1 00:00:00,333 --> 00:00:01,833 If you've been watching AI roll through 2 00:00:01,833 --> 00:00:04,333 every industry and wondering what's left, 3 00:00:04,625 --> 00:00:06,833 what's my edge, what can't be automated, 4 00:00:07,166 --> 00:00:08,416 this episode is for you. 5 00:00:08,666 --> 00:00:10,625 Because the answer isn't more tech, it's 6 00:00:10,625 --> 00:00:11,583 actually the opposite. 7 00:00:12,083 --> 00:00:13,250 And I'm gonna walk you through three 8 00:00:13,250 --> 00:00:15,333 simple, intentional things you can start 9 00:00:15,333 --> 00:00:18,000 doing this week to deepen relationships 10 00:00:18,000 --> 00:00:19,291 with your best customers. 11 00:00:19,583 --> 00:00:19,750 The 12 00:01:05,958 --> 00:01:08,208 was, sitting in a theater, watching the 13 00:01:08,208 --> 00:01:09,916 Super Mario Brothers premiere. 14 00:01:10,416 --> 00:01:13,750 It was me, my son, my brother-in-law, and 15 00:01:13,750 --> 00:01:15,375 my nephew, the four of us. 16 00:01:15,833 --> 00:01:18,291 Now my bank, because of all the business 17 00:01:18,708 --> 00:01:20,541 and charity accounts that my wife and I 18 00:01:20,541 --> 00:01:23,750 have, assigned us a personal advisor. 19 00:01:24,250 --> 00:01:25,083 And his name is Adrian. 20 00:01:25,500 --> 00:01:28,083 And he handles all of our bank account 21 00:01:28,083 --> 00:01:30,500 information, our business information, 22 00:01:30,500 --> 00:01:31,250 all that kind of stuff. 23 00:01:31,583 --> 00:01:33,416 And it's just like a private service. 24 00:01:33,625 --> 00:01:35,958 So if I want anything, instead of going 25 00:01:35,958 --> 00:01:37,958 to the bank, I just go to Adrian and 26 00:01:37,958 --> 00:01:39,083 Adrian handles it all. 27 00:01:39,250 --> 00:01:41,416 It's actually created a lot of 28 00:01:41,416 --> 00:01:43,583 convenience for us because in the past, 29 00:01:43,583 --> 00:01:46,583 if we had to send bank wires over for our 30 00:01:46,583 --> 00:01:48,250 charity as an example, we'd have to go 31 00:01:48,250 --> 00:01:50,458 into the bank and you have to show ID, 32 00:01:50,458 --> 00:01:51,666 you have to do all this kind of stuff, 33 00:01:51,958 --> 00:01:53,958 now with Adrian, we just call him and 34 00:01:53,958 --> 00:01:54,833 say, hey, can you wire 35 00:01:54,833 --> 00:01:56,500 this amount to this account? 36 00:01:56,750 --> 00:01:57,666 And boom, it's all handled. 37 00:01:58,000 --> 00:01:59,500 So that's an example, like it's just a 38 00:01:59,500 --> 00:02:00,666 different level of service. 39 00:02:01,208 --> 00:02:02,875 Now, I share all that as background 40 00:02:02,875 --> 00:02:05,083 because the bank invited us 41 00:02:05,083 --> 00:02:07,708 to this VIP movie premiere. 42 00:02:08,083 --> 00:02:10,708 And it included free tickets, free drink, 43 00:02:11,083 --> 00:02:13,250 popcorn, and candy for each of us. 44 00:02:13,666 --> 00:02:15,541 So when you do the math on this, it's 45 00:02:15,541 --> 00:02:20,000 roughly $160 to $170 for the four of us 46 00:02:20,000 --> 00:02:22,875 because the popcorn, the drink, and the 47 00:02:22,875 --> 00:02:25,041 candy, it was a combo, that was like 23 48 00:02:25,041 --> 00:02:26,500 bucks by itself plus tax. 49 00:02:27,125 --> 00:02:30,250 Then you got the ticket to each of the, 50 00:02:30,250 --> 00:02:31,208 for us, for the movies, 51 00:02:31,666 --> 00:02:33,166 like it was pricey, right? 