There is a Scottish Gaelic proverb that reads,
“Coinnichidh na daoine far nach coinnich na cnuic”
It translates as:
“The people meet each other - but the hills do not”.
It basically means that in life some things are impossible, for instance like two mountains meeting, but people can always meet.
I’ve always found it to be a nice hopeful phrase, particularly in today’s 24/7 Internet driven world, where often you could ring a customer service department for what you think is a local company, and find yourself speaking to someone half the world away.
More and more we are becoming a faceless society.
What started out in business as an easy way for multi-national companies to coordinate efforts across offices and regions got a bit complicated.
Then with the rise of social media, personal relationships started to become virtual.
Now, in late 2018, we probably all have more friends on things like Facebook than we have in real life - yet out of the new friends you made purely on these sites, how many have you actually met?
Relationships too have fallen foul of this move to the Internet, no one seems to meet in a pub, or at a café or just in the street anymore in the same way they used to.
It all seems to be increasingly coordinated through dating apps and social media.
Ahh, I feel old today - can you tell!
In many ways we are becoming mountains that never meet.
The very nature of our businesses as entrepreneurs too is often very solitary - after all how often do we speak to our customers?
Have you ever met any of them?
The power we have available to us to generate revenue and communicate from across the world is amazing.
For example, I am writing these very words flying over some country (not even sure which one!) in Europe, on an iPad.
My late father, who loved technology, primitive as it was in his day, would be amazed. And proud.
Yet I will (in all likelihood) only ever meet a few of the readers of this.
I interact with other contacts and partners across the world daily, but again some I may never get the pleasure of meeting more than a few times, if ever.
As convenient as this makes things in our lives, it is sad in a way that these personal points of contact have been lost.
Customers still value real interaction with real people, more so nowadays in a world where it is becoming a rare privilege.
Therefore it’s important to find points that enable us to make actual contact, to put an actual face to our customers and for them to see and hear us.
And that’s why I’m currently recording so many audios and videos for you, ready for my new style newsletter, coming soon.
There’s still a place for written words on the planet - but for how much longer, I wonder ….
Loyalty isn’t built around companies and products, but around people.
People are social, they need each other.
And the hills can take care of themselves, of course, as they’ve done for millions of years.