Halloween is packed with creativity. The holiday offers an annual creative outlet for adults and children alike. Costumes, decorations, and pumpkin carving all provide great opportunities to show off your imagination. I am always inspired by the ideas and executions I see at Halloween.
This Is Thriller
There is one epic stroke of creativity that re-emerges every Halloween that I have been awed by for the past 36 years. The Thriller Dance. Michael Jackson released the Thriller album in 1982. And In 1983 the music video to the title track was released as a 14- minute mega video, or short film, depending on whether you are more impressed by really long short things, or really short long things.
The video is creepy and totally engaging. There are 2 wowing surprises. The first comes when MJ transforms into a werewolf, which allows him to chop a tree down with his bare hand. The other comes 8 minutes and 30 seconds into the video, when the zombies break into the Thriller Dance.
The Thriller Dance
Thirty six years after its introduction I still see the Thriller dance performed every year at Halloween. But this year when I saw it, in the post-Leaving Neverland era, I wondered who actually choreographed the Thriller video. Thanks to the Googler machine, I didn’t wonder for long.
The Thriller dance was the brainchild of Michael Peters, the talented choreographer who also danced in the video as a zombie. Peters’ highly entertaining dance has not only stood the test of time, it is one of the worlds’ best known dances.
‘The Thriller dance is just so universal. The moves from the dance are so iconic that you can go anywhere in the world and people will recognize the moves immediately.’ – Amy Brinkman, Director of Education at Danceweorks
But if you know 80’s pop culture you know some of Michael Peters’ other work too. Not only did he choreograph Michael Jackson’s Beat It video, he was the dancing gang leader, dressed in all white, who was delivered to the gang fight via forklift. Because when you choreograph a dance fight you get to decide your own entrance. I imagine him talking through the steps in rehearsal like:
Peters also wore sunglasses despite the fact that the video takes place at night. Apparently Peters was inspired by the era’s Corey Hart, who also wore his sunglasses at night.
Peters staged the dance moves in Pat Benetar’s Love Is A Battlefield video. And Lionel Richie’s classic Hello video, where he teaches Richie’s blind date to dance.
Tony Tony Tony!
In 1982 Peters won a Tony Award for Best Choreography for the Broadway musical Dreamgirls. He also helped mold Angela Bassett into a Tina Tuner-type dancer for the movie What’s Love Got To Do With It. In fact, Basset became such a good dancer that Ike Turner thought about beating her too.
Michael Peters Lives On.
Michael Peters died of an AIDS related illness in L.A. at just 46-years old. But his work lives on. Especially in the Thriller dance. Thank you Michael Peters for adding to our annual Halloween celebrations. Thanks you for creating such iconic cultural art. And thanks for reminding us that if you want to be delivered to a dancing gang fight via forklift you have to script that yourself.
If you haven’t seen the Thriller dance yet this year, or just want to see it again, here it is.
There are many amazing people who have had a significant impact on my career. There have been CEOs I admire. Entrepreneurs that inspired me. Creative Directors who have guided me. And successful marketers of all sorts that have provided me with important lessons and insights.
But there is one person who has had the greatest positive influence on my career, by far. My wife, Dawn Albrecht. Dawn and I have a special relationship. I fell in love with her at first sight. Then, just seconds later I realized that she was actually my new coworker. It was a little like the moment Kelly McGillis walked into Tom Cruise’s classroom in Top Gun. #SoYoureTheOne
Initially the fact that we worked together was a negative. It made it awfully hard to ask her out. Because a failed office romance provides a constant reminder of your failed office romance until one of you quits or gets fired.
But once we became an actual couple, not just a couple in my imagination system, the fact that we worked together became a major advantage. Dawn fully understood my job, my industry and my career path. She understood the workplace dynamics I faced. She saw my untapped potential. And she knew just how to push me forward.
You know I thought I had it so good.
When we first met I was just 4 years into my career. I thought I had a great title. And I was very proud of my salary. But I didn’t know what I didn’t know. Dawn, on the other hand, had spent 7 years working for great companies in New York City and Chicago, including the Lifetime Channel (television for women), Times Mirror Publications, Discovery Networks and Cars.com.
Simply put, Dawn knew more than me. She recognized my growth potential and she pushed me to realize it.
