It's not personal, or is it?

I strongly reject the saying "It's not personal, it's just business".

Firstly because I tend to find it used to excuse behaviour that lacks integrity ... and secondly because I genuinely believe business is personal.

It is keenly personal in family-run businesses where the connection between the business and food on the table or bills paid is more linear and obvious. But even a large business is a community of people, serving a customer base of people.

For me, taking it personally is also a sign someone cares.

So I was thrilled to find this little card among a stack of quotes in my onboarding welcome box from Tax Traders recently.

Where do you sit on this? Is it "just business" or is it personal?