The BIG Decision

Practicing What We Preach

When you’re a smaller player in the “agency” world and you want to GROW…there are  two “popular” approaches to take:

1. Talk to a venture capital group about grabbing an investment

or

2. Talk to a BIG marketing agency about an acquisition

Around the beginning of 2011 I had reached the point where the thought of taking either of those routes made me fucking nauseous (THIS POST really said it all).

So, I made a decision to practice what we preach…and dedicate some of my time to speaking with unexpected and unorthodox sources to see if they might inspire some ideas that we could use to continue evolving and growing the company (hell, we bring diverse sources to brands/companies…so why not ours, right?).

In the end…I had some exciting discussions that opened my eyes to opportunities that I never would have imagined. For example:

- A discussion with a manager for musicians/bands (ones you know) got me to start thinking about some rather unorthodox INTELLECTUAL PROPERTY opportunities

- A discussion with an interior designer got me to start thinking about SPACES…yup, spaces (more to come on that down the road)

- A discussion with that reality star showed me that, if you have the right “brand,” you can LICENSE the living shit out of it (just imagine the opportunities for BigHeads)

- A discussion with a television/film/documentary producer opened my eyes to an approach that could blow our business through the roof (I’ll get into that when the time is right)

So, 2012 is here!  And while I plan to have more conversations with unexpected people this year…I also have set aside time to pursue the opportunities from my 2011 discussions that my team and I felt would be the most strategic, compelling, smart and, well, fun.

We are coming to get ya, 2012….so watch your ass!!!!

The YOU-factor

I had a great conversation yesterday with a friend (and truly kindred spirit) who I love speaking to because we always seem to be going through eerily similar professional experiences…and she is truly one of the few (maybe, only) people I can speak to who GETS what the fuck I am talking about when it comes to the whole BigHeads “thing”.

Anyway, as we both methodically work on our projects…we often find ourselves wondering if we are moving too slow and potentially risking someone doing the same (or a similar) idea in a BIGGER way.  

Now, I’ve written about (and addressed) this whole fear of others “Catching Up” in an earlier post (read it here)….but yesterday, as she and I spoke, I realized that I left out one of the BIGGEST reasons why you never have to worry about others stealing your thunder…and I probably overlooked it in that original post because it is so obvious. 

It’s the YOU-factor!!!

Yup…no matter what others do…no matter how closely they come to creating something similar to what you’ve created…you need to always remember that they don’t have the key ingredient that makes your version the BEST version — YOU!

And while they might outgun you…or grow faster than you…or make shitloads more money than you…there will ALWAYS be clients/customers/collaborators/etc. who ONLY want work with you because of your passion…because of your knowledge…because of your approach…because of, well….YOU!

And that can NEVER be stolen or replicated…

Five in Five

BigHeads will celebrate its five year anniversary on July 1st.  FIVE YEARS! And while a lot has changed in those five years…five things have remained EXACTLY the same.

FIRST — My family still has no fucking clue what I do for a living.

SECOND — I still LOVE this company and believe our approach is the way to uncover true innovation (I know…I know, that sounds like complete bullshit, but I mean it).

THIRD — People still love to HEAR about BigHeads.  Our “story” is stronger (and more relevant) than ever.

FOURTH — People still want to TELL ME what I should do with BigHeads.  Yup…everyone has ideas about what BigHeads should become…and, of course, how to make it BIG.

They talk about investors I need to meet…they talk about companies that need our services…they talk about new ways to apply the model…they talk about ways to incorporate technology (probably the most popular topic)…etc. 

And while I listen to EVERYTHING they have to say (people who know me well know I absorb every single word, even when they don’t think I do)…I always remind myself that I am the one who has to wake up every morning and run this sucker. 

What I mean by that is — when you’re a small company and you have tons of people telling you THEIR ideas about what you should do with YOUR business…you need to remember that YOU are the one who knows the realities, the intricacies, the dynamics, etc. of your company/industry/category.  

Now, that doesn’t mean you shouldn’t listen and consider what they are saying.  It simply means you need to LEARN to filter and prioritize what they are saying…and methodically weave that information into YOUR plan for the company.