Here We Go
Over the course of the next 10 years Dawn went from my coworker, to my wife and best friend, to the mother of my 3 children. But she also became my career coach. And my personal motivator. She made me think about whether I was stretching and growing. She made me think about my professional skills and abilities. She taught me about the true value I brought to my clients and employers. And she called me out when she thought I had grown too comfortable. And she was always right.
An Endorsement For Coaching
Dawn taught me the value of having a strong career coach. And over the first 10 years of our relationship my title grew from Senior Writer at Cramer Krasselt to Chief Creative Officer at Engauge, an agency with 4 office locations and 275 people in Atlanta, Columbus, Pittsburgh and Orlando.
The Agency Takes Off
13 years after Dawn and I met, Halyard Capital, the private investment firm that owned Engauge, decided the agency was on the right trajectory to sell. I was part of the 4-person leadership team that represented Engauge as we met with 15 potential buyers. In August of 2013 the agency was bought by Publicis, the world renowned ad agency holding company in Paris. And I was ready for my next chapter.
I always wanted to start my own business. And just 2 years later I began plans to launch my own advertising agency. Despite the fact that I would be trading in a nice salary, and comfortable benefits, Dawn was 100% behind the plan. She never questioned or doubted that an agency I created would be successful. Her total confidence in me added to my healthy confidence in myself.
I launched The Weaponry, my advertising and idea agency, when I was 42 years old. Today, I am frequently asked what the scariest moment of my entrepreneurial experience has been. But I really haven’t been scared at all. I credit much of that to Dawn. Because she has had full confidence that this would work out exactly as planned. And if Mama’s not worried, nobody’s worried.
Today is Dawn’s birthday (at least it is if you are reading this on October 29th). I will take the day off, just like I do every year. We will spend the day together. And I’ll reflect on how I wouldn’t have made it this far down my path this fast if it wasn’t for her. She has encouraged me, inspired me and challenged me. She has put her complete faith in me (and maybe my life insurance policy).
She has fully supported the decision to walk away from a comfortable life in search of an adventurous and even more rewarding experience. Dawn is like the Jelly of The Month Club. Because she’s the gift that keeps on giving the whole year. In friendship. In family. And yes, even in business.
If you want to be do great things, find someone great to go with you. Someone who believes in you. Someone fun and funny. Someone who won’t let you get comfortable. Someone who challenges you to grow and become all that you were supposed to be. If you find someone like that never let them go. Never take them for granted. And if you can take their birthday off every year and spend it with them, do it. You’ll never regret it.
My 14-year old daughter Ava has been studying The 10 Commandments during her confirmation class. She has lots of questions. Like, ‘How did we arrive at these 10?’ (I said God and David Letterman decided.) And, ‘Which one is the most important of all?’ (I told her it’s the one about honoring thy mother and thy father.) Her many questions are hard for humans to answer. But they serve as great kindling for meaningful conversations.
Rules For Life
I try to live my life according to The 10 Commandments. I’m so-so at it. I haven’t killed anyone. I haven’t worshipped any golden calves. But I sometimes use the Lord’s name in vain. (Sorry Big Guy.) And I have definitely coveted my neighbors house. But come on, my neighbors have sweet houses!
Rules For Career Success
I love simple rules. And all of our recent talk about The 10 Commandments got me thinking about my own rules. So I wrote down my 10 rules for business success. Here’s my list. These are short enough enough to be carved on just one stone tablet. Which means that you could carry these rules and a gallon of chocolate milk at the same time.
10 Simple Rules for Business Success.
Always do what you know is right.
Develop and maintain strong relationships.
Deal with the decision maker.
Hire people whose results make you jealous.
Collect Dots and Connect Dots.
Focus for greatest results.
Start with the end in mind.
It is important to develop a strong set of rules to help you perform your best. The rules serve as reminders, guides and inspiration. They stand as pillars that support great people and great performance. If you ever lose your way, go back to your rules. They will never let you down.
What are your go-to rules?
What pieces of career advice would you write in stone and have delivered by Charleston Heston? Please share in the comments section. Or send me a note. If you do I will create another post called The Top 10 Rules I Learned From Readers, and I will give you credit. It will be a collaboration. Like Band Aid, USA For Africa or Dionne and Friends.
I am a professional creative thinker. My job is to come up with ideas, and then bring those ideas to life. Which sounds easy, and fun. Which it is. But there is one major obstacle that often stands in the way of professional creatives: clients. You see, clients also have ideas. And their ideas are sometimes different than yours. And sometimes your clients’ ideas are good. Like, really good.
