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Business Career Engagement Entrepreneurship Future of Work Generation Y Income Inequality Innovation Workplace

On the Rules No One Else is Playing By

The American Dream speaks the language of ambition and its tongue whispers it is not for lack of luck, but lack of effort that you are a failure. Put in the work and you’ll become a success. Luck nor social constructs or randomness or the genetic lottery create the richest men of the world – and they are men – but an exchange of value. The rules are: work hard and be rewarded in return. Except we know that’s not true.

“The U.S. has the 4th-highest degree of wealth inequality in the world, trailing only Russia, Ukraine, and Lebanon,” reports former U.S. Secretary of Labor Robert Reich. “The 400 wealthiest Americans own as much wealth as 80 million families – 62% of America. The reason is the stock market. Since 1980 the American GDP has approximately doubled. Inflation-adjusted wages have gone down. But the stock market has increased by over ten times, and the richest quintile of Americans owns 93% of it.” 

This quintile, they don’t work hard – they don’t work at all – and are rewarded in return. They don’t work hard and amass influence. They don’t work hard and acclaim power. They don’t work hard, and yet millions try to emulate them. Those millions do work hard, and in systems and institutions with large trompe l’oeil ceilings of the sky. That is the American Dream. The illusion creates hope. But we no longer have hope.

“More and more I get the sense that we’ve lost it,” argues New York Times columnist Frank Bruni, “and by ‘it’ I mean the optimism that was always the lifeblood of this luminous experiment, the ambition that has been its foundation, the swagger that made us so envied and emulated and reviled.”

We hit the faux-hope ceiling and facing reality has been unseemly ever since. No one likes work. Bosses are crappy. No, really, really bad. Most bully to cover their own insecurities. Workers never feel appreciated. And none of us are really sure what we’re doing matters anyway. Whatever the job, you’re expected to show up and know the job, not learn the job, not make mistakes or take risks.

A mere 13% of workers are engaged. But unlike the days of the company man, where you could put in your time no matter how boring or rote it became, then retire after 30 years with a pension, today’s employers rid themselves of such responsibility. The loss of loyalty not only means the loss of security, but the deep and meaningful work that comes with dedication and duty.

“The world’s leaders have coolly, calmly, rationally, senselessly decided that bankers, CEOs, lobbyists, billionaires, the astrologers formerly known as economists, corporate ‘people’, robots, and hedge funds are worth more to society than… the young. The world’s leaders are letting the future crash and burn,” argues Umair Haque in the Harvard Business Review. Our youth “is getting a deal so raw that no one but a politician or a serial killer could offer it with a straight face. So let’s call it what it is. Not just unfair—but unconscionable.”

In such demanding and depressing times comes innovation, and it tells us to pour our resources and energy into entrepreneurship. Become a freelancer. Work on the side. Explore your “freedom.” And companies love it. Your corporate sovereignty means no salary, no pension, no retirement plan, no healthcare, no 8-hour work day (you willingly work more), no boundaries, no stability, no safety, and no fealty.

And with everyone out for themselves, there is something more immediate lost than the safeguards of our future; we trick ourselves into believing we’re changing the world. No matter the bills aren’t being paid or we can’t get up in the morning or retirement won’t exist when we reach 60, 70 or 80 years old.

We hold onto the idea that “money isn’t meaning,” and that’s a pretty story. It comforts us while we filter photographs or swipe credit cards for a new pair of hiking boots. But the more we encourage such misleading mindsets, the more off-kilter and out-of-balance not only our economy, but our personal lives will become. Money has always been an exchange of value, and it’s only recently that money has been an indicator of meta non-value.

What I mean is the wealthy don’t acquire money through an exchange of value, but an abstraction of money at a higher and higher level. Take a look at Appaloosa, a hedge fund that employs 250 people and Apple, a company that employs about 35,000 people and earned around $6 billion in 2009. “Appaloosa, the hedge fund, earned about as much as Apple in 2009 by speculating on… well, we don’t really know,” argues former Seventh Generation CEO Jeffrey Hollender.

Now tell me our ignorance and unwillingness to fight doesn’t have something to do with the tradeoff between money and meaning. Money isn’t evil. Only the systems we’ve designed and encouraged to make it so. We keep following the rules no one else plays by, but expect the same result. When it doesn’t happen, we create worth and are happy if someone “likes” it on Instagram.

But your value is worth more than that. It’s worth more than massive debt, overwhelming anxiety, being underchallenged, underemployed or unemployed. It’s worth more than what’s in your bank account and it’s certainly worth more than what you’re getting paid (despite any lies the Microsoft CEO will tell you).

Want to fix the economy? What — too big? How about your life? Want a fair shot at the American Dream? Or just a better boss? Or maybe a chance to just give your kids something, if you can’t give them everything? Want to fix the wanting, the feeling, the gnawing? We have to align worth and wealth.

Categories
Business Earn More Entrepreneurship Find a side job Finding a job Love What You Do Side Jobs

Here’s Your Plan to Turn Your Passion Into Your Career

Doing my dream job part time, still working full-time with full dread! How long did it take your confidence to make the jump? Should I set a time/deadline for myself?

How do you get money to come to you? To do what you want to do because you love it and not for the money.