And that brings me to the FIFTH thing that hasn’t changed in the past five years — I don’t CHASE OTHER PEOPLES’ VISION for my company. I EXECUTE MINE.

What if someone catches up?

When you’re a smaller organization and you’re doing something innovative, new and different…you know other people are going to catch-on (or maybe I should say, “catch up”) and start doing it at some point.

And that’s when you start to wonder:

What if someone with DEEP POCKETS or a HUGE INVESTMENT comes along…blows out the approach…starts writing books and getting press…takes ownership of the space……….and I get left behind?

At first glance that sounds like a reasonable concern…or fear…or whatever.  So, you begin to worry…you begin to scramble…you begin to rush…and you begin to believe that you have no choice but to GO BIG.

And if you don’t STOP, SIT DOWN, TAKE A DEEP BREATH and REALLY THINK ABOUT it…you will drive yourself absolutely fucking crazy.

Personally, that thought goes through my mind about five times a day…but I’ve learned to PUT IT IN PERSPECTIVE by reminding myself of the following:

THE BIG GUYS CAN’T PULL IT OFF: In my industry, the immediate thought is that a BIG AGENCY will give it a shot.  But when I really think about it…I realize that I don’t have to concern myself with them at all.  Sure they might open a division…but they will either get distracted (and continue to chase revenue they are used to chasing)…or they will minimize the approach and use it as a “cool thing to say” in their credentials presentations.  Furthermore, at the end of the day, these agencies defined their CORE CAPABILITIES long ago and no client in their right mind is going to take them seriously when they decide to deviate from what they were BRED to do.

NOT CREATED HERE: The chances of someone stealing your exact concept is rare.  Most people (especially in my industry) have ENORMOUS EGOS and they would NEVER admit that a process that they DIDN’T CREATE is better than the process they use.

COMPETITION BREEDS AWARENESS: Did you know the BigHeads concept was STOLEN?  Yup, some worthless, jerk-off consultant actually called me back when I first started this thing and told me that he wanted to meet to talk about ways to bring BigHeads to his clients.  Little did I know, he was sucking all the info he could out of me so he could do it himself (READ ABOUT IT HERE).  So, my worst fear was realized…and to be honest, it wasn’t so bad.  First of all, the guy is a clown so I’m not worried about him at all…BUT, more importantly, I realized that having some COMPETITION IS A GOOD THING.  Think about it — if you are the ONLY ONE doing something, people might immediately think it can’t be all that effective if only one company does it.  BUT if a LOT of companies start doing it…well, that immediately validates the approach.  So…DON’T BE AFRAID of competition (especially if you do what you do better than the other assholes who are following your lead…ahem…FIDO…cough…cough).

THERE’S PLENTY TO GO AROUND: In my industry there are enough companies/brands for everyone.  So, even if someone is able to do what I do as good as I do it (say that 10 times fast)…there are plenty of customers for everyone.  Hell, look how many marketing/PR/advertising/interactive/etc. agencies there are.

THEY NEVER REALLY WILL ‘CATCH UP’: Look…if you are the type of person who can create and pioneer a process/approach/idea…then you will ALWAYS be that person.  And no one who is trying to do what you do will ever REALLY catch up…because you will be constantly EVOLVING your approach.  So, by the time they finally wake up and start heading down the path you paved…you will be taking your approach to the next level and your customers will know it.

FUCK THEM: Pretty self-explanatory, no?

So…the next time you start thinking about someone coming along and stealing your thunder and you start to panic and think, “I gotta GO BIG RIGHT NOW”…keep all the stuff above in mind and get back to doing things at your pace.  Hey, it works for me…

If “letting go” is a necessary step to GO BIG…I just took it!

For the first time since we opened our doors in 2006…some crazy circumstances have me handing over the keys to the kingdom for a project and letting someone else take the lead.

And I am 100% comfortable with it.

Thing is…if I wasn’t comfortable with it…then you could call “bullshit” on this whole blog, since there would be no way for me to ever “go BIG” if I wasn’t willing to give up the reigns.

