“I’m not a Businessman, I’m a Business, Man”


The New York Times recently featured an article that suggested that instead of looking for experience when hiring for new positions, companies should consider hiring individuals with one or two years of work experience, or better yet, those fresh out of college (*cough or graduate school*). Most of us either have personally been victims of exclusion based on “inexperience” or have witnessed our elders’ strong resistance to new innovations based on their often blatantly expired mentality (social media, anyone?). It is rare that an experienced professional is an early adopter. Why do you think this is?

“More often than not, I find that those who come with experience and credentials have set ways; they don’t bring as much energy or out-of-the-box thinking as the untrained junior staff.” Can I get a hallelujah? But wait, I hesitate to be too overoptimistic. Undoubtedly there are specialized jobs in which experience is vital. In areas such as science and law, experience is invaluable. However, in jobs were creativity takes precedent, we find our place. Although, if we follow this logic, we will inevitably come to a screeching halt…what happens when the kids we once babysat come knocking on our office doors with an eviction notice and a smile? How can we keep up with not the Jones’, but the Sallys’ and Bobbys’ of the next generation?

Perhaps we can think of ourselves as a business within a business. In the words of Kanye, “I’m not a business man, I am a business, man.”  That is, we have to keep taking on the new and latest ideas in order to reinvent ourselves. Otherwise, we will be replaced. “In building a global team, I’ve found that people who have fire in their belly, who come to learn, and who are open to adaptation are the ones who flourish.” It is our job within a job to continuously add fuel to the fire, to strive for our personal best, and to become irreplaceable within our organizations. In psychological terms, we must be careful to not self-stereotype, the process that individuals define themselves in terms of their group membership. Instead, we have to understand ourselves as evolving in nature and capable of innovation and creativity at all times. We have learned over and again in Organizational Psychology the importance of the hiring process and the thought that must be evaluated in both finding the right fit and assessment of the psychological contract between employee and employer. There is a shared sense of responsibility, but on our end, this begs the question, how can we position ourselves in a way in which to ensure our own personal innovation?

“I am not young enough to know everything” -Oscar Wilde


WHY (as it applies to me)

Disclaimer: This blog breaks my traditional semi-objective tone and looks more at the purpose and motive that lies between my thoughts and key strokes.

I know, you’ve seen it, but it’s STILL relevant.

WHY: causality, a consequential relationship between two events. reason (argument), a premise in support of an argument, for what reason or purpose.

This is a question fit for every context ending with a question mark. In the above video, Mr. Sinek applies why to marketing. In this blog, I am applying it to me. Part of the process of graduate school is about taking an inventory of one’s self.

“Why? How? What? This little idea explains why some organizations and some leaders are able to inspire where others aren’t. Let me define the terms really quickly. Every single person, every single organization on the planet knows what they do, 100 percent. Some know how they do it, whether you call it your differentiated value proposition or your proprietary process or your USP. But very, very few people or organizations know why they do what they do. And by “why” I don’t mean “to make a profit.” That’s a result. It’s always a result. By “why” I mean: what’s your purpose? What’s your cause? What’s your belief? Why does your organization exist? Why do you get out of bed in the morning? And why should anyone care? 

If I follow the above logic, which by the way, I hardheartedly agree with, then in order to be successful, I too must find my why. What is my purpose? What is my cause? What is my belief? I want to not only work for a successful business, I want to be a successful business. Smirk if you want, but you do too.

We go around the room and most of us say that we don’t know exactly what we want to do. We are at one of the top universities in the country, and the best we can get is the simple feeling that we’re in the right program? We feel it, but when asked why, we look at each other in order to feel a sense of unity in our discomfort. Sure we can put labels on it: marketing, human resources, public relations, advertising, but when probed further, there’s a shared panic. I understand, I don’t have an answer that I am content with yet either, but this is what I’ve got so far:

I am here to make a difference. I know, Miss America pageant answer and I hate it too, but don’t disregard it yet..hear me out. There are only a few moments in my life where I have felt truly alive. My first was while in Kenya five months ago. I have never lived a more purposeful two weeks in my life. It is something that I hate trying to explain because words tend to only discredit the intensity of my experience, and if I’m being honest with you, your reaction if I were to explain it to you, would probably be highly disappointing to me too. I get it though, it’s something that is really hard to relate to. It’s like if you were really into Lady Gaga and she walked into Starbucks, I wouldn’t care, but you would be FREAKING.OUT. Anyway for now, just trust me when I say I lived. The second was when I found out that I got into USC. Why? you so appropriately ask? Because it signified the culmination of everything I had worked toward. It was my chance to do something bigger than me. I have a love for psychology that probably has a lot to do with growing up with a mother who is a licensed psychotherapist. I have a love for business that probably has to do with the fact that I like to feel like I am in control. It is the perfect combination. No, I don’t know exactly where I am headed, but I think what Mr. Sinek fails to mention is that sometimes a feeling can be just as powerful as an answer. Why? because sometimes the most meaningful things can’t be explained, only felt.

…and I feel like that’s okay.

What is your why?

Think Different.

How is the recession affecting consumer behavior?


“The biggest risk a marketer can take is to hope to survive doing business as usual.” This is an era in which everything that once was, is no longer. Word of mouth has been replaced by word of mouse, wedding invitations are now e-vites, and billboards are on the side of our facebook pages. The Unsolicited Advice of Marc E. Babej and Tim Pollak was written in 2008, but with the advances in new technology as well as the economic crisis we are yet STILL facing, their advice is still as relevant as ever.

As a student of Human Behavior, I play a dual role as both consumer and analyst. I am a victim and a culprit of my own craft. With that acknowledgment, I feel I can play the fence a little. Babej and Pollak note that when the economy is on a downward spiral so too is American optimism of their own financial state. Simple enough, right? It’s my job to capitalize on frugality and still make a profit. This, my friends, is hardly as simple.

Finding opportunity in the market place for a recession is not easy, but The Unsolicited Advice is quick to point out the silver lining, and in traditional American fashion, we justify trade-offs. “Put another way, fiscal sobriety doesn’t always mean literal sobriety. Consumers who are feeling deprived often seek solace in affordable entertainment alternatives. Beer, liquor, movies and home entertainment tend to do well in hard times.” What we think of as a “trade-off” is switching from an iced grande decaf soy upside-down easy caramel, caramel macchiato to a McFrappe at our local golden arches. You’re welcome.

My point is, there is a place for profit. Undoubtedly, the recession affects consumer behavior. The vitality lies in realizing how we as both marketers and consumers are able to capitalize on such fluctuation. We must market to the middle. The marketing battleground is the broad middle which both experts refer to. The middle class in America is shrinking, but those trying to stay afloat will still justify their upward spending while the individuals at the top may scale down to secure their position.

It is a compromise of economic proportion.