The article proposes a direct test: is your current way of operating cultivating future customers, or just going through the motions? You can ask yourself several concrete questions: First, without relying on introductions from existing customers, can strangers find you on the internet and understand your products? Second, is your product information organized in the language and format that buyers understand, not just internal specification sheets? Third, are you present on the platforms and in the languages that buyers actually use? If the answers to most of these questions are "no," then your current approach is likely only serving existing relationships, not building new customer channels. Given the increasing transparency in global trade and the trend toward younger buyers, this gap will become harder to bridge with relationships alone.