Why Mary Barra’s Handwritten Notes Are Winning Hearts—and Customers—at General Motors

Mary Barra’s Old-School Touch in a Digital World

Mary Barra, the CEO of General Motors, runs a nearly $75 billion automaker, oversees tens of thousands of employees, and navigates global operations—but she still makes time for something increasingly rare: handwritten letters.

Despite the convenience of AI and instant emails, Barra responds personally to every single letter she receives. Whether it’s a loyal Chevrolet owner sharing a quirky nickname for their car or a student worried about a GM plant closure in their town, every note gets her attention.

“I also get letters from consumers who are unhappy about something, and I respond to every single letter I receive,” Barra said at the New York Times DealBook Summit. “To me, this is such a special business.”

From the Assembly Line to the Corner Office

Barra’s commitment to personal communication isn’t new. She’s carried it through her entire career, from working on the assembly line to rising to the top of the company.

“You won’t always be right, but no one’s right all the time,” she said in 2023. Her openness creates a sense of accessibility rarely seen among leaders of global corporations.

For customers, workers, and even strangers, her handwritten responses make GM feel more human and approachable.

Building Loyalty, One Note at a Time

The impact of Barra’s personal touch extends beyond goodwill—it can create lasting brand loyalty. Carolyn Rodz, founder of a startup accelerator, wrote to Barra as a stranger and received a handwritten reply that left a lasting impression.

“What really made me respect this woman…was the personalization of her response,” Rodz said. Barra not only acknowledged her request but encouraged her pursuit, building loyalty with just a few carefully chosen sentences.

Rodz admitted that the note influenced her purchasing decisions: “Truth be told, she built such loyalty in just a couple of paragraphs that I’m considering buying a GM car next time I’m in the market.”

The Human Touch Matters

In today’s corporate world, executives are often shielded by layers of assistants, PR teams, and technology. Barra’s commitment to handwritten notes reminds us that personal attention still carries enormous weight.

“It’s people like Mary Barra who remind me that our words have significant value and an opportunity to impact others in ways we may never know,” Rodz added.

Other CEOs Keeping the Tradition Alive

Barra isn’t alone. Other leaders also rely on handwritten notes to connect with employees and partners:

• Chris Tomasso, CEO of First Watch, writes monthly notes to cooks and dishwashers celebrating milestones like 10, 20, or 30 years of service. He believes these small gestures boost morale and loyalty across his 15,000-employee chain.
• Geoffroy van Raemdonck, CEO of Saks, used to send three to five handwritten thank-you notes daily before the pandemic, supplementing them with texts and calls during remote work—but never losing the personal touch.
• Joey Gonzalez, executive chairman of Barry’s fitness, found his future CEO through a cold email expressing genuine passion for the company, proving that reaching out personally can open doors even at the highest levels.

Why Handwritten Communication Works

Handwritten notes work because they create a sense of connection. In an era dominated by instant messaging and AI-driven responses, taking the time to write a personal note shows care, attention, and respect.

It’s not just about being polite—it’s about relationship-building. Employees feel valued, customers feel seen, and even strangers can become advocates for the brand.

Lessons From Mary Barra

Mary Barra’s approach offers a blueprint for leaders everywhere:

• Prioritize personal attention: Even small gestures can make a huge difference.
• Encourage loyalty through authenticity: Personalized responses foster trust.
• Combine old-school methods with new tech: Handwritten notes complement digital communication rather than replace it.
• Empower influence through genuine engagement: Every interaction is an opportunity to build a lasting relationship.

In a corporate world racing toward automation, human connection remains invaluable. Barra’s letters are a reminder that even at the helm of a global company, a pen and a personal touch can make all the difference.