As the Marketing Companion podcast approaches a pivotal transition, I wanted to take a moment to share some raw reflections on a topic that I’ve skirted for most of my 13 years as host: the real, lasting value of relationships in our business—and in our lives.
The latest episode wasn’t just another deep-dive on marketing tactics or the latest technological leaps. It was a refreshing, at times vulnerable, conversation with my dear friend and marketing powerhouse Mathew Sweezey. Together, we explored what companionship and genuine connection really mean in marketing, and, more candidly, in my own journey.
Although Mathew works for Monks, named Ad Age magazine’s AI agency of the year, he is, and always has been, about the human relationship.
You can hear the complete podcast episode here:
Listen to Episode 330 of The Marketing Companion
Why I Avoided This Topic
I’ve never excelled at what people traditionally call “networking.” I tell stories about ducking out of cocktail parties packed with potential clients, all so I could have one meaningful dinner with an old friend. Frankly, I’ve always preferred deep, one-on-one conversations over the shallow hustle of business-card exchanges, where people look over your shoulder hunting for the next “important” contact.
Yet, time and again, friends (including Mathew) insist I’m actually good at relationships. The irony? Maybe I just don’t fit the conventional mold. My strongest connections often live far away, and for years I’ve felt a nagging sense that I haven’t done enough to build local, everyday friendships.
But this show — and the heartfelt sentiment Mathew shared — made me realize the other side of this narrative. Whether sitting by a fire sipping bourbon with close friends after years on the speaking circuit, or watching the tight-knit nature of the RISE community, it’s become clear: relationships are not a numbers game. They’re about depth, support, and showing up when it matters most.
The Only True Competitive Advantage
We swapped stories about brands that exemplify the power of real human touch. [Matthew Sweezy](/speakers/B) described how the CEO of an ultralight backpacking brand personally answers gear questions on Reddit, creating passionate customer loyalty. He told another memorable story about a gear retailer whose staff reached out after a sock order—not with a canned follow-up, but to genuinely ask, “Where are you headed on your next adventure?” That’s how you make a customer for life.
The data backs it up. After Backcountry.com introduced their “Gearheads” program—dedicated, knowledgeable staff providing personal advice—customer engagement and lifetime value soared by over 40%. The takeaway? In a world of AI, automation, and content velocity, the single thing your competitors truly cannot copy is how you treat people.
The Future: Humane Marketing
As we discussed the implications of rapidly advancing AI, another nuance came into focus: the line between human marketing and humane marketing. Increasingly, customers (even those who are hesitant with technology) would rather get a fast, caring resolution from artificial intelligence than be stuck on hold with indifferent customer service. Our real goal as marketers, then, is to deliver the most humane experience that solves problems kindly and efficiently, regardless of the source.
There was a poignant moment in our conversation when I reflected on my path, shifting from building things to building people. Author Arthur C. Brooks suggests that our greatest fulfillment later in life comes from nurturing, teaching, and mentoring. That’s where I find meaning now, and what I hope to do more of post-podcast.
Relationships, it turns out, have underpinned everything we’ve built on this show, even when they didn’t look like “networking” as the business world defines it. And if you’re out there feeling like I am — not quite wired for the cocktail circuit, but still hungry for connection — take heart. Your quiet, consistent loyalty and willingness to show up matter deeply to the people it touches.
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This episode is brought to you by Brevo (formerly Sendinblue). Brevo gives you the tools to attract, engage, and nurture customer relationships.
Now, any business can build automated customer experiences, email marketing workflows, and landing pages that guide your customers to your main message. We are here to support businesses successfully navigating their digital presence to strengthen their customer relationships.
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Illustration courtesy MidJourney
