I had the pleasure of meeting Chris Lubin at a social media agency, where it was immediately apparent that he had incredible things in store for himself. The work we were doing wasn’t particularly exciting, nor challenging, but I enjoyed our conversations and have watched his career take him to several different exciting places. None more befitting of his talents than what he’s doing now - running his own studio/consultancy/artist incubator that allows him to pick and choose the projects that excite him. He shares his journey below and reminds us to always be kind. Or, at the least, to not be an asshole.

Why did you decide to go into business for yourself?

Freedom. In all forms. I wanted more freedom to choose the type of projects I got to work on, who I was working with, and not be limited into a box of "Creative' or 'strategist' or 'business consultant' but to show up as my full self in my work.

What do you do and how do you differentiate yourself?

I founded Atomic Peace, a creative studio, brand consultancy and artist incubator. In our current crisis of creativity and loss of meaning, we believe in the power of human, creative storytelling that tap into cultural truths.

What do you love about entrepreneurial/consulting life?

The almost constant growth. I feel like I am challenging myself every single day, learning new things, meeting new people, succeeding, failing and learning from it all.

What’s your best piece of advice?

I don't like giving advice. We're all figuring this shit out together. The rules are yours to make, the advice is yours to decide.

Give me three takeaways

1. Be kind, but at the very least don't be an asshole

2. Always ask. The worst thing (usually) that can happen is they say no

3. Stay curious. Stay excited. Once that is gone, it might be time to go

Anything else you want to add?

Take the leap...if you feel like you're ready. But also, don't feel bad if you're not. The time will come and this has already been written.

Why did you decide to go into business for yourself?

I have a previous successful business in TV commercial production and when I was approached by a VC to start something new, I took the leap!

What do you do and how do you differentiate yourself?

We are focused on being the only newsletter/podcast for creators by creators - providing all the tools needed for creating successful content. Whether you are a beginner on social media, a seasoned creator or a small business trying to navigate various platform, we provide the resources for success. As a content creation expert, I am presenting my teaching content in a way that is clear, welcoming and inclusive of all levels of creator. This combined with weekly information, insights, trends and content ideas provides our community with everything they need to find success on social media.

What do you miss about corporate life?

I have been away from corporate life for quite some time - I don't miss the politics and the slow speed at which corporations are able to execute decisions. But at the time, I did love the in-person collaboration and socialization. It has been replaced with social media socialization and I love that as well!

What do you love about entrepreneurial/consulting life?

Creating my own work flow and the flexibility to own my own schedule. I am able to work on things I’m most passionate about, such as helping people become creators themselves.

What’s your best piece of advice?

Just keep going.What keeps me excited and moving forward is knowing that I am making an impact, helping people I would not have been able to reach without embracing something new - getting on TikTok and putting myself out there. I could not have anticipated where this would take me and I still don't know when that big moment is coming, but I know I'm moving toward whatever it is if I just keep going!

Give me three takeaways

1. Passion for what you're doing is most important because it will allow you to keep going even with the ROI is not there.

2. Waiting until things are perfect before you launch is wasting valuable time because you can evolve while you build.

3. Play the long game.

    

Why did you decide to go into business for yourself?

After getting laid off from McKinsey and about two months before the pandemic, I took a few interviews that were profoundly unimpressive and cluegy.

What do you do and how do you differentiate yourself?

I'm not sure I'd classify it as a differentiation, but here goes. I write about technology, among other things. At ITP, Red Burns taught us to embrace technology with a healthy dose of skepticism. To ask, What problem is this solving rather than what problem might this solve. A good example of this is the early 2023 fervor over the metaverse. A current example is AI. I don't doubt the impact AI will have in some areas of business and our lives, but I don't believe good writers and artists, for example, are going away anytime soon.

What do you miss about corporate life?

Not much. I'm significantly more productive working at home. I'm fairly silly, so at the office there was lots of time spent with other silly people. And there's lots of them in advertising. I miss that. I also miss the serendipitous conversations that would quickly morph into really useful strategy and creative breakthroughs.

What do you love about entrepreneurial/consulting life?

The first change I noticed, and still my favorite difference, is that I have significantly more control over how I spend my time. And significantly more control over what work I choose to involve myself with.

What’s your best piece of advice?

Be fully engaged with your network. Post thoughtful posts on LinkedIn and comment on others' posts to amplify your expertise and to nurture a presence. In 20 years of working, I've never once gotten a job off LinkedIn. Every job I've ever had, and now have, was through my network.

Give me three takeaways

1. Working from home is bussin.

2. Never use GenZ slang.

3. Keep in close contact with your contractor friends. And beware of scope creep.

Anything else you want to add?

Without sounding too much like a curmudgeon, I'm regularly amazed at the number of people I see calling themselves content strategists. Content marketing can be a result of content strategy. And it takes a lot of solid experience to understand that difference.