The Creative Conundrum
So what are you supposed to do when clients go all rogue on you and have their own ideas and opinions? After all, we are hired to be the idea people, right? Aren’t the clients supposed to listen to us? To trust us and our superior ideation abilities?
Learning From Experience
I have faced this issue a million brazilian fo-fillion times in my career. I have had to contend with client-generated ideas from the time I was a young copywriter until I opened The Weaponry, the advertising and idea agency I launched in 2016. With over 20 years of thinkering experience under my belt, I have found that there are 3 ways you can handle the client-creative idea clash.
The 3 Alternatives
1. Give Up. You don’t have to stand up for your ideas. In fact, agencies often surrender immediately when a client proclaims their own idea. Or asks for a change. Or sneezes. This is because there are a lot of people who don’t believe in their ideas enough to stand up for them.
I hate this. It devalues the original creative idea. Which should have been presented for a very good reason. (You did have a very good reason didn’t you?) By simply surrendering to your client’s idea you are suddenly just a production person on behalf of your client. Don’t be that guy. And don’t be that gal.
2. Don’t Budge. This is the option I encourage most professional creatives to choose. Stand your ground. Believe unwaveringly in your idea. Fall on your sword. In fact, I’ll throw you on your sword if you like.
The reason I want you to embrace this idea so strongly is because it is a fast way to lose clients. And I would love to slip in and pick up your clients as you are getting thrown out a second story window.
3. Find A New, Better Option. If the client isn’t fully satisfied with your idea or execution it is because they still have a perceived unmet need. They are offering an idea that helps meet that need or concern. Sometimes their suggestion will be perfect. And a good creative should recognize this. But if the solution isn’t perfect, keep exploring. The greatest creative solution is the one that accommodates for the dreams and desires of both the client and agency. (Dreams and Desires is also the title of the trashy romance novel I’m now inspired to write.)
Pushing for that perfect third option has 5 positive benefits.
1. It demonstrates that you want what is best for the project. And not just what the client requested.
2.It shows you are not simply married to your own idea. (Which also means no one gets to throw idea rice at your idea wedding.)
3. It certifies you as an avid problem solver. Clients love a partner who will push further to make everyone happy.
4.It strengthens your skills. It’s like adding more weight to the bar at the gym. Throw more challenges on the problem, add more constraints, and see if you can still Houdini out.
5.It reveals your work ethic. In the workplace your work ethic translates to character and trust and all manner of positive attributes.
Everyone loves a problem solver. This is true in business and in your personal life. But problem solving doesn’t mean giving up on your idea. And it doesn’t mean winning at all costs. It means finding a solution for every challenge. Always push for the win-win solution. Develop a reputation for helping everyone get to the best answer. It is the best way to get many more problems to solve.
If you know someone who could benefit from this message, please share it with them.
I have a strong appreciation for student athletes. As a former track athlete at the University of Wisconsin I understand how hard it is just to earn an opportunity to participate in college athletics. I know how difficult it is to balance the demands of athletics and academics. And I know how well those demands prepare you for life after college. But I was reminded of this lesson again over the past year.
The W Letterwinners Club
A year ago I started attending W Club events at the University of Wisconsin. The W Club is the varsity athlete letter winners alumni club. If you won a varsity letter as a Badger you are automatically in the club. And if I were to rebrand the club, I would name it the W Letterwinners Club, so that the name would express in two words and one letter what it has taken me 2 sentences to explain.
Scott and Stephanie
The incoming club President, Stephanie Herbst-Lucke, and Vice President, Scott Brinen, asked me to join the W Club’s advisory board when I moved from Atlanta to Milwaukee. Because it is much easier to get involved in things centered in Madison when you live in Milwaukee than in Marietta, Miami or Mozambique.
At my first advisory board meeting in October of 2018, Stephanie introduced me to one of the representatives from the women’s track team named Sarah Disanza. Sarah was an All-American distance runner who had just graduated 5 months earlier. It was clear that Stephanie and Scott really liked this young woman and had invited her to join the advisory board right after graduation.
Badger Athlete Reunion
Following the W Club meeting we all migrated to a fun event the W Club hosts annually called the Badger Athlete Reunion. It was held at the most iconic of iconic Madison bars, State Street Brats. The event, as the name so aptly implies, is a reunion of all letter-winning athletes who ever attended the University of Wisconsin.