Anyway, I talked about giving up creative control in an earlier entry and now that the time has come I just wanted to mark the occasion.

We all need those people who have genuine INTEREST…and NO AGENDA

When it comes to our lives…most people just don’t care about anything except their own shit. And the people who do care…oftentimes care because they see that there might be something in it for them.

It’s sad…but true.

So, when you come across people who are INTERESTED and have NO AGENDA…well, you’ve got something special there.

The other day, I connected with my old pal Ryan who runs a killer non-traditional marketing group called, Gigunda (trust me, you know them - they created the Charmin Restrooms program and the more recent Pop-Tarts World concept).

Besides the fact that our company names (Gigunda and BigHeads) share the underlying theme of “size” (hmmmm….are we overcompensating for something?)…our businesses are different, but connected just enough where we “get” what the other is doing and might see each other in a lobby or two.  My point is…he doesn’t really NEED anything from me and vice-versa.

So, when we do connect…we have these incredible conversations where he gives me thoughts about GOING BIG (he’s done it) and things I should be thinking about and considering. I reciprocate by giving him thoughts and ideas that he might be able to use for his company.

The conversations are not TIT-FOR-TAT. If he gives me thoughts…he doesn’t EXPECT me to do the same.

The conversations are not RUSHED…or a CHORE.  

The conversations are not about fishing for WHAT’S IN IT FOR ME.

But they ARE always eye-opening and inspiring and helpful.  And I think the reason is because there is that GENUINE INTEREST from both parties…and neither one of us has a personal AGENDA in mind. 

Only until you find these people and have these conversations do you realize how fucking rare they are.

Thanks, Ryan!

Success is never small

The other day I was having the whole “stay small…or GO BIG” discussion with someone who said, “Don’t you want to grow it so it becomes successful?”

Of course, being the type of person who analyzes the living shit out of everything (I can give you my ex-girlfriend’s number…I’m sure she’ll vouch for me on that)…I thought about that question and came to the realization that — if we don’t go BIG…we will NOT be perceived as successful.

And that got me thinking about that word we all know and love - SUCCESS. 

Now I don’t care who you are, you think about success.  In fact, when you talk to people about success…or Google it…or whatever…you find that it means something different to everyone.  For some it’s all about money…for others it’s all about leading a healthy and happy life…blagh…blagh…blagh.

But when it comes to business, success seems to be judged by size and revenue.  And small companies are ONLY perceived as successful if they are seen as having the potential to grow.  Just think about all those “lists” that rank start-ups and small businesses — the top criteria is always growth potential (their potential to GO BIG)…period.

And while, we all have our personal definitions of success…I seriously doubt we’ll see Fast Company or Forbes publish a ranking of small businesses using that criteria.  Come on…can you really imagine a ranking based on how happy or fulfilled (or any of that other feel-good bullshit) the small business owner is?  No fucking chance.

So…the question I need to ask myself is - do I need for BigHeads to be PERCEIVED (via the “typical” standards) as successful?

My ego is screaming, “HELL YES!!!” 

My heart is wondering if it really cares…

You tell me…am I overreacting?

Someone who owns a marketing agency gave me a call the other day and pulled the following one-two-punch:

FIRST PUNCH — he told me he’s been following this blog and LOVES how honest and straightforward it is.  In fact, he said it was, “Genius” (I hadn’t realized people outside of LA were now using that term)

…and then he followed it up with the…

SECOND PUNCH — he asked me if I wanted a chief creative officer JOB at his agency.  Oh, and, if I “really wanted to,” I could keep the BigHeads “thing” going as a “niche offering of the agency”

Are you fucking serious? 

This whole blog is about MY COMPANY and my journey and this guy — no, wait let me rephrase that — this COMPLETE JERKOFF (that’s better), decides to dismiss everything I’ve been talking about (in the blog he supposedly “loves”)…and reduce my entire company to what basically amounts to a “pet project” that his agency would offer.

Am I over-reacting? (Believe it or not, some people tend to think I do that sometimes - hah.) 

Should I actually be flattered?

