Entrepreneurship, AI, and Personal Branding in a Connected World

Scott Grates explores the vital role of authentic relationship marketing, the evolution of personal branding, and empowering the next generation with resilience and self-belief in an increasingly digital, fast-paced world.

In this episode of The Inclusion Bites Podcast, Joanne Lockwood welcomes Scott Grates for an exploration of personal branding, authentic relationship building, and the journey from setbacks to success. The conversation takes listeners through the differences between traditional and digital relationship marketing, highlighting the enduring power of human connection amidst the rise of technological advances such as artificial intelligence. Joanne draws upon her own experiences in business and networking, while Scott explains the value of nurturing genuine, reciprocal relationships, focusing not just on transactional gains but on lasting impact within communities and organisations.

Scott is a visionary entrepreneur and bestselling author who specialises in harnessing relationship marketing to foster real-world success. Based in central New York, he brings a wealth of experience from founding and growing an insurance agency during challenging economic times. Scott’s passion for building authentic connections extends beyond business—he works extensively with students, educators, and local organisations to cultivate self-awareness and resilience. With his contrarian approach and servant heart, Scott encourages critical thinking and empowers both adults and young people to look beyond superficial achievement, nurturing the confidence needed to thrive in modern society.

Joanne and Scott analyse themes of trust, empathy, and personal brand, questioning whether digital tools can ever truly replace the warmth and understanding found in human relationships. They address the complexities of today’s multi-channel communication, such as the influence of social media, the value of emotional intelligence, and the challenges of building meaningful ties in an era of comparison and constant connectivity. The discussion also covers practical strategies for leveraging AI responsibly, balancing efficiency with authenticity, and how the best entrepreneurs often arise from adversity rather than academic success.

A key takeaway from this episode is the critical importance of purposeful, value-driven relationships—whether with colleagues, clients, or communities. Listeners will discover why embracing resilience, empathy, and the courage to fail is vital for both personal and professional growth. This episode encourages individuals to look past quick wins and cultivate real connections, inspiring anyone seeking to transform textbook knowledge into genuine triumph.

Viral Topic: The Power of Relationship Marketing

Building a Brand Beyond Business: “I never wanted to be known as an insurance agent. I don’t know if anyone does. You know, I wanted to be known as, as a husband, as a father, as a community leader, a thought leader, someone who has the servant heart that pours back into the place that we call home and we love. And oh, by the way, if you need help with insurance, I can do that too.”

Viral Topic: Contrarian Thinking in the Age of AI: “if everyone’s thinking this is the way to go, I want to Peek the other way, you know, and see what’s happening over there or can we make something happen in a different direction so that I stand out because again, I’m in a very competitive, commoditized. Well, I guess every industry is competitive and commoditized now, right? With, with AI and everything emerging, we’ve really levelled the playing field in a lot of ways.”

Building Authentic Business Networks: “If you’re not in the club, make your own. And again that, that speaks to the contrarian in me where it’s like, hey, you know, if everyone’s doing this, well let me just go start my own thing and find people I, I want to do business with.”

Human Connection in Business: “But you know, when they’re confused or scared or there was a market movement or they had an accident or they were diagnosed with an illness, or they lost someone they loved, you know, these, these real life moments happen, like we’re still going to need each other and, and so, you know, I, I, that’s why I just keep going back to it.”

Viral Topic: How Google Reviews Define Your Professional Reputation

Viral Topic: The Changing Rules of Success for the Next Generation: “You can be in your bedroom and creating amazing content and a personal brand and become a millionaire. You know, you have access to, to the Internet and know you have access to information. You know, holding a cell phone, a 16 year old today has access to more information than President Barack Obama did when he first took office.”

Viral Topic: Rethinking Education

Viral Topic: Why Identity Matters More Than Ambition

Viral Topic: The Social Media Influence Crisis: “about half a dozen white guys in Northern California are controlling the moods of millions of teenagers across the planet. And it’s sick, but it’s true.”

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