Why We Choose Relationships Over Projects (And Why You Should Too)

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Some companies deliver projects. We build partnerships and relationships.

At Faye, we’ve discovered something that separates the good from the extraordinary: the best technology solutions don’t come from perfect code or flawless implementations. With a healthy respect for AI, I believe the best solutions come from truly understanding the humans behind the business problems we’re solving.

Here’s the uncomfortable truth most technology service companies and software companies may not tell you: treating your business challenges as isolated “projects” can be a recipe for expensive mediocrity. Think about it. When a company approaches your CRM deployment as just another project, they’re asking questions like:

What’s the timeline?

What’s the budget?

What are the technical requirements?

These questions need to be asked, but there are some questions that may matter more:

How does your sales team really work when no one’s watching?

What keeps your CEO up at night?

What are the key reasons you want to do this, and what are your expectations?

Why did the last three “solutions” fail to stick?

We recognize and believe that solving business problems with technology is less about “projects” and more about “relationships”.

Yes, there are hundreds of companies that can integrate System X with Platform Y. Most can deploy software without breaking everything. But here’s what makes us different: we don’t just implement solutions. We become an extension of your team.

This isn’t consultant speak. It’s how we actually work.

It Starts with Executive Alignment. Before we dive into workshops or technical requirements or AI agent building, we ensure our executive teams know each other. This isn’t just a courtesy call or a contract signing formality, rather it’s strategic alignment at the highest level.

When our executives connect with yours, we’re aligning on vision, values, expectations, and success metrics. We’re ensuring that what we build serves not just your immediate technical needs, but your broader business strategy. This executive relationship becomes the foundation for everything that follows. It also gives our clients a direct line to the leadership at Faye. How can someone say they have your back if you don’t have access to leadership at your partners?

Then We Get to Know Your Team. We like to start all project work with a workshop, but not the kind you’re probably thinking of. This isn’t a room full of people staring at whiteboards drawing process flows (though sometimes that happens too). Our workshops are designed to get to know you. Your business. Your priorities. Your requirements. Your goals. But more importantly, we want to understand your frustrations, your workarounds, and the things that make your team want to throw their laptops out the window.

Why? Because the real magic happens in the gray areas, those thousands of micro decisions that determine whether a solution transforms your business or becomes another expensive digital paperweight.

Think about it: How many times have you been asked exactly what columns you need on a report before you’ve even used the system? How can you possibly know what fields are crucial on a screen when you haven’t seen how your team will actually use it? By understanding your business upfront, we can deploy software as if we were inside your company, as if we were you. This saves time, minimizes endless revision cycles, and delivers better outcomes faster.

Beyond Implementation: Why We Never Really Say Goodbye. Here’s where most technology companies wave goodbye and move on to the next project. We do the opposite. We follow all projects with Axia, our managed service offering, because we know that’s when the real relationship begins. Things always come up down the road: new requirements, system changes, team growth, market shifts. We want to be there for you, like partners should be. This isn’t just good business (though it is). It’s recognition of a fundamental truth: technology success is about so much more than technology skills.

Strategic First, Tactical Second. Our relationship-first approach allows us to be both strategic and tactical. We provide top-tier advice and guidance first, then execute the work. Can you hire us to just be tactical? Sure. But we don’t recommend it, and here’s why: we’ve seen what happens when companies skip the strategic foundation. Projects get delivered on time and on budget, but they don’t move the needle. Teams don’t adopt new processes. ROI projections become expensive fiction. And, ultimately, no one is really overjoyed. It just checks a box.

When we understand your business deeply, every tactical decision from field configurations to integration mappings serves your larger strategic goals.

When you work with us, you’re not hiring a vendor. You’re gaining a team that:

Aligns at the executive level to ensure strategic coherence from day one

Knows your business context before making technical recommendations

Anticipates needs you didn’t know you had

Stays with you as your business evolves

Thinks like owners of your success, not just contractors on a project

In the end, technology implementations fail most often not because of technical complexity, but because of human complexity. The companies that recognize this and choose partners who prioritize relationships over projects are the ones that turn software investments into competitive advantages. We know that things don’t always go as planned in technology projects, but if we have a strong relationship, we’ll get through it and see it through to success.

Relationships, not projects. That’s us (Faye). Call or message me anytime.

Because that’s how relationships work.

By David Faye, CEO

David Faye is CEO and founder of Faye, a global leader in CRM, CX, and AI solutions. An LA Times CEO Visionary, Vistage International speaker, and member of the Fast Times Executive Board, he has guided Faye to award-winning partnerships and rapid growth while helping businesses scale through strategic technology planning and innovative software solutions.