Saturday, November 1, 2008

Internet Marketing and Anthropology

By Pavel Becker

Revelations come from the oddest sources. While watching the Nanny Diaries, I heard Scarlet Johanson say that the biggest problem for any anthropologist studying a particular sociological model is that being exposed to this segmented group of people eventually leads to a total assimilation with them and the only way to stop this process is to immediately remove yourself from that environment.

That says a lot about the power of the environments we put ourselves in.

Listen to a little story about me.

Before I moved to America I was a successful businessman, pulling down a decent income, wearing cashmere coats, eating in fine restaurants, driving nice cars. I'd never done any manual labor.

At some point our economy collapses, I loose everything and decide to come to America to start over.

I had no money, didn't know a soul, and took a job in construction because nothing else was open to me.

My environment changed drastically: from business-development to hanging vinyl siding, from a nice coat to Carhart overall, from a good food to McDonald's, from sedans to pickup trucks, from my friends with college degrees, clean clothing and intact teeth to a bunch of stinky beat-up dentally-challenged rednecks.

At first it felt awkward and in some sense entertaining, but then I started noticing that my entire system of values started to change: good food would mean Burger King instead of McDonald's, good clothing would mean Carhart instead of Wal-Mart, good car would mean an old pickup truck with a few hundreds miles on it that you can haul a pile of tools in instead of new shiny sedan (how are you going to put an air compressor in there?)

I even wore bandanas . . . in public!

It sucks you in! It starts to feel normal and acceptable!

I spent a few years hauling tools and swinging hammers before I found enough strength to pull myself out of this situation and to come back to being an entrepreneur with clean clothes and clean car.

Now, just a few months after I left my Carharts behind for business casual clothes, I don't eat whoppers and I don't go crazy over the Lowes' sale flyer.

If I asked my co-workers their opinion about Internet marketing, or home based business, or Global Resorts Network what do you think they would've told me?

Was it easy getting back on my feet? Nope.

Was it worth it? Absolutely!

One more time: Being exposed to a segmented group of people eventually leads to a total assimilation with them and the only way to stop this process is to immediately remove yourself from that environment.

What defines your environment?

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