52 00:02:33,541 --> 00:02:35,875 Now, take that in for the four of us, 53 00:02:35,875 --> 00:02:38,250 then there was about 100 families there. 54 00:02:38,625 --> 00:02:41,125 So the bank, they're putting in a real 55 00:02:41,125 --> 00:02:42,625 investment here and there 56 00:02:42,625 --> 00:02:45,333 was no business going on here. 57 00:02:45,541 --> 00:02:47,666 Like there was no, you know, we had to do 58 00:02:47,666 --> 00:02:49,083 this or we had to do that or we had to 59 00:02:49,083 --> 00:02:49,833 sign up for this account 60 00:02:49,833 --> 00:02:50,583 and there was none of that. 61 00:02:50,583 --> 00:02:51,583 There was no transaction. 62 00:02:52,166 --> 00:02:53,166 It was just a pure 63 00:02:53,166 --> 00:02:55,000 investment in relationships. 64 00:02:55,625 --> 00:02:58,500 Now, while I was there, I saw Adrian and 65 00:02:58,500 --> 00:03:00,291 we had like a five, 10 minute chat. 66 00:03:00,291 --> 00:03:01,250 It was super short. 67 00:03:01,541 --> 00:03:02,125 We were catching up 68 00:03:02,125 --> 00:03:03,083 about a bunch of things. 69 00:03:03,083 --> 00:03:05,083 He's, you know, about to run a marathon. 70 00:03:05,083 --> 00:03:06,000 So we were chatting about that because 71 00:03:06,000 --> 00:03:06,958 that's something that I've 72 00:03:06,958 --> 00:03:08,291 got on my calendar as well. 73 00:03:08,833 --> 00:03:09,791 And then we just got chatting about 74 00:03:09,791 --> 00:03:11,750 business and I asked him, I said, "Hey, 75 00:03:11,916 --> 00:03:14,375 has AI impacted what you do?" 76 00:03:15,250 --> 00:03:16,750 And he paused for a second, then he 77 00:03:16,750 --> 00:03:18,083 looked at me and he said, "Not really." 78 00:03:18,541 --> 00:03:19,833 He said, "Because everything I do is 79 00:03:19,833 --> 00:03:22,916 based on relationships and AI can't 80 00:03:22,916 --> 00:03:23,916 replace relationships." 81 00:03:25,083 --> 00:03:26,291 That's when the light bulb went off for 82 00:03:26,291 --> 00:03:28,958 me because here we were, there was four 83 00:03:28,958 --> 00:03:31,500 of us from our family sharing a memory 84 00:03:31,500 --> 00:03:33,333 and Adrian was the reason. 85 00:03:33,916 --> 00:03:36,416 And that 10 minute chat, well, yeah, in 86 00:03:36,416 --> 00:03:38,250 the midst of that, I talked to him about 87 00:03:38,250 --> 00:03:40,041 setting me up with a tax strategist 88 00:03:40,208 --> 00:03:42,375 because Amy and I want to get more tax 89 00:03:42,375 --> 00:03:44,333 efficient and we actually need that. 90 00:03:44,333 --> 00:03:45,250 And he's like, "Sure, no problem. 91 00:03:45,250 --> 00:03:46,000 I can help hook that 92 00:03:46,000 --> 00:03:46,791 up for you next week." 93 00:03:47,208 --> 00:03:48,125 Now here's the bottom line. 94 00:03:48,666 --> 00:03:50,625 Relationships are the one 95 00:03:50,625 --> 00:03:52,875 moat that AI can't cross. 96 00:03:53,416 --> 00:03:55,500 And in this episode, I want to show you 97 00:03:55,500 --> 00:03:57,375 exactly how to build yours. 98 00:03:58,041 --> 00:03:59,416 And there are really three 99 00:03:59,416 --> 00:04:02,291 relationship key factors. 