It’s safe to say that Ramon Ray’s career path has been anything but straightforward. The small-business expert went from being fired by the United Nations to founding five companies, writing five books, testifying to Congress and interviewing former President Barack Obama.

“Few people have done all that,” Ray says.

Ray, who’s proud to be known as “unapologetically positive,” will be keynoting on July 24 at ASI Chicago, sharing his thoughts on how to connect with clients and stay human in an increasingly digital world. In this episode of Promo Insiders, Ray speaks with ASI Media Executive Editor Theresa Hegel about the importance of personal connections and moving beyond “likes” and “hearts” on social media to show true empathy with clients, colleagues and sales prospects.

One thing Ray suggests is giving a personal touch to clients; while that may not scale well for all clients, it’s worth segmenting out your most valuable customers and taking the extra time to mail a special thank-you card or personalized care package of promo items. Or when you see a connection sharing good (or bad) news online, go beyond a quick-click reaction and send an email – or even pick up the phone and give them a call.

Making those human connections, Ray says, is “how you win in the art of business.”