The Badger Athlete Reunion is athletically eclectic. Like the Badger’s version of Studio 54. Every sport is represented. Every era is represented. Female and Male athletes are represented. And it makes it clear that being a student athlete at Wisconsin prepares you for great things after graduation. Because the room was full of ass kickers and name takers. Not just athletically. But in business, and life.
That evening I spent more time talking with Sarah Disanza and I was impressed. She seemed to fit right in with groups of former athletes who were 10, 20 and 30 years her senior.
The Suggestive Sell
A few months later Stephanie Herbst-Lucke contacted me and said, ‘I think you should consider hiring Sarah Disanza on your team at The Weaponry.’ The Weaponry is the advertising and idea agency I founded in 2016. Stephanie is a rockstar marketer herself, so I took her suggestion seriously.
Sarah was the national runner up in cross country, and a 4 time All-American at Wisconsin. She was still training seriously and had been working at a great restaurant in Madison. But she had met her life quota for garlic smashing. And decided she wanted to start her real career.
I asked Simon Harper, one of my talented account leaders, to meet with Sarah the next time he was in Madison. He did. And he liked her like everyone else does. So we invited her to come to Milwaukee to meet with our broader team. (Broader meaning diverse, not wide.)
Sarah came to our office a week later. She was on time. She was prepared. She asked great questions. Again, everyone liked her. But we didn’t have an obvious opening for her to fill. So we didn’t have an obvious next step forward.
Then Sarah did something that distinguished her from other talented people. Yes, she followed up. Which is always the right thing to do. (See How to impress others with a follow up note for how to crush the follow up letter.)
But what Sarah did went beyond manners, protocol and good form. She added value. When she followed up with me she noted an initiative I had mentioned during our conversation in my office. It was a research project that I wanted to undertake related to new business development.
She shocked me when told me she did the project on her own! When she sent me the file containing her research work it was so good I told her that she had to charge us for her time, because it was truly valuable to us.
The Door Opens
I then invited Sarah to do some freelance work for us on another project for a major client. Sarah always showed up early, ready to roll. She took initiative. Displayed great people skills with our client. And she did such a great job we found ourselves looking for more places to get Sarah involved.
Sarah eagerly jumped at anything we offered. And I was convinced we should add this go-getter to our team full-time. But before we did, I wanted to do one last check on Sarah with someone who knew her as well as anyone: her college coach.
Jill Miller coached Sarah in both Track and Cross Country at The University of Wisconsin. I emailed her, asking if she would be willing to talk to me about Sarah. She enthusiastically agreed.
Jill and I had a fun conversation as we connected dots between the people and places we both knew (#DublinOhio #RachelWeber). Then the conversation turned to Sarah. Jill enthusiastically confirmed all of the great things we saw in Sarah. She talked about her work ethic, her punctuality, her sense of responsibility and accountability. She talked about Sarah’s great family and the strong character that clearly came from her parents, Paul and Debbie Disanza.
Just Do Grit
Jill told me that Sarah had the highest pain threshold of anyone she has ever coached. Which is a clear indicator of grit and determination. Which is valuable in every endeavor in life. I had heard enough. But Jill Miller (who I would like to nickname Jiller) had one more thought to add.
‘As a coach I often think about which of my athletes I would hire if I had my own business. I have had a lot of great athletes that I would gladly hire. But there are 2 that stand out as the first people I would hire. And Sarah is one of them.’ – Jill Miller
That was quite an endorsement. I told Jill how much I appreciated her time and insights. And I had all I needed to know.
In August we offered Sarah a full time position with The Weaponry. She started the day after Labor Day. And she has been as good as advertised. Or better. She is eager. She is a fast learner. She asks great questions. And she has deftly handled everything we throw her way.
Best of all, she is super fun, super funny, and has a great personality that really adds to our team. Which means that she is like so many badger athletes, past and present: Hard working, smart and determined. Yet as fun and full of personality as the kids who fail out of lesser colleges.
But the reason Sarah is on our team is that she took initiative. She spotted an opportunity during the interview process to wow us. She performed her own research that was highly valuable to our business. She built her own on-ramp. And she was so good we couldn’t ignore her. So we didn’t. Anyone can do this. Although very few will. Just those willing to perform like All-Americans.