Whether you are a superfan of a certain strain of 90s rock music or not, you likely encountered the news of Steve Albini’s passing in the past 72 hours. A prolific engineer, he was behind the sound profile of wide variety of iconic albums, most notably Nirvana’s last album In Utero, The Pixies’ Surfer Rosa, and, to his estimate, over 1,000 more. 

Steve Albini, Storied Producer and Icon of the Rock Underground, Dies at 61

The Shellac and Big Black frontman, who recorded classic albums by Nirvana, Pixies, PJ Harvey, and more, died of a heart attack

pitchfork.com/news/steve-albini-storied-producer-and-icon-of-the-rock-underground-dies-at-61

I will quickly cut to the chase that he was an edgelord in his early years, saying unacceptable things for shock value. He took a sober appraisal of these earlier days later in life, brilliantly captured in this 2023 Guardian article. He is not a man without sin, and certainly many have a case to never forgive him for his past transgressions.

Albini has been called a hater, which is absolutely true. He hated a lot of things, including capitalism, corporate record labels, Steely Dan, bike lanes, the solar eclipse, and - I’m not joking, the sound of bands that literally hired him to “produce” his album.

Twitter tweet

Yes, that is a band that hired him to produce their album thanking him for his honesty despite openly being hostile to them.

So, why is it that an avowed hater of a man who said some terrible things and was outwardly meanspirited to the bands that hired him so beloved? In a word: integrity. In his 61 years of life, he seemingly never compromised and never went against his hard-earned principles. 

Steve Albini’s perspective on recording albums was to try to capture the rawness and integrity of the band - effectively documenting how the band actually sounds in the room. He wanted warts and all, and did not look to add a sheen to make it sound “more professional.” If there’s a spectrum where Vocal Tuner is on the right, Albini falls off the line on the left. It was said that bands went to Albini to return to their roots. Like a defense attorney defending horrible criminals, Albini believed every band had the right to great production, no matter how distasteful he found their sound. 

If he is famous for something specific beyond his literal contribution to music, it was his insistence on being paid a flat fee for his work in a world where many engineers (especially with his stature) were paid a percentage of the album sales in perpetuity. 

The gap in income from both approaches is especially stark when you consider Nirvana. Coming off considerably the biggest album in America, they had to beg him to record their album, which he only agreed to with conditions he set. One condition is that he refused to take points on their album, a move that cost him literally millions of dollars.

Twitter tweet

The quotes, which you surely encountered sometime recently, are thus:

In Utero sold five times that estimated figure. When Albini passed, he was still producing in his studio at a $900 daily rate, fractional to what he could charge even the most cash-strapped band. Ironically, Albini made his riches in poker, a game many believe he excelled at because he detested phonies and therefore could tell when people were lying.

Watching wave after wave of glowing remembrances of Steve floated across social media this past week, I thought of how often we compromise, seemingly daily, because it’s the easiest thing to do. To shift with the wind because holding our position, especially if it contravenes society.

Albini was right, in a way. If I told a majority of people with varying interests in music that Butch Vig produced Nevermind, and the band hated the glossy sound, so they went to Albini. And if I told you that Nirvana’s label hated the sound, so the compromise was that the two singles: All Apologies and Heart Shaped Box, were remixed. And if I asked you to listen to them back to back, you may notice those nuisances. But they’re both still Nirvana. 

One of the most “Albini” album’s is “Rid of Me,” by PJ Harvey. The sound feels deadened and sparse and downright distorted at times. It is raw and amazing and it sounds like what it would be like to be in that studio with PJ. But then I listen to her 2001 album “Stories from the City, Stories from the Sea,” which feels slick and sheen. They’re both great; they’re both PJ Harvey.

Albin’s contention was not that producers should not get paid, it was that they shouldn’t be taking money from bands in perpetuity because the music they made resonated with a large audience. Nirvana, The Pixies, Low, PJ Harvey- these bands are reaching audiences regardless of their sound engineer because of their swagger, sound, appeal.

We often think of ourselves in the context of the ask. The largest band in the world is demanding his services. And, to be clear, he claims he was not familiar with much of their work, and did not love Nevermind. So he was in a position to name his price to a colossus, whose work he did not consider especially brilliant.* He could have easily exercised a corporate label, a “biggest band in the world,” or a “this-will-set-me-up-for-life” tax. He chose none of the above. He put the same amount of effort into Nirvana as he did some no-name punk band three years later. 

Now, perhaps it’s easier to remain principles when you’re dealing with music and you, at your heart, love it. But principled people get corrupted every day. And nearly all of us fall victim.

Now, given how anti-capitalist Albini was, he would for sure, hate the line of work many of us are in. And I’m sure he wouldn’t blink an eye at those of us charging clients whatever we could, as his esteem of those entities would be even worse. 

But even with that all in mind, I can’t escape joining the chorus to marvel at a person who lived his values and even made up for the ways he fell short as a young man. He hated a lot of things, it seems, but none more than the idea of not following his code. 

