Nothing beats human connection

In a time where technology and pandemics are driving us further apart, I am on a quest to preserve what makes us human - a connection. I believe we are flawed, not perfect, and ultimately will be our own demise, but we should still preserve all the great things that make us who we are. I think it's worth fighting for. Despite the brutality of my approaches and thoughts, I am an eternal optimist.

So, what is this human connection I speak of?

I had been working remotely probably five years before the pandemic hit and have been 70% remote since then. For the most part, I have been content with being alone. I am at my most productive and creative when I am flying solo with my headphones on. But there is a problem. Being productive while building a product, creating things, or writing is one thing, but when you have to grow a business, riding solo won’t get you far. I started my agency as a concept in 2017-18. By 2019, we were incorporated and official.

The first year was great. I got tons of clients through word of mouth, and things were great. I hired folks, and it seemed like we were on the express lane to success. The year after, another great year! You know, this is fantastic.

Then the pandemic hit. 

VCs published a letter signaling rough times ahead, and investments were cut. 

Did a recession hit? Are we in a recession, or are we out of it? By the way, if anyone knows, please let me know.

Things have become super rough. I started thinking about the future. How will I get new clients? How will I survive? Do I need to get a job? Ugh! In retrospect, how did I even get my first client to begin with? Well, it was through word of mouth. But more importantly, all of my clients and referrals came from people I have met in real life.

Think about it. My two years of agency work were fueled by connections I made in real life. Most of these folks I haven't seen in over a decade, yet that trust was still there. A phone call away, a click away in an email! That was mind-blowing.

Yes, the pandemic has taught us a lot about ourselves and the importance of human interactions. Even for an introvert like myself, I too have begun to long for human interaction. Since the pandemic, I have been seeking out these interactions more and more. I am still ways and miles away from where I want to be, but the dire business situation may expedite my extrovert side to come out much quicker.

Last fall, I attended an industry party hosted by the design legends Hjalti Karlsson & Jan Wilker in their NYC office. There, as one would have predicted, I met tons of titans of the design and creative world. But more importantly, I was reminded how quickly an in-person connection can facilitate your own growth. If you're familiar with online marketing, sales funnels, email outreach, LinkedIn outreach, etc., you know that it takes a long time to build a connection and trust. It can take up to three months and numerous exchanges before you get comfortable with one another and close a deal. Here I was at the party, and within 15 minutes, I had exchanged numbers with an executive ready to work on a great project together. It was such a pleasant reminder of the power of human connection.

A few months later, I was on a Zoom chat with my old college friend, who is now a world-renowned product designer. We were chatting about sales and client acquisition. In expressing my concerns, he reminded me yet again why it is important to build relationships in person. He said, "Stanley, it is almost impossible for you to close a six-seven figure deal with a person you have never met. Unless you are a celebrity, that is a huge undertaking. It is true! Think about it. What do you have to do for someone you have met via cold outreach to write you a million-dollar check? Most likely, that is not going to happen. But meet a person under natural circumstances and have dinner with them. Exchange a few words, et voilà, the chances of that happening will increase drastically. Sure, you can close smaller deals, but how many deals do you have to close to be fully profitable?

The same can be said for online dating or any other relationship you are looking to grow. You will always need in-real-life leverage to keep the needle moving forward in achieving your goals. Because humans need trust. We cannot build anything without it. Whether online or in real life, you are constantly battling to prove yourself, your worth. To everyone. It is just easier in person.

In a world where it is becoming significantly harder to separate truth from lies, in a world where AI is beginning to create and dominate, human interactions are drifting further and further apart. Therefore, these instances of in-person interaction are becoming more and more valuable as they become scarcer.

I believe this is something worth seeking out, fighting for, and preserving. Even in the worst case of self-serving interest, there is still a pleasant duality in this exchange and relationship growth.