We are living in times where customer loyalty is decreasing. Is it possible to create a strong emotional relationship with your clients. Or even better: can you become Friends with your clients? In this presentation I describe the difficult road to friendship. It is about doing business with the heart and it is about involving people. That combination leads to the strong emotional bond. In the end, this leads to Friends with benefits: more sales, more word-of-mouth and more loyalty. This philosophy is part of the marketing of the future, in my belief. Doing business with and to the heart will become an asset in these modern times.