So if someone said to you that they love to write and have always thought they were going to be a writer but found themselves always working in the Defense Industry, what would you say to them…  especially if you saw their written work and writing potential …?

A lot of people want to turn what they love to do into what they get paid to do. It was a common question in last week’s AMA, and I often get emails from folks looking to quit their job. Usually they’re asking permission, but sorry, not-sorry, that’s not how I roll.

Test Your Mindset

Since it comes up so often, I want to be very clear about my philosophy on dream jobs:

You probably can’t make money doing what you love. Writing, for example, is a good example. And I say this not because you’re not a tremendous, dedicated and talented writer, but because you’re not a good marketer. And to make money, you have to be good at sales. Most people who are good at writing aren’t that great at sales, or simply don’t put in the time and effort to sell. But making money on what you love requires you to sell what you love. Do you think you can do that? Here’s how to check. Finish these sentences:

“Sales makes me feel…”

“Business makes me feel…”

“Marketing myself makes me feel…”

If you answered anything but “excited,” “creative,” “energized,” or “awesome,” to those three statements, you can’t sell what you love. Not yet anyway. It will require a major mindset shift, and a good dose of coaching and knowledge.

You can use your full-time job to support your passion. We put a lot of weight onto our passions to support everything in our lives. We want what we love to do to give meaning and purpose to our days, and add money to our bank accounts. But it doesn’t need to be that way. We don’t have to do what we love for money. We can make money in a different job to support what we love. There’s a tremendous freedom in that, actually.

Try a mental mindset shift where you think of a full-time or part-time job as the catalyst and support for your dream work. Instead of thinking of it as something you have to do and dread, think of it as this great thing that allows you and pays you to do what you love. Because a regular paycheck isn’t anything to sneeze at!

When you’re able to align money as something that enables you instead of prohibits you from doing what you love, I guarantee you’ll be in the position to make a lot more of it.

The Plan

If you can make both mindset shifts above, you pass Go, and can proceed with the following plan to turn your passion into your career:

1. Make some money. If you can’t make money now, you probably won’t be able to make money later. You already know how to do what you love, but do you know how to make money? Get a raise. Get a side job. Build a side hustle. Rent out your extra room on Airbnb. Sell your old stuff. However you choose to earn more money, make a lot of it and store it away like a squirrel would store acorns before the worst Winter of his entire life.

Shoot for a six to twelve month emergency fund, and max out all your retirement accounts too. With a full-time job and extra income coming in every month from just one of the activities listed above, this will go much faster than you think. Depending on your hustle, you could be good-to-go in three to four months. 

2. Make some more money. Now that you’ve made enough money to support yourself for awhile, should you quit your job? HELL NO. Now you start making money with the-thing-you-love-to-do. If you think you can’t start your passion on the side, please stop reading right now. I hate you. For the rest of you, now is your chance to use all the sales and marketing lessons you learned in step one and apply it to building your passion business.

The goal is to make enough to cover your expenses when you quit, so that you don’t have to dip into your emergency fund at all. I also like to make enough to continue saving a bit too. Just depends on your risk tolerance. This is made much easier if you have a partner or spouse and their income can help support you both.

3. Reassess your goals and dreams. If you’ve gotten to this point, f*ckin’ amazing work. I’m beyond proud of you and I don’t even know you. But now I want you to look around and assess what a suh-weeet situation you’ve got. Because I always advocate for folks to have multiple burners running hot. Why? Because it’s when you have the most control. You don’t have to take shitty clients because you don’t need the money. You don’t have to stress out about your maniacal narcissist of a boss because you don’t need the money.

Anytime you don’t need the money, you’re in a better negotiating position for your life, your goals, and your dreams. It may be more work, but it’s less stress. And it leads to the greatest financial security. Which is what keeps most of us from pursuing our dreams in the first place.

4. Leverage your network. Before you replace your dread-job with your dream-job, reach out to your existing network and ask them if they are looking for the services you provide, have contacts that might be useful, and any other ways you need help. Be specific about what you’re looking for. When I took my consulting business full-time a few years ago, I was able to replace my full-time salary within one day of sending emails out. That’s the power of weak ties. I didn’t email a bunch of my best friends. I emailed folks I had met a few times and kept in decent touch with.

I’m not trying to be a debbie-downer here, but I want you to be realistic about what it takes to succeed since so many people are not. Most emails I get from people are from folks who love to dream. And if that’s your jam, dream on.

But if you really want that-thing-you-love to make you money, go through this plan step-by-step. I’ve seen people skip a step here and there, but only because they have super advanced mental capacities. I know that seems weird, but most of us aren’t ready to do what we love. We’re just ready to quit doing what we hate. If you change your mindset and follow this plan, you can do both.

Categories
Business Earn More Entrepreneurship Find a side job

How to Create a Self-Employed Budget

The majority of self-employed workers seek independence to be their own boss, retain a flexible schedule and build unique career paths. Still, many find that with increased control comes increased responsibility, and economic viability is harder than anticipated. Before you decide how many lattes you can afford as a self-employed worker, you need to take control of your finances. Over at US News and World Report, I talk about five steps to build your self-employed budget. Read it here.

Categories
Business Entrepreneurship Self-management

The Grief of Growth

Liam (name changed) runs an online business where he sells digital goods on a subscription basis. After approaching nearly $1 million in revenue, he experienced a mindshift. The shift was subtle and unconscious; he didn’t realize the harm he caused until later.

