With a Little Help from My Friends

A Godfather firm aims to do favors for its customers, who become part of its network by both receiving and granting favors to other clients. This approach is structured around the “4 Cs” of favors: complexity, context, content, and channels. The complexity and context of favors are crucial, respectively, in determining the firm’s capacity and willingness to fulfill them. Complexity refers to the difficulty for the firm to grant the favors: low-complexity favors can be managed even by small and medium enterprises and often address everyday needs. Context of favors typically falls into three main areas fundamental to human happiness: health, love, and work. Regarding content, favors must be specific, quantifiable, and measurable interventions that address customers’ unique requests and specific acts of consumption, including expert advice. As for channels, favors are delivered through personal and intimate interactions, perceived as gifts, and always within the realm of legality.