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Hello again, fellow Relationship Capitalists,
We’ve been witnessing how AI has made it easier than ever to sound prepared.
You can summarise an earnings call, scan a company website, draft an email, and create a “personalized” message in minutes.
But as Sharon Gillenwater reminded me in the latest episode of Relationship Capitalists, easier does not always mean better.
In fact, the more AI-generated noise people receive, the more they value real human effort.
RELATIONSHIP CAPITALISTS
Why Authenticity Wins in the Age of AI ft. Sharon Gillenwater
AI reveals the need for genuine connection
Sharon put it plainly: in the age of AI, relationships, humanity, and authenticity matter more, not less. We all feel the difference:
A comment that simply restates your post.
A message that sounds polished but hollow.
Outreach that uses your name but clearly does not understand your world.
That kind of outreach actually does the opposite of what you’re trying to achieve - it does not build trust. It makes people pull away.
The CRM Behind Every Win
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Then Ask Attio to:
Draft follow-ups, log tasks, and update your pipeline after every meeting
Spin up workflows or agents to enrich and route every lead
Flag what needs your attention before your morning review
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The winning outreach formula
What does work is relevance.
Not creepy over-personalization or a list of details scraped from someone’s profile, but real relevance.
Sharon shared a simple example: if a CEO says on an earnings call that the company is investing heavily in a certain initiative, and your prospect is likely responsible for that work, you now have a meaningful reason to reach out.
That message is not about you.
It is about something they need to accomplish.
Human connection opens the door
This is where the door starts to open. And while AI can help with this, human judgment really needs to lead. You still have to ask:
Is this useful?
Is this respectful?
Is this relevant?
Does this make the person feel understood, or does it make them feel targeted?
That distinction matters.
Humanity is still your real advantage
Remember: relationship capital is not built by having more information. It is built by using what you know with care.
In a world where everyone has the same tools, your humanity becomes the real advantage.
To building meaningful connections,
Jason Masciarelli