On the side, I consult for Liam’s company. For weeks, I tried to convince Liam to test changes on the site that could potentially increase sales to no avail. I couldn’t understand, why didn’t he want to make more money? Or at least try? Wasn’t that why he was paying me?

Exasperated, I exclaimed, “You’re essentially telling customers to cancel during every step of the process! And then they do. How can we ever expect to grow revenue?”

Liam paused. “You know what, Rebecca,” he said. “When we came close to $1 million in revenue, I thought, is this bad? Are subscriptions evil? Am I taking advantage? Is my business model inherently wrong?” His answer was to place detailed instructions on how-to cancel everywhere on his site.

More than 150,000 people have downloaded Liam’s products. He’s a smart guy. He’s also part of the Google generation where “Do No Evil” is the motto for life and business. Increasingly, that means making stuff, but not making money.

Freelancer Amber Adrian (disclosure: she works for me through Alice) recently launched a series of essays on perfectionism. Her pricing strategy was “pay-what-you-can,” with a suggested price of $5.

“I wanted to get this into as many people’s hands as possible,” she said, “to pave the way for a bigger package that will be a set price. I’m hoping that people find it super valuable and share it around and that brings in more people.”

She told me readers paid more than what she would have charged, but I still cringed. I had heard about the amount of work she put into those essays. Not to mention, she already wrote (for free) about these topics on her blog. If she believed the essays to be super valuable, why not come out swinging with a price that indicated that value?

The truth is, unless you have an extremely wide reach, discount or zero pricing does not work. And hardly anyone has that kind of reach. The majority of us (start-ups, freelancers, small business-makers, entrepreneurs) are in markets with smaller audiences and niche targets. And that means premium pricing.

Charging for your work or products, however, just doesn’t seem to jive with the so-called basic rules of the Internet. Somewhere along the line, Free! became an acceptable business model, and revenue and sales became a sign that you didn’t get how the new economy worked. Suddenly, we’re afraid to make money.

“It feels weird to be selling to my blog readers,” Amber says. “The lines are a little blurred and I’m working to draw them more firmly. I’m very emotionally attached to my blog and it feels weird to try to turn it into a business space.”

But the lines don’t get less personal when you aren’t marketing to friends. Liam spoke to me about how his customers are from modest means, and he is often more concerned that his customers save money, rather than he make it himself. Even with a healthy level of success most would be envious of – and a growth rate a fully-backed and funded start-up would salivate over – Liam is often worried. And he seems to feel bad and apologetic at his success.

A good many of us want to start and grow businesses (or nonprofits or blogs or something). But the majority of us cannot. Our minds won’t let us. We put up all sorts of barriers and paradigms that tell us no, this isn’t right. Even if you manage to get an idea off the ground, your negative nellies will tell you that the product isn’t great/has bugs/isn’t ready/is stupid and the big one: you’re not good enough.

We all tell ourselves these invisible scripts every day, and they go into overdrive when we try anything new. We literally have a physical and biological reaction that tells us to stop, back away and let it go. Financial expert Ramit Sethi has an exercise in one of his courses where he asks people to identify these scripts. Here is a sampling of what people say:

What will I do if I succeed? Do I deserve to succeed?

Not good enough – Just writing those words makes me irritated as hell. But that’s what I battle with.

What skills, expertise do I have that someone will be willing to pay top dollar for? I’m afraid I’m just not good enough, special enough, have great enough ideas to warrant the financial life I so desire.

And the fear of not being good enough, or un-deserving, does all sorts of weird things to us when we try to implement our ideas. We decide it’s more important to be right, than effective (we don’t want to fall flat on our faces, after all), and we move forward with assumptions that are clearly incorrect.

Despite the current obsession with tracking, testing, metrics and analytics in the start-up world, we still primarily make business decisions based on emotions, not data. Business risk doesn’t depend on your conversion rate, but what you say to yourself in your head.

“It did feel more comfortable for me to do pay-what-you-can,” Amber said, “because I’m still a little uncomfortable with this whole Pricing My Work thing. There’s definitely some fear involved.”

For Amber, having people pay-what-they-could helped her plow through that fear. “Most people ended up paying the suggested $5, but a large number paid in the $10 range,” she reports. “One person even paid $50. Only one person paid less than $5, at 99 cents.” Amber plans to charge upwards of $50 for her next product.

As for Liam, I asked him to reframe his worldview. Instead of worrying if he was ripping people off, he should focus on providing as much value as possible to his users. If you are providing value, there is no reason not to charge, no reason to feel bad. We don’t need to be so wrapped up into “do no evil” that we talk ourselves right out of profit.

Instead of our emotions plowing us into despair over success – or potential success – we should focus on the fact that growth, even and especially financial growth, is healthy. Of course it will take work. Things will change, and with it will come more responsibility and expectations, but only if we can accept that we’re worthy and good enough to provide mad value and make mad money in the first place.

Categories
Business Entrepreneurship

Without a Map (Part 1)

A born entrepreneur, the ex-CEO of Seventh Generation talks about today’s labor movement, changing the rules of business and politics, and the biggest failure at his old company.

