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Last week, four of us from the Fishhook team packed our bags and headed to Phoenix for RX26, the annual Rock RMS conference. Leah, Jessica, Shawn and I spent several days learning, connecting with people and soaking up all kinds of new ideas about technology, ministry and the future of digital communications.

There was a LOT of conversation about AI. (As you might imagine!) We learned new things, asked questions and came home with plenty to think about as we continue helping churches communicate well and reach people with the good news of Jesus.

But as I've been thinking back on our time together, most of my favorite moments weren't part of the conference agenda.

They happened in conversations with clients who are friends, around dinner tables, while laughing with our team and in the unexpected moments that happen when you step away from your normal routines.

And I'm reminded all over again just how much relationships matter.

The joy of being part of a community

One of the things we've loved about being involved in the Rock community for so many years is exactly that. The community.

It's a group of people who genuinely want to help one another. People who are willing to share ideas, talk through challenges, celebrate successes and come alongside each other because we care about the same bigger mission. We want to see churches thrive and more people experience Jesus.

At RX, we get to reconnect with current and former Fishhook clients and new people we're just getting to know. And while we love hearing about what's happening in their churches and ministries, some of the most meaningful conversations have very little to do with the work itself.

How are you doing? How's your family? What's new in your life? How can we encourage you?

These aren't just people we run into at a conference once a year ... they're people we've had the privilege of getting to know and care about. We get to celebrate their wins, hear about the things they're navigating and remind each other that we're not doing this work alone.

There's something really special about being in a room full of people who understand the work you do and care about the why behind it. And it's one of the biggest reasons we keep showing up.

Sometimes team building looks like a creepy basement full of dolls

Another part of the RX experience we love is getting to spend several days together as a Fishhook team. We work together all the time, collaborating on projects, solving problems and serving clients throughout the week. But there's something different about getting out of our day-to-day routines and experiencing new things together. We have different conversations, see different sides of each other and get to enjoy time together without a meeting agenda or project deadline driving the conversation.

And sometimes, those shared experiences turn into stories we'll be telling for years!

One evening, we were looking for a fun place to eat dinner in downtown Phoenix, so we asked ChatGPT for a recommendation. It suggested a restaurant called Hanny's, describing it as "best for a quirky, uniquely Phoenix experience." It even told us, "This one sounds particularly fun for the Fishhook team. It's a little weird in the best way."

Well, ChatGPT wasn't wrong! The restaurant was filled with quirky art installations and unexpected surprises, including a rather unique restroom experience on the second floor. One by one, each of us made our way upstairs to check it out and then returned to the table to report back to the group. We were laughing SO HARD as each person came back with another reaction and the whole experience just kept getting funnier. Shawn may have said one of the funniest things I've ever heard him say ... but we'll keep that just for the Fishhook team to know.

But the adventure wasn't over. As we were leaving, we noticed a staircase leading down into the basement, so naturally, I asked the host what was down there. He very casually responded, "Just some dolls. You can go down and see."

I'm sorry. WHAT?

Of course, we had to investigate. And sure enough, there was a basement filled with dolls. Creepy dolls. It was equal parts hilarious and unsettling and absolutely not what any of us expected. When I came back upstairs, I made sure to tell the host that I did not like it ... at all. Ha!

We laughed so much that night and I have no doubt the Hanny's experience will come up in Fishhook conversations for years to come. But beyond the laughter, I love what moments like that do for a team. Shared experiences create connections that carry over into the everyday work we do together. When we laugh, learn, try new things and make memories, we're investing in relationships with one another and getting to know the people we work with beyond their roles, skills and to-do lists.

At Fishhook, we want to be a team that genuinely enjoys being together, has each other's backs and finds reasons to celebrate and have fun along the way. We know those relationships don't just happen because we work at the same company. We have to be intentional about creating opportunities to connect and I believe that investment makes our work and our team better.

Excellence matters. And so does how we treat people.

One of the speakers at RX this year was Horst Schulze, co-founder and former president of The Ritz-Carlton Hotel Company. He shared about hospitality, excellence and what it means to create meaningful experiences for people. One of my biggest takeaways was his emphasis on bringing our absolute best to the functional parts of our roles while recognizing that there's so much more to excellence than simply completing the work.

Of course, we need to be really good at what we do. We need to develop our skills, pay attention to details, follow through on commitments and deliver excellent work. But just as important is how we treat the people we're doing that work with and for. Are we looking people in the eyes, really listening to them and engaging with them? Are we making people feel seen, known and valued? These things matter just as much as our technical abilities and the quality of what we produce.

Schulze also talked about the importance of having a clear, shared intent behind our work.

It's not enough for a leader to know the vision or purpose. The whole team needs to understand it, believe in it and take ownership of it together. When everyone knows why the work matters, it shapes how they show up, how they make decisions and how they treat people along the way.

That really resonated with me because at Fishhook, we've been spending a lot of time talking about who we are, what matters most to us and how we want to show up for one another and the churches we serve. One of the things we keep coming back to is joy. We believe life (and work) is better with the joy of Jesus, and we want that joy to be evident in the way we work together, approach challenges, celebrate each other and engage with church leaders.

We want to create beautiful websites, develop thoughtful communications strategies and design incredible brand experiences. We want to bring our very best skills and creativity to every project because we believe the work matters. But we also want the people we're working with to feel encouraged, supported and genuinely cared for throughout the process. We want them to know we're in their corner, that we care about them as people and that we're invested in the mission they're working toward.

The way people experience us is part of the work too.

And I believe when joy, kindness, curiosity and genuine care are present in our relationships, we're creating opportunities for people to experience something of Jesus through those interactions. That's the kind of team we want to be and the kind of partnership we want to offer.

Make room for the moments that matter

I know that getting away to a conference isn't always easy. It takes time, planning and resources, and when there's a lot of work to be done, stepping away from everyday responsibilities can feel like a luxury. But I'm increasingly convinced that investing in relationships isn't something extra we do when everything else is finished. It's an important part of doing our work well.

Prioritizing Relationships

And the good news is that you don't have to travel across the country to make it happen. Maybe it's taking your team out for lunch, celebrating a win together or asking someone how they're really doing and making time to listen. Maybe it's finding opportunities to learn something new together, creating space to have fun or simply being more intentional about getting to know the people you serve alongside beyond the work you share.

For those of you leading churches and ministry teams, I hope you'll find ways to make room for these moments. Your people are worth the investment and the relationships you build will strengthen the work you're doing together.

And when you have opportunities to connect with people outside your team ... take them! There's so much encouragement, wisdom and friendship to be found in communities of people who share your heart for ministry.

Engaging with the Rock Community

I'm grateful for the Rock community and the relationships we've built over the years. I'm grateful for our Fishhook team and the laughter, learning and memories we get to share. And I'm grateful for the reminder that doing excellent work and caring for people go hand in hand.

We came home from RX26 with plenty of ideas about AI, technology and the future of digital ministry. But we also came home reminded of something that hasn't changed.

People matter. Relationships matter. And the way we make people feel matters.

So bring your best to the work in front of you, but don't miss the people along the way. Make room for the conversations, connections and experiences that bring joy to your work and deepen your relationships.

And if those experiences happen to include a basement full of creepy dolls, well, you'll certainly have a story to tell.