"People care about their own motivations, not what you have to sell, not what you want to say, not your brand's why." Kevin Perlmutter gets straight to the heart of why so much marketing today falls flat.

In this episode, Kevin—chief strategist at Limbic Brand Evolution and author of Brand Desire—joins host Karl Pontau to explore why fear-based marketing is losing its grip and what actually builds lasting customer relationships. Spoiler: it's not about scarcity tactics or FOMO.

Kevin reveals the shift from the old "persuasion era" to what he calls the shared emotional motivation—that sweet spot where what your brand cares about overlaps with what your customers truly want. Through stories ranging from law firms to IT service providers, he shows how the real differentiators aren't features or price points, but the emotional connections that keep people coming back.

If you're tired of marketing that feels manipulative and want to build a brand people actually love, this conversation is your roadmap. Because at the end of the day, business isn't B2B or B2C—it's H2H: human to human.

Key takeaways:

• Why positive future states motivate better than fear in today's stressed-out market
• How to uncover what your best customers really value (hint: ask them)
• The danger of chasing "white space" with inauthentic brand promises

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You can connect with Kevin Perlmutter here:

BrandDesireBook.com

LimbicBrandEvolution.com

https://www.linkedin.com/in/kevinperlmutter/

You can connect with Karl Pontau here:

www.thehumanconnectionpodcast.com

https://www.linkedin.com/in/kpontau

https://www.youtube.com/channel/UCUbf_bDWwB9KVrFn5Sj3u2w?sub_confirmation=1

Please like, subscribe, and share this episode with somebody you care about!

"I've gotten to the point now where I can listen and understand what you explicitly have shared with me. But I've also gotten to a point where I can pick up on things that you didn't explicitly say." – Brian Kurian

In this episode, host Karl Pontau sits down with Brian Kurian, a premium ghostwriter who's mastered the rare intersection of sales and copywriting. Brian shares how he helps busy CEOs and founders tell their authentic stories without the sanitized, press-release feel that so often disconnects leaders from their audiences.

Discover why the best ghostwriters are expert researchers who dig deep into both the founder's mission AND their audience's pain points. Brian reveals the green flags (and red flags!) to look for when hiring a ghostwriter, plus an inspiring success story about transforming a tech-averse multi-millionaire's decades of wisdom into compelling content.

If you've ever wondered how to build genuine human connections at scale—or how to avoid being "just another transaction"—this conversation is for you.

Remember: No matter if your business is B2B or B2C, it's really H2H—human to human.

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You can connect with Brian Kurian here:

https://www.briankuriansbusinessservices.com/

You can connect with Karl Pontau here:

www.thehumanconnectionpodcast.com

https://www.linkedin.com/in/kpontau

https://www.youtube.com/channel/UCUbf_bDWwB9KVrFn5Sj3u2w?sub_confirmation=1

Please like, subscribe, and share this episode with somebody you care about!

"The act of asking my team was an act of engagement, and I never thought of that before."

This week, Karl sits down with James Warren, founder and CEO of Share More Stories, for a refreshingly honest conversation about the real power of storytelling in business. Spoiler alert: it's not about making your company look good—it's about making your people feel seen.

James breaks down why employee engagement surveys keep telling leaders the same thing year after year (hint: they're asking the wrong questions), and shares how one health and wellness organization discovered their employee trust levels were literally mirroring their customer experience. Mind. Blown.

From the myth of the "self-made" entrepreneur to why vulnerability is actually a leadership superpower, this episode challenges the bootstrap mentality that's quietly killing company culture. Plus, James reveals the surprisingly simple shift that transforms storytelling from self-congratulatory noise into genuine human connection.

Whether you're leading a team of 5 or 500, this conversation will make you rethink who the real hero of your company's story should be.

Remember: No matter if your business is B2B or B2C, it's really H2H—Human to Human.

===

You can connect with James Warren here:

www.sharemorestories.com

You can connect with Karl Pontau here:

www.thehumanconnectionpodcast.com

https://www.linkedin.com/in/kpontau

https://www.youtube.com/channel/UCUbf_bDWwB9KVrFn5Sj3u2w?sub_confirmation=1

Please like, subscribe, and share this episode with somebody you care about!

"Authenticity is increasingly the center of almost all trust. We talk about trust in organizations, but what we're really talking about is trust in the people that lead organizations." - Brandon Edwards

Join host Karl Pontau for an engaging conversation with Brandon Edwards, a healthcare marketing veteran with 28 years of industry-shaping experience. In this episode, Brandon shares hard-won wisdom about what it really means to lead authentically in today's complex business landscape.

Brandon doesn't hold back as he tackles the tension every leader faces: How do you set a bold vision and hold people accountable while also showing up as a servant leader? He shares the eye-opening example of executives flying private while cutting costs elsewhere, and why the optics matter just as much as the reality.

