The New Business of Human Connection

In an era where digital platforms have made it easier to connect with others from afar, a growing number of entrepreneurs are betting on something more nuanced: bringing people together in person. This trend is particularly striking given the proliferation of remote work and social media, which have often been touted as solutions for those seeking connection.

The latest entrants into this space are Brynn Putnam and Tristan Walker, two founders who have already made waves with their previous ventures – Mirror and Walker & Company Brands, respectively. Their new companies, Board and Heirloom, share a common goal: to create spaces where people can come together, engage with each other, and foster meaningful relationships.

Board’s innovative 24-inch touchscreen table recognizes physical game pieces as well as gestures, allowing for seamless interaction among users. Putnam’s vision is rooted in her own experience as a mother of five, who found that no product on the market allowed her children to play together with people of vastly different ages and abilities. In creating Board, she sought to harness technology not as a replacement for human connection but as a tool to bring people together.

Heirloom, Walker’s latest venture, takes a more traditional approach by scaling fine-craft trade schools, starting with leatherworking in San Francisco. By reviving the art of master-apprentice relationships, Walker aims to address what he sees as a critical issue: the erosion of community and expertise. He believes that America has forgotten how to transmit mastery, stripping manual skills of their prestige and replacing them with offshored production.

The World Health Organization’s classification of loneliness as a defining global health challenge in 2022 underscores the urgency of this problem. With one in six people worldwide affected, the economic toll is staggering – estimated at nearly 870,000 deaths annually. In response, entrepreneurs like Putnam and Walker are capitalizing on the growing interest in experiences over material possessions.

The shift towards human connection also reflects a broader desire for authenticity and community. As Americans prioritize experiences over retail shopping, entrepreneurs are seizing the opportunity to create spaces that facilitate meaningful interactions. Notable East Coast figures like Andy Dunn of Pie and Audrey Gelman of the Six Bells Countryside Inn are joining Putnam and Walker in their efforts.

However, as these pioneers navigate the complex landscape of human connection, they must also contend with potential pitfalls such as nostalgia and gentrification. Heirloom’s focus on fine-craft trade schools raises questions about accessibility and equity. Will this revival of manual skills be inclusive enough to reach beyond privileged communities, or will it perpetuate existing social and economic disparities?

Putnam’s innovative use of AI in Board highlights the potential for technology to enhance rather than replace human interaction. Walker’s emphasis on master-apprentice relationships suggests a more cautious approach – one that acknowledges the limitations of technology in fostering genuine connections.

Ultimately, the success of these ventures will depend on their ability to balance innovation with empathy and understanding. As we watch Putnam, Walker, and their peers pioneer new ways to bring people together, it’s clear that the stakes are high – not just for these entrepreneurs but for our collective well-being as a society. The bet being placed by entrepreneurs like Putnam and Walker is an intriguing one: can they succeed in creating spaces where human connection thrives, or will their efforts succumb to the same pitfalls that have plagued previous attempts at reviving community?