RIP ALBINI.

*Albini was an artist himself, in bands like Big Black and Shellac. His sound was incredibly raw, unpolished, and cacophonous; downright hard to listen to at times. He gravitated to other bands like that. He viewed the Nirvanas of the world - the grunge scene - as adulterating the ethos or spirit of those underground bands through pop sensibilities.  

Why did you decide to go into business for yourself?

I saw a need for early-stage startups. I wanted to work with early-stage but knew it was a bad idea for them to hire me vs. use that budget toward marketing spend. So I partnered with Laura Maiurano and we created "expert systems" to give tech startups a place to start efficiently and get a whole team for the cost of one employee.

What do you do and how do you differentiate yourself?

I bring over 25 years of marketing expertise, spanning across diverse sectors including consumer, B2B, and creative agency realms, with a primary focus on pioneering technologies and entertainment. My illustrious career path includes pivotal roles at renowned consumer brands like Superfly, DIRECTV, A&E, and eMusic. However, my true acclaim stems from my exceptional track record in revitalizing and propelling the marketing strategies of numerous startups, notably Buddy Media, which was acquired by Salesforce.com for a staggering $689M at just four years old.

What do you miss about corporate life?

The office - I know, crazy, but I do. I would not mind being in an office with my team at least once a week. I miss the benefits too.

What do you love about entrepreneurial/consulting life?

I am in charge! I get to decide what makes me happy or not. The same goes for my team. I like bringing a flexible work experience and environment to contractors who need and thrive there.

What’s your best piece of advice?

Do what you love. Sounds soooo easy, I know. But it's amazing how busy work can be fun when you are doing something you love. And to back that up - take the risk. It will hurt and be hard at first, but when it all comes together it is worth it!

Give me three takeaways

1. Life is better balanced (emotionally) when you are charge, however…

2. It's only good if you are doing what you love

3. And you cannot get there without taking the risk. Just remember - the universe has your back. GO FOR IT!

In recent months, I’ve chatted with some people who feel stuck in their current full-time jobs, dreaming of a better life outside the window. They ask about my flexibility, the ability to quote clients what I believe I am worth, and the joy and pain of hunting for my own business.

I am sure to tell them that can be extremely difficult out here, and they should really understand the pros and cons of going off on their own. I am much happier in my current position than any recent salaried job, but it took a layoff to get me here.

As my recent “The Plunge” interviews have demonstrated, few entrepreneurs “choose” to go into business for themselves. Usually, a layoff or another closed down forces them to open up that new door of self-employment.

I had the chance to work with Grace McCarrick on a short project, and I greatly appreciate her candor and respect her view of the world. She’s a culture coach who has taken her talents to TikTok, where she dispenses wisdom to employees and executives alike. I may have slightly differing opinions on some of her takes - but only because she’s so prolific and has a strong POV. In the below video, she is spot on.

If you truly want to go into business on your own, you have a fantastic opportunity today to build that pathway before quitting.

@gracetheculturecoach

Get a Revenge Career 🔥 #howtogetahead #companyculture #careeradvice #careertok

Working for a company is a value exchange. Right now, you are providing your labor in turn for salary and professional development. While you collect the former, utilize the latter to its maximum effect.

The three things you need to know:

Your company holds weight. When you’re on your own, your brand and reputation is what gets you in the door. When you’re VP of Best Buy, the prestige and potential of a relationship with your company make you alluring to a lot more people. People will take your calls, invite you in to speak with them, and introduce you to other people because they want to be in business with Best Buy.

But then it’s about you. You won’t be able to hold onto the power of “former Best Buy” employee if you didn’t impress when meeting with people at that time. The employer gets you in the door; what you do with that is up to you.

Be memorable and create memories. The corporate world is a haze of random connections. Create a mechanism so this person remembers you when you reach out 6 months to a year - or even five years - later when you’ve finally started your company.

Three areas in which to focus:

Learning and Development: Does your company have a training budget? Use it for a new skillset you could use in your own, eventually launched company. Take any online courses your company offers and earn badges.

Network: Go to events - both free and ones your company will pay for. Use the nametag to get more conversations. Reach out to people asking to talk, especially those in your company. Flatter an executive in another department by asking them questions about their job. Building

Processes: Absorb what your business does well and where it underachieves. Is the customer onboarding process great? Figure out what makes it tick and keep that in mind for your future business. Did you like the creative vendor your company used to make your presentations? Introduce yourself to them and keep them in your Rolodex for when you need help (if it doesn’t violate your contract - see below).

What not to do:

Openly discuss your plans to leave one day with a new contact: Obviously if you have a rapport with someone and you feel comfortable, you can start discussing your future hopes and dreams. But don’t talk about your future plans to leave the company with someone you just met.

Violate your contract: Don’t download sensitive documents. Don’t poach employees. Know what you’re allowed to do and what you’re prohibited from doing and follow that explicitly.

