I read a great post recently entitled “The Caveman Principle” in which the author referenced an idea conveyed in physicist Michio Kaku’s book, Physics of the Future.
In a nutshell, Kaku simply states: “when there’s a conflict between modern technology and the desires of our primitive ancestors, the(se) primitive desires win each time”.
It just so happens that one of our most basic desires happens to be face to face interaction.
This idea really resonated with me, especially in regards to modern day selling. With so much of it being pursued through social media and online marketing, it’s easy to dismiss face-to-face encounters and human interaction. It seems that we’ve come to value efficiency over authenticity.
The Caveman Principle was a great reminder that regardless of the incredible advantages of our new mode of selling, the best way to connect and make an impact is one by one, human to human – just as our ancestors would.