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What can we learn about business strategy from our new human connection patterns?
We’re missing critical, beyond-family connections. And that need provides a business opportunity that leaders can fulfill without using their scarcest resources.
This morning, I woke to a warm human touch. My sleeping wife’s hip touched mine, and her hand rested on the small of my back. That feeling of being with someone, of connection, energized me all day.
Across the world, relationships with immediate family are more intense than ever. Internet searches for (budget friendly) sexy lingerie are up despite the economic problems. And we have more opportunity to bond over homework and family dinners. While some families will break down under the pressure with increased abuse and divorce, the passion in our family space is vibrant.
In contrast, connection with friends, colleagues, and even companies is diminished by digital technology. There’s no fancy in-person proms for teens or fundraisers for adults this year: internet searches for tuxedos are down more than 70% versus last year. And while coaches help us make the most of our virtual connections:
- Simplify your message shared over Zoom (Ken Blackwell)
- Amplify emotional volume to overcome digital distance (Dr. Jim Smith, Jr)
- De-stress through dance, laughter, and simply being with others (Elaine Pasqua)
There is no substitute for physical togetherness. We yearn for real beyond-family connection.
As companies preserve cash and competitive position from the turmoil surrounding them, industry leaders serve our emotional demand by retaining an outward focus. These organizations build meaningful relationships by weaving trust and sincerity into every contact with key communities, such as Cargill’s initiative to strengthen cocoa growing regions. And these organizations catalyze collaboration, such as Heritage Sports Broadcasting Network’s drive to bring Historically Black College communities together to fight the current crisis.
Such outward-facing effort preserves the businesses behind them. The heart of such approaches is caring, attention, and empathy— and those responsible intentions can be unlimited, even today. At an appropriate time, applying meaningful funds can super-charge impact. But during crisis, aligning effort is often the highest impact approach to create greater opportunities for all. And leaders are recognized for their role.
So as we search as individuals for community inspiration and connection, recognize your business opportunity to fill that void. And by doing so, extend your runway, preserve what you hold dear, and position yourself to thrive.
As an individual, to which friend or colleague should you reach out? How will that connection feel? Safeguard your future today. And position yourself to thrive for your children tomorrow.
Rod
Dr. Rod Wallace is an economist, consultant, and speaker who helps businesses make more money by solving society’s problems. A Fulbright Fellow, he has led multi-organization billion-dollar initiatives worldwide and partnered with a Silicon Valley pioneer to explore the impact of Artificial Intelligence on society.
Rod speaks about how to integrate social responsibility into business to maximize profit and purpose. He highlights digital technology’s impact on society and the strategies and tools with which business can solve our big, systemic problems.
Contact Rod at info@RodWallacePhD.com.