The Power of Connection in Your Business
When we think about the power of Connection in business, it’s tempting to view it as something that happens organically. Most often, people believe that Connection happens or it doesn’t. If it’s “real,” it’ll grow naturally. But today, in the final post of our EPIC Moments series, I want to offer a different perspective: Connection isn’t an accident; it happens on purpose.
This is me Julie Sellers, connecting with Emily Henegar of Cookie in the Kitchen and Jason Egly of the Egly Agency. Cookies and insurance: two of my favorite things (really)!
Connection is one of the most strategic business (and life) tools we have, yet we too often leave it to chance. It drives talent acquisition, repeat client purchases, and loyalty. And I also want to share one of my most important worldviews: deep connection leads to a rich life. Even if the business case weren’t strong, I’d still advocate for it. But the fantastic news is: the power of connection is a win-win that will enhance your experience of life and your business. In fact:
- 40%–80% of jobs are made through connection.
- 20%–50% of purchase decisions are made via word of mouth (in fact, it’s 2x-10x more effective than paid marketing).
- 90% of people trust a recommendation from a friend.
This isn’t soft data. It’s a clear business case that most owners would get behind quickly, if they saw it through this lens of financial impact.
3 Elements of Powerful Connection
A mistake that so many of us make is expecting relationships to deepen naturally. But they don’t. Someone must pick up the phone, make the plans, and ask the curious, brave question. One of my friends says the funniest thing: “Be the intrusive friend.” Um… guilty. For in the absence of action, relationships stall.
If you want to build connections that grow your business, attract great employees, and transform clients into advocates, you can’t wait for the moment. You create it.
Here are 3 ways to create Connection:
1. Go First
Don’t wait for someone else to open up, engage, or show interest. Leadership is proactive.
I’ve written all about Going First before. Yet I admit: even though it’s something I’ve always paid attention to, I frequently have to check myself and do “Go First Hygiene.” Most recently, this looked like a new mini-rule for myself: don’t always walk around town with Airpods in, listening to podcasts (my numbing/guilty pleasure). Specifically, I’ve stopped doing this while walking from my car to the gym. With my ears plugged up and mind elsewhere, I can still smile at people while passing them ; but I’m not engaging with them.
It may sound silly and small (which is good news: It is small. Miniscule, even!). But this 10-minute routine change change starts my day off with a completely different tone and feeling. I’m open. Engaged in the world around me. Those I interact with receive a energy from me. And guess what? It gives me an opportunity to take in their openness and warmth too.
2. See Someone Well
If you’ve been with us for some time, you may remember: I’ve struggled with Connection in Nashville. After eight years, I think I’ve found my rhythm and like-minded people about the power of connection (real connection). But I know I’m not alone in this search for meaningful relationships.
Connection has a brain science to it. I recommend Charles Duhigg’s TED Talk: the Science behind Dramatically Better Conversations. The key takeaway for me was: when someone it trying to connect with you, pause and ask the question: “How can I best give you what you need? Are you hoping for help, to be heard, or a hug?” A couple members of our team recently integrated this into their Monthly 1-1s. Genius.
3. Don’t Engineer the Outcome, but Do Engineer the Opportunity
You cannot force a reaction (or chemistry), but you can design the moment for it. Make connection time part of your schedule and operating rhythm. For example, our aforementioned Monthly 1-1s are a time for manager and employee to connect. In our business, we also hold 2 team meetings per week, one of which is entirely for structured connection. We call it the Retrospective. The agenda is simple. Each person shares a
- Win / celebration from the week,
- Learning,
- Priority + what they need help with, for the following week.
Especially if you have a remote team and/or work remotely with clients, you must work even harder to engineer opportunities for connection.
Your Assignment: Go First
Today (yes, today) find a place or person with whom you can Go First. You could:
- Send a text to schedule that business development coffee you told yourself you were going to (but just haven’t).
- Call one of your employees, vendors, or clients on the fly without an agenda. Just say: “I was thinking of you,” and see what comes up. Follow up on the last personal detail they shared with you, and ask about it.
- Strike up a conversation with a stranger (I know, I know: the horror). It could be the parent of another kid or dog at the park. The person working the front desk at the gym. Someone who gets in the elevator at the same time as you. My favorite way to strike up a conversation is to compliment someone. You never know where it will lead. In my personal life, it’s led to making some of my best friends all over the world. So who knows what it could do for your business.
In conclusion, I want to once again link the power of Connection to business outcomes. I always tell Ellevated Outcomes clients:
Experience and Connection is your competitive advantage. Use it.
Artificial intelligence is going to do many things for us in the decades ahead, and replace humans at many tasks, but one thing it will never be able to do is create person to person connections. If you want to thrive in the age of AI, you better become exceptionally good at connecting with others.
—How to Know a Person