More than twenty years ago, Jeffrey Hollender founded Seventh Generation and went on to build the fledgling company into every affluent customer’s favorite badge of sustainability. In October of last year, Hollender was forced out of the company. Today, he continues his fight to provoke business leaders to think differently about the role they and their companies play in society.

K: What’s going on with business and politics nowadays? The Federal government almost shut down last Friday. Are business and politics inseparable with the amount of lobbying, influence and corporatism?

Hollender: Business has far too much influence in politics and that is bad, on the one hand, because citizens feel disenfranchised and don’t feel that they have a vote and don’t participate in the political process. But worse, we have a situation where a relatively small group of very large companies have our political agenda and our economy effectively held hostage to their own interests.

If you just look at the recent controversy surrounding the fact that General Electric pays no taxes and in fact will get a $3-4 billion tax refund, we have also created a terribly uneven playing field. How can small and medium-sized companies that create most of the jobs and are critical for our economic recovery compete with large companies who get large subsidies from the government and don’t get to take advantage of the loopholes that a company like GE gets to take advantage of?

It’s a serious, serious problem that is, I think, crippling our economy and spoiling our environment.

I want to circle back to that, but first let me ask you this. I just moved to DC from Wisconsin, and am wondering, have you been following the fight with WI Governor Scott Walker and his attempt to eliminate collective bargaining?

Yeah.

To me, it seems like Walker was trying to destroy the Democratic party and it wasn’t really about labor unions. However, the idea of eliminating labor unions doesn’t seem all that outdated to me in a world where transparency is king. Curious to know your thoughts.

Over a 30-40 year period we’ve seen membership in unions fall roughly around thirty-five percent to under ten percent. A significant amount of that decline is a result of business’ influence on politics that have increasingly made it difficult for unions to organize and acquire new members.

There is no question that there has been a campaign by politicians as well as certain companies to marginalize, if not totally eliminate, the union movement in the United States. And I think that’s dangerous because the unions were probably the only significant political counter balance to big business in America.

Right…

As a co-founder of an organization called the American Sustainable Business Council that has 65,000 small and medium-sized companies as members, more of these businesses have taken a position to support labors like collective bargaining and we don’t see that as bad for business. We believe, as I do, that we need more good-paying jobs because an economy where people are making minimum wage is an economy where the government will endlessly have to subsidize families because they can’t afford the services that they need to survive.

Do you see any differentiation between public and private sector unions though? Where public sector unions might not be as necessary as private sector unions?

No, you know, I don’t see a large difference. I think there are a huge number of challenges with the way the teachers’ union has functioned. And I think the challenges that we have in eliminating bad teachers from the system are problematic. But that doesn’t mean we shouldn’t have a teacher’s union. I think the issue is that we need to make some changes in the way a teacher’s union functions. But I would not ever go as far as saying teachers should not be unionized.

Okay. Let’s move on. It seems like a lot of your initial drive in this area of social justice was a result of the privilege that you had growing up. Do you see, at all, that being socially conscious is a luxury of the privileged class?

No, I think that being socially conscious is in no way something that is a luxury of being privileged. There is a tremendous social consciousness within the union movement. There is tremendous social conscious in all aspects of society. I wish there was more social conscious within the privileged. I think too many people who are very comfortable and affluent don’t accept their responsibility to share that wealth with too many other people and to advocate for people are aren’t was well off as they are.

It’s sad that, statistically, lower income people give away a greater percentage of their income than affluent people do, and I think that one fact alone would cause one to not come to the conclusion that the privileged are more socially conscious than the unprivileged.

What about being environmentally-friendly? Is that a luxury of the privileged class?

Well, environmental consciousness has become too much of a luxury of the privileged class for a couple reasons. One, environmental products are often more expensive than traditional products and one would not expect people from all economic classes to choose to pay a premium. Secondly, because people who are more affluent tend to take advantage of and access higher levels of education, they better understand the reasons why sustainable products are important.

I have always said that one of the biggest failings of Seventh Generation was that it reached primarily more affluent consumers who were already healthier and living more sustainable lives, and was not effective at reaching more people broadly.

That is true generally of all types of green products and organic food, and underlying that is an economic problem. Why is it that green products or organic foods should cost more money? They shouldn’t. They cost more money because those businesses don’t externalize their costs on to society the way other businesses do. By internalizing those costs, the product costs more money. But it shouldn’t be that way; it should actually be the reverse. Sustainable products – because they don’t have as negative an impact on society and the environment – should actually cost less money.

I completely agree. What is the solution?

Well, the solution goes back to where we started the conversation. As long as large companies control the political process, we won’t make much headway in changing the tax laws or any of the issues that allow businesses to externalize their costs. We take one example alone, global warming, and we can’t even get there to be a price on carbon. We’re a long, long, long way from changing that playing field. Unfortunately, we live in a society today where we make products that are often bad for your health and bad for the environment artificially cheap. People consume those products that adversely affect their health and the environment and we move more quickly down the road in the wrong direction.

So what’s bad for you is good for the economy? Is that how it’s playing out?

What’s bad for you is good for a select group of large companies.

Right.

It’s actually not good for the economy because when people eat the wrong things and don’t get healthy, what we see is rising health care costs that ultimately make America less competitive with the rest of the world.

