Where Business Moves at the Speed of Trust
Ten years after discovering the power of personal relationships, I’m returning to where it all began—and doubling down on what still matters most.
In 2018, I published an article called "The Power of Personal Relationships." It was rooted in a personal transformation that began with my first trip to Spain. That trip—staying with friends, meeting colleagues, eating late dinners in Castelldefels, and stepping into a culture that prioritized connection—reshaped how I thought about business, leadership, and what truly matters.
Now, five years later, I’m preparing to return to Barcelona for the first time since COVID. And I find myself revisiting not just a place, but a mindset. One that feels more relevant today than ever.
Yes, this is personal—but I believe it applies to anyone building something in our current world. If you're a founder, CEO, or entrepreneur navigating a post-pandemic, AI-saturated environment, the core of what I learned then holds true: relationships aren’t a soft skill or side benefit—they’re the strategy.
Where Business Moves at the Speed of Trust
That first trip to Spain opened my eyes. Business there doesn’t happen in a vacuum or through a screen. It happens slowly, through conversation, through trust. You don’t rush to pitch or close a deal. You share a meal. You listen. You get to know the person before you get to know the business. I came to realize you're competing with someone's cousin, nephew, friend, or neighbor, so you've got to make a pretty compelling case for working with you!
It was such a contrast to the pace I was used to back home—where speed and productivity trumped all. A much more transactional way of doing business. In Spain, I realized that work revolves around relationships, not the other way around. Business moves at the speed of trust.
That phrase has become a sort of mantra for me. It’s not just philosophy—it’s operational. In our marketing and branding work, we focus on building real relationships between companies and those they serve. We aim for resonance over reach, trust over traffic. That shift has changed the way we work, the kinds of clients we attract, and the long-term outcomes we pursue.
And it aligns with the data. According to a 2023 Edelman Trust Barometer report, 71% of people say they’re more likely to buy from a brand they trust. And trust, in nearly every case, is built slowly—through empathy, consistency, and connection.
Lessons from the Lockdown
Like everyone, COVID changed me. But it also validated the values I’d already begun to adopt. During the pandemic, I launched a small startup called Teammate Apart that helped leaders of remote teams build better relationships. We ran a podcast, including a 10-part mental health series, because it was clear: people were lonely, and they needed more than just Zoom meetings. They needed connection.
I built a great home office. I built tools and frameworks. But over time, I also built a bit of a wall around myself. I’m still working from home more than I should. Still not getting out to co-working spaces as often as I’d like. And in a way, this return trip to Barcelona is a chance to shake that off—to go back to the place where I first felt what it means to belong and to be present.
From a leadership standpoint, I saw how easy it was for people to lose touch with their teams and clients during that time. The ones who stayed close—who showed up even when it was just via Slack or email—are the ones whose businesses remained strong. Relationships don’t survive by accident. They persist because you show up.
What AI Can’t Do
Now we’re living in a new wave of disruption—AI everywhere, always. And it’s incredible in many ways. But it’s also accelerating a kind of disconnection. You can build content without thinking. You can automate engagement without listening. You can scale your message while losing your meaning. Or at least we're convinced we can.
The more synthetic the world becomes, the more people crave what’s real. A 2024 Nielsen report showed declining trust in influencer marketing and social content, and increasing interest in brands with authentic, human-led storytelling.
Here’s the takeaway: AI can help you scale. But only people can help you connect. And connection is what builds loyalty, trust, and ultimately, success.
From Hustle to Humanity
I used to work 18-hour days. I thought hustle was the price of progress. But the truth is, I was burning myself out and hollowing out the very relationships that could have sustained me.
Today, I lead a more balanced life. I work a pretty standard 9-to-5. I spend time with my kids. I make time for clients as people, not just contracts. And our company is stronger for it. We take pride in how we work: thoughtfully, collaboratively, and with space for life.
These aren’t just personal improvements. They’re strategic ones. Because loyalty, creativity, and longevity all come from people who feel valued, seen, and supported.
Going Back to Go Forward
This week, I return to Barcelona. I’m nervous, I’m excited, and I’m curious to see what has changed. I hope the city I love is still thriving. I hope the relationships I’ve maintained—digitally, from afar—will pick up where they left off.
But mostly, I’m going back to remind myself, and maybe others too, that the original insight still holds:
Relationships are the point.
If you’re building something today, whether it's a startup, a team, or a brand—don’t forget that. Build the tech. Use the tools. But don’t let them replace the very thing that makes any of it work: people.
Because in a world that’s constantly evolving, the one thing that doesn’t change is that we need each other. And the best leaders, the ones worth following, are the ones who never forget that.
Thanks for reading,
—Ryan
Path Picks
Cool stuff to help you forge your path to greatness.
Note: The Path Weekly is reader-supported. As such, I may be using affiliate links below. If you want to support the newsletter at no additional cost to you, please consider using the links below. If you’d rather not, most items below are widely available anywhere you want to shop. Thanks! –R
Reading list
If you're looking to go deeper on the themes from this week's newsletter, here are a few books that pair well with the conversation and offer a broader perspective on learning, systems, and the future of work:
The Trusted Advisor by David H. Maister, Charles Green & Robert Galford is a timeless guide to building trust in business relationships. This book outlines the behaviors and mindset shifts needed to move from being a service provider to a true partner.
Lost Connections by Johann Hari is an exploration of the root causes of loneliness in modern life, and a case for why real, personal relationships—not more productivity apps—are the antidote.
The Long Game by Dorie Clark is a roadmap for thinking long-term in a culture obsessed with instant results. Clark’s advice is especially useful for founders and leaders building relationship-driven businesses.
Reclaiming Conversation: The Power of Talk in a Digital Age by Sherry Turkle Argues that digital communication is eroding our ability to connect meaningfully and makes a compelling case for bringing back face-to-face dialogue..
The Art of Gathering by Priya Parker A smart and practical look at how to design gatherings—both personal and professional—that foster real human connection and purpose.
Work with me
Ryan Roghaar - Fractional CMO/Creative Director/Art Director: https://rogha.ar/portfolio
R2 - Creative Services for Agencies and SMBs: https://www.r2mg.com
Eggs! The Podcast: https://www.eggscast.com
Would you like a personal introduction to any of the incredible leaders featured in The Path Weekly to explore business or other collaborative opportunities?
Contact me here to learn more about my B2B matchmaking service.
Get featured
Do you want to be featured in a future edition of The Path Weekly?
Contact me to learn more.