Going To Market.

I have to start with a confession:

I am TERRIBLE at capitalism.

I always have been.

It’s just not something that has been a drive of mine. I mean, I can always eat, and generally pay my bills. Although, in my younger days there were some close calls, to be sure. But you know, I get by. Now I’m learning a whole new toolkit that holds profit above all, is about maximizing returns, the psychology of selling and why we buy.

It’s exhausting. And it feels dirty.

I’m taking a course that is going to help me to open this business and it is very informative, but even in gathering information about customer likes and dislikes (‘pains and gains’ as they call them) we’re told, “do interviews. If you can’t get people to talk to you, try telling them you’re doing a study for a university.”

Which is nuts. Even while we’re being taught “You’re not selling a product, you’re solving a problem for the customer” we’re lying to them. That, to me, is marketing in a nutshell. Lies, damned lies and statistics.

So, how am I going to do this? I know my product solves a problem, takes the lowest environmental impact path to do so, and when I’m running smoothly I have visions of how to give back and how to give to communities that may otherwise be marginalized from experiences like this, but I need to sell the thing first and it gives me a big time ick.

I mean, this is an industry that has over 100 years of experience in psychology, technology, neurology and all sorts of other -ologies combined into classes they teach at fucking Harvard business school just to get us to buy things. Vs. me. Or you. Or some kid with even less capability to understand how they’re being manipulated than a grown-up does.

My plan is to find a few small businesses that I respect and follow their lead. The first that comes to mind is Salvatore’s in Halifax. Not only is their product amazing, the owner is a real and good human being and they don’t lie to you. They offer their product and those who want it, want it. You want to change a signature pie? Nope. Busy night? 2 hour wait, and we’ll tell you that. ‘The customer is always right’ in only two cases: one, we have unlimited resources to throw at any problem, which generally means the customer is paying that, or, two, we’re lying to you. Sal’s does neither, and so, don’t lie to you.

I think it’s a good approach and one I think live with if I follow their lead. I offer a cool and unique product, have no interest in tricking the public into buying something that doesn’t suit them and I think there are enough folk who will love what I’m offering that we can all feel good and sleep soundly at night here at the Best Kept Seacret woods.

See you all soon!