Evan was in Iceland meeting a new client. First time meeting the owner. Red-eye flight from Newark to Keflavík Airport. Straight to our first destination, a fish-processing facility.

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Breakfast was pickled whale blubber, fermented shark, and other things that came out of plastic buckets full of vinegar.

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Lunch was roasted sheep heads. The grocery stores sell them next to the rotisserie chickens. And our hosts gave Evan the eyeball. That’s the owner scooping the eyeball out of a sheep’s head, in case that wasn’t clear.

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Point being, relationships are important to us. So while Evan wasn’t that excited about eating a sheep’s eyeball, he did. Because strong relationships build trust, and trust lets us do great work.