Let me set the scene. It was a windy day in late August, and I was sitting on my back porch in upstate New York. I was enjoying a morning cup of coffee with my long-time friend and fraternity brother who was visiting for a few days with his wife. It is so refreshing, but particularly rare these days to maintain relationships for any length of time, no less than fifty years.
Although we are both of the age where tying one’s shoelaces poses a significant challenge, our porch-side banter was both lively and accurately reminiscent. We stayed away from politics, although that subject in and of itself creates enough fodder to keep conversations burning brightly for days, weeks, and months… if not years.
We stumbled on one aspect of adult behavior which we found to be quite quizzical.
Why do some people watch a certain TV “News” Channel, while others prefer the exact opposite competing station. I use the word “news” in this article as a space filler because what actually unfolds each evening is better classified as biased “opinion.”
We both agreed that people, regardless of their age, weight, zodiac sign, ethnic background, religious persuasion, or political preference generally want to listen to somebody (or anybody) who share their own deep-rooted beliefs. In other words, most of us in general are seeking confirmation and migrating to what we personally categorize as the truth.
How can I take this slice of fraternal brotherhood and turn it into a business lesson worth consideration you might be asking?
We all want to hang with people who share our own interests and beliefs. This holds true for religion, politics, professional sports teams, and even one’s choice of furry companionship. (Proof: I don’t think you will see the owner of a Yorkshire Terrier inviting the owner of a Pitbull over for cocktails following the weekly NASCAR race at Talladega.)
Unlike the proverbial magnet where opposites attract, today’s ever increasing, opinionated, and presumably educated population find comfort and safety in those who share their same viewpoints.
So maybe it makes sense to begin pointing more of your promotional efforts toward groups of people who share common interests. I personally have witnessed over 100 women on an NCL cruise ship gathered in a room creating what appeared at a distance to be potholders. In addition to safety in numbers, there is also solace in like-minded people. Often, you will find both spouses to be smokers or not. The same holds true when it comes to tattoo adornment. Today’s social media also presents a good example of how people hang with their peeps.
According to two aging frat brothers, (who still cringe when recalling the days of getting paddled with love) these various pods of community is what makes the world continue to spin, although at times, seemingly more out of control than ever.
Mike Marchev is always looking for a few more proactive travel professionals to join his Sales and Marketing Club, mike@mikemarchev.com.
*** You want more to think about? Check out my weekly podcast (Miked Up Marchev). Also listed on Spotify, Apple Podcasts, Google, and iHeartRadio.