Playground Politics

This article could easily be about the election. But who wants to hear more about polls? The only conclusion that has been reached is that the results are inconclusive. Surprise, surprise. The best advice is to ignore the media, do your own cross-referenced research on each candidates' web site, and don't believe your neighbor's misinformed conspiracy rant. We will know who the next President is when they are elected. Onward.

The cool kid on the blacktop

The truth behind big business and branding is this: sometimes, it really is about being popular. We all love to think that we are far more mature that our colleagues and classmates. Popularity and social drama? We left that behind in high school! Not so fast, Mr. Rogers. As society becomes adults, we have simply learned to streamline popularity contests, manipulating our chosen industry to show our best side. Case and point:

1. Media - How much explaining is necessary? There are hundreds of dissertations that can qualitatively demonstrate how credible publications such as The New York Times and even the The Wall Street journal use propaganda. Actual CNN headline in February: "Will Hillary's shorter hair attract the mommy vote?"

2. Retail - Gucci, Brooks Brothers, Tiffany's. Quality, yes. In most of the world, with money comes social status. With social status can come popularity. The irony we ignore is that consumers want your brand to be popular to they can be popular with you. It's the ultimate buy-in. Don't stop at retail - this applies to any tangible product or service sold in a capitalist market.

3. Schools and education - The academic standard has long since stopped being the primary motivation for attending an institution of higher education. A great football team with a mediocre curriculum can sadly trump some schools with the opposite traits. Attended an Ivy League school? An employer may not know many facts about the institution. You may have earned a degree in South Indian Basketweaving. Regardless, you can rest easy knowing your portfolio will still be near the top of the stack of candidates. I already feel smarter by association.

Social Media

Ask yourself: what is the first thing that comes to your mind when you hear the word social?

Friends? After-work gatherings? Dating? You might even think of one person in particular who you see as exceptionally extroverted or introverted. Regardless, life is more about the popularity contest than we want to believe. Most people will never be able to admit it, even to themselves.

1. Facebook & Myspace - How would describe someone who has 20 friends and 3,000 wall posts? What about a person who has 4,000 pictures tagged of themselves?

2. Twitter - How many updates do they have? Here's an actual friend calculator that will measure your popularity on the micro-blogging site.

3. Blogs - Don't pretend that you're not more interested in a web site that has been read several thousand times. If you come upon an article that has only been read 12-13 times on the internet, you're ten times more likely to continue surfing.

Our failed mentality is this: "Everyone else didn't think it was important, so why should I?"

Read this carefully: To everyone else, we are everyone else.

The bottom line

Only your educated opinion matters!

Cutting through the social clutter isn't easy, but instead of ignoring it, learn to face it and demand transparency. George Bush has low polls again? Find out who was called and surveyed. Nike comes out with a new amazing running shoe? Check their competitors (same shoe, better deal. Always).

Love or hate what you've read, leave a comment or feel free to send me an email at pauljmatson@gmail.com.