Real connection is your ultimate growth strategy

The fastest way to grow isn’t to pump out more AI-generated content or send cold outreach at scale. It’s to build authentic, real-world connections that actually mean something to people.

I sat down with Joel Puthoff, Founder and CEO of Linxy, to talk about why human connection is becoming the last true differentiator in business. As AI floods every feed and digital space, people are craving something real. And brands that understand how to foster authentic community will be the ones that win.

Here’s what we covered and how you can put these ideas into action.

Human flourishing should be your North Star

Joel talked a lot about human flourishing, how businesses should focus less on transactional relationships and more on helping people feel seen, heard, and connected. The companies that make this their North Star will build long-term loyalty and trust.

Putting this into action:

  • Start every meeting by asking, “How does this help our customers flourish?”

  • Create spaces (physical or virtual) where customers can connect with each other, not just with your brand.

  • Build loyalty programs that reward community involvement, not just transactions.

Stop selling and start connecting

Joel shared how small businesses are becoming community hubs by investing in third place experiences. Think of your space as more than just a place to buy things. It should be where people gather, share ideas, and feel a sense of belonging.

Putting this into action:

  • Host regular events for your customers.. coffee meetups, product workshops, or local run clubs.

  • Partner with community leaders to bring new groups into your space.

Technology should get out of the way

We all know the feeling. Staring at our phones in a room full of people instead of talking to each other. The best technology makes human connection easier, then disappears. Joel calls this the “spark, not the interaction.” Your job is to create the conditions for people to meet and build relationships, not force it.

Putting this into action:

  • Design digital experiences that push people toward offline interaction.

  • Keep loyalty and community apps simple. Focus on creating value, not locking people into screens.

  • Make it easy for customers to share feedback directly in-person or through simple digital channels.

Community is the new customer experience strategy

Forget customer acquisition cost and funnel math for a second. When you build real communities around your brand, those people become your most loyal advocates. Joel shared examples of local businesses thriving simply by becoming the center of a community, not because they had the lowest prices, but because they had the strongest relationships.

Putting this into action:

  • Ask yourself: “What subcultures are my customers part of?” Design events and experiences around those interests.

  • Invest in long-term relationships over short-term transactions.

  • Make your space the go-to spot for niche groups. Think cycling clubs, startup meetups, or parenting groups.

Your business is only as strong as the energy it creates

Joel put it simply: energy is king. When your business is full of life, through authentic conversation, shared experiences, and a sense of belonging.. people come back. And they tell others.

Putting this into action:

  • Create small “surprise and delight” moments in your customer journey. Things that bring real joy, not just discounts.

  • Encourage your team to engage customers in real conversations. Go beyond the script.

  • Measure success by how many people want to be in your space, not just how many transactions happen there.

Wrapping up

If you want to build real loyalty and trust, focus on helping people connect with each other, don’t just focus on selling more stuff. Here are a few more ways to put these concepts into action:

  • Host a low-key event for your customers this month. No sales pitch. Just bring people together.

  • Start building a community calendar for your business. What subcultures could you support?

  • Audit your digital tools. Are they helping people connect, or just adding more noise?

  • Use the next meeting with your team to ask: “How are we helping our customers flourish?”

  • Replace one promotional campaign with a community-building initiative.

Onward & upward,

Drew

P.S. I share practical, no-fluff ideas each week to help you build better customer and employee experiences. Want to catch up on past editions? Head over to stealthx.co.