100 00:04:02,625 --> 00:04:04,875 now the big idea here is that the more 101 00:04:04,875 --> 00:04:07,416 the world automates, the more rare and 102 00:04:07,416 --> 00:04:09,083 therefore valuable that 103 00:04:09,083 --> 00:04:10,250 human connection becomes. 104 00:04:10,708 --> 00:04:12,166 Now there's research to back this up. 105 00:04:12,958 --> 00:04:16,125 Bain and company found a 5% increase in 106 00:04:16,125 --> 00:04:17,750 customer retention can 107 00:04:17,750 --> 00:04:21,291 boost profits by 25 to 95%. 108 00:04:22,416 --> 00:04:23,125 So just think of that. 109 00:04:23,416 --> 00:04:25,916 A small increase in customer retention 110 00:04:26,291 --> 00:04:27,958 can have a big increase 111 00:04:27,958 --> 00:04:29,166 in bottom line profits. 112 00:04:29,916 --> 00:04:31,500 Now there was research coming out of 113 00:04:31,500 --> 00:04:33,416 Cornell as well that suggested 114 00:04:33,416 --> 00:04:37,833 face-to-face requests are 34 times more 115 00:04:37,833 --> 00:04:39,250 effective than email. 116 00:04:39,750 --> 00:04:42,291 And the Harvard Business Review on the 117 00:04:42,291 --> 00:04:44,166 experience economy found that people 118 00:04:44,166 --> 00:04:47,000 remember how you made them feel long 119 00:04:47,000 --> 00:04:49,125 after they've forgotten what you said. 120 00:04:49,666 --> 00:04:52,041 So the more the world automates, the 121 00:04:52,041 --> 00:04:54,791 rarer human connection becomes and 122 00:04:54,791 --> 00:04:57,333 therefore the more valuable it becomes. 123 00:04:57,916 --> 00:05:00,583 So what this tells you and me is simple. 124 00:05:00,833 --> 00:05:02,500 If you wanna build something that lasts, 125 00:05:02,916 --> 00:05:04,541 go where AI can't follow. 126 00:05:04,833 --> 00:05:06,083 Go deeper with the 127 00:05:06,083 --> 00:05:07,875 people that you already serve. 128 00:05:08,208 --> 00:05:10,875 so here's relationship idea number one, 129 00:05:11,208 --> 00:05:13,041 the experience touch point. 130 00:05:13,416 --> 00:05:15,708 I wanna encourage you to create a shared 131 00:05:15,708 --> 00:05:17,291 in-person moment that your 132 00:05:17,291 --> 00:05:18,958 customer can't get anywhere else. 133 00:05:19,375 --> 00:05:20,541 So what did the bank do right? 134 00:05:20,916 --> 00:05:22,375 Well, they didn't just host an event, 135 00:05:22,375 --> 00:05:24,500 they created a family memory. 136 00:05:24,875 --> 00:05:26,583 And that's the key insight here because 137 00:05:26,583 --> 00:05:27,583 family friendly 138 00:05:27,583 --> 00:05:30,500 dramatically increases their yes rate. 139 00:05:30,791 --> 00:05:31,041 Why? 140 00:05:31,416 --> 00:05:33,833 Because it's not competing with family 141 00:05:33,833 --> 00:05:35,708 time, it is family time. 142 00:05:36,083 --> 00:05:38,666 And so if this were on like a regular 143 00:05:38,666 --> 00:05:40,625 weeknight, I likely wouldn't have been 144 00:05:40,625 --> 00:05:42,916 able to go because kids have got practice 145 00:05:42,916 --> 00:05:44,375 and we've got stuff going on. 146 00:05:44,750 --> 00:05:47,541 But because busy people, they say no to 147 00:05:47,541 --> 00:05:49,750 nights out because they wanna say yes to 148 00:05:49,750 --> 00:05:51,166 time with their family. 149 00:05:51,583 --> 00:05:53,333 But this was the perfect mix. 150 00:05:53,666 --> 00:05:55,041 This was on a Saturday 151 00:05:55,041 --> 00:05:58,250 morning and it was for the family. 