'Networking. It's always brought up in subjects on how to improve your business. You've got Chambers of Commerce, guilds, teams, knitting circles, Alcoholics Anonymous- all ways to get to know people, have a chat and branch out with your business. It's great to find nice folks who will know you, support your product and business, and maybe even become a friend.
But here's the tip that others don't often talk about- Anti-networking. Anti-networking? What's that? Well, I'm glad you asked, and I'm glad I'm here to tell you. Anti-networking is all about having negative connections. Think of it like the Jersey Shore. Can anyone believe those folks are really like that? Well, having lived in New Jersey for some time I can say yes, yes they are. But are they really networking and growing their brand while generating all this disgust? Yes! You too can generate that disgust.
Sometimes people being angry with you or swearing vengeance upon you is the best thing that can happen for your business. Don't get me wrong, I'm not saying you should go around with a spray tan and teased hair to improve your business. I'm just saying that you need to embrace the good with the bad. The yin and the yang. The dunkin and the donut (the krispy and the kreme for all my fellow tar heels). Sure, it's great when people are your buddies. It's so warm and fuzzy to have people know the true you and like you for who you are, and help spread the love about your business.
But some people are made into legends by those who dislike them and try to thwart their every move. The Jersey Shore folks are a unique example. But think Sherlock Holmes and Moriarty. Batman and the Joker (or the Penguin, or that stupid thing that Uma Thurman played). Sometimes a nemesis is exactly what your business needs. And if nothing else, maybe one of their other personalities will be your friend and buy something from your shop.
Plus, the more time you spend working hard, the more time they have to spend rifling through your garbage which apparently is what makes them happy. In that way you are being generous and kind by cultivating a nemesis. You might even be able to get community service hours for it.
So don't fret if someone is talking trash about you on twitter, writing how their cat could kill you on their blog, or even leaving pumpkins with daggers in them on your doorstep- it's all good for your business in the end.
When you find your entire shop bought out and 'suck it' written in all the feedbacks, just think, 'hey, thanks my personal Darth Vader.' Cause really, what would Luke Skywalker been without Darth? Just another kid getting groomed by a short, green weirdo.'