Anyone working for a big company might be skeptical that a large business, or even a strictly online business, can form the same kind of friendly, loyal relationship with customers as a local retailer. I’m saying it’s already been done because I lived it.

Vaynerchuk argues that scale and digital-first operations do not inherently prevent genuine customer intimacy. The skepticism he names—common inside large organizations—assumes that “real” loyalty depends on face-to-face familiarity and neighborhood presence. By insisting “it’s already been done” and grounding the claim in lived experience, he reframes customer relationships as a function of behavior and culture (attention, responsiveness, authenticity), not geography. The quote also implies a challenge to corporate complacency: if a big or online business fails to earn loyalty, the barrier is not size but the unwillingness to invest in human, trust-building interactions at scale.