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.

Published: 08.12.2025 Recorded: 13.05.2025 Duration: 1:00:23

• AI Extracts and Interpretations
• The Inclusion Bites Podcast #186: From Textbook to Triumph — app.castmagic.io
• Other Links
• SEE Change Happen: The Inclusive Culture Experts — seechangehappen.co.uk
• Inclusion Bites Podcast on YouTube

Clips and Timestamps

Viral Topic: The Power of Relationship Marketing
Quote: “Or I can go deep with the geese who lay the golden eggs each day. And when they do, if I have the relationship with the geese, then they’re going to send the golden eggs my way. And, and what I found is that the, the geese are doing the hard work. They’re, they’re building the relationships, they’re building the trust with their customers.”
— Scott Grates [00:08:39 → 00:08:58]

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.”
— Scott Grates [00:09:48 → 00:10:08]

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.”
— Scott Grates [00:10:31 → 00:10:54]

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.”
— Scott Grates [00:14:46 → 00:15:00]

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.”
— Scott Grates [00:19:57 → 00:20:17]

Viral Topic: How Google Reviews Define Your Professional Reputation
“You aren’t who you think you are in the business world. You are who your Google reviews say you are, because that’s what other people are saying about you.”
— Scott Grates [00:24:33 → 00:24:40]

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.”
— Scott Grates [00:25:25 → 00:25:45]

Viral Topic: Rethinking Education
“Schools are good at teaching kids what to think, but as you know, Joanne, in the real world, we need to know how to think.”
— Scott Grates [00:36:53 → 00:37:00]

Viral Topic: Why Identity Matters More Than Ambition
Quote: “let’s not talk about what you want to do, let’s talk about who you want to be, right? Because that’s far more important than anything you’re going to do.”
— Scott Grates [00:39:06 → 00:39:12]

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.”
— Scott Grates [00:48:27 → 00:48:35]

Definition of Terms Used

What is Relationship Marketing?

• Definition: Relationship marketing is a business strategy that prioritises building and nurturing ongoing, mutually beneficial relationships with customers and key stakeholders, rather than focusing solely on one-off sales or transactions.
• Relevance: In the episode, Scott Grates attributes his professional success to leveraging relationship marketing, emphasising its impact on fostering repeat business, referrals, and authentic community engagement.
• Examples: A local insurance agency collaborating with community businesses to offer joint promotions while continually adding value without demanding instant returns.
• Related Terms: Referral Marketing, Customer Retention, Networking, Personal Brand
• Common Misconceptions: Many assume relationship marketing is solely about networking events or exchanging contact details, whereas it actually demands sustained value and authentic connection over time.

What is the Goose and the Golden Egg Metaphor?

• Definition: The “Goose and the Golden Egg” metaphor refers to focusing on cultivating long-term relationships (“the goose”) with those who can continually refer opportunities (“golden eggs”), rather than merely chasing immediate prospects.
• Relevance: Scott Grates employs this analogy to illustrate a more sustainable, reciprocal approach to business development, highlighting the value of nurturing the source of referrals and opportunities.
• Examples: Instead of spending heavily on advertising to attract new customers, a business professional invests time building alliances with trusted local partners who regularly introduce their clients.
• Related Terms: Centres of Influence, Strategic Partnerships, Referral Networks
• Common Misconceptions: Some view the golden egg as the end goal, neglecting the ongoing importance of caring for the “goose” that consistently provides future opportunities.

What is the Comparison Trap?

• Definition: The comparison trap describes a behavioural pattern where individuals measure their own worth, success, or happiness against the curated successes or attributes of others, often leading to negative emotional consequences.
• Relevance: Discussed by both Joanne Lockwood and Scott Grates as a source of anxiety and reduced confidence, particularly among young people exposed to idealised social media profiles.
• Examples: A teenager feels inadequate after scrolling through peers’ highlight reels on Instagram, overlooking the reality behind those posts.
• Related Terms: Social Comparison Theory, Imposter Syndrome, Self-Esteem, Social Media Effects
• Common Misconceptions: It’s often believed that comparison motivates positive change, but frequent comparison typically erodes self-esteem and breeds discontent.

What is Personal Brand?

• Definition: A personal brand constitutes the intentional and public presentation of one’s values, competencies, and unique traits, shaping how others perceive and remember an individual across professional and social contexts.
• Relevance: Both speakers highlight the necessity of cultivating an authentic personal brand, particularly in competitive sectors, as a means to influence who knows you and how opportunities arise.
• Examples: A professional curates their LinkedIn profile to reflect thought leadership, using consistent language and values to attract the right audience.
• Related Terms: Reputation Management, Thought Leadership, Digital Footprint, Brand Awareness
• Common Misconceptions: Some think a personal brand is superficial or merely about self-promotion, when in reality, it is about authentically representing one’s values and expertise to foster trust and recognition.

What is the Microwave Society?

• Definition: “Microwave society” is a metaphor describing a cultural expectation for instant gratification, rapid results, and quick fixes, commonly associated with technological advances and modern convenience.
• Relevance: Scott Grates references this concept to critique the prevailing impatience among younger generations for achievements, relationships, and professional milestones, often at the expense of depth and resilience.
• Examples: Expecting quick career success without enduring the learning curve, or desiring immediate feedback and validation on social media posts.
• Related Terms: Instant Gratification, Fast Track Mentality, Short-Termism
• Common Misconceptions: The microwave society is frequently mistaken for genuine productivity when, in fact, it often undermines perseverance, long-term thinking, and the ability to weather adversity.

Frequently Asked Questions

• What is Relationship Marketing? — Building sustained, authentic engagement with customers and stakeholders for long-term gain rather than short-term sales.
• What is the Goose and the Golden Egg Metaphor? — Prioritising the cultivation of fruitful, long-term relationships with sources of ongoing referrals rather than solely pursuing immediate transactions.
• What is the Comparison Trap? — The practice (often subconscious) of measuring oneself against others, commonly leading to decreased self-worth and increased anxiety.
• What is Personal Brand? — The conscious and public depiction of one’s professional reputation, values, and expertise, crucial for recognition and relationship-building.
• What is the Microwave Society? — A socio-cultural tendency towards expecting swift outcomes, sometimes sacrificing depth, learning, and resilience.

Please connect with our hosts and guests, why not make contact..?

Brought to you by your host

Joanne Lockwood SEE Change Happen

A huge thank you to our wonderful guest

Scott Grates Scott Grates Consulting

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