Business is Personal—And That’s a Good Thing

By Chris Austin, President of Ardiah

“Don’t take this personal, it’s business.”

We’ve all heard it. Maybe we’ve even said it. It’s a phrase that’s been used in boardrooms, negotiations, and tough conversations for decades. The idea behind it is clear: business decisions should be logical, strategic, and not driven by emotion. But here’s the problem—I no longer believe this phrase belongs in business at all.

Because in small business, if you take the personal out, what’s left? A transaction. A cold, robotic exchange. A lifeless interaction that a machine could handle just as well as (or better than) a human. But business isn’t just transactions—it’s relationships. It’s trust. It’s loyalty. And those things? They’re personal.

The Human Element in Business

Small businesses thrive because of the human connections behind them. A customer who chooses to support a local business does so because they believe in the people running it. An employee stays with a company because they feel valued, not just because of a paycheck. A business partnership works when there’s mutual respect, not just a well-written contract.

Harvard Business Review confirms this, stating:

“People do business with people they know, like, and trust.”

When we separate the personal from business, we strip away the very thing that makes small businesses strong. We aren’t just selling a product or service—we are selling an experience, a relationship, and a commitment to service that goes beyond the transaction.

The Cost of Removing ‘Personal’ from Business

If business were truly impersonal, then artificial intelligence and automation would have already replaced all of us. But even in a digital age, customers still crave human interaction.

A study by PwC found that:

• 82% of U.S. consumers want more human interaction in their customer experiences.
• 59% of people feel that businesses have lost the human touch.

Think about that—most customers aren’t asking for cheaper prices or faster service; they’re asking for more connection.

The same goes for leadership. Gallup reports that employees who feel personally connected to their workplace are 2.3 times more likely to stay with their company and 3 times more engaged in their work. Why? Because people want to work with people who care.

The Business Case for Making It Personal

So what happens when businesses lean into the personal side of business instead of pushing it away?

• Better customer loyalty: People buy from people they trust. When a customer knows they are valued beyond their wallet, they keep coming back.
• Stronger partnerships: Business partners who respect and genuinely care for each other build stronger, long-term collaborations.
• Higher employee retention: Employees who feel personally connected to their workplace are more engaged and less likely to leave.

It’s why great companies invest in culture, relationships, and community—because they know that success isn’t just about numbers. It’s about people.

Changing the Conversation

Instead of saying, “Don’t take this personal, it’s business,” what if we changed the conversation?

• “I respect you enough to have this conversation with honesty and care.”
• “Let’s find a way forward that works for both of us.”
• “I value this relationship beyond just today’s decision.”

At Ardiah, we believe that business is personal. Whether it’s working with our clients, employees, or partners, we know that real relationships build real success.

Because at the end of the day, people don’t just remember what you sold them, they remember how you made them feel.

And that? That’s personal.