152 00:05:58,500 --> 00:06:00,375 So we said yes, because now 153 00:06:00,375 --> 00:06:02,375 we can share it with our kids. 154 00:06:03,041 --> 00:06:04,791 Busy people say no to nights out, but 155 00:06:04,791 --> 00:06:07,375 they say yes to experiences that they can 156 00:06:07,375 --> 00:06:08,416 share with their kids. 157 00:06:08,916 --> 00:06:10,250 Now, how could you apply this? 158 00:06:10,583 --> 00:06:12,333 It could be movie premieres, ball games, 159 00:06:12,791 --> 00:06:15,250 theme park days, family picnics, like it 160 00:06:15,250 --> 00:06:16,250 doesn't have to be huge. 161 00:06:16,541 --> 00:06:17,833 It could just be a local thing. 162 00:06:18,083 --> 00:06:21,000 Like it doesn't matter what it is as long 163 00:06:21,000 --> 00:06:22,791 as it's intentional and 164 00:06:22,791 --> 00:06:24,500 it's crafted for the family. 165 00:06:25,041 --> 00:06:27,416 And if you're a B2B, you could bring the 166 00:06:27,416 --> 00:06:29,041 kids along, make it a Saturday morning 167 00:06:29,041 --> 00:06:29,958 thing just like the bank 168 00:06:29,958 --> 00:06:31,500 did, but make it unforgettable. 169 00:06:32,083 --> 00:06:33,125 And here's another key, 170 00:06:33,458 --> 00:06:34,708 don't make it a pitch event. 171 00:06:35,041 --> 00:06:36,416 Don't make it where people gotta listen 172 00:06:36,416 --> 00:06:37,916 to a sales pitch, there's no selling, 173 00:06:38,166 --> 00:06:40,083 it's just the experience because the 174 00:06:40,083 --> 00:06:43,041 relationship is the ROI. 175 00:06:43,416 --> 00:06:44,458 Is this making sense so far? 176 00:06:45,083 --> 00:06:45,291 Okay, 177 00:06:46,583 --> 00:06:47,541 relationship key number 178 00:06:47,541 --> 00:06:49,708 two, the care touch point. 179 00:06:50,458 --> 00:06:52,208 I wanna encourage you to reach out when 180 00:06:52,208 --> 00:06:54,416 life gets hard with zero agenda. 181 00:06:54,750 --> 00:06:57,000 Now this is an idea that our company 182 00:06:57,000 --> 00:06:58,541 implemented when the 183 00:06:58,541 --> 00:07:00,083 hurricanes were hitting the US. 184 00:07:00,583 --> 00:07:02,500 They were hitting the US hard and there 185 00:07:02,500 --> 00:07:03,208 were a lot of people 186 00:07:03,208 --> 00:07:05,500 and families in danger. 187 00:07:06,041 --> 00:07:08,041 And so what we did was we pulled a list 188 00:07:08,041 --> 00:07:10,666 of every customer in the affected areas. 189 00:07:11,125 --> 00:07:13,125 And then we sent a simple note and we 190 00:07:13,125 --> 00:07:13,916 said, "We're thinking 191 00:07:13,916 --> 00:07:15,333 of you, are you safe?" 192 00:07:16,208 --> 00:07:18,416 What we didn't do was we didn't attach a 193 00:07:18,416 --> 00:07:20,291 discount or we didn't make a pitch and we 194 00:07:20,291 --> 00:07:21,166 didn't ask for anything. 195 00:07:21,666 --> 00:07:23,791 But what happened was that people felt 196 00:07:23,791 --> 00:07:25,375 seen, they felt heard 197 00:07:25,375 --> 00:07:26,541 and they felt remembered. 