Have you ever stumbled upon something that unexpectedly inspires you? That’s exactly what happened to me with Teddy Swims on TikTok.

Until recently, I had never heard of Teddy Swims or listened to his music. But after stumbling upon one of his videos, it’s safe to say I’m hooked. His videos have become a quasi-obsession for me—and if you haven’t seen them yet, I highly recommend checking them out.

So, what makes Teddy Swims so captivating? It’s not the glitz and glam of a high-budget production. It’s actually quite the opposite. Teddy’s videos are simple: he walks up to street musicians and buskers, joins in on their performances, and together, they create something beautiful. You can see the joy on the faces of Teddy and the musicians—it’s raw, unscripted, and real.

Teddy’s approach is a breath of fresh air in a world dominated by highly curated and often overly polished content. It’s authentic, and that’s what makes it so impactful.

Watching Teddy’s videos got me thinking: What if brands approached customer relationships the same way Teddy approached these musical collaborations? What if we stopped obsessing over making everything perfect and instead focused on building genuine human connections?

The Power of Authenticity in Marketing

As marketers, we often talk about the importance of building trust and relationships with customers. But how often do we go beyond the surface? How often do we embrace the kind of vulnerability and spontaneity that comes from being truly authentic?

Like Teddy Swims stepping out of the recording studio and onto the streets, brands need to step out of their comfort zones to connect with their audiences in meaningful ways. 

This might mean taking risks. It could be about showcasing the messy, behind-the-scenes moments that don’t always make it into the final cut. It could involve being more transparent, letting your guard down, and admitting when things aren’t perfect. Or it could mean finding creative, unexpected ways to meet your customers where they are—whether in a literal sense (like on the street) or in a metaphorical one, by connecting with their real needs and challenges.

The truth is, people respond to what feels real. And that’s why brands that embrace authenticity will always stand out from the crowd.

B2B Marketing: More Human Than You Think

While B2C brands are often quicker to adopt this approach, B2B companies are just as capable of fostering authentic connections. In fact, they might have an even bigger opportunity to do so because B2B marketing has traditionally been seen as more formal and transactional.

But here’s the thing: behind every company is a group of humans. And trust isn’t built through contracts or product features alone—it’s developed through authentic interactions, shared stories, and showing that you truly care about your customers.

Take a moment to consider your own experiences. When did you last build a meaningful relationship with a brand based solely on their polished sales pitch? Chances are, it wasn’t the product’s technical specs or the slick marketing materials that won you over. It was deeper—a feeling that the brand understood your needs, cared about your success, and treated you like a partner, not just a prospect.

Stepping Out of the Comfort Zone

Teddy Swims reminds me that sometimes, the most powerful moments happen when you step outside of what’s expected and just show up. He could stick to the studio, polish every note, and release perfectly crafted videos. Instead, he steps into the real world, embraces the unknown, and shares unscripted moments that resonate with people on a personal level.

As brands, we need to be willing to do the same. It might feel uncomfortable at first, but the rewards are worth it. When you show up for your customers, when you make an effort to connect with them on a human level, you build a foundation of trust that will outlast any marketing trend.

Brands that understand this will stand out—not because of what they sell, but because of how they make people feel. And in today’s fast-paced, hyper-connected world, that’s the lasting impression that matters.

Final Thoughts

In the end, it all comes down to one thing: authenticity. Whether you’re a street performer or a billion-dollar B2B brand, the most meaningful relationships are built when you show up as your real self.

So, the next time you’re working on a campaign or thinking about your customer relationships, ask yourself this: *What would Teddy Swims do?*

Maybe it’s time to put down the script and see where the music takes you.

How are you creating authentic connections with your customers? Let me know in the comments!