Scorch the earth with anyone: I personally have worked again with people I swore off completely. Either they or I changed, the sands of time changed us both, or I better understood how to work with them. I try my very best to not let my emotions cloud any formed relationships. I also believe being helpful is my biggest calling, and that help can be extended to anyone. In addition to keeping future relationships open, you don’t poison the well with people influenced by someone with whom you may have not had the best relationship.

Why did you decide to go into business for yourself?

I reached a turning point in my career where I had two options: attend job interviews or take control of my own destiny. After observing several successful PR freelancers, I was inspired by their fulfilling lives. I decided to follow their path, and as a result, my business started to grow and expand. Now, we have a team of ten members, consisting of both full-time employees and contractors.

What do you do and how do you differentiate yourself?

Jmac PR partners with emerging brands, delivering effective PR and marketing communications to drive business growth. We are dedicated to achieving results, providing exceptional client service, generating innovative ideas, and securing valuable media coverage that boosts our clients' awareness and establishes them as thought leaders.

What do you miss about corporate life?

I miss the opportunity to work and interact with a team in person regularly. I also have a certain level of nostalgia for commuting to work on public transportation.

What do you love about entrepreneurial/consulting life?

I absolutely love the entrepreneurial consulting life for several reasons. First and foremost, I enjoy having greater control over my destiny. It's empowering to know that it's my name on the door and my strategy driving the direction of my work. I am not bound by the decisions of a manager or agency owner; instead, I have the freedom to shape the path of my own company.

Another aspect that I find extremely fulfilling is the flexibility that comes with being a consultant. I can provide counsel whenever it is warranted and needed. This allows me to adapt to the unique needs and challenges of each client, providing them with the best possible guidance and support.

Overall, being an entrepreneurial consultant allows me to truly take ownership of my work and make a meaningful impact. It's a rewarding and exciting journey that I am grateful to be on.

What’s your best piece of advice?

The best advice I can give is to take something positive from every workplace and person you come across, while also being mindful of what to avoid. 

Give me three takeaways

1) Try to intentionally help people, whether it's by making introductions, connecting individuals, or offering support. It's amazing how a small act of kindness can have a ripple effect.

2) Good will breeds good will. When we approach our interactions with a positive mindset and genuine care for others, it not only strengthens our relationships but also helps to build a positive reputation.

3) Think about your reputation and take steps to protect and grow it. Your reputation is something that can take a long time to build up, but can be easily damaged. So, it's important to be mindful of the way you conduct yourself and the impact your actions have on others.

Like, I assume, millions of other professionals in the world, I began my professional career as a server. I worked at a slightly upscale American franchise restaurant that charged a premium for its slightly above-average food. I was among a mix of post-high school and pre-college graduation temp workers and lifer servers, all of whom brought their unique perspectives to the job.

That experience demonstrated to me how life often settles into binary situations, as I quickly understood there to be two distinct types of waiters. There were the “professionals” who languidly approached each table and read the specials off with a flourish and placed plates delicately down, but you had trouble flagging them down and they would seemingly disappear.

There were the “grinders” who maybe lacked a bit of polish of the “professionals,” but made it up in speed and availability - to them, the goal of their jobs was to get you your food and drinks as quickly as possible, and to be accessible for any questions that could arise.

I was firmly in the latter camp, and noticing this sort of binary approach has been helpful for me to better make decisions throughout my career. I’ll explain.

I love chatting with fellow consultants, especially those new in their journeys. I had such a call recently where a consultant starting his practice asked me a direct question: how are you positioning yourself?

He, like me, has had a varied career that could set his consultancy off in different directions. It hit me quite clearly that a binary choice lay in front of him - and indeed of all of us consultants whether or not we know it. He could lean into that wealth of experience and offer a menu of services (I do everything) or he could pick that which he was more compelled to make his next career and avoid everything else (I do exactly this).

It’s an important decision to make, and only you can make it. Whether or not I subconsciously made my own decision, I launched my practice firmly in the “I do everything” sphere, with a caveat. I tell my prospects upfront that I will always be honest if I can’t do something they ask of me (or, more specifically, if I feel like I won’t do a good job).

I do everything

What it is: A comprehensive approach to client service whereby the client dictates the needs.

The pros of this strategy are: Wider net of prospects, wider range of activities and deliverables, likely keeping boredom at bay.

The cons of this strategy are: More likely difficulties keeping on top of everything, harder to build stronger competencies and case studies.

Examples: Content strategy business where you work on whatever content

I do exactly this

What it is: A business strategy where you specify the services you provide and do not deviate from them.

The pros of this strategy are: Doing only what you enjoy or excel at, more straightforward management of your time, simplicity of marketing message.

The cons of this strategy are: More likely to turn away business, implies to prospects needing help that you could help them, but you choose not to.