198 00:07:27,166 --> 00:07:28,250 So why does this work? 199 00:07:28,666 --> 00:07:30,666 Well, most companies only reach out when 200 00:07:30,666 --> 00:07:32,666 they want something, but you stand out 201 00:07:32,666 --> 00:07:35,166 simply by caring when others don't. 202 00:07:35,708 --> 00:07:37,041 People don't remember your marketing, 203 00:07:37,333 --> 00:07:38,416 they remember how you 204 00:07:38,416 --> 00:07:39,666 showed up when it mattered. 205 00:07:40,166 --> 00:07:41,541 So how do you apply this? 206 00:07:41,875 --> 00:07:44,000 Well, watch the news for what's affecting 207 00:07:44,000 --> 00:07:46,000 your customer base, whether it's weather, 208 00:07:46,416 --> 00:07:48,875 economy, industry shifts, whatever it is. 209 00:07:49,208 --> 00:07:50,916 Keep your customer list organized by 210 00:07:50,916 --> 00:07:52,875 location and life stage. 211 00:07:53,416 --> 00:07:55,666 And a two sentence message is plenty. 212 00:07:56,250 --> 00:07:57,166 Don't overthink it. 213 00:07:57,416 --> 00:07:59,666 We immediately got replies from that 214 00:07:59,666 --> 00:08:01,333 hurricane message from people just 215 00:08:01,333 --> 00:08:03,083 letting us know that they were safe or 216 00:08:03,083 --> 00:08:04,791 what their situation was or 217 00:08:04,791 --> 00:08:06,041 how we might be able to help. 218 00:08:06,416 --> 00:08:09,208 But point blank is that people felt cared 219 00:08:09,208 --> 00:08:11,291 for and it deepened the relationship. 220 00:08:11,875 --> 00:08:13,625 All right, relationship tip number three, 221 00:08:13,958 --> 00:08:15,333 the intimate touch point. 222 00:08:16,166 --> 00:08:17,708 Here is where I wanna encourage you to 223 00:08:17,708 --> 00:08:20,541 create small, high value gatherings for 224 00:08:20,541 --> 00:08:21,833 your best customers. 225 00:08:22,375 --> 00:08:23,916 We're actually doing that this year. 226 00:08:24,375 --> 00:08:25,875 See, once a month, we open up our 227 00:08:25,875 --> 00:08:26,708 calendar for what we 228 00:08:26,708 --> 00:08:28,250 call a mini mastermind. 229 00:08:28,708 --> 00:08:30,208 And what we've done is we've sent out 230 00:08:30,208 --> 00:08:31,958 invites to everybody in our 231 00:08:31,958 --> 00:08:34,083 highest level masterminds. 232 00:08:34,083 --> 00:08:35,875 These are all people that are running six 233 00:08:35,875 --> 00:08:38,250 figure memberships or above or in our 234 00:08:38,250 --> 00:08:40,041 highest level mastermind, that's impact. 235 00:08:40,416 --> 00:08:42,541 These are all people running seven figure 236 00:08:42,541 --> 00:08:44,083 plus membership businesses. 237 00:08:44,541 --> 00:08:45,666 So these are our best, 238 00:08:45,958 --> 00:08:47,500 highest, most valued customers. 239 00:08:48,083 --> 00:08:49,458 And so what we did is we sent out an 240 00:08:49,458 --> 00:08:50,416 invite to everybody. 241 00:08:50,416 --> 00:08:51,291 It's an open door. 242 00:08:51,708 --> 00:08:53,416 And once a month, we 243 00:08:53,416 --> 00:08:55,083 have a mini mastermind. 244 00:08:55,375 --> 00:08:56,333 But it's only available 245 00:08:56,333 --> 00:08:57,916 for four people for the day. 246 00:08:58,416 --> 00:09:00,375 And what we do is we do two hot seat 247 00:09:00,375 --> 00:09:02,833 interviews in the morning and two hot 248 00:09:02,833 --> 00:09:04,500 seat interviews in the afternoon. 249 00:09:04,875 --> 00:09:07,375 So what I do is I record with them. 250 00:09:07,833 --> 00:09:09,250 And that typically becomes 251 00:09:09,250 --> 00:09:11,000 one of our podcast episodes. 