I like Chris Brogan. He’s a smart dude who writes some pretty clever stuff that sounds really good – like this
But what you’re selling is more business. What you’re selling them is more connected business. What you’re selling them, one hopes, is human business.
Problem is, business isn’t about being human. It’s about (con)vincing us to buy their product or service. That’s the reality and all the Twitter chatter in the world and all the Facebook fan page fawning isn’t going to change that.
It’s basic business 101 – do whatever you have to in order to get the chumps to buy the goods.
While human-ness doesn’t really matter to the Procter & Gamble brand manager who’s trying to get me to buy her detergent, it does matter to the social media whatever who wants me to buy her service. Perhaps Brogan works more with the latter companies than with the former ones.
Then again, you don’t need a whole bunch of “human-ness” to sell a Zynga card in a 7-
Eleven.