Why human connection wins in a post-AI world

Authenticity and belonging are your biggest competitive advantage

If there's one word I didn't expect to carry home from an online creator conference, it might be this: analog.

Analog (adj.): not digital or computerized. Think vinyl over streaming. Board games over Xbox. Farmers markets over automated Amazon deliveries. A little slower, a little more tactile, and charmingly human.

My messy analog draft of this newsletter from my seat in 14F. Oh, and that's my go-to drink: club soda + cranberry.

I'm writing you from seat 14F, flying home to Raleigh after three full days at the Kit Craft + Commerce Conference in Boise. I'll share more reflections as they settle, but from 36,000 feet, here's what I can say with clarity:

The pace of change is dizzying. And the faster the digital world moves, the more we crave what can't be automated: warmth, trust, and genuine human connection.

If you feel like you can't keep up, you're not alone. I'm not sure anyone can—least of all those racing to build what's next. No wonder we're tired. Burnout is on the rise.

And yet—some things don't change.

What AI Can't Replicate

We are wired for connection. We long to be seen. To be part of something real. Former Surgeon General Dr. Vivek Murthy called loneliness an epidemic, with health effects equivalent to smoking 15 cigarettes a day. And the 80-year Harvard Study on adult development echoes the same thing over and over: strong relationships are the biggest predictor of well-being.

AI can generate information. But it cannot generate belonging. Bots can answer questions—but they can't make someone feel invited, welcomed, and known.

That's your advantage.

I won't ever win the race for the slickest AI content. But human connection comes as naturally to me as breathing. And I believe you value belonging, too.

After all, you're here—reading a newsletter called Community Matters. You've signed up, opened, replied, and stuck around because some part of you believes community matters, too.

Those of us building community hold something irreplaceable.

As AI blurs the line between real and fake, authenticity becomes the new currency. In a world of deepfakes and AI clones, authenticity and transparency will set you apart. People won't trust content—they'll trust you.

—Dara Ladjevardian, Cofounder and CEO of Delphi

We are drowning in information. It's not hard to find answers. But how do you know they're the right answers? 

Trust is what cuts through. People seek sources that are relatable, honest, human—not perfect, polished versions stripped away from the grit and grime of normal life. 

As I often say: imperfection connects. Perfection disconnects.

We follow the voices we trust. We lean into the spaces that feel alive. Not optimized to death, but human—gritty, honest, and true.

The Analog Advantage

There's a quiet rebellion happening. People are returning to crafts, baking sourdough, digging in gardens. We’re longing to slow down and find texture and meaning.

This is your edge. While others rush to automate, you're building what can't be replicated: true, honest-to-goodness, human connection.

People don't need more content. They need a place to settle. A person to trust. A moment that wakes them up from the scroll and says: I see you and you're not alone.

If you've felt pressure to be everywhere, post everything, and do it all with perfect polish—take heart. That's not the only way.

The more human your work feels, the more it will resonate.

To stand out in a world inundated with ever-increasing AI-generated slop, we'll be required to dig deeper. To do better storytelling. To be more vulnerable with insights into the lives we're living – all their messiness, uncertainty, and inherent contradictions included.

That takes a certain bravery. It requires experimentation and revealing some flops and failures. Not everyone will be willing to go there. Humility and listening will be our guides.

I love how Pat Flynn closed his session:

If you can move people, you can move people.

If you can make someone feel something, they'll remember. They'll care. They'll follow you, buy from you, and believe in what you're building.

Evoke laughter, surprise, tenderness, truth.

And only you can offer that. That's the analog advantage.

A New Era for Community

We're entering a new era of community. The hunger for connection is deeper than ever, but the old models—endless Facebook groups, passive content memberships—don't cut it anymore. Appetite for them is waning.

So what does real community look like now?

Maybe it's a retreat, with a digital thread to stay connected. A series of local meetups. A six-week experience built around your best ideas. Five people around a table having real conversations about work and life.

There's no one shape. 

Don't count yourself out from being a community leader.

Community is as varied as the people building it. 

The businesses that will stand out are the ones that build with people, not just for them. Where members are co-creators, not just consumers.

As Dara reminded us from the stage:

There will never be anything as convincing, as motivating, as compelling to a human being as another human being. It is hard-coded into every one of us from the moment we are born.

The Question That Matters Most

As the conference wrapped, Kit CEO Nathan Barry left us with a question that lingers:

What's one way you're committed to maintaining the humanity in your creator business?

Here's mine.

Over the next 90 days, I'm reimagining this newsletter. Community Matters is for you—but also for your audience, your clients, and the communities you're building with such care.

I want it to be a shared space. Your voice, your questions, your experiences will help shape what we explore together.

My hope is to put a few more tools in your hands. A few more ideas in your heart. And a few more stories that help you gather people well.

That's how we create the ripple out into our own communities. And, in my heart I know that’s how the world softens. 

Human connection isn't a nice-to-have. It's the only sustainable differentiator we've got.

So if something here stirred something in you—hit reply or add a comment. I'd love to hear it. What do you need more of? What are you craving? What helps you feel supported?

To less broadcasting—and more conversation with YOU! 

With care and curiosity,

P.S. Ready for deeper support in building a warm, values-aligned community? We explore all of this and more inside The Hive. 🐝 It's intimate, high-touch, and strategic—with more one-on-one time with me and a small circle of curious, kindhearted leaders. Interested in joining? You can apply here or book a face-to-face chat here.

---