Some Assembly Required: How to Make, Grow and Keep Your Business Relationships by Thom Singer is based on the premise that people do business with people they know and like. In a world where more and more products and services are commoditized, having the advantage of being liked will become more and more important to career development. The examples given are things that anyone in any profession can do to stand apart from their competition. The strategies presented appear deceptively simple, though they are basic; few professional businesspeople actually follow through and do these things. You must take action to succeed.