The Way We Build Connections Has Changed

I’ve been fortunate enough to build relationships with people I’ve known for more than two decades. Those connections have taught me that real business has always been built on trust, loyalty, and genuine support.

These days, though, I often find myself watching product launches and wondering how much the business landscape has changed. So many brands fill their launch events with influencers because they have large followings. The goal isn’t necessarily to attract customers or investors—it’s to create social media buzz.

But here’s the question I keep asking myself: how many of those people would actually pull out their credit card and buy the product? How many would invest in the business, pre-order, or become long-term customers?

Ironically, the people who may seem less “relevant” online are often the ones who genuinely believe in your vision. They’re the ones who show up, spend money, refer friends, and become loyal supporters. Those are the people who help businesses survive long after the Instagram stories disappear.

Somewhere along the way, it feels like we’ve started inviting people to be seen instead of inviting people who truly believe.

Perhaps I’m old school, but I’ve always believed that relationships are worth more than reach. I’d rather have ten loyal supporters than a hundred people chasing the perfect photo opportunity.

This shift in priorities is one of the reasons I eventually walked away from my public relations company. I realised the industry had become increasingly focused on appearances and online influence, while I still believed in authentic relationships, investing in people, and building communities that lasted beyond a social media post.

Influence has its place, and there’s no denying that creators can play an important role in marketing. But I hope businesses never lose sight of the people who genuinely support them—the customers who buy, the advocates who recommend them, and the relationships that are built on loyalty rather than likes.

Because when the launch party is over and the cameras stop rolling, it’s those genuine supporters who keep a business alive.