The digital return to the mom & pop- why I like Gary V, Wil Wheaton & others

Last night I went to a launch party for Gary Vaynerchuk’s new vook (that’s a video book) at a bar in Brooklyn.  I had a great time and met some interesting people, and also got to hear Gary talk for a bit.  I’m really glad that I went.

Later, as Will and I were walking back to the subway, we were talking about what makes Gary so engaging.  He is one of most energizing speakers I have ever heard and you can’t help but feel excited and uplifted when he talks.  Will pointed out that what he’s saying (that success takes incredibly hard work, there are no short cuts, and people will reward you for caring about them) isn’t anything new or unique, but it sounds that way when he’s talking.  Will is right that these ideas aren’t new, they have been around for hundreds of years, but they are unique.

When was the last time that you felt that a company or corporation cared about you?  I can count on one hand the number of times in the past few years when someone at a company showed that they cared.  On the one hand, that’s sad.  On the other hand it’s an opportunity, I still remember each one of those times and I am very loyal to those companies. Customer service and true human caring has descended to such an abysmal level in this country that the little sign of compassion surprises us to the point that we will rave about a company to our friends.

There has been a shift happening over the past few years.  It’s a shift away from anonymous product providers and toward connections.  Services like Twitter make that shift all the easier.  Smart companies are actively engaging with their customers.  Not to eke out a few more dollars, advertise, or sell, but to build emotional credit.  Once customers believe that they have a relationship, once that emotional credit is built up, price differences begin to seem insignificant in exchange for what they receive-a connection with you.

I think it’s wonderful that the internet is making it so easy for me to buy from companies I respect, and who I feel respect me.  This is especially true when I buy from the owner, manager, or creator of the product.  It’s a wonderful feeling to know that I am helping another person to make a living.  Gary V is right, it’s about saying thank you.

I don’t buy Wil Wheaton’s books because there is nothing else in the world I would rather read for that price; I buy them to say thank you for the content he puts out for free day after day and the way he engages with his readers.  I don’t buy dog treats from bestbullysticks.com because they are the cheapest; I buy them to say thank you for going the extra mile and sending an extra free stick when they heard I had two dogs, not one.  I do it to say thank you, and it feels good.  I gain something too, something intangible.

This revolution is starting small, and it’s starting quiet.  A lot of people still have no idea what they’re doing, and it’s those garish spambots that get most of the attention.  But I think it’s real, and it’s here to stay.  I’m glad that there are people out there talking about this, and telling it like it is.  I’m glad that Gary V is selling books, and I’m glad that the internet has made this digital return to the mom & pop possible.

If you own a business, or plan to start one, listen to people like Gary V.  Engage with your customers.  Care about them.  We’ll reward you for it.