I am less likely
to listen
to a white male.
I know I have this bias.
I work on it.
But it remains.
If a brand wants
to reach me,
they shouldn’t have
a white male
as their representative.
On the flipside,
if that brand wants to reach
one of my uncles,
their representative
SHOULD be a white male.
That is the only type
of people
he listens to.
This is why
it is often important
to have different representatives
for different target markets.
And this is why
business builders
should often have initial target markets
who look like themselves.
We are more likely
to be our own representatives.
This is also why
diverse hires are so important.
They can become representatives
of our businesses
and reach new target markets.
Our representatives
are more likely
to appeal to target markets
who look like themselves.
Consider that
when choosing them.