You'll discover why authenticity doesn't mean oversharing everything, how to avoid the spin that erodes trust, and why the healthiest relationships often include people who care enough to disagree with you. Brandon also reveals the surprisingly transparent approach he took when building his last company—telling employees from day one it was being built to sell.

Whether you're leading a team of five or five hundred, this episode will challenge you to examine the gap between what you say and what you do, and inspire you to close it.

Perfect for: CEOs, executives, marketing leaders, and anyone navigating the balance between authentic leadership and business results.

===

You can connect with Brandon Edwards here:

Unlock Health Website: https://unlockhealth.com/

Authentic Healthcare Marketing Book: https://go.unlockhealthnow.com/authentic-healthcare-marketing/

You can connect with Karl Pontau here:

www.thehumanconnectionpodcast.com

https://www.linkedin.com/in/kpontau

https://www.youtube.com/channel/UCUbf_bDWwB9KVrFn5Sj3u2w?sub_confirmation=1

Please like, subscribe, and share this episode with somebody you care about!

"It's those moments of reflection... once you can get to a space where you can capitalize on those moments that are happening, the ability to shift your mindset into something else is so significantly powerful." - Nicholas Howe

What if the secret to business success isn't complex strategy—but simply paying attention to the small moments?

In this episode, host Karl Pontau sits down with Nicholas Howe, mental health care SaaS entrepreneur and creator of the Cups and Spoons app, to explore how tiny gestures create massive impact in our relationships. Nick shares his journey from transforming a struggling wine distribution company into a thriving team by treating people as humans—not cogs in a machine.

You'll discover:

• Why it takes five positive gestures to make up for one ignored "bid for connection"
• The garden analogy that reframes how leaders should nurture their teams
• A practical example of building self-awareness in real-time (featuring crumbs on a bed!)
• How recognizing your employees' weekend passions unlocks extraordinary loyalty

Whether you're leading a team, building a business, or working on personal relationships, this conversation is a powerful reminder: when you invest in people as humans, they show up differently.

Perfect for entrepreneurs, managers, and anyone who wants to build deeper, more authentic connections in work and life.

Remember: No matter if your business is B2B or B2C, it's really H2H—human to human.

===

You can connect with Nicholas Howe here:

https://howe-united.com/

You can connect with Karl Pontau here:

www.thehumanconnectionpodcast.com

https://www.linkedin.com/in/kpontau

https://www.youtube.com/channel/UCUbf_bDWwB9KVrFn5Sj3u2w?sub_confirmation=1

Please like, subscribe, and share this episode with somebody you care about!

"We're not building a widget. We're dealing with somebody's loved one, their family member. We're dealing with really hard topics, and I want to make sure that we never lose that empathy or that compassion of what's behind our healthcare product." — Tracy Cobb

In this episode, Karl sits down with Tracy Cobb, Director of Client Success at Continuity Unlock Health, to explore how companies can rebuild human connection and trust in our increasingly digital world.

Tracy shares powerful insights from her 20+ years in healthcare, revealing why that "simple" 10-minute check-in at the start of meetings isn't a waste of time—it's the foundation of high-performing teams. She explains how showing up fully present (yes, that means turning off Slack notifications!) creates a ripple effect that reaches all the way to patient outcomes.

From the importance of giving people the benefit of the doubt in digital communication to why treating team members as humans first leads to business success, this conversation is packed with practical wisdom for leaders navigating remote and hybrid work environments.

Key Takeaways:

• How to use digital tools with intention instead of letting them erode connection
• Why your undivided attention is the most powerful gift you can give
• The chain reaction that happens when leaders actively listen to their teams
• Simple ways to create lasting relationships that outlive employment

Perfect for leaders, healthcare professionals, and anyone who believes that behind every screen is a human who deserves to be truly seen.

===

You can connect with Tracy Cobb here:

www.unlockhealthnow.com

You can connect with Karl Pontau here:

www.thehumanconnectionpodcast.com

https://www.linkedin.com/in/kpontau

https://www.youtube.com/channel/UCUbf_bDWwB9KVrFn5Sj3u2w?sub_confirmation=1

Please like, subscribe, and share this episode with somebody you care about!

"We look at the original theory of sandbox ethics... it is literally the development of your ethical building in a controlled environment. So if we apply that on a corporate level, you can experiment a bit with your ethics so that you know what's right and what's wrong."

Join host Karl Pontau for a thought-provoking conversation with Ken Ziegler, an ethical AI advocate who's spent over 20 years in customer-facing roles. In this episode, Ken shares why companies that lead with transparency and human-centered ethics create deeper customer connections—and why that matters more than ever in today's marketplace.

From sandbox ethics to the complicated reality of corporate redemption (yes, we're looking at you, Monsanto), Karl and Ken explore why consumers have grown less forgiving of corporate missteps and what businesses can do to rebuild trust. They discuss powerful examples like Gravity Payments' CEO Dan Price, who chose to pay everyone—including himself—$70,000 a year, and why standing out in today's market means having the courage to swim in the gray areas instead of defaulting to extreme positions.