Examples: Professional coach only working with Series B entrepreneurs

As you can see, there are pros and cons to both of these approaches. Either can help you build a successful business, but deciding which one is right for you will take time.

If you have any thoughts about the above or want to share how you chose your journey, email me at keith @ totalemphasis.com.

Check out more posts on the website below.

Photo by Brett Jordan on Unsplash

Hello, newsletter pals. Though Survival Signal is in its adolescent phase, I’ve already received some amazing feedback on this newsletter. Only one is from my mother - can you guess which one?

Can I ask for a quick favor for everyone on copy to send this to five friends or colleagues or random strangers that would find the content useful. There’s a helpful subscribe button directly below (and at the end).

I’m embedding some of my early greatest hits here, and some positive comments below. Let’s get a bit of network effect. New newsletter on the two types of consultancies you can have tomorrow! But, first, let’s all commit to getting a few new subs.

How to Help

Why unsolicited assistance rules

survivalsignal.beehiiv.com/p/how-to-help

The Plunge: Omar Akhtar

On deciding to build now, finding the small wins, believing in yourself

survivalsignal.beehiiv.com/p/the-plunge-omar-akhtar

Your Network Takes Work

How to find the hidden gems in your contact database

survivalsignal.beehiiv.com/p/mining-your-network

The Plunge: Elliot Aronow

On thinking about your life as an adventure and making sure you're fighting the right fight

survivalsignal.beehiiv.com/p/the-plunge-elliot-aronow

Why did you decide to go into business for yourself?

Getting fired from my first and last day job 19 years ago on April 1, 2005 was not a very fun April Fool's for me.

It was so sudden and abrupt, I spent the first two minutes of my meeting with my bosses waiting for the camera person to come out and announce that I had been punk'd.

But Ashton was nowhere to be found.

Despite being a star employee who had been promoted three times in two years, I really did get fired without a moment's warning.

I'm not sure who the joke was on at the end, but I was definitely laughing to the bank by the end of the year.

Within 6 months, I traded a 28k job as a mid-level magazine editor for over 80k in consulting work - often to the tune of $500 a day, which in 2005 was a small fortune for me.

After that, my mind was made up. I wanted to be an entrepreneur.

What do you do and how do you differentiate yourself?

I help men become creative entrepreneurs and make a good living doing what they love.

Some people know me as a fashion guy, others as a music person, others as a transformational coach, others as a writer and editor, others as a creative director, others as a TV host so I combine all that stuff together to help dudes get unstuck and create the life they REALLY want for themselves.

What do you miss about corporate life?

I liked to have a place to go to every day to show off my outfits.

What do you love about entrepreneurial/consulting life?

I believe that humans are wired for freedom and expansion and so being an entrepreneur allows me to explore the edges of those primal expressions.

It's fun to think of your life as an adventure - makes the low periods kind of romantic and character-building and the high points really satisfying because you know that you "did it" in your own way and on your own terms.

What’s your best piece of advice?

Be sure you are fighting the real fight.

I think it's sad to see so many creative people hating their jobs and not doing what they want in life.

Struggling is all part of the game but when you are struggling for a purpose, it's all worthwhile. It's noble and heroic!

When you are struggling because you feel this corporate chokehold in your life to sell more mayo, that's not fun and that's not a real fight.

The real fight is something you feel in your bones and it makes you feel alive!

Go for that!

Give me three takeaways

1. See the higher self in every person you encounter. They probably see themselves as not good enough, "behind in life,” not worthy, etc. Be the person that sees what a genius they are!

2. Raise your standards every day. Only work with high-commitment people who value and desire your specific flavor of leadership.

3. Give yourself permission to want what you really want in life - free of any stereotype of corporatist agenda. Maybe you "just want" to create a fishing magazine, do that!

Anything else you want to add?

Creative constipation is the root of all suffering. Having an idea or dream but not being able to express it will bum you out and reinforce every negative story you have about yourself.

Making stuff that you care about over and over again creates a body of work, which creates leverage and opportunity, which brings home the bacon. Keep making stuff!

Photo by Sumner Mahaffey on Unsplash

I’ve spent some time in 2024 talking to people who have recently been laid off or were otherwise struggling to find a new job. Of course, every human is different, but it’s rare to find anyone in either situation to be full of hope.

One conversation with someone who has been looking for a new job for a long time was especially despondent, beyond the specific state of affairs. He was looking athwart his entire career, which was often filled with jobs that he didn’t particularly love, that ultimately led to this very moment.

I wasn’t even enjoying the journey, and whatever was it for? 

This sentiment is very comment at moments like this - I certainly felt it the last time I was laid off. But I believe we’re more likely to feel this way throughout our careers, even when we’re employed and even if that job is meaningful to us.

There is a steady thrum of uneasiness about the precarious state of employment. No one feels executives in charge of livelihoods have learned the hard-earned lessons about overestimating growth. And stories abound of well-liked and well-connected people spending a long time finding their next job.

