In Business Relationships We Trust What We Know
When it comes to appealing to others as a business, you might stop to think about who you already have a lot in common with. It might just be that your strongest allies are the people with whom you already have something in common with, whether that is a sense of ethics, a location (local is a big buzzword these days), or a lifestyle. If you realize that the rest of the folks who find western apparel to be a completely normal part of day to day business wear react better to you than to your competition in business suits, then you've just found an in! Now, that in won't always be western wear but the point is that when you find a strong point that you have in common with a group you are interested in doing business with, you can use that to bridge the gap and start up a conversation. Familiarity can be a strong point in your favor, especially if you are offering something they need and desire.