Have you ever experienced a moment of happiness or contentedness and thought – if only I could bottle this feeling? It’s something that you want to relive and spread and have others experience along with you. That’s where the ripple effect of goodness begins. It’s how goodness grows. But why does it resonate so deeply, and how can you harness this to build a magnetic team culture?

To understand this better, let's dive into the social psychology behind relationship building. At its core, people thrive in environments where they feel understood, validated, and cared for. This is true in personal relationships and equally essential in the workplace. When your team feels this way, they don't just want to stay—they become ambassadors of your culture, spreading that goodness far beyond your office walls.

I found a clear example of this when I spoke with Mary Ann Pruitt, the President and CEO of Mosaic Media. Her company specializes in paid media strategies and implementations, working closely with agencies and in-house teams. During our conversation about the successes and challenges of relationship building as an agency owner, Pruitt’s stories were filled with positivity, reflecting her deep appreciation for genuine human connections. It was clear that the culture she cultivated is a testament to understanding and valuing her team as individuals.

When the Team Feels Understood, They Become Advocates

When Pruitt spoke about how she creates a best-in-class workplace, she highlighted the importance of recognition and appreciation. But it's not just about the gestures themselves—it's about understanding what truly matters to each person on her team. This approach is rooted in the psychological principle that people are more motivated and committed when they feel their unique needs and values are acknowledged.

Mosaic Media, based in Alaska, draws inspiration from the family business of Pruitt’s husband, which had to be highly creative in attracting and keeping employees in a remote state. A cornerstone of their success was making every employee feel valued, not just as workers but as people. They hosted Christmas parties where every child received a personalized gift—something that showed true care and understanding.

Pruitt has carried this philosophy into her own company, where they extend that same level of care to employees' families. Birthdays are celebrated with personalized gifts, and families are included in company events. This approach reflects a deep understanding of the importance of family in an individual's life, confirming what's most important to them.

The results speak for themselves. Pruitt shared, "We’ve actually had employees who are our biggest recruiters because they love how they are treated." When your team feels understood and cared for, they naturally become advocates for your company. This isn’t just about good benefits or perks; it’s about a genuine connection that resonates with their core values. And in this case, the ripple effect extends to their families, amplifying the impact even further.

The Ripple Effect to Clients

Pruitt’s approach to relationship building doesn’t stop with her team. The positive internal culture at Mosaic Media is now influencing every aspect of their business, including client relationships. This is a natural extension of the social psychology principle that positive relationships create a cycle of reinforcement—goodness, once seeded, naturally spreads.

She’s actively working to train her team to apply the same personal touch with clients that they’ve mastered internally. This intentional effort to build relationships on a human level with clients mirrors the success they've had with their team.

This is a common pattern we see with our clients. Companies start by nurturing one key relationship—be it with their team, clients, or leads—and as they see the positive results, they expand their efforts to other areas. The goodness grows, and so does the business. Referrals increase, client and employee retention improve, and word-of-mouth marketing becomes a powerful force.

The Power of Genuine Care

When asked about the relationship-building experiences that have impressed her the most, Pruitt emphasized the significance of "finding a way" to make someone feel special. It's not about grand gestures, but about showing that you genuinely care and have taken the time to understand what matters to them. This taps into the human need for validation and acknowledgement.

One story she shared was about receiving a card from a friend in the agency world congratulating her on an award. The message was simple, yet it acknowledged her journey and accomplishments in a way that was deeply meaningful. That card still hangs on her wall, a daily reminder of someone who truly saw her and cared enough to express it.

These seemingly small acts of recognition are, in fact, monumental in their impact. They serve as powerful motivators, reminding us of our worth and the value others see in us. This is the essence of building strong, lasting relationships—whether in the workplace or in life.

4 Ideas to Show You Care:

Monitor social media for achieved milestones. Watch your LinkedIn feed (or any other platform) for important personal milestones your connections are sharing. Collect a few each week and send handwritten messages of acknowledgment. This shows you're paying attention and valuing what's important to them.

Engage with client updates. Follow your clients' company pages or newsletters and watch for goals or achievements that they share. Send a message of encouragement or congratulations. This personalized attention can be incredibly motivating.

Listen intently. When someone mentions a challenge, achievement, or milestone, make a note for a personal follow-up. As Pruitt mentioned, this kind of recognition goes a long way.

Involve your team. Encourage your team to share moments that should be recognized. You can't be everywhere, but you can build a culture where everyone is on the lookout for ways to show appreciation to one another.

These acts of acknowledgment can involve your team, clients, vendors—everyone who plays a role in your business success. The more you make an intentional effort to connect on a human level, the more you’ll cultivate a culture of goodness that spreads naturally.

At The Expressory, we're committed to helping business leaders spread goodness and create a magnetic culture. Let's get to know each other and explore how we can help you grow your brand through personalized experiences. Click here to set up a conversation or join us for an Upcoming Q&A.