The Problem with The French…

The Problem with The French…
Events

… is they host events called “The Problem with the French.”

The Problem WIth The French

Last week in San Francisco, Paris Soma and Fabernovel, two French companies allegedly dedicated to helping the French digital ecosystem, organized an event that can only be described as a mix between a circle jerk and a support group, entitled “The Problem With the French…” Intended to be a play off the rumored statement from former President George W. Bush Jr. in a meeting with Tony Blair “The problem with the French is they have no word for entrepreneur.” The event invited the finest Francophone entrepreneurs living in California – Loic Le Meur, Work4Labs‘ Stephane Le Viet, Carlos Diaz & more – who, from what I can tell from the twitter hashtag #TPWTF, spoke about a combination of “tales of entrepreneurship” and “why French entrepreneurs fail,” essentially poking at some of the cultural attributes of France that make the country “risk-averse.”

Despite being in San Francisco at the time, I decided to miss the event – I get my fill of French entrepreneurs complaining about why they haven’t succeeded yet in Paris – and instead found myself fielding questions all weekend from people about ‘this support group event for failed French entrepreneurs,’ as some people put it. I can’t think of a worse way to hurt your own reputation than by hosting an event talking about your problems. Now I can understand fresh off the boat French entrepreneurs doing this – they don’t know any better – but Loic, Carlos, and Stephane have been in California long enough to know the one secret Silicon Valley trick: you never talk about why you suck. Never.

The real problem with the French is they SUCK at marketing themselves

If I told you about a country that consistently puts out world-class developers & designers, excels both at technical innovation and at marketing the most expensive products in the world (luxury goods), and invented the very fabric of the Internet, you’d probably need little convincing to consider bringing your ideas and money there. Nevertheless, the only thing you ever hear about France is that their laborforce is lazy (not true), their government hates businesses (only insofar as they keep making it harder for French companies to market themselves) and that they can’t produce global companies (produce the most steady flow of globally successful Internet companies in Europe).

You see, the French find it somehow degrading to market oneself – they want to succeed on their own merit, and think that having to sell yourself means your product/skill/idea/innovation isn’t good enough and that you’re compensating. What many miss out on is the fact that the French entrepreneurs who have succeeded – LVMH CEO Bernard Arnault, Business Objects, Criteo, Deezer, etc. – have done so by overcoming this cultural crutch and realizing that marketing oneself is part of succeeding – it’s the ability to explain why you’re awesome faster, more succinctly, and more clearly than you’re opponent.

I barely understand the AdTech sector, but when Criteo says “we turned display advertising from a CPM market to a CPC market,” I get that in two seconds. That’s product marketing. CEO JB Rudelle spoke at Failcon France last year about how the company used the same technology and pivoted around in 3 times before coming to its CPC Digital Advertising model – they knew how to use cookies to track users and no more about them when they arrived on a given web page. What they had to figure out what the best way to package that and sell it.

I guess the only other problem with the French – if you hadn’t already guessed it – is their self-bashing culture. Entrepreneurs don’t complain, they do. If you attended this event, I have serious doubts as to how you’re going to handle real problems down the road. No one wants to invest in someone who is the first person to admit they are the reason something went wrong – they want someone who is the first person to offer up a solution to a problem.

12 Responses

  1. Avatar
    Thibauld

    I think you did a small mistake when quoting JB Rudelle because Criteo is about the opposite 😉
    CPM->CPC

  2. Avatar
    Alicia Kenworthy

    Actually, I’d argue this event title is great marketing. It’s fun, ironic, and set the stage for accomplished entrepreneurs to show just how ridiculous that statement is. I enjoyed the event and was probably drawn in thanks to the title!

  3. Avatar
    Adrien Châtillon

    What is worse than French bashing, is French expats bashers.

  4. Avatar
    Phil Jeudyil Jeudy

    Everyone knows (well almost) the title was the worst marketing thing you can think about. Specifically coming from Bush’s mouth. The other problem with the French is in their communication, mostly when they joke. Americans don’t get our joke, I can’t tell you by experience, they never get mine. We should stop saying we so bad in marketing, and enlighten the magnificence of our technology. Smartly 🙂

  5. Avatar
    Stefane Fermigier

    The problem with the Americans…

    Is that they have no sense of humor.

    Well, that’s just one problem, actually, they have a few others too (like being the last country not having adopted the metric system – maybe because it was invented by the French ?).

  6. Avatar
    Gee Ranasinha, KEXINO

    I don’t think it’s a French issue as much as a Latin issue: I see similar attitudes from Spanish and Italian entrepreneurs, though the “glass-half-empty” attitude seem to be more prevalent here.

    As pointed out in the article there often a reluctance for business owners to invest in marketing. There’s often an underlying belief that if the produce/service is good enough, it’ll sell itself. It’s like there’s some “If We Build It, They Will Come” mentality.

    Or maybe it’s just that many French business owners still see Marketing as little more than a cost.

  7. Avatar
    Juan Diosdado (@ikonoklast)

    Bravo. This needs to be repeated every time someone starts complaining about why they can’t do whatever and how easier it would be in any other country. Most people in present-day France are always fighting against something instead of fighting for something. It’s sickening and disappointing given the rich history of this country. But perhaps it’s only us foreigners that get to see the whole picture. As far as I’m concerned, Louis XIV was one of the first great marketing geniuses.

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