The Problem with Business Class

I was flying over to the US recently – very nice and all that, in one of those pods, watching a film called Rental Family; which, is excellent and all about connection.

And as I was watching it, I found myself looking around at all the other pods. Everyone tucked away in their own little space, headphones on, screens on, isolated. And yes the stewards were lovely and attentive, trying to create rapport, but the problem was that we are completely disconnected. I was in truth… (handkerchiefs out please) slightly lonely, if I’m honest.

I was thinking I’d probably enjoy the flight a lot more if I was at the back, squashed up in economy with my family or some friends. Probably a bit irritated, a bit cramped… but actually, I’d enjoy it more.

And yes, for anyone reading this thinking “easy to say”—it’s also true that if I was with my family in economy and one of us was offered an upgrade to business class, there would be a scrap about who gets the posh seat. 

Because what Rental Family explores so well is that the things we think will make us happier (comfort, convenience, more of our own space) often move us away from what actually matters, which is connection.

You see it everywhere now. Not just the usual culprits of devices, social media, all designed to connect us, but in many ways they’ve made us less connected – but the way we lead our lives – in many ways seemingly trying to keep ourselves from our fellow humans beings. There are surveys showing that sense of community in the UK has fallen off the cliff over the last 60 years. 

That idea that you could just walk into a neighbour’s house for a chat, front doors left open… we don’t have that anymore. We used to live in an old cottage in Chesham, in which on the top floor there was  a blocked in doorway that previously would have been an open door into the next house. That was normal. 

The reason this struck me so much on the flight is because connection, when it comes to being a human being, whether at home or in business, is everything.

I had a moment that really brought this home in a taxi from the airport. The driver asked what I did, and  I gave the usual answer—business training, communication, presentations. And she said, (with a wonderful New Orleans accent) “What’s that about then?”

We’d already been having a really good chat – about her kids, a cruise she’s got coming up, a bit about mine. Just a normal conversation.

And I thought, this is it.

So I said, “In all honesty, what I teach is what we’re doing now.”

She laughed. “You get paid for that?”

So I said, “Stop the car. How dare you. I’m getting out!”

No didn’t say that. She then said, “I guess that’s about the most important thing you can do. How do you talk to each other, how do you talk to your customers...” 

Because it is.

How do we connect, really connect, as a brand to our customers?
How do we connect with each other inside organisations?
How does a leader connect with their team?

It’s simple in theory, but incredibly hard in practice. And even harder through a screen, which is why I wrote Virtual Presentation Mastery (small plug, but true).

So how do we create more of that connection, for our brands and for ourselves?

https://standupanddeliver.co.uk/blog/problem-business-class

Firstly, humour. It’s amazing how when someone well-known dies one of the first things we say to show they were human is “they had a great sense of humour.” Even people who weren’t obviously hilarious suddenly have stories about how they made people laugh. Because humour connects.

Secondly, more face-to-face time. I’ve been amazed, particularly in advertising, at how many pitches have gone back to being in the room, especially the big ones. Because when it really matters, people want to feel it and because both client and agency are looking for connection. 

And thirdly, trying to avoid too much time in our own little pods.

We all like a bit of time to ourselves, but when it becomes the default, we lose something. If you see someone struggling and you’re not sure what to do because it’s socially awkward, help them. If you’re in your own world, maybe take the headphones off more often and say hello.

My friend Mark Bowden has a brilliant TED Talk where he challenges people to make that uncomfortable leap, to go and connect with someone they don’t know.

And I think that’s the challenge for all of us.

Because the world is getting better and better at giving us our own little pods.

And we have to get better at stepping out of them.