If you want to get your foot in the door with a new employer, a new client or a new relationship, add value. Show how much you would bring to the table every day. Don’t wait to be asked. Show initiative. It will tip the scales in your favor. Those you are trying to impress won’t want to lose you as a valuable asset. They’ll make exceptions for you. Be patient, but persistent. And keeping adding value. You’ll find that doors will open for you over and over again.
*If you know someone who could benefit form this story, please share it with them.
There is a simple truth about value. It is directly related to contribution. To increase your value you have to increase your contribution. Which means if you want to earn more money, have more friends or increase your influence you have to contribute more. If you don’t contribute your time, talent or treasure to others you have no value to them. And there are nothing but zeros on your reality check.
My son Johann is in 6th grade and began his first year of tackle football this fall. When your children commit to a fun activity like sports, scouting or full-contact charades, the parents commit to the less fun activities that come with it. Like fundraising, Saturdays in the rain, and required volunteer work. #oxymoron
Typically when we look at the list of volunteer opportunities we seek out the easiest one. We try to take the path of least resistance before anyone else beats us to it. But this fall I decided to take a different approach. I sought out Johann’s head coach after a preseason practice and asked him a simple question:
What job is the hardest to find volunteers to do?
Instead of looking for the easiest and most convenient job, I wanted to provide the greatest value to the coach, the program and the other parents. The volunteer coaches are already contributing more to the program than I ever could. The least I could do was make the unrewarding job of asking for volunteers a little easier by taking the least desirable task off the volunteer board.
The game day volunteer opportunities included:
Video taping the games (Although there is no tape involved)
Running the scoreboard (Although neither the scoreboard nor the operator do any actual running)
Announcer (You get to tell everyone you have no idea what you are talking about.)
Chain Gang#1 (Also known as the Chrissie Hynde role)
Chain Gang#2 (Electric Boogaloo)
Chain Gang #3 (Which is never as good as the original)
Pre-Concession (You do this before you concede)
Post- Concession (You try to sell people posts)
I really had no idea which role the coach would say was the most challenging. But I was prepared for the worst. The coach immediately responded, ‘Announcer is always the hardest.’
I immediately volunteered to announce the games. And with that offer I gave him one less thing to worry about. I could see both the relief and the appreciation on his face. And I knew this would not be the last time I used the path-of-most-resistance technique to determine my volunteer activities.
Your success in life is directly related to your contribution. So step up and contribute where it is most valued. Take the hard roles to fill, not the easiest or most convenient. Seek more responsibility, not less. Give others less to worry about and more to enjoy. Become someone others can count on. It pays off in rewards too numerous to count.
*If you know someone who could benefit from this story, please share it with them.
Just like every party has a pooper, every bottle has a neck. You learn that in Bottle Anatomy 101. But what you might not have known is that every business, machine and human has a bottleneck too. The bottleneck is the singular constraint that limits an organization, object or person from accomplishing more, creating more and earning more.
Lessons of Entrepreneurship
I spend a lot of my time thinking about bottlenecks. It started when I first launched my advertising and idea agency, The Weaponry. As an entrepreneur, you have to spend a lot of time working on your business, not just in your business. By doing so you find that both you and your business have limitations. Unless you are Master P. #NoLimitSoldier
A great way to know what areas of your business you should work on is to simply look for the bottlenecks. These are the areas that limit everything else a business can accomplish. They can be processes, equipment, people or money. In some cases your bottleneck could be too many long necks. (You can learn all about that by listening to Garth Brooks music.)
The Weaponry’s bottleneck is not how much work we can deliver. Because we are organized in a way that allows us to scale our team when necessary to meet surges in demand. I am confident we have the right kinds of people too. So that is not our current limiter either.
Our bottleneck is related to business development. We have discovered our businesses limiter is about awareness that we exist and what we can do for our potential clients. Which is perhaps the most common bottleneck in business. It is why advertising and marketing agencies like us exist in the first place. Alanis Morissette would say this is ironic. Don’t you think?
They Don’t Go Away. They Move.
Because we know awareness is our bottleneck we make it The One Problem To Solve. By increasing our awareness we can increase demand, which increases our business. Once awareness is no longer our limiter, our bottleneck will move somewhere else in the business. It may become our bandwidth, financial resources, location, skill sets, or the types of snacks we have in the break room.
As the business grows and evolves the bottleneck will continue to move. But by paying close attention to the business we will identity the new bottleneck, and the solutions needed to improve our business. Which is like winning at Whac-A-Mole.
