WOMEN OF NAMM I BY JENNIFER LANTZ Do You Need a Hug?
W e’ve all been there: the long day, the disap- pointment at work, the un- expected news, the misunder- standing, and then … a hug that changed how it all felt. It brought connection. It mattered. Someone showed up, they saw you and they reached out. Literally. As AI continues to reshape how we work, communicate, shop and learn, one thing remains stubbornly unchanged: Humans are wired for connection. In fact, research shows that positive physical touch is more than just a gesture. It can actually lower stress hormones, reduce blood pressure, increase feelings of trust and even release oxytocin: that magic hormone that makes you feel good. In other words, there’s actual science behind why a hug can make a bad day feel better. But, why hugs? HUGS BREAK DOWN BARRIERS Have you ever had a kid run straight into your arms, practi- cally knocking you over to give you a hug? It’s the best feeling in the world. In that moment there is no doubt how much you are loved and wanted. While I don’t recommend run- ning full-force at your customers or colleagues, there’s something special about making someone feel wanted. When you offer a consen- sual hug, you take down a wall. There’s an immediate connection between both parties that’s unlike a handshake or friendly smile. A HUG DOESN’T NEED WORDS A real hug communicates presence.
It says, “I’m here with you.” Beyond just physically being together with someone, hugs have an incredible ability to communicate what words can’t. They can be comforting, celebratory, a greeting or even an apology. We live in a world optimized for efficiency. Genuine connection isn’t efficient. It takes time and attention toward the person with whom you’re trying to connect. People don’t forget how you made them feel.
HUGS REQUIRE TRUST It’s hard to hug someone you don’t know, and especially true of someone you don’t trust. Trust is built in little moments over time when people feel respected, seen and valued. The strongest relationships, personal or professional, operate the same way. Before people ac- cept influence, they look for trust. Before they offer loyalty, they look for trust. Before they open up, they look for trust. Have you created an environment where your people and customers trust you and your business? Can you be vulnerable enough to trust? Hugs are often the vis- ible expression of a relationship where trust already exists. Cultivate those relationships. NOT EVERYONE IS A HUGGER Let’s state the obvious: Not everyone likes hugs. Some
people (like me) greet the world with open arms. Others prefer a handshake, a fist bump or a smile. There are some people who are more tentative about being in someone’s personal space, and others that crave it. But, no matter what you, your employees or customers are comfortable with, the point
“In a world of artificial intelligence, create genuine connection.”
is that everyone needs connection, whether that’s physical touch or just thoughtful conversation (and not the kind you have with AI). TAKING THE HUG INTO YOUR BUSINESS AND YOUR LIFE As a brick-and-mortar music retailer, it might not seem like there are a lot of reasons to give hugs, but what about: a greeting to a friendly vendor, a fond goodbye to a beloved employee, a teacher whose child was just diagnosed with cancer, a welcome to a long-time customer or a lessons mom struggling with family decisions … and that was just last week! As musicians, we crave connection. Great music is not made in isolation; it requires collaboration, teamwork and others with whom to share it. MI
Born and raised in Music City, Jennifer Lantz is the co-owner of Bandwagon Music & Re- pair in Nashville, Tennessee. With a background in choral conducting, she now com- bines her passion for music, business, and education while homeschooling her three children and investing in the family business with her husband, Linden.
AUGUST 2026 I MUSIC INC. I 25
Powered by FlippingBook