I’ve been connecting people with other interesting people, unique companies and exciting ideas throughout my professional career. It has become an important thread running through all of my activities and is also closely related to the focus of my new content training company for CEOs. I want to help shape the future, improve the lives of my customers and strengthen their businesses.
Every idea we consider for our company’s portfolio is motivated by this drive to foster and nurture connections:
- How can we help our customers (companies) to successfully connect with the people in their target groups?
- How can we connect them with the best strategies in the world?
- How can we help them to connect work with living a meaningful life?
- How can we effectively automate and scale human connections?
Deeper connections = better business
I’m passionately committed to an alternative form of marketing and to communication that is as natural and human as breathing. I am committed to an approach that is barely perceived as a sales activity but rather as an invitation. This approach creates deep-rooted connections that will lead to better business. It is these connections which turn individuals into ambassadors, fans and customers. Then there is no need anymore to “hunt down” customers for every sale.
In recent months, the term “radical connection” has frequently been on my mind. Although the concept makes perfect sense to me, it has yet to become established in the realm of marketing. If you type this term into a search engine, you get hits relating to coaches, a radio station, preachers and a music band. And at the latest by the second page of search engines like DuckDuckGo, Google and Bing, the results only include just one of these two words. This means that the two words haven’t been used in combination very often so far.
I take this as a challenge to introduce the term “radical connection” in the world of marketing communication.
What does radical connection mean in marketing?
Radical comes from the Latin word “radicalis”, which means “something that has roots”. The noun is radix and in English it means “root”. I really like this image of something being rooted in the context of creating connections.
If you wanted to act in a purely tactical manner (e.g. when you’re hoping to make a sales transaction), as a company you would aim to create the impression that you’re interested in developing a personal connection. However, it’s much more effective when you actually mean it and when this focus on connection becomes part of your company’s culture and takes up root.
The new trio in the AMA Hall of Fame
On 17 May 2018 the American Marketing Association (AMA) honoured three people by entering them in the AMA Hall Of Fame.
- Lee Clow, who orchestrated marketing for Apple together with Steve Jobs
- Esther Lee, Global Chief Marketing Officer of MetLife (insurance company)
- Seth Godin, a bestselling author 18 times over. He’s the person I enjoy learning about marketing from the most.
Allen Adamson from Forbes spoke with all three inductees (here’s a link to his article: Lee Clow, Seth Godin And Esther Lee 2018 AMA Hall Of Fame Inductees Share Nonstop Marketing Success)
In the article, Lee Clow says:
“The people who can find the simple, honest human connections in their brand building are the ones who will be most successful.”
The other two inductees expressed similar thoughts.
“Marketing continues to be not about you, or your product, it’s about them.”
“… the key to marketing is really understanding the fundamental hopes, fears, and dreams of customers…”
Connection is the key to everything
This echoes my thoughts about connecting with people and the idea of radical connection.
Since realising just how powerful content marketing can be as a tool, I’ve developed a great passion for encouraging companies to connect with people. However, as a freelancer, I was not as successful as I had wished to be in my mission of helping companies to achieve higher-level relationships. That’s the main reason why a year ago I started working exclusively on my new business.
It’s aimed at companies whose managers and leaders feel, believe or even know that deep-rooted relationships will result in better business.
These leaders want their companies to connect with people instead of merely seeing them as potential customers for a quick sale.
Yes or no
So if you need to make a marketing decision and you’re uncertain about the right way forward, just ask yourself one question: Does it help you to make radical connections?
Yes or no.