Retail politics in business May 29 2008
7 comments Latest by Martial
Retail politics – a type of political campaigning in which the candidate focuses on local events and meeting individual voters
It always seems weird to see presidential candidates shaking hands, kissing babies, and working rope lines. But even when you’re running for the highest office in the country, you still have to get out there and press the flesh.
As a business, it’s a good idea to recognize the value of retail politics too. There’s no match for meeting someone in the flesh. You can broadcast your message to a huge audience via the web, but you can’t replicate the interaction you get when you meet someone in person and explain to them exactly where you’re coming from.
For example, 37signals is out in full force right now at RailsConf (David, Jeff, Jeremy, Mark, Ryan, and Sam are all there). Other recent appearances: Ryan spoke to a large agency in Germany and Jason spoke to AIGA/NY at Smart Models (a good summary here).
Admittedly, RailsConf is speaking to the choir. But we also make an effort to talk to general business audiences, students, and other people who don’t normally get to hear our way of thinking. In fact, presenting new ideas to those sorts of crowds can lead to the most interesting conversations.
Actually, that’s another benefit to retail politics: It’s a great way to present controversial ideas. A lot of our opinionated comments make people think we’re too arrogant or dogmatic. Yet their tone usually takes a 180-degree turn when they meet us in person.
Eye contact has a way of diluting harsh views. In person, it’s a lot easier to separate the human being from his/her opinion. You get less of the animosity tone that reigns on blogs, etc.
Bottom line: Don’t forget the power of retail politics. Sometimes getting out from behind the keyboard and attending a Meetup, conference, or similar gathering can do you, and your business, a world of good.
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7 comments so far
Anchovy Dave 29 May 08
I have made more clients by meeting people in person than I have through internet advertising. That interaction is crucial.
John S. 29 May 08
http://twitter.com/johnsheehan/statuses/792602534
Tor Løvskogen Bollingmo 29 May 08
So true. Often people just pass up on ideas and/or reasons for design, when I email clients. But when you talk to them face-to-face it’s much easier to get them to understand and see your (better) side of the problem.
If clients don’t understand you in the email, I think it’s easier for them to just pass on it, that to question why. This questioning happens more often face-to-face.
GeeIWonder 29 May 08
A lot of our opinionated comments make people think we’re too arrogant or dogmatic.
Opinionated comments are the ones that matter. The rest is just cheerleading, self-gratification or link promotion (bet the quality of comments would skyrocket without links). You don’t find ‘Exactly! Great post!’ papers in journals.
Yet their tone usually takes a 180-degree turn when they meet us in person.
That sounds pretty arrogant and dogmatic. ;)
Anchovy Dave 30 May 08
@GeelWonder
Exactly! Great Comment!
Peter Urban 30 May 08
I absolutely agree nothing will ever replace the impression you get of someone you meet in person. Now you don’t always find the time to attend all the conferences etc but maybe there are other ways. Recently I find it interesting what’s going on on seesmic and even Gary Vaynerchuk is a good example: once you’ve seen someone on a ‘personal’ video you get a much better feel of the personality that is behind the message. See you on seesmic ;-)
Martial 30 May 08
Meeting people mitigates misreading. I love taking questions in an open forum from people who are hostile to or unclear on my published thoughts. The fact that I get to take them seriously and can ask them questions about their experiences wins over a fair number. That said, my arrogance is that I don’t go to conferences where I’m not speaking – while my humility is that I always stay for the entire conference and attend as many sessions as I can.
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