The power of personal connection

Mar 29, 2023 | Insights

How to use personal connection and commitment to ensure your success when you set out to make a difference.
Last week I hosted our global mastermind group call. Motivated by my recent experiences with hospitals and vets, I asked those on the call to describe businesses they loved or loathed to determine the factors critical to these businesses in making a successful difference.


The main conclusion – that personal connection is central to a successful interaction – is absolutely relevant to any of us as we attempt to make a difference in the world. 


Tales of personal connection


I described a local distillery set up ten years ago. I was impressed by the founders’ story of visiting local distilleries in Tasmania devoted to producing high-quality spirits and making a difference in their communities and the environment.


Recognising compatible values, Abbie and Chris returned to the UK to build a similar sustainable distillery, which is now flourishing. They have followed their values, incorporating sustainable distilling processes, local ingredients, a bottle refill scheme and tree planting, and developed England’s first carbon-negative gin.


Whilst their values and backstory provide a solid foundation for the business, customer care and service are critical to their success. They have made the company highly personal and have decomoditized their products through their philosophy, backstory, values and personal connection.


Personal connection poorly done and well done


From Australia, Mark, an expert in breaking the ice and building connections, told of a recent software purchasing experience. It was not so much the product that had convinced him to buy (although important) so much as the ethical approach of the vendor, which he found attractive.


In contrast, Amanda, an author and expert in membership engagement, told of her attempts to hire a team to video her keynote at a conference in the US. Unfortunately, of her short list of six, three candidates did not reply to her invitation email; one called and talked at her, one didn’t talk at all, and one made her uncomfortable. Ultimately, she decided she could not risk damaging her relationship with the conference organisers by having a video team on site who did not meet her professional standards.


From Germany, Ulla, a communications consultant, told how a local expert (in window replacement) had earned tremendous respect by listening, asking questions and providing valuable tips.


As a result of these stories, we concluded that the back story and values of the business owners are essential. However, the crunch is the personal connection and genuine client care. The lesson for us is that when you set out to make a difference, your attitude to the people you are connecting with and your commitment to creating change is crucial.


Photo attribution

Photo by Julien de Salaberry on Unsplash

Other references:

Amanda Lea Kaiser. Elevating Engagement: Uncommon Strategies for Creating a Thriving Member Community. Page Two Press, 14 Feb. 2023.

Taking it further:

Cooper King: 


Amanda Kaiser:

Ulla Raaf:

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