What we have today is a paradigm where companies are making the most money they’ve made in sixty years. Corporate profits are at an all-time high and growing faster in the fourth quarter of 2010 than they’ve ever grown in sixty years. At the same time, as we have massive unemployment and an environment that is being degraded. And unfortunately we’ve created a system that allows companies to make huge profits while people are unemployed and the environment suffers. So we have systemic problem in the way we’ve designed our economy.

In Part 2 of this interview (coming next Friday), Hollender talks about how he would launch a company today, the tensions of scale, and what motivates him the most.

Categories
Business Knowing yourself Personal branding

Originality & Influence in Personal Branding, Architecture and Walmart

We are told to show streaks of our soul, to be original. To show irreverence. And especially, place your mark on the world. Eschew tradition.  And while you should be yourself, you should also, somewhere along the line – if you’re lucky, between high school and turning thirty – find that originality is only the beginning.

Renowned architect Frank  Lloyd Wright is known for pioneering one of the most important movements in architecture. His mastery of the compression and exaltation of space has little to do with inspiring awe (although that it does), and much more to do with a space that is living. That shows you how to act, impresses upon you what to feel and has a conversation with you. The building has a conversation with you, not Wright.

Which was probably a great mystery to those who knew Wright while he was living since he was quite the arrogant bastard. But his architecture lacks ego. Wright matched a structure to its environment. The infamous Guggenheim intentionally looks nothing like the home of Taliesin.

In contrast, Santiago Calatrava or Frank Gehry, two of the celebrity architects of present-day, are very recognizable. No matter where you are. No matter what city you’re in. A Calatrava or Gehry building has a distinct stamp, an identifiable arrangement with their hand apparent. An impression, of themselves.

And however distinct those buildings are from each other, they are also, ultimately, more of the same.   The type of sameness that dominates strip mall suburbia where big-box retailers have stamped their own identifiable arrangement with the ease of reflecting the last box onto the next, so it is the same from town to town to town.

It isn’t quite fair to compare a Walmart to a Calatrava, of course. A Calatrava is beautiful and a Walmart is most certainly not. But it is fair to compare this obsession we have to create and stamp our brand – in all of our novel and impertinent glory – across our careers, and projects and relationships.

Maybe if we all tried a little less to leave our imprint on the world, something might rise that’s a bit more meaningful than ourselves alone. We need to concentrate less on being special, and more on matching ourselves to our environment. Success isn’t about you.

Wright did this through architectural structures. You’ll do it through a lesson plan. Or diving. Or an iPhone app. Or parenthood. Whatever.

But if you say, “That’s not part of my brand,” you are missing the point. Match your skills and talents to the environment around you – those jobs, projects, affairs, and challenges that form our lives. That is change; listening to the milieu and giving it a voice.

Dilute your brand. It’s less than you think anyway. Pay attention to what’s bigger than you. Match your rhythm to what needs to be done. Respond.

Categories
Business Marketing Social media

Good spreads – without marketing

Trust is easily bamboozled.

Like in social media, all you have to do is start a blog and write a lot of content– it doesn’t even have to be original or even good. Next, find partners and create alliances where you tweet, digg and stumble each other’s content. Abuse whuffie to make crowd-sourcing work for you. Mass follow everyone on Twitter, import them into FriendFeed to inflate your subscriber numbers, and then unfollow everyone but twenty on your list. Spam people. Promote under the guise of community. Push. Pull. Publish.

Give your efforts a few months in the oven, and then… voila! You’re an influencer.

Congrats! And don’t worry. It doesn’t matter if you’re actually putting out interesting, new or relevant ideas into the world. Pure hustle, as Gary Vaynerchuk so aptly explains, will do the trick.

These are the mostly unspoken rules of social media. And in a medium that is supposed to be revolutionary, it’s disappointing that not much has changed from the status quo, despite claims that PR and traditional marketing is dead.

“The old way was to create safe, ordinary products and combine them with mass marketing,” Alex Bogusky and John Winsor explain in the little spark of a book, Baked In. We’re repeating the same inefficiencies in social media, however, where the focus on accumulating mass numbers is doing a great disservice to the possibilities.

Indeed, in my own outreach efforts with Alice, I’ve found that individuals with smaller numbers – whether it be traffic or subscribers – often have just as much influence, if not more than those with large badges on display. Bogusky and Winsor agree, reporting on a study that found “news travels as readily through ordinary people as influential ones. Interpersonal networks are democratic.”

We’ve supposedly learned from the likes of traditional advertising that worshiped a spray and pray approach, and yet we still pay credence to only the large influencers. Such an approach could be even more flawed than mass marketing, because social media numbers mean nothing. They’re often so inflated and distorted, that in trying to boost our influencer status, we’ve leapt back into the untargeted and interruptive advertising pool where relevancy and effectiveness drops drastically.

While the smaller scale of social media hides such issues right now – for most Fortune 500 companies, the medium is still emerging – it will soon come out that while the tool is different, the habits are the same.

What we need then, is not an improvement upon or even a replacement of the traditional PR and advertising model, but a complete market shift. “The new way,” Bogusky and Winsor explain, is to “create truly innovative products and build the marketing right into them.”

