You may have noticed the new Olark homepage with the credo, "Make your business human." As part of this new look and feel, we've asked our friends to share how they make their business human. Today we hear from Nathan Kontny of Highrise.

I'm sure you've heard: It's never been easier to start a business. But with all that ease, there's even more and more competition. It's harder to stand out, even harder to stay relevant. What do we do?