What is it about markets that draw us to them? Be they financial, commercial or neighborhood; do we participate purely for the sake of commerce or is it something bigger?

Returning from my 2½-year sojourn in Nashville, I got a unique answer in my recent move back to Washington, DC. Instead of moving back into my old neighborhood, I was drawn by the activity, flavor and vibe to a new neighborhood – Eastern Market.

Eastern Market, a part of the larger Capitol Hill neighborhood, is defined most distinctively its large, historic market which has been in continuous operation since 1873. Like any market, Eastern Market itself is a hive of activity throughout the week, offering everything from artisan cheeses to fresh produce, poultry and fish.

Looking at Eastern Market, I couldn’t help but draw a correlation to almost every market I had studied in business school. In addition to being a hub for commerce, markets draw in a community unlike many other institutions in the modern world.  People freely wander, despite whether or not they actually intend to buy something, simply to be around all the activity.

Also, like most markets, the activity inherent in the constant trade of goods is a natural conduit to completely unrelated connections.  Families walking through with strollers and couples mingling amongst the produce: it’s a natural meeting space. With so much at stake for this “new beginning” of mine – it appeared logical that the best place to start making connections was an environment like this.

The lesson goes as well for marketers of all shades. In order to make a connection, simply travel to the market, observe and engage. It’s a natural occurrence where the participants in a market are there, not only for commerce, but also for the unique interactions and dialogue that can only happen at the market.

Photo Courtesy DCJohn