The Competitive Advantage of Face-to-Face Meetings

These last few days I attended the Mobile World Congress in Barcelona. It is clear that, even in the most important global event about digital communication, face-to-face meetings still have an irreplaceable value. What an irony, right? This happens because technology undoubtedly facilitates communication, but the human touch ultimately forges lasting connections and drives meaningful collaboration. This may change in the future, but we live in the present, and we must deal with the current reality.

One of the primary advantages of digital communication is the ability to carefully craft messages before sending them. As I write this article, I can review the text and correct it. However, this "sanitized" form of communication prevents both the sender and the recipient from learning and growing from mistakes. It is through making mistakes that we strengthen our character and expand our understanding, essential components for navigating life's challenges. Making mistakes is so important, and trying to avoid mistakes is by far the biggest mistake of all!

Moreover, digital communication lacks the richness of verbal and non-verbal cues that are crucial for effective communication. More than 50 years ago, Albert Mehrabian, a Professor of Psychology at the University of California, established the famous '7-38-55 Rule'. He found out that:

• 7% of the message is in the words;
• 38% of the message is in the way words are spoken;
• 55% of the message is in facial expression.

Therefore, simple text communication conveys just 7% of the message! While emojis and voice messages attempt to compensate for this deficiency, they fall short in fully capturing the nuances of human expression.

Video conferencing, while an improvement over plain text communication, still has its limitations. It may convey non-verbal cues to some extent but fails to replicate the intimate atmosphere and spontaneous interactions of face-to-face meetings. The informal chatter before and after meetings fosters camaraderie and empathy among participants, a crucial aspect that is lost in virtual interactions.

As Steve Jobs famously remarked, "Creativity comes from spontaneous meetings, from random discussions." Face-to-face meetings provide the fertile ground for such encounters, where ideas can flourish and connections can deepen.

In a world where personal connections are paramount, prioritize face-to-face meetings. You will gain a competitive edge over those confined to digital exchanges.