Seven months ago I found myself sitting in my underwear at home. (briefs and sandals, but underwear seems more appropriate, and it was a sunny day) I pondered what it would be like to start a company. I walked over to my window and peaked out. I wasn’t looking for anything specific. I wasn’t focused on any one thing. I was trying to frame an introspective thought.
I’ve been writing a personal blog for years. I suppose the same thoughts that led me to begin writing it, have inspired me to try my hands at building something outside of myself. The snippet below has traveled with me for years. It’s the first thing you read on many of my online profiles.
“Imagine a brand landscape defined by the individual; the consumer, the prospect, the common surveyor–a marketplace that evolves organically based on consumer interaction and feedback. A company and their agency-both accountable for their products, services and ideas. Knowledge is growing directly in relation to the amount of people contributing to it without regard for social or economical barriers. Language barriers don’t exist. Knowledge is systematic growth based on interoperation without ration. Mass communications leveraged by the individual. Products and services rising and falling on their own merits. Someone googles “sucker born everyday,” every minute. Advertising talks too much, art requires no explanation and we live in the middle. Strategy/Creative = Context/Content.
As hyperbolic as this may sound, it isn’t far from the realities that marketing, advertising–most industries these days, have faced. All though many people have claimed the end of all advertising and marketing as we know it, (almost 10 years now) many have bullishly struggled to keep things from shifting, progressing, evolving.
As I stood by my window, I realized that–like me, business and industry is innocuously standing in its underwear. We’re all facing a group of people we know exist, but have never personally met. We can’t please everyone, but we can certainly make an impression–a remarkable one, if even fleeting.
The people in the office immediately across from me didn’t wave back.
Two floors above them, some people were laughing pretty hard.
I should embroider our logo on my underwear.