In An AI-Driven World, Real-World Marketing Matters More Than Ever
When I first pitched the idea for the #IMAKEALIVING powered by FreshBooks event series, the goal was simple: bring business owners together to share what was really keeping them up at night. There were hundreds—if not thousands—of resources on starting a business, but very few places to turn when things got tough. What happens when your friends can’t refer you business anymore? When you feel like you’re all alone?
That’s where #IMAKEALIVING made a difference. It wasn’t just another networking event; it was a community. A space where entrepreneurs could connect, share struggles, and find solutions together. And guess what? It worked. Not only did it make an impact on attendees, but it also brought in new business. People connected with FreshBooks because they felt understood and supported.
For three years, we ran these events across North America, spanning cities from Los Angeles to Toronto, and they only ended because of the pandemic. But the lessons learned remain relevant: human connection is irreplaceable. We heard countless stories of business owners finding their next big opportunity, forming partnerships, and even discovering the emotional support they didn’t know they needed. The power of bringing people together in a meaningful way goes beyond transactions—it fosters trust, loyalty, and long-term success.
As Barbara Streisand famously sang, "People who need people are the luckiest people in the world." And it's true. In today's digital age, it's easy to get caught up in automation, but at the end of the day, businesses are built by and for people.
I’m not anti-AI, but I am pro-human. AI can optimize, analyze, and automate, but it can’t replace the power of a handshake, an eye-to-eye conversation, or the reassurance that you’re not alone on your entrepreneurial journey. More brands need to invest in their customers as people—not just data points.
A recent article highlighted how mystery and exclusivity can create intrigue around a brand and how live events provide invaluable first-party data in an era of increasing privacy restrictions. But beyond data, they create trust, relationships, and community—things technology can’t fully replicate.
A Harvard report found that 95% of people believe face-to-face meetings are key to successful, long-term professional relationships. A Yale study measuring brain activity confirmed that virtual meetings are far less engaging than their in-person counterparts. This reaffirms the importance of being present, actively listening, and fostering real engagement.
Takeaways for brands and entrepreneurs:
Cultivate community: People need spaces to share, learn, and support each other. Whether it’s through intimate gatherings, online forums, or pop-up experiences, creating a sense of belonging can set your brand apart.
Curate intentional partnerships: Align with brands and people who share your values. Long-term success is built on shared missions and trust.
Invest in real connection: AI can facilitate, but only humans can truly connect. Make sure your marketing strategy includes face-to-face interactions that reinforce relationships.
Be a resource, not just a vendor: Customers are looking for guidance, inspiration, and support—not just another product or service. Providing them with valuable content and opportunities to engage will deepen their connection to your brand.
The future of marketing belongs to those who embrace both technology and humanity. Because while AI is powerful, the most influential networks are still built on trust, empathy, and real-world connections. The brands that win will be the ones that understand this balance and prioritize meaningful engagement in a rapidly evolving digital landscape.
Oh and FreshBooks, lets bring back #IMAKEALIVING. I am ready to go on any notice!