252 00:09:11,458 --> 00:09:14,000 So they get lots of exposure that way. 253 00:09:14,458 --> 00:09:15,875 And that also goes on YouTube. 254 00:09:16,166 --> 00:09:17,166 So they love it, right? 255 00:09:17,250 --> 00:09:18,958 So they get the podcast and the YouTube. 256 00:09:19,583 --> 00:09:20,791 And then we do two of those in the 257 00:09:20,791 --> 00:09:22,125 morning, two of those in the afternoon. 258 00:09:22,333 --> 00:09:23,958 And then over lunch, which is like, we 259 00:09:23,958 --> 00:09:25,000 usually make it a little longer. 260 00:09:25,000 --> 00:09:26,666 So it's usually like an hour and a half. 261 00:09:27,041 --> 00:09:28,416 We do a mini mastermind. 262 00:09:29,000 --> 00:09:31,750 And it's where they get my eyes and ears 263 00:09:31,833 --> 00:09:33,500 directly on what they're building. 264 00:09:33,500 --> 00:09:35,291 And plus they get the feedback of others 265 00:09:35,708 --> 00:09:36,833 that are there with them. 266 00:09:37,250 --> 00:09:38,875 And it's like really intimate. 267 00:09:38,875 --> 00:09:41,541 So it's a lot like if I were to do a VIP 268 00:09:41,541 --> 00:09:44,041 day, but you know, much more condensed. 269 00:09:44,541 --> 00:09:46,166 So it's super valuable for them. 270 00:09:46,458 --> 00:09:48,291 And it feels really intimate. 271 00:09:48,625 --> 00:09:50,416 If we were to have like 40 people there, 272 00:09:50,416 --> 00:09:51,375 it would feel like a conference. 273 00:09:51,625 --> 00:09:53,083 This is really intimate. 274 00:09:53,500 --> 00:09:55,458 And certainly they get to connect with 275 00:09:55,458 --> 00:09:56,500 the others that are in 276 00:09:56,500 --> 00:09:57,375 that mini mastermind. 277 00:09:57,375 --> 00:09:58,500 They get a lot of time with me. 278 00:09:58,791 --> 00:10:01,500 And they also get to meet our team and 279 00:10:01,500 --> 00:10:02,416 see that they're real 280 00:10:02,416 --> 00:10:03,500 people and they care. 281 00:10:04,000 --> 00:10:06,208 And a lot of times these people have been 282 00:10:06,208 --> 00:10:07,875 interacting with our team, but they just 283 00:10:07,875 --> 00:10:08,916 never met them in person. 284 00:10:08,916 --> 00:10:10,375 So it's a great opportunity for that. 285 00:10:10,875 --> 00:10:12,833 But bottom line is they walk away feeling 286 00:10:12,833 --> 00:10:16,000 seen and they have connected to each 287 00:10:16,000 --> 00:10:17,250 other and to our team. 288 00:10:17,791 --> 00:10:20,791 See small equals deep, four people feels 289 00:10:20,791 --> 00:10:22,500 intimate. 40 would 290 00:10:22,500 --> 00:10:23,333 feel like a conference. 291 00:10:23,958 --> 00:10:25,958 And so this is how you deepen 292 00:10:25,958 --> 00:10:27,583 relationships with your best customers. 293 00:10:27,958 --> 00:10:29,083 The ones worth an 294 00:10:29,083 --> 00:10:31,041 outsized investment of your time. 295 00:10:31,416 --> 00:10:32,708 So here's what I suggest you do. 296 00:10:32,958 --> 00:10:34,291 your top 10, 20 customers. 297 00:10:34,666 --> 00:10:35,791 Invite them to something small. 298 00:10:36,166 --> 00:10:38,291 Even if it's a virtual hot seat, a dinner 299 00:10:38,291 --> 00:10:40,125 where you're in their city, or a 300 00:10:40,125 --> 00:10:41,541 quarterly Zoom in a tiny 301 00:10:41,541 --> 00:10:44,083 group, the key word here is small. 