This post, however, is not about tips and tricks for finding a job. This is about the mentality I think you need to have to make that search less excruciating.

You need the facade.

Let’s assume your career path took you further away from what you dreamt you would be doing as an adult. It’s the common assumption. And you’re either still employed in a job you don’t love or looking to get hired again with a strong track record in that field. And let’s say, you need to meet your material needs that makes a curveball switch to your dream profession unlikely.

I get that the previous paragraph is depressing and despairing. And the advice I’m about to give may feel corrosive or cheap. But it’s helped me in difficult times and it may help you too.

The search for the next job - or the decision to take your earned experience and start a consultancy or business around it - is and will be interminable if you don’t commit to doing it.

The reality you need to create and believe for yourself and the facade you must project is that this is what you want to do. You let that into your mind and soul and it becomes a learned habit and, eventually, something you embrace.

Of course, if you want to pursue your passion (though see my note below) and are committed to making it happen, disregard the above. But if you can’t commit to dropping everything to do what you love, you must commit to doing what you can.

Spending your days worrying about the state of affairs, getting despondent about filling out applications for jobs you say you don’t even want, wondering where it all went wrong; these are mind killers.

I’m not requesting you adopt a grindset mentality or wake up every day in a state of delusion or delirium. But if you’re fighting your will to do the things necessary to break through - which is extremely hard - you won’t break through and you’ll be even more angry or despondent.

You must create this facade that you are passionate about finding a job in the field that is most likely to hire.

Life’s unfair bargain.

If it feels like you have to choose between your passion and your competency (or, put another way, the career path you life has taken), it’s because it’s mostly true. Capitalistic, managerial society slots people into roles they can do to move the machine forward. But what exactly is passion?

The book So Good They Can’t Ignore You by Cal Newport has some interesting things to say about this. He interviewed some people who left their less-than-fulfilling jobs to pursue their passions, even though they had little experience with that pursuit. These people really struggled because they didn’t have the experience or the networks or the competencies, frankly, to excel in those fields.

Cal also interviewed people who had achieved success in jobs they absolutely loved. He often found that those people did not find a career in their passion areas, but rather found passion in their careers. He found that those people found something they excelled at, then found that success intoxicating, and then continued to focus on doing what they loved within that field.

I am not one to diminish passion, but my point is this. If you’re not happy with what you’re doing and you’re not excelling at that field, you absolutely should look to do something else. But instead of chasing a lifelong passion from scratch, look towards an adjacent field of your existing career path, and see if that unlocks something better.

Why did you decide to go into business for yourself?

Honestly there were a lot of reasons. While I was working at agencies, I had increasingly strong entrepreneurial aspirations. It felt a lot like a gravitational pull. The traditional agency business model really struggles with relevance and being able to deliver the best solutions for clients because there are often so many conflicting internal corporate priorities. I knew that if I was able to start a business model from scratch, and on my own, that I could find a better way. Then there were also the multiple rounds of layoffs in our industry that impacted so many talented people I knew and respected. When I was laid off from my last role, I knew almost immediately that I never wanted to give that type of control over my career to anyone else again. Working for myself almost became an easy choice because of that mindset. So basically I got a good swift kick in the ass to do something that I was really yearning for anyway.

What do you do and how do you differentiate yourself?

Influence & Inspire Consulting is a strategy and operations consultancy specializing in content, social media and influencer marketing. We are marketing in complex and highly fragmented times. There are more platforms, data signals, content sources, social conversations, sources of influence and methods to measure success than ever before. Navigating this new reality often benefits from a fresh perspective and proven consultative approach. We help you drive real business results from content, social media and influencer marketing. As consultants, our job is to help you make the best media and marketing decisions for your business and provide bespoke operational guidance to ensure successful implementation.

What do you miss about corporate life?

I miss having real-life co-workers that I see everyday. I also miss dressing up for work. I have very pretty shoes that are largely neglected.

What do you love about entrepreneurial/consulting life?

I love having the ability to make all of my own business decisions. I have had the extraordinary privilege of working with some non-profit organizations that share my values as well as have said "no" to opportunities that were not aligned. I am able to do work that I am proud of and partner with people who i know are exceptional. The self-directed nature of being an entrepreneur is the most rewarding for me.

What’s your best piece of advice?

Nobody else will ever be willing to pay you as much as you will pay yourself. If you don't mind the hustle, get after it. Oh, and be nice to people - because they will root for you and want to help you along your entrepreneurial journey.

Give me three takeaways

#1: Building a business if often just putting one foot in front of the other. Don't get overwhelmed by process and extensive planning. Nail your positioning and service offering and then put yourself out there. Learn and evolve.

#2: There is a lot of support out there for entrepreneurs. Find your people, networking groups, advocates and mentors. Being an entrepreneur is not a solo endeavor, it takes a village.

