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by Troy McMillan

Zoom Fatigue Is Real: Why Smart Brands Are Going Local Again

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Going offline isn’t old-school-it’s tactical. Here’s how local events beat Zoom fatigue and build trust.

We’ve all spent enough time staring at our own faces on video calls. And while digital tools like Zoom and Teams have their place, smart brands are waking up to a reality that’s hiding in plain sight-real connections happen in person.

Local events aren’t some nostalgic throwback. They’re the strategic edge businesses need in 2025. Why? Because attention is the new currency, and guess what cuts through the digital noise faster than an algorithm? Showing up. Being there. Making eye contact. Shaking hands. Listening in real-time without distractions.

We’re not talking about mega-conferences with bloated budgets and keynote speakers who say the same thing every year. We’re talking small, intentional, targeted events. Pop-ups that draw the right audience. Business breakfasts that move deals forward. Community events that put your brand where it matters-right in front of the people who make decisions.

The problem with virtual? It makes everyone feel replaceable. You’re just another square in the grid. But show up at a local event, ask a sharp question, share a quick insight, and boom-you’re unforgettable.

Strategic presence is underrated. It’s the move too many leaders are skipping because they think scale is everything. But relationships aren’t scalable. They’re built in moments. And the companies that dominate this decade will be the ones who know when to log off and show up.

In-person doesn’t mean inefficient. It means intentional. It means leveraging proximity to build authority. It means owning your niche, your voice, your local footprint. If you’re a challenger brand trying to punch above your weight class, showing up is your unfair advantage.

Still not convinced? Let’s get tactical. Host your own breakfast roundtable. Sponsor a niche meetup. Speak at a local school. Set up shop at a community fair. These moves don’t just build goodwill-they build recognition, word of mouth, and momentum that no paid ad can buy.

This is about choosing visibility that matters. Not visibility that disappears after a scroll.

Don’t follow the trend of remote convenience. Set your own path by building local credibility. That’s the kind of power move that pays off every time.

Also Read: Stop rambling: say what you do and why it matters in 60 second

Related Posts
India’s e-commerce surge

Ignore India’s e-commerce surge and you will miss the next trillion

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Let’s cut the fluff. While you’re refreshing your click-through stats and blowing money on ad campaigns that barely convert, India is building a digital empire. And they’re not waiting for your brand to show up.

India’s e-commerce and digital economy are exploding. We’re not talking about projections ten years down the line. We’re talking now. This economy is racing toward a $1 trillion milestone by 2028, and most North American brands are either asleep at the wheel or stuck thinking India is still “emerging.” Newsflash: it has already arrived.

If you are not updating your playbook for global digital buyers, especially those in India, you’re not just missing an opportunity. You’re choosing to lose.

What’s happening in India?

India is adding digital consumers faster than any other country on Earth. Over 900 million people will be online by 2030. They’re mobile-savvy, fluent in digital payments, and hungry for quality international brands. And they’re not just window shopping.

Indians are buying. From electronics to beauty to niche health products, they’re skipping borders and hitting “Add to Cart” on international sites, especially ones that understand their needs. If your website, checkout, and delivery strategy are not speaking their language, literally and functionally, you’re invisible.

This is not your dad’s global expansion strategy

Let’s break it down. You don’t need a 50-person team in Mumbai. What you need is:

  • A mobile-first site that loads fast and doesn’t crash.
  • Localized payment options like UPI or Paytm.
  • A solid shipping plan that actually reaches people in smaller cities, not just metro hubs.
  • Customer service that doesn’t ghost people after a sale.

India’s consumers are digitally educated and globally aware. They know when you’re faking localization. They also know when a brand respects them enough to get it right.

Why you should care urgently

1. Massive buyer base
 This isn’t some vague demographic promise. These are real people already buying from international sellers. The rising middle class in India is growing its spending power daily. You are one UX improvement away from cracking open a million-dollar pipeline.

2. Low-cost, high-impact marketing
 You think ad costs are bad in North America? In India, the ROI on community-first marketing, influencer campaigns, and organic SEO is still massive. You can build brand loyalty for a fraction of what it costs at home.

3. Tech plus talent equals scale
 Looking to outsource or grow your digital backbone? India’s tech ecosystem is one of the best on the planet. From app development to customer support to creative production, you’re looking at a talent pool that’s smarter, cheaper, and more agile than anything you’re paying for now.

Still not convinced? Good. Stay behind.

Look, not every brand deserves to go global. If you’re too scared to invest in a new market or too lazy to rethink how you sell, India is not for you. The ones who will win are the ones willing to:

  • Get uncomfortable.
  • Move faster than their competition.
  • Actually listen to what customers in other countries want.

Because here’s the uncomfortable truth. This is the biggest commercial shift in a decade. Bigger than TikTok. Bigger than Shopify. This is an entire nation’s consumer base pivoting hard into the digital economy, and they’re doing it with speed, smarts, and a mobile phone in hand.

How to stop being irrelevant

Let’s get tactical. If you are a North American business and want in, start here:

1. Optimize your digital storefront
 If your site doesn’t load properly on a mid-range Android phone in a rural town, fix it. Now. Mobile UX is not optional.

2. Accept how people pay
 You want to get paid, right? Then accept the payment methods Indian customers use every day. UPI, Paytm, Razorpay. Integrate them.

3. Build trust fast
 International buyers need to know you’re real. Show return policies. Display reviews. Respond to customer queries like you actually care.

4. Start selling before your competitors do
 Niche products, branded supplements, learning tools, digital subscriptions, whatever your product is, there’s a market for it in India. But that window of advantage is closing fast.