The single most important thing you can do today is identify your bottleneck. Ask yourself what your greatest limiter is. Then address that limitation. Because if you open that limiter you open all kinds of new possibilities. This is true in business and in our personal lives. So find your bottleneck. Widen it out. And you will find new levels of success.
*If you know someone who could benefit from this story, please share it with them.
When I first became a parent I was prepared to drop knowledge on my kids. I had prepared a syllabus of over 30 years worth of life lessons. They were sorted into 3 files. The first was labeled Smart Things I Did. The second was labeled Dumb Things I Did That You Should Avoid. And the third file was simply labeled Bill Cosby.
What I wasn’t prepared for were are all of the lessons that my children would teach me. My latest lessons have come from my 9-year old son Magnus. Magnus, has taught me a lot about socializing. He has a remarkable ability to make instantaneous friendships anywhere. His social intelligence is as good as the best adults I know. He’s like a little Dale Carnegie on the playground, just winning little friends and influencing little people.
But as impressive as Magnus is at socializing, he is world class at losing teeth. It’s an odd thing to be great at, I know. But lately Magnus has lost teeth at a meth addict rate. I think he has lost 8 teeth in the last 2 months. In fact, I don’t know how he actually chews anything anymore. #popsiclesfordinner
Talk Is Cheap
However, it is not his quantity of tooth loss that impresses me. It is the style. You know how I know when Magnus has a loose tooth? He puts the tooth in my hand. Before that he doesn’t talk about it, complain about it or brag about it. He says nothing until the tooth is out. Even then he doesn’t really talk about it. He just shows me the results, and smiles an ever toothlessier smile. And every time he surprises me (and the Tooth Fairy) with absolutely no advanced warning, I am more impressed by his ability to quietly take care of business.
I meet people all the time who go on and on, (like Steven Bishop, down in Jamaica, with lots of pretty women), about their big dreams, lofty goals and ambitious plans. But talk doesn’t bring a dream to life. Discussions don’t achieve goals. And ambition doesn’t execute a plan. Talk is the cheapest of all commodities. Action is the the most valuable. And it’s the only currency you can use to buy your goals and dreams.
Success requires action. To be successful do more. Talk less. Complain less. Analyze less. And focus on results. Don’t tell the world what you are going to do. Show them what you’ve done. Then, after the work is all done, you can sit back and enjoy the rewards. Just like my son Magnus does.
*If you know someone who could benefit from this story, please share it with them.
The legendary motivational speaker Jim Rohn once said that you are the average of the five people you spend the most time with. That’s why it’s so important to spend your time with the best people. This past Friday, during the University of Wisconsin homecoming weekend, I spent 6 hours with an amazing group of former University of Wisconsin varsity athletes. These Badgers are some of the brightest, most driven, most fun, and most successful people I know.
Business Up Front
I kicked off homecoming weekend in Madison with a 2-hour advisory board meeting for the W Letterwinner’s Club. The advisory board is like Noah’s Ark. Because it features two former athletes from every varsity sport.
We meet to discuss how we can help our members develop more meaningful relationships with each other, both personally and professionally. We discuss how we can offer assistance, guidance and mentorship to graduating Badger student athletes. And we explore ways that our network can add value to the mission of the University of Wisconsin and its world class athletic department.
Up In Da Club
The former Badger student athletes on the board are inspiring. They include Big 10 Champions and National Champions. They include All-Americans and professional athletes. They include school record holders and Hall of Famers. They include athletes who made it to the Final 4 and the Frozen 4.
Our youngest members just graduated from Madison. And our most senior members used to get run with Crazy Legs Hirsch, Alan ‘The Horse’ Ameche and Paul Bunyan when he was just a babe himself.
Today these W Letterwinners are crushing it in their post-collegiate careers. They are executives and entrepreneurs. They are administrators, professors and coaches. They are leaders and volunteers. And they are great parents, wives and husbands. Just spending time with these badasses enhances my own false sense of badassery.
Party In The Back
On Friday night, after the work was done, we did what Badgers do. We played. We migrated to the iconic State Street Brats, and joined hundreds of others at the annual Badger Athlete Reunion. We spent the next few hours together, talking, laughing, sharing memories, making new friends, connecting dots, drinking beer and eating brats.