#3: When thinking about how to evolve my business, I am constantly looking for burgeoning trends to design solutions around. Being one step ahead of the establishment is a consultant's super power.

Anything else you want to add?

Banish imposter syndrome. We are all great at something. Go do that thing. By definition, you will never be an imposter because you are an expert.

Omar Akhtar, Founder and Principal Analyst, Benchmarker

Why did you decide to go into business for yourself?

There were a lot of contributing factors, but a big reason was I wanted to live my life a certain way. I'm a father to three young kids and I wanted to work mostly from home, make my own schedule and see the direct impact of my work. I knew I had a lot to offer in terms of my expertise, and I felt like betting on myself would be the best way to fulfill my potential. Finally, I was terrified of regret. I didn't want to go into my 50s regretting the chance to build something successful for myself, and that's been a huge motivator.

What do you do and how do you differentiate yourself?

I run a research and advisory business that provides digital marketing benchmarks data to B2B companies. It allows businesses to compare their marketing performance to other companies of the same size, revenue and industry and chart a path to improvement. I also conduct custom research for clients who have a specific need such as thought leadership or a hypothesis they need to prove.

Clients from my consulting days had always asked for this data and I couldn't find a credible source for it, so it seemed like an underserved space that I could capitalize on at a price point that would make it a no-brainer for most marketing executives.

I differentiate myself by being small, smart and generous. Because I'm small, I can afford to move fast, customize deliverables and offer more competitive prices than larger research firms. I offer insights freely, connecting clients with people I know who would be helpful, or dropping them a note giving them a piece of research that is insightful, even if it isn't my own.

What do you miss about corporate life?

Honestly, perhaps it's a little early but I don't miss much. I suppose I miss the practical stuff like 401K, medical benefits and a steady paycheck, but I was never a fan of going into the office, I wasn't a huge socializer at work events and found it hard to be creative in an office setting. I've found a good community of fellow entrepreneurs and freelancers who I can exchange trench stories with, and I enjoy speaking with clients and prospects to get my social fix. But ask me again in another 6 months!

What do you love about entrepreneurial/consulting life?

The day-to-day wins are smaller, but they feel a lot bigger. Got 10 likes on a LinkedIn post? A prospect replied to an email? Somebody filled out a contact form? These are small things at a company, but feel huge for a solopreneuer like me because I can see the direct outcome of the effort I put in. The day I made my first dollar seemed unbelievable to me. Of course people create and sell products and services all the time. But to actually see yourself able to do it? No better feeling in the world.

What’s your best piece of advice?

Have a bias to action. Make the website. Write the email. Post on LinkedIn. Most people don't become entrepreneurs because inaction is easier. It's easy to put off something because it's not done perfectly, or the timing doesn't feel right. 90% of entrepreneurship is doing things, and figuring it out as you go. I have to tell myself this everyday. Action is the only thing that keeps my anxiety at bay.

Give me three takeaways

1. Processes beat motivation every time. The hardest thing for me is to figure out what I'm going to prioritize on at any given time. Should I do content marketing? Research analysis? Client outreach? Expenses? If I have a process or schedule set in stone, I'm much more likely to not think, and just do.

2. People love to be helpful to people starting businesses. Don't be afraid to ask for their feedback and make them feel like a part of your journey.

3. If you write regularly on LinkedIn, most of it feels like you're just yelling into a void. But likes and comments aren't the measure of success. If you post enough, it creates a network effect, and someone will see something you wrote and put a butterfly effect in motion that could be a huge win for your business.

Anything else you want to add?

Whether you're already self-employed or thinking about it, invest in generosity, and enjoy it. Introduce people to one another, let them know if they did or wrote something impactful and don't burn bridges even if you're tempted to! Karma in the business world is especially real :)

I’m going to issue a challenge to you. Identify in your head every single person you’ve met, the context in which you met and instantaneously list out everything they’ve done since your last meeting. This is, of course, a fool’s errand, but it’s how we sometimes treat our network.

We assume we have a good handle on the people in our world that we could call up for advice or look to for career opportunities. In reality, we’re sitting on a goldmine of connections that are out of reach. By the end of your career, you will have had conversations with tens of thousands of people. Some of whom have the same recollection of you as you of them. Some you will influence greatly, and you will not be able to pick them out of a lineup. Some have changed the trajectory of your life, and they could not guess your name with one million guesses. So it goes.

But within that wide network of people, there are plenty that remember you and would be happy to help you, if only you asked. My goal for this piece is to give you the tools to better use this invisible network to not only help yourself, but potentially help people along the way.

1. Reprioritize LinkedIn: LinkedIn has many, many faults, but it remains the gold standard for tracking people’s careers. And it is the digital storefront for professional service providers. Get a headshot up there, add links, and make sure your career history is up to date. I’ll tackle how to maximize LinkedIn in another post.

