Connection Is Key

What have you missed most over lockdown and the ongoing restrictions?

A pint with friends?  Maybe you’ve not been able to see loved ones? Perhaps you’re a real gym bunny or have missed your regular pamper sessions?

For me it’s been live music.

Whether it’s gigs, festivals, or the dance floor; live music feeds my soul – and I’ve been hungry for far too long now!

So, the recent news about it being likely that live events won’t need to implement social distancing following the June open up date is one that put a huge smile on my face.

As more and more gigs get postponed for the 2nd year running, I was starting to dread that the festivals I have planned for the end of the summer had no chance of going ahead (it really hit me hard last year and put me in quite a dark place without realising it) and so this news gave a nice ray of hope.

Not just because of the sign that things are on the mend, but also because it means I can get back to experiencing the things I love the most in the way I love them the most.

But it got me thinking that although it’s been a real downer each time a gig has been postponed, I’ve had other options available to me.

Plenty of bands, artists and DJ’s that I love have been actively putting out live streams, but I’ve not really engaged with them in the way I could have done.

There’s been a few daytime pod-based events with DJ’s I love - and I’ve not jumped on those either.

I’ve realised it because it’s not just the music I crave, it’s the experience.

And more specifically the shared experience.

And more specifically than that, the shared experience with strangers.

People who don’t feel like strangers because you’re connected by the common joy you feel at that moment in time. Everything else goes out the window because you’re there for one purpose alone.

The unspoken volumes that are communicated by a smile, nod of the head, or a shared boogie are more powerful than words could convey.

You see we all want to belong to something. It’s part of our nature. And, for me, that sense of belonging is never more joyous than on a dance floor.

And when we truly feel like we belong somewhere we can really be ourselves and have the most fun!

So, what’s this got to do with business?

And I’ve realised my passion for partnerships comes from the joy I get from human connection, both experiencing, witnessing, and facilitating it.

Because at the core of any collaboration is human connection.

I believe the most successful businesses are the ones that put that connection at the forefront.

Giving people something they can believe in and want to be a part of.

To belong to.

But real belonging, as has been made so clear to me over the last year or so, comes not just from loving a brand, but sharing that experience with others and feeling your part of a collective.

So, I ask you, what can you do in your business that helps build connection and a more collaborative experience for your customers, clients and stakeholders?

It could be as simple as sharing your customers stories, connecting them to each other where you think there’s a fit, or maybe taking it further and building a real community from within your contacts.

On the subject of connecting people, as restrictions are lifted, and many people will be craving a bit of human contact, could you get some key clients together over lunch or a social activity?

Is there an element of what you do that you could deliver in a group setting, either on going or a one off that gets people together?

Is there an element of your service that your contacts might find interesting to witness first hand in a more immersive way?

It all depends on what’s right for you and your brand, but one thing that remains constant is that a shared experience breeds a greater sense of loyalty amongst those involved, that will lead to longer lasting relationships, greater referrals and introductions, and a lot more fun – which is what it’s all about.

See you on the dance floor.