Why you should have an excite hustle.

College is an exciting time. You get to pick a major that inspires you. Suddenly, it becomes fun to study and learn. You develop a vision of what your career will be like. And that vision provides motivation throughout your college experience.

More than 2 decades after graduation from the University of Wisconsin-Madison I can say that I have used the knowledge I gained while studying for my degrees in psychology and journalism every day of my advertising career.

The Great Compromise

But I noticed when I graduated that many of my classmates didn’t hold out for the jobs they really wanted. College debt, life expenses, nagging parents and a desire to simply get busy cause many, if not most college grads to take the first decent job to come along. Regardless of whether the job fit their original vision, major, or life plan.

This means that many of us end up in jobs or careers that don’t align with our greatest interests and deepest passions. That is okay. There are many good reasons we do this. But if you are not inspired or fulfilled by your day job, you should take on another project in your free time that fires you up like AC/DC in a high school weight room.

Excite Hustles

People often refer to these kind of side activities as side hustles. But I think of them as excite hustles. Because the best reason to take them on is that they give you something exciting to work on. They enable you to tap into your greatest interests, passions, and your desire for adventure, or self reliance.

Excite hustles can feel thrilling and dangerous because you feel like you are cheating on your day job. Because you are having a career affair with work that excites you more than your steady job. That is a great thing.

An excite hustle will wake you up early and keep you up late. It will call your name over the lunch hour, and during your commute. (I’m just kidding. No one commutes any more.)

An excite hustle provides even more reasons to look forward to the weekends. (Not The Weeknd. #ICantFeelMyFace) It will prevent you from filling your free time digitally grazing on your mobile device. It will prevent you from resenting your career, and going postal. (Can you still go postal if we don’t have post offices?)

An excite hustle is full of potential. It provides an outlet for your energy. It fans your flames. When you find your calling it creates a gravitational force that keeps drawing you forward to do more, create more and explore more. Like Roger Moore, Michael Moore, or Benjamin Moore.

My Excite Hustle

When I decided to launch my own advertising agency I created my ultimate excite hustle. I already loved my career, I just wanted an even greater challenge. And I found one. Today, as the Founder of The Weaponry, I couldn’t feel more excited about the work I do. I can’t wait to get to it each day. I approach each work challenge with enthusiasm. And at the end of each day I don’t feel spent. I feel invested and fulfilled.

Key Takeaway

If your day job doesn’t tap into your passions it’s time to find your excite hustle. Fill your free time with work that motivates you. That keeps you looking forward to more. And that makes you feel as if you are living into your vision for your life.

*If you know someone who could benefit from this message, please share it with them.

Why everyone in advertising should own their own business.

There was a time when side hustles were frowned upon in America. And I’m not talking about the Post-Disco era. Having a second gig was discouraged because employers didn’t want anyone else owning any of their employees’ cranial space. Including the employees themselves. This is ignorant. Quite to the contrary, (delivered in my best British accent) I wish everyone at my adverting agency had a side hustle.

Throughout my career many of my team members have had interesting micro-businesses. I’ve had coworkers who created and sold posters and prints, invitations and greeting cards, cupcakes and macaroons. They’ve been DJs, authors, children’s book illustrators and whiskey makers (although not necessarily in that order). Given the innovative and interesting cast of characters I’ve worked with I expect there are plenty of other business exploits I know nothing about.

I have had a small side business for the past 10 years. I make t-shirts under the brand Adam & Sleeve. AdamandSleeve.com.  In 2006 I had an idea for a t-shirt that I really wanted. So I made a few. Other people requested them. And I realized that if I made enough to sell, I would get the t-shirts I wanted for myself for free. I’ve learned about sourcing, quality control, vendor relations, production, distribution, finance and customer service. Even better, I really enjoy it.

But a funny thing happens when you create your own business, even a micro-business, like selling micros. You develop a deeper and fuller understanding of all of the elements of business that your clients face. You better understand the contraints of time, money and resources. You understand the risks. You understand why they want their logo bigger.

Too often we only see a small sliver of what our clients are facing. Like the four blind men who are trying to describe an elephant based on the part they are touching. So we can’t understand why our clients don’t just upgrade all their gadgets and gizmos, or hire someone more savvy than my Grammy to handle their social media, or fly us all to Tahiti to research how far away it is.

Once you walk a mile in someone else’s cash register you can understand their reluctance to spend money.  Once you have received a letter from an attorney you think twice about  claiming you serve the world’s best cup of coffee.  And once you realize how hard it is to hire and retain good help you understand why the client didn’t just fire that lump of a salesman who landed in the marketing department.

So don’t be too quick to discourage your people from creating their own side business. It can be energizing, insightful and rewarding. It will help them develop empathy, which is one of the most important advertising skills. And properly managed it will pay dividends for them, for you and most importantly for your clients. Oh, and if there are any extra dividends left over please send them my way. I have another business idea to fund.