302 00:10:44,458 --> 00:10:46,625 And resist the urge to scale it. 303 00:10:46,916 --> 00:10:48,375 Another good example of this by the way 304 00:10:48,500 --> 00:10:49,916 is my friend Dan Martell. 305 00:10:50,916 --> 00:10:52,375 Last year he did a 306 00:10:52,375 --> 00:10:55,375 virtual mini mastermind lunch. 307 00:10:55,958 --> 00:10:56,875 And it was literally 308 00:10:56,875 --> 00:10:58,750 two hours long, virtual. 309 00:10:59,375 --> 00:11:02,000 And he invited four to five other people. 310 00:11:02,000 --> 00:11:03,625 So it was really small and intimate. 311 00:11:03,916 --> 00:11:05,583 And it was very focused 312 00:11:05,583 --> 00:11:07,000 on a particular topic. 313 00:11:07,291 --> 00:11:08,833 So it doesn't have to be in person. 314 00:11:09,250 --> 00:11:10,291 It can be virtual. 315 00:11:11,375 --> 00:11:12,333 it is the higher the perceived value. 316 00:11:12,791 --> 00:11:15,833 The key word here is small. 317 00:11:16,416 --> 00:11:17,625 Resist the urge to scale it. 318 00:11:17,833 --> 00:11:20,083 Now, some of you are gonna listen to this 319 00:11:20,083 --> 00:11:20,500 and you're gonna 320 00:11:20,500 --> 00:11:21,583 think, is this efficient? 321 00:11:22,166 --> 00:11:22,916 No, it's not. 322 00:11:23,250 --> 00:11:24,333 And it's not supposed to be. 323 00:11:24,541 --> 00:11:26,291 It's supposed to be intentional. 324 00:11:26,833 --> 00:11:28,375 And that's one through 325 00:11:28,375 --> 00:11:30,458 line of all of these ideas. 326 00:11:31,083 --> 00:11:31,500 Intention. 327 00:11:31,916 --> 00:11:33,291 They don't happen by accident. 328 00:11:33,291 --> 00:11:34,125 You have to literally 329 00:11:34,125 --> 00:11:35,166 put them on the calendar. 330 00:11:35,458 --> 00:11:37,666 And you have to build the list and you 331 00:11:37,666 --> 00:11:39,000 have to pick up the phone. 332 00:11:39,458 --> 00:11:40,416 Relationships don't deepen by accident. 333 00:11:40,458 --> 00:11:43,416 They deepen on purpose. 334 00:11:43,875 --> 00:11:45,958 So what you and I need to focus on is 335 00:11:45,958 --> 00:11:48,125 being intentional about the touch points 336 00:11:48,125 --> 00:11:50,083 that AI cannot replicate. 337 00:11:50,500 --> 00:11:52,208 So as we look to wrap this up, here's 338 00:11:52,208 --> 00:11:52,958 what I want you to do 339 00:11:52,958 --> 00:11:53,875 before the end of the week. 340 00:11:54,250 --> 00:11:55,541 I want you to pick one of 341 00:11:55,541 --> 00:11:57,625 these three relationship ideas. 342 00:11:57,625 --> 00:11:58,041 Just one. 343 00:11:58,458 --> 00:12:00,791 And then just take a small action on it. 344 00:12:01,083 --> 00:12:02,625 Maybe it's the experience touch point. 345 00:12:02,916 --> 00:12:03,833 Start brainstorming an event that would be family friendly 346 00:12:03,958 --> 00:12:06,166 for your best customers. 347 00:12:06,708 --> 00:12:08,875 Maybe it's the care touch point where you 348 00:12:08,875 --> 00:12:11,250 pull a list of 10 customers you haven't 349 00:12:11,250 --> 00:12:13,750 spoken to in six months and send them a 350 00:12:13,750 --> 00:12:14,791 I'm thinking of you note. 351 00:12:15,208 --> 00:12:17,125 Or maybe it's the intimate touch point 352 00:12:17,125 --> 00:12:19,000 where you block one day on your calendar 353 00:12:19,000 --> 00:12:21,208 over the next quarter and invite three or 354 00:12:21,208 --> 00:12:22,208 four of your top 355 00:12:22,208 --> 00:12:23,583 customers for a small gathering. 