Connect More, Sell More, Grow More

Marketing used to be simple. Make a product, run an ad, and wait for the sales to roll in. But the rules have changed. Today’s audiences swipe, skip, scroll, and unsubscribe faster than you can say “quarterly forecast.” Attention is fleeting, loyalty is fickle, and competition is relentless.

In this climate, the businesses that win aren’t the ones that shout the loudest or discount the deepest. They’re the ones that connect more deeply, more consistently, and more intelligently with the people who matter. Because when you connect better, you don’t just sell more, you grow more.

Connection as the new growth engine

Consumers aren’t short on choices. They’re short on reasons to care.

We’ve been conditioned to think of “connection” as a warm, fuzzy metric — something best left to brand strategists and the softer end of the marketing spectrum. But ‘connection’ is not fluffy. It’s the most tangible driver of commercial outcomes.

Byron Sharp’s research has made it clear: penetration and reach drive growth. But penetration doesn’t just happen. It’s built on a foundation of meaningful moments of connection, those brand signals that lodge in memory, get recalled at the crucial point of sale and drive purchase.

Connection, in other words, is not nice-to-have. It’s the very oxygen growth depends on.

Why not all connections are equal

Of course, not all connections are created equal. This is where the debate between marketing’s favourite professors kicks in.

Mark Ritson would argue that connection works best when it’s sharpened by smart segmentation and targeting. You’re not just broadcasting broadly, you’re reaching the right people at the right time with the right message. Quality of connection matters as much as quantity.

Scott Galloway, by contrast, would say the fastest-growing businesses scale because they build a sense of belonging. Their customers aren’t just buying products, they’re buying into a community, a culture, a sense of identity. Connection here isn’t transactional. It’s emotional. It’s tribal.

The truth? Both perspectives hold. A strong growth strategy connects widely and deeply, creating broad mental availability while forging meaningful bonds with the segments who matter most.

The “connect more” multiplier

When you strip it back, the growth formula is simple:

Connect more: Expand the surface area of your brand. Be where people are, but do it thoughtfully. Every touchpoint is a chance to earn attention.
Sell more: Don’t just close transactions. Open relationships that repeat and refer. Connection builds trust, and trust builds sales.
Grow more: True scale comes not from one-off spikes, but from connection that compounds. Relationships deepen. Advocacy spreads. Share grows.

This is the multiplier effect. Each layer builds on the next, creating a cycle of connection, commerce, and compounding growth.

From slogans to systems

Here’s the catch: connection can’t be left as a slogan. It has to be built as a system.

That means:

Creative that earns attention — not just by shouting louder, but by sparking emotion, curiosity, or joy.
Media that’s intelligent — reaching broadly enough to matter, but with the precision to be efficient.
Production that’s nimble — so ideas can move at the speed of culture, not the pace of old-school approvals.

This is the essence of Producible’s philosophy: thoughtful creativity paired with intelligent production. When you design for connection at every stage, from strategy to execution, growth stops being an aspiration and becomes inevitable.

Rethinking the growth question

So if growth is your ambition, start with connection.

Audit how your brand shows up. Ask not just “Did we sell?” but “Did we connect?” Because the brands that connect more, sell more. And the ones that sell more grow more.

It’s time to stop treating connection as a soft metric, and start treating it as the hard engine of growth.

Because in the end, growth doesn’t start with sales. It starts with connection.