Last night I attended an event that you would only find in Silicon Valley. An organization called the Connector Group brings together a selective group of top influencers—business people, bloggers, thinkers, technology innovators and the like—and companies looking to gain their goodwill and attention. I think there were 300 people in attendance—bankers, marketers, agency people, venture capitalists, consultants, reporters, and so on. The purpose was to get innovative companies in front of future customers, build buzz by talking to influencers… and help them get money to fulfill their business visions. My favorite sign read “Angel Investors Wanted.”

It was buzzing. This concept is a phenomenal way to—as the founders of Connector Group attest—reach customers, cut through the noise and have a conversation that you couldn’t otherwise have. It’s also the best way I can think of for early-stage companies to get no-strings-attached ideas and do free R&D. You bring your good idea, people poke holes in it. You give your pitch, people critique it. You talk about your go-to-market plan, people buy into it and write you a check on the spot. Great event. Very Santa Clara circa 1999.

But, can wisemen tip markets?

Yes—but only if you allow them to do what they do best—be wise. After observing and participating in the various pitch-pods, I realized that no one was saying use my product for six months or a week, or tell me how you’d use this product in your day-to-day. It was all pitch and no proposal. Remember: the best influencer is a customer. The most credible reference is a user. It’s one thing to hear about your solution over really good wine and this tasty portabella mushroom concoction they served us in a martini glass. It’s another to have someone give you their business pitch while you’re face-down getting a massage. Turn the wisemen into customers and watch things happen.

One group got it right. I met the founders of Zubio and was most impressed by a company that promises to be the Starbucks of Massage. Imagine getting pitched about something while you’re experiencing it. These Zubio guys are building a company that provides a massage that is as predictably good as a grande carmel macchiato: always the right pressure, duration unlike the other spas where you can’t predict your experience. And it’s convenient…

• Schedule a same-day 5, 10, 20 minute massage ONLINE
• Get a convenient massage in the airport, your building, at the mall… or in your office

Their booth wasn’t as packed as the others, but I was impressed. People would hear their pitch while getting a free 10-minute rub down. One woman (with her hair and clothes mussed) met me in line to get a soda and said, you’ve got to get one of those massages… this company is the Starbucks of Massage.

Learn more about The Connector Group:http://www.connectorgroup.com
Learn more about Zubio: http://www.zubio.com/

Promise Phelon, CEO and Founder Promise.Phelon@phelongroup.com