Editor’s Note: This post was originally published on Seattle 2.0, and imported to GeekWire as part of our acquisition of Seattle 2.0 and its archival content. For more background, see this post.

By Scott Porad

Guest Post by Scott Porad-
Last week I flew down on the “nerd bird” to South by Southwest Interactive Conference in Austin.  I swear, there was enough Twitter-Foursquare-Oh-My-God-Have-You-Seen-This-New-App-For-My-iPhone enthusiasm on the plane to power…well, an iPhone, I suppose.
 
Anyhow, to understand why I find events like SXSW worthwhile, I have to explain two ways that my views on successful startups have changed over the last few years.
 
First, I’ve come to understand that success is just as much, if not more, about people than it is about products.  Secondly, I’ve learned that success is just as much about marketing and distribution—getting your product in front of qualified customers—as it is about making good products.
 
On the first point, I will absolutely go to the mattresses.  On the second point, we can debate.  Regardless, in both cases we’re talking about people, which is the primary reason I attend SXSW.  It’s unlike any other conference I’ve ever attended.  Simply put, there is something fundamentally more social and inviting about SXSW—perhaps it’s the unique qualities of Austin, or all the Texas BBQ, or the endless number of meetups and happy hours and parties.
 
I made an effort to connect with two groups of people at SXSW.  First, friends I’ve made from years in the web startup space.  Some I have professional relationships with, but many I don’t.
 
I also spent time meeting new people.  At a session, I introduce myself to the people around me, and I try to make the most of “the hallway conference”.  You never know who you’re going to meet, or how you’re going to be able to help each other out.
 
For example, one afternoon while having a beer at one of the endless parties at SXSW I struck up a conversation with someone from Boston who is focused on a very specific, niche category of business.  Coincidentally, I have a friend in Seattle, who was also at SXSW, that recently launched a startup in that category.  One quick e-mail (yes, from my iPhone), and these guys were connected, planning to meet in Austin, and talking about doing business together.
 
Did this connection and introduction help me directly?  No.  Might it one day? Who knows?  So, then what’s the point?  It’s that I have another friend in the business and next time our paths cross we’ll get together and talk shop.  And, perhaps one day he’ll be talking to someone and think of me and make an introduction.
 
Perhaps that sounds cunning and mercenary, but I didn’t go to that party with intention of introducing two people for some future benefit.  I went to develop personal relationships, and to make friends.  I firmly believe, that at the end of the day, whether you like it or not, it’s personal relationships—friends helping each other out—that make the world go round.
 
All that being said, when someone asks me, “Should I attend SXSW?”  I tell them this: the sessions will be valuable and interesting, some better than others.  But to get the most out of it, you have to go there with people in mind.  If you’re willing to be social and friendly, to stick your hand out and introduce yourself, and focus on developing relationships as opposed to developing business, then you’ll come home with something money can’t buy.
 
Scott Porad is the CTO of the Cheezburger Network.  He blogs at scottporad.com and you can follow him on twitter @scottporad.
 
Photo Courtesy: Flickr – BCR Librarian
Like what you're reading? Subscribe to GeekWire's free newsletters to catch every headline

Job Listings on GeekWork

Find more jobs on GeekWork. Employers, post a job here.