5. Partner smart
 Work with Indian fulfillment partners. Use platforms like Amazon India or Flipkart to test the waters. Partner with a digital agency that understands Indian social media. Skip the ones that only sell you generic PPC campaigns.

Final word: Be bold or be forgotten

India’s e-commerce future is not a prediction. It’s a live feed, and it’s growing every day. While you’re stuck refreshing your U.S. sales numbers, smart competitors are going global, adapting fast, and banking hard.

So what are you going to do?

Sit this one out and let your competitors take the win? Or finally start acting like your business belongs in the future?

Your call. But don’t say we didn’t warn you.

Written by Troy McMillan for Dunket. Because being safe is for people who don’t mind being ignored.

Hiring and Retention Are Not About Perks

Hiring and Retention Are Not About Perks

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Let’s cut through the noise. The job market today is ruthless, and employers who think ping pong tables, free coffee, or casual Fridays are enough to keep talent are fooling themselves. Workers are not leaving jobs because the office fridge lacks oat milk. They are leaving because employers are failing at the fundamentals: skills, growth, culture, and the reality that careers now evolve at the speed of technology.

If you are still clinging to outdated hiring practices or believing perks can mask weak leadership and zero growth opportunities, you are already losing. Here’s what actually matters when it comes to hiring and retention in a market where talent is calling the shots.

Skills Trump Degrees Every Time

Let’s be real. Nobody cares about your dusty degree anymore. Employers who cling to traditional credentials are playing a losing game. What matters today is what someone can actually do. Skills pay the bills, and that’s what hiring managers are looking for.

Only 24 percent of workers globally think they have the right skills to advance in the next few years. That’s terrifying for employees and a wake-up call for employers. The companies that win are the ones willing to hire based on skill, not prestige. Forget Ivy League, give me someone who can run a marketing campaign, troubleshoot cloud issues, or code efficiently.

Small businesses, especially, cannot afford to waste time worshipping degrees. They need people who can get the job done now and evolve tomorrow.

Upskilling and Reskilling Are Survival Tactics

Half the skills you value today will be irrelevant by 2027. Let that sink in. Automation, AI, and digital disruption are rewriting the job description for almost every role. If you are not training your people constantly, you are setting yourself up for a revolving door of talent.

Upskilling keeps employees sharp in their current roles, while reskilling prepares them for entirely new challenges. Employers who ignore this reality will bleed talent to competitors who are willing to invest. Think of training as insurance against irrelevance. If you don’t offer it, your people will find someone who does.

Technology Skills Are the New Non-Negotiable

Let’s not sugarcoat it. If your workforce cannot handle AI tools, cybersecurity basics, data analysis, or cloud computing, your business is in trouble. Technology is not optional anymore, it’s the baseline. And your employees know it.

Micro-credentials and certifications are exploding for a reason. They let people level up quickly and prove they are relevant. Employers who encourage and support this fast-track learning will have a workforce ready for the future. Those who don’t will get left behind with outdated teams struggling to keep up.

Soft Skills Decide Who Sinks or Swims

Technical skills get you hired. Human skills keep you employed. Employers today are hunting for adaptability, resilience, and critical thinking. Why? Because when everything is changing, the people who can handle chaos are the ones who carry companies through.

Hybrid and remote work have made this even more obvious. Teams spread across time zones need collaborators, communicators, and leaders who can manage complexity without losing their minds. If you are not looking for adaptability alongside technical chops, you are building a fragile team.

Training Is Retention, Not a Luxury

Here’s the truth: employees are not leaving because they are bored. They are leaving because you are not giving them a future. Training is not optional, it is your best shot at keeping talent.

Forget the old model of sending people to a classroom once a year. That’s ancient history. Workers want blended, flexible, and digital-first training. They want learning that adapts to their schedules, not the other way around. If your programs are outdated, your people are already disengaged and quietly looking for the exit.

Retention is not about free swag. It’s about proving you care about your employees’ growth. If you are not willing to invest in that, don’t be surprised when they invest in themselves elsewhere.

Culture Is More Than Lip Service

Culture is the battleground where employers either win loyalty or lose it. Employees don’t stick around for slogans on the wall or mission statements that nobody lives by. They stay when they feel respected, supported, and connected to something real.

Employers who build strong value propositions, clear values, continuous learning, meaningful work, have a massive advantage. Small businesses especially can crush larger competitors here. A tight-knit, supportive culture will attract talent that money alone cannot buy.

If your culture is toxic, no amount of salary increases or perks will save you. People will walk, and they will not look back.

Public Investment Is Your Secret Weapon

Governments in the US and Canada are putting serious money into workforce development, apprenticeships, and upskilling initiatives. Smart employers are cashing in on these programs to train their teams without draining budgets.

Ignoring these resources is not just lazy, it’s reckless. They exist to solve the talent crisis, and companies that use them signal to employees that they care about long-term growth. Employers who leverage these initiatives are playing chess while everyone else is still playing checkers.

The Brutal Bottom Line

Hiring and retention are not about perks, parties, or flashy office spaces. They are about skills, growth, culture, and adaptability. Employers who understand this will build resilient, future-ready teams. Those who don’t will keep complaining about talent shortages while their best people head for the exits.

The job market today is cutthroat. Workers are smarter, more demanding, and less forgiving. They know what matters, and so should you. Stop hiding behind perks and start delivering on the fundamentals. That is the only way to hire and keep the talent you need in a world that is not slowing down for anyone.