Nobody Cares About Your Equipment (And That’s a Good Thing)
Nobody cares about your setup. Seriously.
Your clients don’t remember your CRM — they remember how you made them feel.
Your team doesn’t care about your org chart — they care whether their contributions are noticed and their voices matter.
They care about how you make them feel.
When a client hires you, they’re not buying a product or a process. They’re buying relief. Confidence. Trust.
When an employee shows up to work, they’re not looking for a fancy workflow diagram. They want to feel like they matter.
So let’s flip the focus. Instead of obsessing over what you offer, spend more time thinking about how people experience you.
Ask yourself: How do they feel when they interact with us?
The 5 Pillars of Human Connection
Here’s a framework to help guide that reflection. These five pillars are what people really want from any relationship — client or employee:
To feel understood
To feel like they belong
To feel like they matter (they’re special)
To feel some sense of control
To believe they can grow or reach their potential
These are foundational to building loyalty, creating a healthy workplace, and honestly, just being the kind of business (and human) people want to be around.
Let’s break it down with a few examples:
1. Do They Feel Understood?
You could be selling event photography, tax prep, or interior design — if the client doesn’t feel like you get their challenge, they’re not going to trust your solution.
Instead of: “Here’s what we offer.”
Try: “Tell me what’s been frustrating about past experiences. Let’s fix that.”
Same goes for employees. Do you know what actually stresses them out at work? What lights them up? Are you listening — and adjusting?
2. Do They Feel Like They Belong?
People don’t want to feel like outsiders. A small welcome ritual, personal introduction to the team, or even a warm confirmation email can make a big difference.
Example: A designer sends a short, personalized video to introduce herself (and sometimes her team) to new inquiries. She thanks the potential client for reaching out and shares a quick preview of what it’s like to work together. This simple gesture helps build trust quickly and has even improved her inquiry-to-booking rate — because clients feel an instant connection before the first meeting.
With your staff, belonging might look like a group chat that celebrates personal wins, not just company ones. Or a simple “I’m glad you’re here” during a 1:1.
3. Do They Feel Like They Matter?
You don’t need to roll out a red carpet. But a little recognition goes a long way. For customers, that could be a quick follow-up message:
“Just thinking about your project today — hope all is going well!”
For your team? Don’t just give praise during review season. Celebrate the little things.
"Hey, I saw how you handled that difficult call. You made them feel heard. That matters."
4. Do They Feel in Control?
Nobody likes to feel at the mercy of a company’s processes. Giving options — even small ones — builds trust.
“Would you prefer a weekly update by email or a quick check-in call?”
Let employees choose how they tackle projects when it makes sense. Give them a little room to own their outcomes. Autonomy = confidence.
5. Do They Believe They Can Grow?
People want to feel like working with you helps them move forward. That could mean:
Teaching clients how to get better results with your product
Offering employees opportunities to cross-train or learn a new skill
Letting people see a path to something bigger
If your business feels like a dead-end, they won’t stick around — no matter how “cool” your offering is.
Bottom Line?
Nobody cares about your tech stack.
They care about how you make them feel when they work with you.
If your brand or business consistently hits on these five pillars, the loyalty will follow — not because you pushed hard, but because you connected.
Want to put these ideas into action?
Download the free Human Connection Playbook for real-world examples, worksheets, and a 10-day challenge to bring it to life:
