes, but it deepens with time, consistency, and care. That’s what makes certain relationships so enduring. And it’s why I’ve come to believe that lasting business success doesn’t come from chasing the widest reach—but from nurturing the strongest roots. Depth, not breadth, is what creates resilience in business relationships.

The 2019 conversation I mentioned earlier? It happened at a local BNI meeting. I wasn’t expecting much from it—just a brief, thoughtful exchange. But something landed. A working relationship followed, and now, years later, that same contact has returned. Not because I followed up weekly. Not because of a funnel. But because trust lingered.

These ideas are core to how I now work—and how I help others think about their businesses. At Future Point 4 Business, our C.L.E.A.R.worx™ approach is centred on clarity, long-term thinking, and genuine connection. It’s not about being the fastest. It’s about building something meaningful—something that lasts.

In a world obsessed with speed, I’m reminded: some of the most valuable opportunities come quietly, long after we’ve stopped watching the clock.

#BusinessWithPurpose #RelationshipDriven #LongTermThinking #TrustMatters #BusinessGrowth
#FuturePoint4Business #CLEARworx #AfricAspire

By Phil Avery ACIM
Future Point 4 Business | Founder

For 15 years, Future Point 4 Business has empowered businesses of all sizes—from micro to multinational—around the UK, the EU, central and sub-Saharan Africa, and Taiwan. We’re passionate about helping small and micro businesses unlock their brand’s potential, transforming ideas into impactful marketing across print and digital formats.