There is a classic rule of giving presentations that states: know your audience. By following this old adage, you can tailor your presentation to maximize the value to the attendees. In fact, this advice can hold equally true for those which are there merely to attend. Today’s HBR post by Susy Jackson provides a good example of this. When you are part of the crowd you should know the crowd otherwise attending a conference with the wrong/unpopular tools can leave you looking like an outsider. For example, if – like Susy – you go to South By Southwest, then expect to exchange business cards using a service like Hashable – if however you go to say, a meeting of economists, then go old school and bring paper business cards. Sometimes the small nuances can tip the scale in your favor.