That, in a nutshell, is why my job at Alice is so enjoyable. We better connect manufacturers and consumers in the giant consumer packaged goods (CPG) market. And in disrupting the traditional retail market, Alice has made it possible to buy all your household essentials online with competitive prices and get it delivered to your door with free shipping. Toilet paper is all of a sudden revolutionary.

And in the few short months since our launch, the service has spread. While that doesn’t surprise me, the ease with which it has done so and continues to (knock on wood) does. Good spreads. Something I didn’t fully believe in until this job.

When good spreads you don’t need all the superfluous advertising and marketing campaigns. You don’t need traditional posturing, marketing gloss, fluff and trickery. Good has the promotion baked in. Creating products that market themselves means tearing down the walls between the company and consumer. No longer do you have to spray over the ledge, but you’re able to join them on the other side.

“In the same amount of time it takes to create an advertising campaign – it’s possible to take all that consumer insight and actually bake it right into a new product. A product designed with a mission. A product with a story to tell. A product with the ability to sell itself,” argue Bogusky and Winsor.

A product with integrity. That is the future of marketing.

What do you think? Does good spread or do you need to give it a promotional push?

Categories
Business Career Generation Y Work/life balance

Why Gen Y should talk about politics at work

It was a committee meeting, and a CEO was using the coldest-Wisconsin-winter-ever as proof that global warming didn’t exist. I had to leave the room so I wouldn’t explode with the news that global warming creates weather extremes, not just a general warming.

Such a small thing years ago, but I think about it constantly because it’s one of the few times I haven’t spoken up.

More recently, Maria Antonia and I had planned to go to a local political fundraiser, and she cancelled at the last minute. Her boss thought it was a bad idea since we are both semi-public figures and should remain neutral.

And then at my family reunion just this past weekend, we weren’t allowed to discuss politics or religion. Out on the patio, I secretly tried to goad one of my uncles into telling me who he was voting for, but silent he remained. Instead, we talked about the weather.

Business Week’s Bruce Weinsten argues in his ethics column that mum should be the word on politics, especially at work. Apparently, speaking up can bring you down career-wise.

“Along with sex, money, and religion, politics is one of the most controversial topics of conversation that exists,” he states. “We talk about sex with our closest friends (with whom we probably would not even discuss our income), but this kind of conversation is wisely held after business hours. Neither your salary nor your sex life is anyone’s business at the office.”

Except that Generation Y’s rituals fly in the face of Weinsten’s fearsome foursome.

As products of the Sex and the City generation, Belle and I openly discuss sex, but we also openly discuss income. I know what both she and her fiancé make, and they both know what I make. We know how much each of us paid for our condos, and how much debt or lack thereof, we both have.

This isn’t a trend relegated to personal relationships either. Nonprofits have routinely disclosed executive salaries as part of a law for increased accountability, and now transparent salaries are being implemented in forward-thinking companies like Brazen Careerist.

Taboo topics are quickly becoming acceptable as part of Generation Y’s demand for authenticity and transparency. Except, maybe, for politics.

Despite projections that we will define one of the most influential elections in history, in part due to online discussions facilitated by people like Tim Weaver and Milena Thomas in the Gen Y blogosphere, we still seem to be weary of expressing our opinions openly in the workplace.

 “Ultimately I’m at work to work, and I wasn’t hired to discuss my personal political opinions,” one commenter argues. Which is like saying you weren’t hired to talk about the Red Sox, the back problem you have, or the Kooks concert you went to on Thursday night. Because I’m sure people are dying to hear how you made tacos with hot sauce AND sour cream more than your informed opinion on the most important issues of today.

What we believe in and have faith in informs our work and personal lives intimately, and to say that we shouldn’t discuss them anywhere is dangerous.

“The idea that practicing any profession somehow obliges or even encourages a vow of silence on any subject, politics or otherwise, that might offend someone somewhere, is odious,” argues author John Scalzi. “Everyone should be encouraged to say what they wish to say about the important matters of the day. Everyone should feel that participation in the life of their community and their state and nation is a critical act. To do less invites ignorance and ultimately tyranny.”

And to argue otherwise is to say that the whole idea of America – a democracy where people aren’t persecuted for speaking their minds – is based on a fallacy. But it isn’t. Generation Y is just entirely too quiet and conservative.

And while voicing your opinion may invite all sorts of opinions and criticism and the chance that you might – gasp! – have to defend your beliefs, we cannot have as our legacy a production that mindlessly follows the corporate establishment.

As one of the largest generations born into idealism, we are now facing the first true test of whether we will rise or recoil in the face of adversity. It doesn’t matter if you’re a librarian or are in the most public of professions, you have enormous political power.

Years from now, when I look back and reflect, I will know that I never, ever regretted opening my mouth, only keeping it shut.

Open wide.

Categories
Business Entrepreneurship Generation Y Place

Gen Y to cities: Don’t ignore us

Update: A version of this post was published here as an opinion editorial, and another version was featured here on Brazen Careerist.

The pull Madison has is inexplicable, but powerful. It is this magic that sleeps in the winter, and then explodes in the spring like confetti on your twenty-first birthday, that makes me love the city. Even the winters become part of the voodoo that creates the vibrant mix of people and food and ideas and lakes.

Madison defines who I am. My career, friendships, and relationships are delivered to me from the city stork, like they were birthed directly from this intoxicating energy.