Ken also dives into the current state of AI ethics, explaining why focusing on how consumers use AI might be more effective than trying to rebuild the technology from scratch. If you're a business leader looking to differentiate your brand through authentic values—not just lip service—this episode is for you.

===

You can connect with Ken Ziegler here:

https://www.linkedin.com/in/kenneth-ziegler-yyc/

You can connect with Karl Pontau here:

www.thehumanconnectionpodcast.com

https://www.linkedin.com/in/kpontau

https://www.youtube.com/channel/UCUbf_bDWwB9KVrFn5Sj3u2w?sub_confirmation=1

Please like, subscribe, and share this episode with somebody you care about!

"If Deborah really knew me, she would know I can't eat nuts."

When it comes to business gifting, good intentions aren't enough—and sometimes those generic fruit baskets and wine bottles are doing more harm than good. In this episode, Deborah Myers, CEO of Virtu Art, reveals why most businesses struggle with client gifts and how the solution starts way before you ever click "add to cart."

Deborah shares the secret to creating "sticky customers" who stay longer, engage more, and refer frequently: actually listening to what people tell you. From handcrafted pens made from bourbon barrels to beach totes embroidered with a client's financial dreams, she proves that memorable gifts come from genuine connection, not last-minute panic buying.

You'll discover why "strive to be interested, not interesting" is the relationship-building mantra that changes everything, plus hear incredible stories of clients who won major deals with nothing more than a handwritten note. Whether you're a financial planner, architect, or running any business where relationships matter (spoiler: that's all of them), this conversation will transform how you think about appreciation, attention, and the art of showing people they're more than just a transaction.

Stop checking boxes. Start building connections.

===

You can connect with Deborah Myers here:

www.virtuarte.com

https://www.linkedin.com/in/deborahemyers/

https://events.virtuarte.com/navigating-year-end-gift-giving

You can connect with Karl Pontau here:

www.thehumanconnectionpodcast.com

https://www.linkedin.com/in/kpontau

https://www.youtube.com/channel/UCUbf_bDWwB9KVrFn5Sj3u2w?sub_confirmation=1

Please like, subscribe, and share this episode with somebody you care about!

"Just throwing more AI at people doesn't solve anything. You really need to know what your customers really want and need and what is meaningful to them." — Donna Weber

In this insightful episode, host Karl Ponto sits down with Donna Weber, the world's leading expert in customer onboarding and value realization. Their conversation cuts through the AI hype to reveal a fundamental truth: successful businesses win by deeply understanding their customers, not by chasing the latest tech trends.

Donna shares fascinating insights about the psychology behind why 70-80% of technical implementations fail—and it's not what you think. From the "saboteur" lurking in every major change initiative to the unconscious biases that make people cling to their old spreadsheets, this episode is packed with practical wisdom about the human side of business transformation.

You'll discover:

• Why loss aversion makes customers resist even better solutions
• How to identify and defuse resistance before it derails your project
• The critical difference between implementing technology and delivering actual value
• Why empathy must come before innovation

Whether you're rolling out new software, leading organizational change, or just trying to keep customers happy, this conversation offers real strategies for making it work. Because at the end of the day, every business is human to human.

===

You can connect with Donna Weber here:

www.donnaweber.com

https://donnaweber.kit.com/questions

https://www.amazon.com/Onboarding-Matters-Successful-Companies-Transform/dp/1737073501

You can connect with Karl Pontau here:

www.thehumanconnectionpodcast.com

https://www.linkedin.com/in/kpontau

https://www.youtube.com/channel/UCUbf_bDWwB9KVrFn5Sj3u2w?sub_confirmation=1

Please like, subscribe, and share this episode with somebody you care about!

"You can't manage what you can't measure."

In this episode, Karl Pontau sits down with Borja Cuan, a performance marketing veteran with 26 years of experience helping companies turn data into deeper customer relationships. Borja shares how focusing on the fundamentals—proper tracking, optimized landing pages, and the right metrics—can transform a business's entire approach to customer acquisition.

Discover why vanity metrics are holding you back, how a $100 million commercial cleaning company was attracting the wrong clients (and how they fixed it), and why the most successful businesses never stop testing. Whether you're B2B or B2C, this conversation reveals how data-driven decision making isn't just about numbers—it's about building stronger human connections at scale.

Perfect for marketers, business owners, and anyone who wants to stop guessing and start growing.

Key Takeaways:

• Why tracking infrastructure is your marketing foundation
• How to identify and reach your ideal customer profile
• The discipline of continuous testing and optimization
• Why "set it and forget it" is a recipe for losing customers

===

You can connect with Borja Cuan here:

https://four15digital.com/

You can connect with Karl Pontau here:

www.thehumanconnectionpodcast.com

https://www.linkedin.com/in/kpontau

https://www.youtube.com/channel/UCUbf_bDWwB9KVrFn5Sj3u2w?sub_confirmation=1

Please like, subscribe, and share this episode with somebody you care about!