YATM | Why Real Life Beats Virtual Likes

Today's YATM newsletter is brought to you by...

Indie Business Club from our YATM pals Mel and Ben.

Hi YATMers, HAPPY NEW YEAR from France. It's me John Jocham!

I’ve got a lot to be thankful for in 2024. I’ve spent quality time with my family and strengthened true friendships, my business is thriving and all of this as a result of deep meaningful relationships.

Compare this to the 20 emails I receive every day offering to SEO or 10x my leads with AI.

I have no interest in a machine-written article that an algorithm has decided I need to read and for me to do the same would just be hypocritical.

So, for 2025 it’s no more shouting at a wall. I’m spending my time aligning with someone else’s heartbeat, family, business or jumping in the sea. That’s where the magic happens.

Here’s to a New Year filled with connections and friendship.

....and if you ever need wire or just want a chat hit me up!

If we're not connected yet, here I am on LinkedIn

In our stream of posts, ads and endless feeds, what we want isn’t more of the same, it has always to be with the right people.

The connection with other people isn’t just a nice to have, it’s the foundation of everything meaningful in what we do.

Loneliness and disconnection from one other now represent the damage of our digital lives.

Ofcom's Online Nation Report reveals the average Briton spends four hours and 20 minutes online each day on their phone. This amounts to over one full day each week and approximately 70 days each year spent looking at their phone.

The overwhelming amount of content and distractions clutters our minds and numbs us of genuine interactions.

The Loneliness Paradox

In the UK, the Office for National Statistics recently revealed that around 25% of adults feel lonely some or all of the time.

This is a striking statistic in a society that seems more connected than ever through technology. Online interactions cannot replace the value of real-life connections.

The more the opportunity arises to connect and see others, the more it seems we crave tangible relationships.

I see the role of You Are The Media in 2025 as a community space where people can connect, learn from one another, and collaborate. It will offer opportunities to engage with others beyond the constraints of algorithms and our everyday lives.

I’ve seen it for years, the power of gathering in person—be it at a Lunch Club, Creator Day, or even the small, spontaneous chats that happen at our events.

These moments aren’t just “extras”; they’re the core of why people come back. The true value lies not in the content we create but in the relationships we make.

People Are The New Brands

Scott Galloway recently wrote that “people are the new brands,” and he’s right. We’re seeing a big shift in what holds attention and builds trust.

Tom Peters, highlighted back in 1997 a seminal article called The Brand Called You.

It still holds strong in 2025:

“To be in business today, our most important job is to be head marketer for the brand called You. . . . Start by identifying the qualities or characteristics that make you distinctive from your competitors—or your colleagues. . . . When you’re promoting brand You, everything you do—and everything you choose not to do—communicates the value and character of the brand. . . . If you want people to see you as a powerful brand, act like a credible leader. . . . As long as you’re learning, growing, building relationships, and delivering great results, it’s good for you and it’s great for the company.”

Traditional branding, with well-thought-out straplines, polished videos and the pursuit of perfection, no longer connects with people in a world that craves that sense of realism.

Instead, people are drawn to people who seem genuine.

It’s this attachment to a person or other people that takes on a new meaning. Everything at YATM has always focused on avoiding the representation of a faceless brand; it’s fundamentally about the people involved.

Our goal has been to create a platform that offers opportunities for people to connect with one another.

The weekly YATM newsletter and events are essential elements that connect everyone, serving as a space where people feel acknowledged, valued, and encouraged to take initiative. In many ways, YATM embodies this shift, as it is built on relationships, shared experiences, and trust.

The Parasocial Phenomenon

As loneliness continues to rise among people, many are turning to parasocial relationships.

These are one-sided connections where you feel close to someone you’ve never met.

Whether it’s a YouTube creator or an Instagram influencer, these relationships provide a sense of belonging, even if it’s virtual.

While parasocial bonds can’t replace real-life interactions, they highlight a deeper truth: people are desperate for connection.

According to the National Geographic (November 2024) it increases the perception of intimacy. People think they have more of a relationship than they do.

For many of us, the starting point is often digital connections. It could be subscribing to a newsletter, it could be a connection request on LinkedIn. It’s what happens after that when a new dynamic is introduced. It’s where online acquaintances become real-world friends, collaborators and confidants.

From Content To Connection

This brings us back to the central idea: our days will always be filled with content, but what we truly seek is connection.

It's easy to get caught up in the idea of creating more—more posts, more videos, more everything.

Sometimes it is better to take a stand back and find a way that has more meaning.

What used to be a broadcast to everyone could become a personal message to someone. What was once keeping to a formula for an event, could be asking for feedback to make refinements.

It’s knowing the people you are reaching out to and wanting to do more with, can do more to build relationships than a hundred pieces of throwaway content.

For someone else. it’s the moments you create that stick, whether they realise it or not.

It’s about being present and other people being part of the same shared experience. This is what helps to amplify camaraderie as well as knowing there is someone else on your side.

The Role of Community

At its core, YATM is a community that champions the idea of doing more together. It’s about recognising that others stand with you.

The aim is to cultivate a safe space where people can experiment, innovate, grow, and connect. In a world that often feels isolating, these moments of togetherness are more important than ever.

Since I started YATM, I have witnessed how connections can create a ripple effect. Someone attends an event for the first time and meets someone which leads to working together.

Another person shares a challenge (we have a session in YATM Club called Sense Check) or an idea they want to share and receives a wealth of support or approaches to consider.

These are not isolated incidents; they represent the essence of what we do.

They represent the proof that when you put people first, everything else, growth, impact, confidence, follows naturally.

Let’s Round-Up

The future isn’t necessarily about producing more and not looking up, it's about being recognised by others as the right person to spend time with.

When it comes to community, it’s about feeling part of a space where people can be themselves and know they are seen and championed by others.

It has never been about how many people viewed your post or how many likes you received. What truly matters is being there for one another and knowing that others support you as well.

While search tools are part of our lives, the greatest pursuit may be to find each other.