My affair with the city is an epic romance. But the city doesn’t know it.

Madison isn’t alone. Despite consistently placing in the top of every list imaginable – from Playboy to Forbes – Madison, like many other cities, is ignoring one of its most competitive advantages. That is, young people.

See, as cash cows go, Gen Y is a big one, and cities are ignoring us – the young leaders, entrepreneurs, professionals and creatives – in their plans for economic development.

Partnering with Gen Y should be of the utmost priority for cities since we are uniquely positioned to stimulate economic development. For example:

1. Good jobs come from good people. Economic development starts with human capital. The war for talent is one of the most interesting and challenging issues that cities face today. Young people actively promote and contribute to the high quality of life in cities, and need to be able to connect to both people and ideas. We are the quality workforce that is indispensable to basic sector job growth. Without a strong cadre of young talent, employers will be unable to expand.

2. Competitive advantage starts with entrepreneurship. More than any other generation, young people today are entrepreneurs. To meet the small business owners, the tenants of research parks, and other key entrepreneurs in cities is to meet an under forty demographic. There is ample opportunity to provide dynamic support for young entrepreneurs and the talent coming out of universities. Young entrepreneurs are a powerful determinant of a city’s future economy. They cannot be an afterthought.

3. To new customers, cities have no legacy. Gen Y knows little about the negative perceptions that have been prevalent within the business community. We don’t know the history or the mistakes. This is an opportunity for cities to build positive goodwill through superior customer service for this new generation. Young people can help cities to think innovatively. Cities can then borrow that energy and willingness to change to jump-start a perception shift in the existing business community.

4. Spiky should be funded. Place is extremely important to Gen Y and largely determines our destiny in today’s spiky world, to borrow a term from Richard Florida. To become a taller spike in the world’s economy – to compete – cities needs to attract young talent. In turn, young people will develop businesses and new markets. Cities should allocate money to young talent groups that promote and build upon the city’s strengths and spikiness to create the competitive advantage that allows us to expand business.

Cities must proactively reach out to Gen Y. Young people represent growth, and must be engaged in a city’s future development. We are a natural partner and ally in stimulating economic development.

Talent city.

Categories
Accountability Business Negotiating

Trust, loyalty, and the happy ending

Big Brother and I talked a couple weeks ago perched atop Bascom Hill, the steepest hill in Madison, and I wore my steepest heels. The sun was bright with the resigned smile it holds between summer and fall, and I held on to the edge of my wrap dress, dangerously flirting with the wind. Big Brother stood simply, calmly.

“I make you nervous, don’t I?” he asked.

“Yes,” I said. My weight shifted from one heel to the other. “I feel like you don’t trust me yet.”

“No. I trust you. I have no reason not to trust you,” he said.

I nodded and he nodded and we looked at each other, smiling. When Big Brother smiles, you smile too, like a game of telephone, passing the message on. It’s charisma and it’s indefinable.

Big Brother and I are still figuring each other out. We’re figuring out the trust thing, and the loyalty thing. We’re building it. Because you can’t just say “trust me,” and believe everything will work out. That’s a movie ending, not a business decision. Trust has to be earned. Loyalty has to be created.

Big Brother knows this. He doesn’t use his success to shepherd me into trusting him. He expects that I’ll earn his trust and he’ll earn mine.

Trust and loyalty are big deals when you’re in a position of leadership, because everyone wants to be your friend for specific reasons. And everyone else doesn’t like you, for much of the same reasons.

“Don’t take it personally,” Big Brother told me as we sat across from each other after work. A glass of water sat in rings of sweat in front of me.

“Okay,” I said, running my fingertips along the table and through the water. I was thinking about the meeting I had in an hour, because after work is never really after work anymore.

“No. Look at me in the eyes,” he said. I looked up, amused. He was not amused. “Do you understand, truly? Don’t take it personally.”

“Okay,” I said. I nodded, looking directly at him, holding his gaze until he was nodding back, satisfied that I understood.

Big Brother and I are still figuring each other out. Because real trust and real loyalty takes time. These exchanges put another stone in place. Information is the foundation. Honesty is the mortar holding it together. There is no other way if you want to build a business relationship that can stand the cycle of the game.

There is no happy ending. The game cycle is a constant push and pull of what you build, and what you tear down.

Measured excitement.

Categories
Business Career Entrepreneurship Generation Y Inspiration Leadership Management Networking Workplace

Advice from top Executives, Presidents, and CEOs

We won’t all be Steve Jobs, but many of us will be the top executives in our respective cities. I recently met with seven of the top Executives, Presidents and CEOs in Madison, Wisconsin. Here are their keys to business and leadership success—

Share your success. It is incumbent on the person being promoted, according to Mark Meloy, President and CEO of First Business Bank, to pull others along with them. Make sure that as you become more successful, your leaders feel that their careers are moving forward as well.

Network to problem-solve. Finding groups that help you problem-solve will save many a headache, according to Brett Armstrong, CFO of the IT company Trident Contact Management. Like if you’re being audited, the group will have your back. But choose your involvement wisely, Armstrong advocates, since you only have a certain amount of time and need to spend it wisely. If you’re only half-involved then that is how people will know you.

