Restoring the Human Touch: The Compelling Power of Authenticity

I write about strategies to turn fans into customers and customers into fans. I also share ways to use real-time strategies to spread ideas, influence minds, and build business.


GrainPeople want to do business with other people. That’s been true since the beginning of time. A hundred years ago our great-grandparents knew the people who sold them hardware or shoes or chickens. There was a personal touch. If there was good service at a fair price and maybe a kind word and a smile, you had a business relationship that lasted for many years.

However, during the past several decades huge companies have been selling identical products to millions of people via mass media advertising on television, and in the process many companies have lost the human touch. Many smaller companies adopted the mass media approach model for their own markets. Advertising agencies were hired to develop “messages.” Salespeople memorized scripts. Top executives fretted about financials, but not about customers.

Now, buyers can interact with anyone who is active in social media. They can see what companies are doing. Who is engaged? Who will talk to me? Does anyone care?

With so many products available, experiences are becoming the differentiator at many organizations.

We’re back to a hundred years ago and the ability to converse with the person who is selling. What can you tell me about this bike? Is this wetsuit good for scuba diving too, or is appropriate only for surfing? Which Antarctica expedition is best for me?

An authentic encounter with a representative from a company in a sales or service situation humanizes an organization after decades of sameness.