356 00:12:24,083 --> 00:12:27,208 Just pick one of these relationship ideas 357 00:12:27,208 --> 00:12:29,583 and take one small action. 358 00:12:29,833 --> 00:12:30,791 And do it before the week is out. 359 00:12:30,916 --> 00:12:31,708 Now, 360 00:12:32,708 --> 00:12:35,583 as we wrap up, of course, I'd love for 361 00:12:35,583 --> 00:12:37,333 you to rate and review the show because 362 00:12:37,333 --> 00:12:38,708 that is helping us 363 00:12:38,708 --> 00:12:40,208 climb the marketing charts. 364 00:12:40,541 --> 00:12:42,458 My friends, do you know that we are 365 00:12:42,458 --> 00:12:44,166 flying up the charts and it's all because 366 00:12:44,166 --> 00:12:46,708 of you rating the show, reviewing the 367 00:12:46,708 --> 00:12:48,166 show and sharing the show. 368 00:12:48,166 --> 00:12:49,000 So thank you so much. 369 00:12:49,500 --> 00:12:51,458 And as always, you know you can find the 370 00:12:51,458 --> 00:12:53,333 show notes in the link 371 00:12:53,333 --> 00:12:54,833 below or not in the link. 372 00:12:55,375 --> 00:12:56,458 Yeah, I guess it's in 373 00:12:56,458 --> 00:12:58,000 the show description. 374 00:12:58,458 --> 00:13:00,083 It's in the show description. It's in the show description. 375 00:13:01,166 --> 00:13:04,791 And I want you to know that we value you 376 00:13:04,791 --> 00:13:06,250 and our relationship with you. 377 00:13:06,708 --> 00:13:08,333 And honestly, at the end of the day, 378 00:13:08,666 --> 00:13:11,208 these relationships, this is the moat 379 00:13:11,208 --> 00:13:13,916 that AI cannot cross and that is the 380 00:13:13,916 --> 00:13:15,958 human connectedness and the 381 00:13:15,958 --> 00:13:17,125 relationships that we have. 382 00:13:17,541 --> 00:13:18,125 And there's three 383 00:13:18,125 --> 00:13:19,708 simple ways to deepen it. 384 00:13:19,750 --> 00:13:22,500 One, through the experience, create a 385 00:13:22,500 --> 00:13:24,375 shared in-person moment, especially 386 00:13:24,375 --> 00:13:25,916 family friendly ones. 387 00:13:26,208 --> 00:13:27,333 Number two, care. 388 00:13:27,958 --> 00:13:28,958 Reach out when life is 389 00:13:28,958 --> 00:13:30,333 hard with zero agenda. 390 00:13:30,916 --> 00:13:31,958 And three, intimacy. 391 00:13:32,750 --> 00:13:33,791 Host small gatherings 392 00:13:33,791 --> 00:13:35,166 for your best customers. 393 00:13:35,708 --> 00:13:37,166 All three come down 394 00:13:37,166 --> 00:13:38,583 to one word, intention. 395 00:13:39,333 --> 00:13:41,500 And if you think about Adrian's quote 396 00:13:41,500 --> 00:13:42,833 that I shared with you at the very 397 00:13:42,833 --> 00:13:45,041 beginning, AI can't 398 00:13:45,041 --> 00:13:46,583 replace relationships. 399 00:13:47,291 --> 00:13:49,750 AI can copy your content, but it can't 400 00:13:49,750 --> 00:13:51,208 copy the way you care. 401 00:13:51,583 --> 00:13:53,666 The more automated the world becomes, the 402 00:13:53,666 --> 00:13:55,833 more human you have to be. 403 00:13:56,250 --> 00:13:57,250 Thanks for listening, my friend.