Balance… well, it’ll all even out in the end. First, you have to decide if you want a job or a career, according to Mark Meloy. If it’s a career you decide upon, make sure you’re engaging in a two-way street. Work and life won’t always balance out that day, week, or month, but equilibrium will be found. Eventually. Meloy walks the talk at First Business Bank. When his employees go on vacation, they are not allowed access to email and have only limited access to voicemail. The company gives vacation, he says, for a reason.

A vision can’t just be a pie in the sky. A vision must be a concrete vision, according to Donna Sollenberger, President and CEO of UW Hospital and Clinics. To create the right vision, you must find the right direction for your organization to take. To do this, look at the industry trends and listen to your market. Then build a case, a good solid argument, and back it up with data to demonstrate where you need to go.

Entrepreneurs – socialites, control-freaks, risk-takers, and self-promoters. So says Curt Brink, a successful real estate developer. You must not only deal with a wide range of people in entrepreneurship, he argues, but you must also follow through on getting things done. Don’t be afraid to try something new, because once you’ve done it, you then understand how to do it better. A successful entrepreneur likes being in control, but can delegate fully. If you don’t, no one will grow. By the way, Brink was unconsciously promoting his current and past projects the entire time he was talking. That’s called passion. Get some.

Do a lot, and make sure everyone knows. Don’t let anyone pigeon hole your talents, says Annette Knapstein, Vice President of Office Administration at American Family Insurance. Stretch yourself, develop new talents and volunteer for different committees. And then, make sure everyone knows it. If they don’t know, it doesn’t exist.

Leadership is lonely sometimes. A good leader and manager makes effective decisions and communicates clearly, while putting the right people in the right spots. Not always easy, according to Gary Wolter, President and CEO of MGE. To illustrate his point, Wolter told a story about a receptionist he saw year after year. Each morning, the receptionist would say, “Hello, Gary.” Yet, when Wolter was promoted to CEO, the next morning was different. “Hello, Mr. Wolter,” the receptionist said. Leadership fundamentally changes relationships and people expect different things of you. People who were your peers, you now supervise, and while you can still be friendly, you can’t talk about the boss anymore because you are the boss. The support group that you had developed, who had remained loyal to you, and helped you along your journey has changed. Be prepared.

Throw an open door party daily. Reaching out to younger people for fresh air is essential, according to Richard Lynch, President of J.H. Findorff & Son, who had a great sense of the upcoming workforce. He recognizes that young workers are entrepreneurial, and need a flexible and honest environment to work in. He has an open door policy for this purpose and subsequently attracts the brightest young workers.

Speaking of honesty… Surround yourself with people who will tell you that you’re an idiot, says Gary Wolter. Look both inside your organization, and outside, for individuals you can bounce ideas off of, and who can communicate with you effectively and honestly.

Follow the Leader.

Categories
Business Career College Generation Y

Skip grad school. Life is better with experience.

A few weeks ago, I met a twenty-something pursuing an advanced degree in Political Science to become a professor, although he had no real-world experience in politics. I listened to Mr. Poli Sci and then I said, “How can you possibly teach something you haven’t experienced?”

Mr. Poli Sci became quite defensive at this point claiming he had objectivity (!) since he wasn’t personally involved. I tried to think of one successful person in politics that attempted to stand on both sides of the fence. Politics is about having an opinion. It’s the very definition of passion.

In talking to Mr. Poli Sci, I realized he had committed two common Generation Y sins. One, he had a vague interest in a topic, but no passion, fostering an apathetic approach towards life. Two, he went to grad school to fix it. Life is better with experience. Here’s why:

1) Grad school is good on paper, but barely. An education doesn’t allow your competencies to be realistically measured, or allow you to be differentiated among other candidates. An education simply signifies that you have completed a degree. It doesn’t provide the full picture of your marketable skills.

Moreover, an advanced degree may bring you more money, but it’s not guaranteed. What is guaranteed is the extra stress your additional student loans will create and the regret you’ll feel for wasting your efforts when you don’t end up using your degree. Seems barely worth it considering “grad school is a confidence-killing daily assault of petty degradations.”

2) Employers look for experience, so should you. Real-world experience reigns supreme over schooling. Every time. Your experience in the real-world interacting with real people and real situations allows you to be uniquely suited towards a particular position. Of course, you need education and knowledge to put places on a map. But then you have to go live life to arrive at a destination.

Sure, Mr. Poli Sci would be a good professor, but never great. Great professors have fervent opinions, they know intimately the subject matter upon which they speak, and they have formed a deep respect for the other side. Most importantly, they’ve formed these opinions as the result of real-world experience.

3) Objectivity gets you nowhere. It’s easy to be objective when you haven’t risked anything. But success in business is not objective. Decisions are based on the relationships you have with others, and the emotions of how you’ve lived life up until this point. The facts can be laid out in front of you, but it is ultimately the experiences you’ve had that determine an outcome.

4) It’s better to do something, instead of just learn about it. Why, exactly, are so many of us in such a hurry to re-institutionalize ourselves? I spent years in college yearning to be done with school. Especially the flash card part.

Going to grad school is not having the guts to get on with life. You’re not telling corporate America anything by indulging in a larger map. You’re just making it harder to figure out which road to take. Want to give the finger to the establishment? Go blog. Go start your own business. Go to work every single day and rock every single day.

Preparation is hesitation. Action is change.