Center Stage

October 7th, 2014

I attended Graph Expo last week and walked away feeling that the industry has changed forever. While some pundits will spin it for material purposes, the show is a shell of what it once was. The number of exhibitors was dramatically less than past years and my guess is that things will be very different going forward. In other words, the opportunity is not only greater than ever, it is completely in your hands.

The significant decline in size drives home the idea that competitive advantage no longer lies in marketing to the masses. So, unless you have the next iPhone, building a product that is compelling to everyone is difficult. Success is rooted in the intimacy of your relationships within a community. Providing people with an environment where they can share ideas and connect in a comfortable manner is a derivative of the Connection Economy.

Some would consider this critical because they would like things to remain the same. My hope, however, is that our readers understand that all industries are going though this type of transformation. In turn, we no longer live in a world where the customer is clueless and the seller is all too wise. The inverse relationship exists where consumers are more educated and hence more powerful than ever. If they have a product need then they can research that need within minutes. Therefore, customers don’t need product education. They need people who care about them and can identify with their problems.

The beauty of all this is that we no longer have to rely on our equipment capabilities to make money. Success in the new climate is dependent on you and your relationships. You see, we all make decisions by leaning on those within our inner circles, and business-to-business customers are no different. They buy from those closest to them. So, antiseptic mass-marketing programs and events are being replaced with exclusive gatherings, thoughtful content, and the one-to-one engagements you make every day.

We have always been a large product-based industry with marketing vehicles that go to the masses. Today, we are a market-centric industry that sources our clients’ needs through the use of thoughtful content, exclusive networks, and a great deal of empathy. In turn, our customers are too smart and only want to spend time with those that they trust. Keep creating that intimacy and engaging on a deeper level. You are now center stage!