Amazon just delivered a brand-new Instant Pot to my front porch.

The kitchen appliance with the cult following has been in my sights since it sold out last Prime Day, when a whopping 300,000 Amazon Prime customers beat me to the punch. This year, I acted quickly and am now the proud owner of my very own multi-cooker.

Whether the Instant Pot lives up to its hype remains to be seen.

What’s not in question is Amazon’s increasing control over what we buy, and how we buy it. I could spend all day driving around town trying to find a $50 Instant Pot—or I can click a button, and have it delivered the next day. But what about a house? Or a home mortgage, or insurance?

Disruption is Real

The threat of disruption is very real. Real estate, mortgage and insurance industry journals are rife with speculation about Amazon’s plans and the threats posed by it and other technology giants like Google. No doubt, these industries (and every other industry) will change—and there will be the inevitable shake-out. The companies left standing will be those that have embraced DWACD.

DWACD stands for “Do What Amazon Can’t Do.” The acronym was coined by my friend and fellow speaker and author Steve Brown. As the former Futurist and Chief Evangelist at Intel Corporation, Steve has over 30 years of experience in high tech. In his words, “Amazon isn’t slowing down.” Rather than fear change, Steve advises businesses to embrace technology while also improving the human-to-human experience. The companies that blend technology with relationship building are those that will succeed.

Steve’s advice is not unlike that of The Connector’s Way: Become someone your customers can’t do without by sharing your experience, advice and support. As you think about your relationships, think about everything that Amazon can’t do—and start doing them right now.

Invest in Relationship Building

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