If you know, you know! The annual SHRM Conference is a buzzing hive of thousands of passionate HR pros, where every minute is a strategic battle fought on a color-coded Tetris grid of a schedule. The air hums with the low-level anxiety of trying to be in three places at once.

My calendar was a testament to ambition over reality, packed with back-to-back keynotes and a plan to somehow meet with current and potential customers simultaneously. But my most profound takeaway didn't come from my over-stuffed agenda. It came from a single decision to show up and support a customer at their after-hours happy hour event.

That evening crystallized foundational truths about business relationships that are easy to forget in the whirlwind of to-do lists and strategy decks. It started with a choice: to trust my gut.

The Discomfort is Real (But So is the Magic)

Walking up to the venue, a familiar wave of professional anxiety set in. I was about to enter a space where relationships were already formed, and where attendees were likely looking to unwind after a demanding day of sessions (stimulus overload at its best).

The internal monologue began immediately. The key question was one of balance: how do you add value to an event meant for relaxation without disrupting it? Then came the logistical what-ifs, swirling in my head like a perfect red Twizzler bite (my favorite Sugarwish candy). Did we bring enough candy treats? Would the Wi-Fi connect? Will my computer battery last long enough? Why is the DJ booth next to me? The scene was a beautiful San Diego rooftop location - the DJ booth brought a whole new level of cool to the event. My A-game energy had to be on. 

It’s precisely in these moments of hesitation that the door to genuine connection opens, a reminder that our greatest opportunities often lie just outside our comfort zone.

A glance at my watch—doors opening in 10 minutes—snapped me back to reality. There was no more time for doubt. I grabbed a pair of borrowed scissors and got to work. This wasn't my first rodeo. In a race against the clock, the once-barren tabletop was transformed into a Sugarwish Candy Shoppe dream, bursting with 48 varieties of colorful, nostalgic, and chocolate-coated treats. Like a proud parent sending their kid on stage for the first time, I took a step back, took a deep breath, and watched the doors open.

It was go-time.

Finding Common Ground is the Only Agenda You Need

The moment the first guests came in, everything changed. The Sugarwish Candy Shoppe wasn't just a table in the corner; it was a beacon. It drew people in with color, nostalgia, and the simple joy of choice. It became an instant magnet for connection. Who doesn’t want to have that kid-in-a-candy-shop experience choosing their favorite treats – the much needed Bit-o-Honey on top of the long day? 

Then, the most incredible thing happened. I looked over at our client, who was watching the buzzing crowd with a huge smile, and we shared a look. In that instant, the dynamic shifted. We weren't vendor and client anymore. We were on the same team, sharing in the success of creating an amazing experience together.

That feeling of being on a "winning team" broke down every barrier. My job was no longer about a pitch; it was about sharing a passion for employee engagement and success. Talking about a corporate gifting platform guaranteed to deliver joy—while also donating millions of dollars to Make-A-Wish® through our non-profit partnership—isn't a hard sell. It’s one of my favorite topics (ranking right up there with my doggo, Norman Django).

This experience was a perfect illustration of the Motives Met framework I’d just learned about in a session that day by their CEO Kelly Mackin, which identifies the fundamental drivers of human behavior.

• Go Beyond Service to Enhance Status: Our goal isn't just to provide a product, but to deliver an exceptional experience. When the Sugarwish Candy Shoppe became a hit, it elevated our client's event in front of their guests, transforming a transaction into a true partnership.

• Create Hubs for Human Connection: Business is about people, and we are all driven by the need for Social Contact. The Candy Shoppe succeeded because it was a destination—a natural networking conversation starter that facilitated the very business and customer relationships the event was designed to foster.

• Empower People Through Choice: The simple joy of choice is a powerful motivator. By allowing each guest to choose their own treat, the experience became personal and empowering, dramatically increasing satisfaction. 

Finding that common ground wasn't just small talk; it was delivering on our brand promise. Sweet happiness. Delivered.

The ROI of a Handshake

The magic of that evening was a powerful lesson in the real ROI of human connection. The trust built over a shared laugh and a genuine conversation is more powerful than any contract clause. I may not always be the most efficient person in a conference hall, but I did my very best to be a present one.

• Trust built in person translates to trust on a project. When challenges arise, people remember the person they connected with, not just the company on the invoice.

• Gratitude creates loyalty. A customer who feels genuinely seen and appreciated doesn't just stay loyal; they become an advocate, referring you to their peers.

• Connection fosters partnership. The relationship moves from transactional ("What can you do for me?") to collaborative ("What can we achieve together?").

In the end, trusting my gut over my calendar was the right call. The most strategic use of my time wasn't to collect another business card or try to sell—it was to build a real relationship.