Look, maybe I’m missing something, but I found the whole episode insulting (can you tell?).  I mean, I get that my company isn’t raking-in anywhere near the revenue his company is…but I’m building something and that doesn’t happen over night (of all people, he should know that).

I gotta tell you, some of these people who have GONE BIG seem to forget what it was like to be small…and passionate about something. 

And some of them have definitely never heard about the notion of PAYING IT FORWARD — instead of insulting the smaller guy…help us avoid some of the land mines you experienced as you made the small-to-BIG transition.

You know what…forget I even asked. I’m not overreacting…he really is a jerkoff.

Does GOING BIG mean “personal attention” GOES AWAY?

One of the things I love most about BigHeads is that our current members are always nominating new members who are inventive, creative, accomplished, etc.

And even though we have an “incentive” strategy in place that encourages members to nominate others…it always makes me feel incredible me when they actually do it.  There’s just something humbling about people getting involved with something you’ve created and enjoying it so much they’re willing to send the people in THEIR LIVES your way.  (I know, it sounds corny and mushy…but I don’t give a shit…it’s how I feel.)

Of course, every time a member sends someone new our way, I send a note to them thanking them for doing so.  In fact, I send a lot of “personal” notes out to our BigHeads — l send handwritten notes to everyone when they earn incentives…I send notes to individual members about things they might find interesting…etc.  And, honestly, I don’t even think twice about it…it’s just what I do.

This morning I was engaged in an email exchange with one of our members who nominated someone…and that got me thinking:

If we go BIG…will I always be able to do this?

And, as ridiculous as it may sound, that movie Jerry Maguire popped into my head and I though about how Jerry was canned from the BIG, badass company because he wrote a mission statement (NOT a memo), which talked about giving clients, “More personal attention”.

Does GOING BIG really mean you start paying less attention to the people (and things) that got you there in the first place? 

If so…I’m not sure I like the thought of that.

UNFOLLOW everyone from YOUR industry right NOW!

If you don’t know already, my company (BigHeads) plays in the open-source collaboration, co-creation and crowdsourcing space. 

Now, I’ll admit, it makes me SICK to my stomach that we are out there waving the “crowdsourcing” flag. 

Why do I feel that way?  Mainly because of the companies and agencies that have come along and started putting a “crowdsourcing” label on silly initiatives (i.e., “Hey Facebook fans, help us create a new flavor”) and ineffective approaches (i.e., “We have creatives from across the marketing industry who work on your brief”) that are diluting what is actually a sophisticated, intricate and strategic methodology.

But there’s no denying that crowdsourcing is a hot area right now.  So, waving that flag gets us in a lot of doors…which then allows us to introduce brands/companies to our (more sophisticated) version of the approach.

Now, since we call ourselves a crowdsourcing company…it probably won’t come as a surprise to you that I would follow and get followed by other people/companies within the space on Twitter.

And therein lies the proverbial rub for a guy with a small company who is in the midst of the ol’ “small vs. BIG” decision.  Basically, I found myself spending time reading the tweets from other people in the industry…and I was giving waaaay too much credence and thought to what they were saying. 

Luckily, I caught myself and reminded myself how COMPLETELY FULL OF SHIT 99% of these people really are.  They talk and talk and talk about their theories and their methodologies and their technologies…but they aren’t PRACTICING them.  And if they are…the projects are ridiculously SMALL and MEANINGLESS.  They aren’t doing anything interesting, game-changing, innovative or break-through.

But there I was…wasting time thinking about what THEY were saying and (supposedly) doing.

That’s when I decided to UNFOLLOW almost all of them…and get back to the more sophisticated, intricate and strategic collaboration/co-creation/crowdsourcing methodology that we’ve been PIONEERING. 

My point is…when you’re a small company and you have BIGGER things on your mind…you really need to be careful who you follow on sites like Twitter, because most of them are just TALKING…not DOING.

So, STOP listening to the all the noise.  In fact, bury your head in the sand like an ostrich so you can get back to trusting YOUR own instincts and working on the approach you created and believe in.  At least that’s what I’m doing…