Big brands like Amazon, Nike, Starbucks, and Southwest prove that relationships and community drive retention, referrals, and growth. Jim breaks down how they scale connection customer to customer, and how small businesses can outperform with a personal touch. We dig into why referrals beat ads, how social proof shapes decisions, and why a human face outperforms a logo. You’ll leave with practical ways to build community, design simple systems, and turn trust into conversions.

Sources
McKinsey – The state of AI: How organizations are rewiring to capture value (March 2025): https://www.mckinsey.com/featured-insights/mckinsey-technology/the-state-of-ai-how-organizations-are-rewiring-to-capture-value
Nielsen – Global Trust in Advertising 2015: https://www.nielsen.com/insights/2015/global-trust-in-advertising-2015/
Nielsen – Global Trust in Advertising 2012 (92% stat): https://www.nielsen.com/insights/2012/global-trust-in-advertising-and-brand-messages-2/

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