While it certainly looked as if we were having fun, we were doing more than that. We were strengthening our personal bonds. The bonds between former student-athletes who know just how hard it is to live up to the demands of academics and athletics at the Big 10 level. We were strengthening the bonds between Badgers who know that if you can excel in both the classroom and athletic arena at The University of Wisconsin, you have the critical tools and the skills to be successful for the rest of your life.
If you want to be great surround yourself with great people. Find rockstars who inspire you. Spend as much time with those special people as you can. It will make you a better person. I know it will. Because I learned that lesson in Madison as a student athlete at the University of Wisconsin.
*If you know someone you think would benefit from this message, please share it with them.
Every business starts off as an idea, dream, or vision. You probably have a great business idea lounging in your brain right now. Or maybe you have a conglomerate-worth of business ideas up in your noggin. What entrepreneurs know that others don’t is that businesses are just ideas that someone decided to make real by simply living into their dream.
In the summer of 2015 my cousin Brooks Albrecht and I started talking about opening our own advertising agency. And the first step was really fun. Because all we had to do was dre-E-E-E-eam, dream, dream, dream. There are absolutely no constraints, no budget limitations, and no reality check at all in this phase. Just ideas and fantasies.
Brooks and I bought and devoured copies of The E-Myth by Michael Gerber. (It was delicious). Then we followed the book’s advice. We wrote down all the details we dreamed up about the business, its processes, procedures and culture. We thought about all the crazy things our business would have. Like Thinking Showers and Thinking Beds, because those are where people come up with many of their best ideas. And I wanted my imaginary HR director to have something real to worry about. #AmIRight
The whole thing was just a dream. And totally impractical. I lived in Atlanta and Brooks lived in Seattle. Yet we kept calling each other late at night to talk more about our fake little advertising agency. We were playing business, like kids play house. Which is to say we were grown(ish) men, imagining and pretending. But through all that pretending we seemed to have envisioned and imagined everything. And this ad agency we were pretending we owned seemed totally real to us. Like realer than Real Deal Holyfield.
We could have stopped right there. We could have told our friends, family and professional network that we had thought of a great agency idea. Like so many of my coworkers had done. And we would have wondered for the rest of our lives what would have happened to that idea had we brought it to life, like Pinocchio, Frankenstein, or that hot chick from Weird Science.
Don’t Stop, Get it, Get it.
But we didn’t stop at the dream, the vision, or even the janky police sketches we made of the business. We took the next step. And we told people what we were trying to do. And we talked to potential clients as if the business really existed. Because in our heads it totally did.
Then, one day, we decided to go online and register The Weaponry LLC as a legal business entity for $120. And the business got realer.
Then we sent for a federal tax ID number. And it got realer.
Then we opened a bank account and transferred $16,000 into it. And it got realer.
Then I took the day off of work, and flew to Boston to spend the day working with our first customer, Global Rescue. And shit got really real. Because Dan Richards, Global Rescue’s CEO and one of my best friends in the world, told me he needed what The Weaponry offered.
It’s Getting Realer!
Throughout the fall of 2015 and the spring of 2016 my favorite line to Brooks was, ‘It’s getting realer!’ Because that is exactly what was happening. The business I dreamed up was becoming realer every day. Because Brooks and I believed it into being. And this little figment of my imagination literally became a business because we pretended it was a business. And like visionaries and people suffering from serious mental illness, we could no longer separate reality from fantasy.
Soon, perfectly sane humans started referring to The Weaponry as if it was a real thing. Or even better than the real thing. #U2 In meetings people introduced me as ‘Adam Albrecht, from The Weaponry.’ And suddenly real business were working with The Weaponry. And it just got realer and realer and realer.
It has been 4 years since Brooks and I started dreaming about our advertising agency. And things keep getting realer. We have offices in Milwaukee and Columbus. We have 17 clients from coast-to-coast. Yesterday I saw advertisements The Weaponry created on TV, on billboards, on my mobile device, and on my computer. I saw packaging we created at the grocery store last night. I saw a trade show booth we designed. And I saw logos we designed for our clients on Facebook and Instagram. And the dream felt realer than ever.
Don’t just dream your dreams. Make them real. Envision your vision. Then live into it. Don’t quit your job. Just take one step forward. Taking that first step makes it realer. Then take another step. And another. And another.
Before you know it other people will call your made up idea by name. Fiction will become reality. Because a business is just a made up idea that someone began treating as if it was real. That’s all it takes. If you have a dream to create a business, organization, event, product or service, all you need to do is live into it. And it will get realer than you ever imagined it could.
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