The Lost Art of Human Connection in Business: Why Technology Can't Replace a Handshake

"Representative... REPRESENTATIVE... REPRESENTATIVE!"

We've all been there, screaming into our phones, desperately trying to reach a human being through the maze of automated menus. Each mechanical response makes our blood pressure rise a little more. In our rush to embrace efficiency and automation, we've forgotten something fundamental: business is, and always has been, about people connecting with people.

Back in 1990, United Airlines ran a powerful commercial that still rings true today. In it, a CEO gathers his team to announce they've lost a valued client of 20+ years. The reason? "We used to do business with people. Now we're doing business with a phone and a fax machine." Three decades later, we're making the same mistake – just replace fax machines with chatbots, automated emails, and AI-generated responses.

Don't get me wrong – I understand the allure of technology. The promise of efficiency, scale, and 24/7 availability is tempting. But at what cost?

The Problem with Auto-Everything

Every day, my LinkedIn inbox fills with automated connection requests followed immediately by robotic pitches: "I help people..." or "I can solve your..." Here's the thing: how can you help me if you don't know me? How can you solve my problems if you've never taken the time to understand what keeps me up at night?

These drive-by pitches are the business equivalent of proposing marriage on a first date. They skip the crucial steps of building genuine relationships:

• Getting to know each other
• Understanding mutual values and goals
• Building trust through authentic interaction
• Demonstrating genuine interest and care

The Power of Slow Business

Yes, I said it. Slow business. While everyone else is trying to automate and accelerate, I'm advocating for something different: taking the time to build real connections. That means:

Making actual phone calls. Remember those? When a human voice answers, it's like finding an oasis in a desert of automation.

Scheduling 30-minute one-on-one conversations. No pitch, no agenda – just two people getting to know each other.

Meeting face-to-face when possible, whether through Zoom or, even better, in person. There's still nothing that replaces a firm handshake or the energy of sitting across a table from someone.

Building a Human-First Business

The choice is yours. You can build a business that prioritizes speed and automation, or one that values human connection and deeper relationships. I choose the latter. Here's why:

Long-term value trumps short-term efficiency. Yes, it takes more time to have real conversations and build genuine relationships. But these connections last. They weather tough times. They lead to referrals and partnerships that no automated system could generate.

Trust can't be automated. In an age of deepfakes and AI-generated content, authentic human interaction becomes even more valuable. People do business with those they know, like, and trust – and that takes time and genuine interaction.

Real problems need real conversations. The most valuable solutions often emerge from discussions where you can read between the lines, pick up on subtle cues, and adapt in real-time to what you're hearing.

The Path Forward

As we move further into this digital age, the businesses that maintain their humanity will stand out. They'll be the ones where:

• A real person answers the phone
• Leaders know their team members and clients by name
• Relationships are built through conversations, not conversions
• Solutions are crafted through understanding, not algorithms

So, which type of business do you want to build? One that prioritizes efficiency at all costs, or one that values the irreplaceable power of human connection?

Me? I'll keep making those phone calls. I'll keep having those one-on-one conversations. And I'll keep building a business where human connection isn't just a nice-to-have – it's the foundation of everything we do.

Because in the end, business isn't B2B or B2C. It's H2H – Human to Human. And no amount of technological advancement will change that fundamental truth. How do you connect?

Share your leadership story and how you connect with others on my podcast, Unstoppable Leadership Spotlight!

Let's make connecting in person the way to do business!