Marketing Nothing

I remember having a conversation with someone in the 1980s. I think the conversation arose out of the fact that I was producing a handmade product, which was becoming increasingly rare.
I can’t even remember who the person was, but I clearly remember while referring to The United States, he said:
“We will eventually become a Nation of People producing nothing, just selling insurance to each other.”
It seems to me this prediction looms ever closer to coming true, but by now the terminology has changed. No one is “Selling” anything anymore, it is now called “Marketing.”
The problem is whether you are selling or marketing, it only works if people are buying, and in today’s economic climate people do not have loads of spare cash lying around to buy much of anything.
Now the world is full of “Marketing Gurus.” These are people who can no longer make a living by selling stuff, because no one is buying. So now they are selling nothing more than an idea, that you can make a ton of money selling or marketing on the Internet.
I ask myself this: If I found a way to make a lot of money, would I need to sell that idea to other people? No, I would be too busy making money.
There is an old story about a man in his neighbor’s garage when he notices a large number of boxes containing cleaning products. He remarked, “You must sell a lot of cleaning supplies.”
The neighbor replied, “No, but the man who sells me this stuff, he sells a lot of cleaning supplies.” It is the Internet Marketing Gurus who are making money, not the poor suckers who buy their idea.
Over the years I attended my share of sales seminars and read many books on the subject. What always troubled me was the messing with people’s minds, to convince them they needed what it was I were selling
Often it was borderline trickery to convince them that having whatever it was I was selling would make them happier, and their lives better than holding on to their hard-earned cash. Although not illegal, it somehow seemed to me to be morally wrong.
Companies and corporations need to start thinking about the people who work for them as well as their bottom line. Is it really necessary to lay people off and send jobs overseas?
Okay, so your product may cost a little more, and you sell a little less. But there are always people who will pay the extra for a quality product, and some because of the fact it is home produced. Downsizing and cutting back on some employees is better than firing everyone and sending the entire production offshore.
When I had my bike business, I was competing head on with the large Italian bike builders, who would send over in one container shipment more than my entire year’s production. But I was able to compete because I did not have the shipping and wholesale costs that they had.
I did not have their advertising costs of my large competitors either, because I only needed to sell a fraction of what they did.
I think the good thing that will come out of this recession is that people will become used to getting by on a little less. They will live simpler lives, less dependent on all this material stuff.
And the people listening to these Internet Marketing Gurus because it seems the only avenue open to them. Think again, they are selling nothing but an idea. False hope, or worse, a scam that will take what little you have, rather than make you money.
One cannot produce nothing and sell it indefinitely. What is needed is people producing worthwhile products or providing worthwhile services that other people need. Provide that and the marketing will take care of itself.
The Mob Mentality
Whenever I am engaged in conversation with people who are not cyclists, on learning of my background in the bike business, and my continued interest in cycing, they will invariably ask me,
First of all in any random group of people you have a cross-section of society. Some are nice people, and some are assholes. It is the assholes in the group that will give you the finger. Rarely would you get the whole group giving the one finger salute in unison. Just as there are assholes who drive cars, there are assholes who ride bikes.
The other thing is the mob mentality. This is a common human trait that we see in any group of people not just cyclists. When people get together in a group, they are less considerate of others outside the group.
Your neighbor is having a party, and as the guests leave late at night, they laugh and talk loudly, slam car doors, and disrupt the sleep of people living several houses away. Usually these people are good neighbors, why would they have such inconsiderate friends we ask ourselves?
How many people have been in a restaurant where there is a large group of say ten or more people? I guarantee that party will be extremely loud, often obnoxious, and will have little regard for anyone else who is unfortunate enough to be seated nearby.
However, this is what we have come to expect in certain bars and restaurants. There will always be large groups made up of co-workers, family members, celebrating someone’s birthday or something.
But get a bunch of cyclists on the road, enjoying each other’s company, and are being no more, or no less considerate of others around them than the party in the restaurant.
The larger the group the worse the behavior. Take sports fans assembled in their thousands and the mob mentality really takes over. The mob could be angry over their team’s loss, or celebrating their victory, the outcome is the same.
In extreme cases store windows are broken, parked cars are overturned, and even set on fire. Most people would not behave that way individually, or even in a smaller group.
This is how I try to explain why some cyclists behave badly. I don’t condone it. It is one of the reasons I no longer ride with large groups, even though it can be fun. So I ask that people don’t condemn me for riding a bike, just because a few cyclists behave badly.
What is needed is a little more tolerance and understanding on both sides. Cyclists need to be a little more considerate of other road users. Remember our cycling kit and helmet is what sets us apart so we will be stereotyped and others like us will be judged by our behavior.
And the general public needs to realize that these are just a group of friends enjoying each other’s company and getting some fresh air and exercise while doing so. And if it is a Sunday, where are you going in such a big hurry anyway?
What are your views, and how do you handle the conversation with non-cyclists?