A Horse Roadie?

We’ve all heard the phrase “…the road less traveled.” We often look back on situations and marvel at how unexpected the path to our goal became. We thought right and went left, we thought up and went down.

I came across a great article today about a Ph.D. student who’s path to her passion was nothing short of atypical. Amy Kearns has served as bodyguard (yes bodyguard) to two of the most celebrated racehorses of the modern era while completing her dissertation on Criminal Justice (yes Criminal Justice). Amy’s unique story is a sterling example of how our passions have a strange way of finding their ways into our lives, if your willing to let them find you.

Keep striving. Do what you love.

All the best,

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Jay Kubassek

P.S. Check out Amy’s story online here.

Welcome to Spring. Celebrate the Choice.

The frost has bid what we hope to be it’s final farewell. The Sun, after a rather extended holiday it seems, has returned to New York City. Put the jackets in the attic, break out the shorts, tan the legs spring is here!

I’ve always been a fan of springtime (although who isn’t right?) there’s something so necessary and almost magical, about those first few days. When it seems half of the city hasn’t gotten the memo yet, and there’s always a couple people who are romping around in blizzard-worthy attire, while those who don’t leave bed without checking the weather are sporting the new khakis they got on sale. Ah sweet, sweet Spring!

Now let me tell you, I love a pair of good khakis! But… that’s not why I get so excited for this season. I love Spring because of one very simple thing. Choices.

I once read: “No man can know the word spring, until he comes to see a winter pass.” I’m no stranger to the cold and snow, trust me Canada certainly holds its own in the “battle royale” of winters. I can still remember as a child the strange thrill of the grass beginning to peek through the earth, the days getting longer, and of course there was spring vacation.

Spring meant choice. No longer would I have the details of my day dictated by the weather, it was the season of freedom.

Becoming an entrepreneur is like finding Spring all year round. Your day is no longer at the whim of a boss, or a commute (I’m still working on the weather part). Each day is filled with illimitable possibility.

As this spring gets underway, I invite you to celebrate your choices; the choice to be an entrepreneur, to pave your own path, to make your own mark. Celebrate the fact that you don’t have to be in a cubicle all day, you don’t have to punch in and out, and your commute can be as far as living room today if you feel like it.

Many people have been conditioned to think that one has to suffer to experience success. It’s as though one must be stricken with a dull, boring life to remain focused, or to continue achieving.

Let me be the first to say this is so, so very wrong! Success comes as a result of doing what you love, and doing it well. From the value you provide to the society you serve. Not from attempting to endure the uncomfortable for as long as possible. Of course, hard work is involved. But hard work does not have to be a sufferable experience. An entrepreneur must learn to maintain a sense of urgency even when their back IS NOT against the wall.

Take your business outside this week. Invest in a wireless card. Make what you enjoy to do, part of your daily business routine. Answer some emails from the park or your backyard, do your follow up calls from the beach today. Celebrate the fact that you can actually make these choices.

I’ve got some steaks on the grill, gotta run.

All my best,
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Jay Kubassek

The simple genius of old spice…

 

“Look at your man, now back to me, now back at your man, now back to ME!”

Unless one has been living under a space rock without electricity for the past few weeks, chances are you have seen the hilarious Old Spice ads starring a handsome, shirtless gentleman having a rather intimate conversation with the women of America about how her man could smell like this rogue. Now, I could sit here and write about the brilliance of the comedic timing and writing but what has been rather striking to me are the core principles at work here in this advertisement.

In 2007, Old Spice (a Proctor & Gamble brand) made a daring move that shook up Madison Ave when they hired the Wieden & Kennedy Agency. The smaller collective was best known for their assertive, daring ads -amongst which were Nike’s iconic “Just do it.” campaign.

As a product based company, Proctor and Gamble has long capitalized on the efficacy of it’s products,  and used the old-school idea of straight comparison (my brand is better than brand X) to convince consumers their product is the best to buy. The Internet entrepreneur is a product based company as well. Except that product is not detergent or deodorant, it’s YOU Inc.

Back to the Old Spice ad. So what is it about this commercial that has resonated so astoundingly with consumers all across the globe? As I type this, the commercial has received over 4.4 million views on YouTube (talk about going viral). One could argue it’s the pure comedic quality of the commercial, but I would argue it’s something much more simplistic than that.

1. Consumers want you to: “Talk with them, not at them”
The character is constantly speaking directly to the audience. Engaging and prompting even your very movements at home (look down, now up…where are you?). This type of conversation keeps the audience attentive, relaxed, and psychologically establishes an immediate bond.

2. Invention of Personality
You are what you present. Authenticity stems from an unbridled presentation of your personality. It does no one any good to be overly reverential about yourself, take yourself too seriously, or worse be obviously reverential and taking yourself too seriously! If you want people to know your product or service is fun, rewarding and simple. Be fun, rewarding and simple in your ads!

3. Brand Building Laboratory
Brand building is always an experiment. No profitable company, in the history of the modern world, has maintained the exact same marketing or advertising strategy from start to finish. Break rules, try new things, let your imagination guide your experimentation and most importantly of all, be yourself! Who knows what you might come up with!

By the way, I’m on a horse. Have a great weekend.

All the best,

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