Taking part of the article's title from the salutary writings of Michael Fullan (2007), this article endorses 'the primacy of personal contact' or the fundamental importance of relationship in teaching and learning. It argues four premises, namely. that relationship is more important to teaching than technical skills; that given the evolving changes in pedagogy, relationship is arguably more important in contemporary teaching/learning than ever before; that teacher self-awareness or understanding of oneself is a crucial ingredient in creating effective relationships; and that a focus both on teachers developing and expressing professional and personal values in a nurturing and supportive school culture, and the fostering of emotional intelligence in teachers and students, provide the strategies for promoting relationship.