Dopp Juice Archive

So… yes. The subtle references and whispered insanities are true: I’ll be leaving Cerado in September.

This means I’m voluntarily entering the worst job market ever to happen in my lifetime — a market in which heartwrenching handfuls of talented peers and friends have been unemployed for over a year now — as a free agent.

There. It’s acknowledged. And that is the last we ever speak of the Impossible Economy in association with me looking for work again. If I can get my mother to stop reminding me of this dismal fact (and I have), surely you can play along with my game, too. Do it as a favor to a friend.

The other seemingly ludicrous point to note is that I’m leaving on very good terms with a high regard for the company, and I’ve sincerely enjoyed working with them. Chris Carfi is an impressive hybrid of creative genius and brilliant storyteller — when it comes to social media marketing, he gets it on both a theoretical and a social level. I’ve learned a lot from working with him, and from working alongside fellow mad genius Mark Resch as well. The clients (hi, BlogHer) and developers (George the PHP guru, Eric the King of iPhone dev, …) I’ve been paired with have also been top notch. I will be sad to let them go.

So why am I leaving?  Because it stopped fitting me.  What the Job Needed From Me and What I Wanted to Do crept further and further apart over time, and it finally became evident that something had to change.  It wasn’t anyone’s fault; it was just growth. And it has a hidden upside for Cerado: being able to let go of the role means I can now help them restructure their management process without my interests in the equation. The result is shaping up to be something that’s much more tailored to their changing needs, with a more efficient use of resources.

I kind of enjoy working myself out of a job.  It has a certain satisfaction to it.

It just leaves one question: What’s next?

I don’t know.  And call me crazy (I’m used to it by now), but I’m not really interested in job leads just yet.  I’d like to give a little more thought first to what I’m looking for.

When I was in Chicago for BlogHer recently, I ran my situation past a childhood friend, Jim Conti.  He gave me a useful way of approaching the “what should I do next?” question:

Ask yourself…

What am I good at?
What brings me joy?
What does the world need me to do?

…and find the intersection of all three of those.

In other words…

When the grownups asked us what we wanted to be when we grew up, they forgot to explain that this was what they meant. Most of us probably answered based on how we wanted to be seen, realizing that “astronaut” and “veterinarian” sounded worthy enough of praise.  So do “rich” and “famous.”

A psychologist friend of mine made an interesting comment to me recently.  She said, “This is going to sound terrible, but I strongly prefer working with wealthy clients. It’s not because they pay me better. It’s because they already know that money’s not going to fix their problems.”

Neither is doing what they’re good at even if they don’t like it. Or doing what they enjoy when it’s useless to the rest of the world. Or being a miserable martyr for the sake of humanity. We have more work to do than this.

And I still haven’t answered the question.

I know some of the things I’m good at…

– XHTML/CSS development
– Product and project management
– Social media consulting
– Technical and promotional writing
– Public speaking
– Building community spaces

I’m feeling the tugs of what the world wants me to do in terms of social media marketing, community development, and LGBT activism.

I just… might need to get back into the groove of what brings me joy for a bit.

Then maybe I’ll know what I want to be when I grow up.

I recently overheard a very useful quote, which was something along the lines of…

“Engagement leads to loyalty. Loyalty leads to sales. A good product leads to repeat sales.”

And I just wanted to jump up and scream, “AMEN! YES!” But instead I politely continued my meal and tried not to interrupt the strangers’ conversation.

Can I say it again, though?

Engagement -> Loyalty.
Loyalty -> Sales.
Good Product -> Repeat Sales.
Burn it backwards into your forehead.

To the social media marketers, please notice that Engagement and Loyalty don’t directly lead to a Repeat Sales, because they often have absolutely nothing to do with whether or not you have a good product.

To everyone else, please notice that Engagement and Loyalty are important for getting Sales. It doesn’t matter how fantastic your product is — if you’re not telling the right story and getting people emotionally involved in it, they probably haven’t realized how great it is yet.

The point is, you have to do both.

And while I’m standing up here on this soapbox, let me yell a little louder to those in the back who are zoning out: Product is just a jargon placeholder for Anything, and Sales is another way of saying Commitment.

Whatever it is that you want people to connect with — your blog, your outfit, your party, your basketball game, your performance, your job hunt, your friend, your hot sexy body, your tweets, your…. (keep going, I’ll be here all day) — you care about it, so you’re interacting with the world in a way that helps you get the response you want. But unless that thing you care about actually matters to the world in the way it wants, even if you’re a great storyteller, you’re only gonna get that response once. If you want it again, that thing you care about has to be good. Good means it meets their needs. This isn’t about yours.

But then again, if you never tell the story — if you never break the ice, or use that cheesy pickup line, or send in that resume, or pass out those invitations, or hand them your business card, or twitter it, or give them that elevator pitch — then they’ll never know.

It’s both. It has to be both. If you’re only doing one well, you’re limping.

(And frankly, you look pretty silly, since we all know that both of your legs work just fine.)

I had the giddy pleasure of speaking on the Indy Arts and Media panel last thursday on DIY Online Promotion for Artists (alongside the inimitable Abi Jones and Hannah Eaves). We started a wiki of good online resources for the topic, for those looking for the Cliff’s Notes.

Things I wanna keep pontificating on…

Addictomatic — Woah! Hannah brough up this resource, and it pretty much won for Awesome Tool Recommendation of the night. It aggregates all online vanity searches onto one page (think google alerts + twitter search + everything else you forgot to check). My only complaint is that doesn’t seem to do daily email summaries (I want info to come to me). Maybe we can join together and sway them to add the feature. (They’ll probably find this blog post within minutes of it going live anyway.)

Bit.ly — I had NO IDEA this URL shortener included analytics tracking! (This means you can tell how many people clicked on it when you posted it to twitter… and whether or not they did it through a web browser or another client.) Sorry, is.gd — I know your base URL was a character shorter, but think just found my new best friend.

Asking for money — One of the audience members jumped in with an important question: “So if your bread and butter is getting people to buy your art, where do you put the ‘ask’ in all of this communication stuff?” We fumbled a bit on this one because it’s kindasorta not about that, except it always is. I said: treat social media as a metaphor for your in-real-life friendships… if you ask your friends to buy your stuff every time you see them, you’re not going to have many friends. But if you never ask them at all, they won’t realize the opportunity is there. So you have to strike the right balance of reminding them without being annoying.

There’s more, though, and I realized it on my way home from the panel (so question-asker, wherever you are, here’s what I meant to say): it’s not about asking. It’s about making it really easy for them to buy when it occurs to them that they might want to. Yes, your job is also to get them to want to, but that doesn’t have to be an ask — it could be a matter of talking around it, about it, over it, between it, and consistently building buzz about the awesomeness that is inherent to everything you do. What’s way more important is having the Buy button right there (or as close to “everywhere” as you can get while still being tactful), with a super easy checkout process and as much perceivable instant gratification as possible. We are an impulsive people, and we like to think that buying stuff is our own idea. But we also get distracted by the next shiny thing really easily, so turning our interest into a sale before that happens is your real challenge. The ask is secondary to that.

And in other news… I’ve been avoiding upgrading to iPhone 3.0 software because I’m moving to a place that doesn’t get AT&T, and if I decide to change phones along with carriers, I’d rather do it with a maintained resentment for my current phone’s lack of copy-and-paste and video-recording than with a feeling of lost love.

But someone demoed the new copy and paste function to me at the panel, and my blissful ignorance has been destroyed. Thanks, dude.