Predictably Unpredictable

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You can always count on true artists to surprise you. With a sense of regularity, the greats always deliver the same quality with a different twist. The same gets old, so it’s important to keep things fresh. We put less stock in sequels that merely re-deliver the original and our hearts into sequels that reinvent the wheel. We come to trust creators that, in any other forum, would not be trusted. And we always look forward to the next trick.

Want to be great? Learn to surprise audiences on a regular schedule.

Marry the Man or Marry the Mission

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I’ve seen a lot of relationships collapse because partners failed to compete with the work or passion of their significant others. Especially in Hollywood, where living the dream and working 18 hours per day takes priority over all else. There are two different kinds of people – those who live for life and those who live for their dreams. The former tends to put people first; the latter tends to put the mission first, whatever that mission may be. There’s no right or wrong, better or worse. But when you are trying to engage in an intimate relationship with another person, it is very important to identify the type of person you are with. The disconnect comes when one party invests first in the relationship and the other invests first in the mission. You can fight the disconnect all you want to. But when a person’s love is unwavering or his or her mission is unwavering, you may never win. If the mission comes first, you need to fall in genuine love with the mission. Or move on.

Spread the Love

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You would be surprised by how much easier and richer your life gets when you spend every waking minute spreading the love to other people. Give your time, help people with problems, smile, listen, hug, support, and genuinely care about others. Lend a hand anytime you can, and always put yourself second. Sounds like a lot of work, but the rewards are priceless. And timeless.

Gingerbread Martini

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The holidays begin tonight.

1.5 Absolut Vodka (or better)
.25 Monin Gingerbread flavor
.5 Kahlua
.5 Baileys Irish Cream
Splash of Half and half

Shake this baby up. Best if served with a graham cracker crumb rim.

Two Options? Or Just One?

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While people do not enjoy an overwhelming number of choices, they enjoy even less not having a choice at all. Pretty obvious day to day, but how does that apply to business, entertainment, and marketing beyond? When you give customers or audiences only one choice, they are quicker to create another one of their own: “No thanks.” By providing more than one option, you expand your chances at inspiring them to consider the options first before considering their exit. That contemplation period is irrefutably valuable to marketers looking to convert users or customers. Depending on how you position the product and alert everyone to his or her options, you at least stand a chance at starting a conversation. That’s half the battle.

Input Only Once

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Human productivity thesis of the day: We should never input corroborated information more than once. If you need to plug the same numbers or text into different places, you are doing too much work (even with copy and paste). The human variable here expands the threshold for error to an unacceptable degree. Systems should be in place to automatically pull that information so that you do not need to. If said systems do not exist, do everyone else a favor and build them. I am streamlining an entire organization through Excel; you can, too. The “data entry” profession should go extinct and give rise to useful tools that save everyone a hell of a lot of time.

Product First, Everything Else Second

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Why try to market, organize a business for, or sell a product if your product doesn’t even exist yet? I’ve been guilty of this a thousand times: recognize a great idea, get excited, and run outside to get everything off the ground. I’ve filed Limited Liability Corporations, printed posters, made announcements, and tried to raise money – for projects that hardly even made it on paper.

There are several problems with this. First, you’re spending a ton of time doing work that is not relevant until you have something to show for it. Time spent on “extras” means time not spent developing great content, executing ideas, and bringing your vision to life. Product is at the core of every great business and must come first (pray tell me one organism that grows from the shell inward?).

Moreover, the execution of ideas seldom aligns with the vision outlined in the first place. After facing obstacles and discovering new approaches to the same problem, the end result may look or feel nothing like the thing you set out to build. Any time you spend marketing, filing papers, and chasing investor deals for your project before you realize it will most likely be a complete waste of time. There will be a major disconnect between the core and the shell trying to promote it. Everything you did outside the lab will be invalidated by the discoveries within.

If you don’t have a product or story to tell, nothing else matters. Forget all the extra bullshit and get to the real work.

If It Doesn’t Work…

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…Try again differently. Don’t give up. Don’t dismiss it as a failure and leave it behind in the dust. Not yet. Don’t let all that hard work go to waste. Learn from your mistakes, figure out why it didn’t work the first time, and put lessons learned into practice. Try again, but differently this time. If you lose a second time, sit back and analyze the situation again. Debrief. You cannot wave it off in ignorance and shame. You must study your defeat. Only when you can draft an educated and supported thesis on your shortcomings should you be allowed to dismiss your attempts as failures and move on.

Do Not Charge Fans You Haven’t Earned Yet

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I will not pay for your album without hearing it first. I will not buy your book without reading a good chunk of it. I will not spend a dime until I know that it will be a good use of my time. And I’m not alone in this anymore. There’s far too much noise fighting for audience money these days. To stand out, you need to be really talented and really clever. Reviews and popular consensus can help you reach the top. But you have to catch the attention of the people first.

The loyalty of fans goes a long way. I will, however, support artists and brands that have earned my trust over time. I do not think twice before paying for a Sam Mendes film, a Black Keys album, or a Legend of Zelda video game. Over the years, these names have consistently won my affection. But I didn’t pay for them at first. I saw my first Sam Mendes film in a class, heard my first Black Keys song in my brother’s car, and played my first Zelda game in a friend’s basement. Their talent and quality converted me alone. I became a loyal fan for life. The idea of curating loyal fans is not new or revolutionary. Brands as strong as Apple, In-N-Out Burger, and Pixar learned this very early on.

Creating brilliant products is not enough. The challenge is to convert freeloading bystanders into fans willing to pay. The trick is to acknowledge that fans won’t pay for you until you earn their trust. Therefore, the most effective way to develop a following early on is to share your work far and wide for free. Give great content away and audiences will thank you for it. When you have enough fans to scale your brand, start monetizing. Watch the loyalty role in.