2. Start from the best possible perch. If you’ve meticulously curated your email contacts or address book to track with whom you’ve come in contact and where they’ve gone, then you can start there. If not, LinkedIn may be your best bet. Or a combination of the two (see below).

3. Get the right tools. A weakness of mine is being too tool-dependent. Another weakness is moving from one tool to the next if it’s not perfect. If you’re not, that’s great. I previously used Contact + and am now using Dex (I prefer the latter to the former). Basically, what you want is something that can do some (or all) of the following:

   1. Help you tag people or put into groups based on relationships

   2. Track when you last chatted with them and remind yourself when you want to speak to them next

   3. Update when they change jobs (often this is through LinkedIn API)

   4. Accumulate notes and/or retain email chains with that person

   5. A robust search that can help you find diamonds in the rough

4. Put in the work! I am probably 30% through my Dex contact cleanup, and it’s taken a lot of time. I am convinced it is very much worth it, as I’ve identified two warm prospects I never would have gotten to without this exercise.

   
   I’ve eliminated a bunch of people I did not remember or have disappeared from LinkedIn (it obviously won’t stop me from connecting with them if they reach out), tagged people, ensured their new companies are reflected in their profiles, and put them into groups.

   
   I have groups of colleagues, clients, friends, and partners (former and current), which I then tag deeper into when that relationship was formed (e.g., my current consultancy Total Emphasis, one of my previous agency jobs, college, etc. I have to go through and set up a contact cadence, and add notes for contacts the system did not already identify from emails.

5. Reach out: I do not believe in overly formulaic emails, and I don’t believe in unthinking “hello, what’s up?” emails. The sweet spot is in between. When I see someone thriving, I congratulate them for it. When I see someone struggling, I tell them I’ve been there (and will be there again - circle of life). I definitely share a remembrance if I have one. And I offer a simple next step - I’d love to connect if you’re interested in that.

6. Don’t get discouraged: If you’re not getting ghosted, you’re not being expansive enough. Any relationship is the result of two parties. You may remember someone, and they may not remember you. That second party may have changed, may be overly career-oriented and shortsided about your influence, may have not gotten the gospel of help, or may have always been a person who prefers not connecting. They may literally not remember you and find it unnecessary to continue. They may never have seen the message. I would caution against following up more than once, unless this person holds the key to some future for which you strive. In that case, you have to push forward. It’s okay if you reach out to someone who never responds. It just confirms you are not just staying within the same network you always frequent.

7. Keep your commitment: Don’t ghost someone you reached out to initially. Set up time and talk. Tell them what you’ve been up to and ask them to share their recent trajectory as well. Ask about their family. Do they still like TV on the Radio? Hey, let’s keep in touch. That’s it. Make a note in your tool. One way to keep your commitment is to not “overcommit.” Don’t reach out to 10 people at once and set up 10 calls. You will not be able to fulfill, and you’ll go down in someone’s notebook as a curio who asked to talk and then never did.

This is just the start. Feel free to think about your contacts differently - or add or subtract steps. If you have other tips for the Survival Signal audience, let me know! Above all, hopefully this gives you the confidence to start plumbing your contacts to find someone who can help you today. And also hopefully you’ll be a little more receptive to someone who reaches out to you that you don’t quite remember. Help and be helped, that’s the name of the game.

Cristin McGrath, Founder, Chief Strategy Officer at Vyzionary

Why did you decide to go into business for yourself?
Having worked for several social agency founders who had no previous experience in social media, let alone digital marketing in its entirety, I came to the realization that an agency whose founder worked her way up from the bottom and learned every aspect of digital marketing through hands-on experience will be better set up for success with happier clients and a healthier team.

What do you do and how do you differentiate yourself?
Since 2016, Vyzionary has been called to action by agencies and brands alike to challenge the status quo and take social approaches to new heights through cohesive strategies spanning organic, paid, and earned. Our years of experience working on everything from entertainment to automotive, hair care to beauty, tech to CPG has armed us with the experience, insights and genuine intrigue to tackle anything you throw our way.

What do you miss about corporate life?
I reminisce about agency life pre-pandemic. Vendor events, team outings, coffee breaks - the whole nine. But honestly, I don't miss it too much!

What do you love about entrepreneurial/consulting life?
My favorite aspect of entrepreneurial life is forming relationships with clients without having to align to silly talk tracks, boiler plate emails and the like. Clients now get to experience me for me.

What’s your best piece of advice?
Never lose sight of who you are based on what your manager tells you - just take the criticisms and critiques in stride, realize you just might not be for everyone, and move on. What one person refers to as a "weakness" could be someone else's "strength".

Give me three takeaways

1. If something feels "off" at your current agency or corporate company, leave. Your intuition is right more often than you think.

2. Age is nothing but a number. Specifically in the field of digital and social marketing, 30+ years of experience versus 7+ doesn't mean the older person knows more than you - in fact, it probably means the opposite. Speak with confidence despite your job title.

3. As an entrepreneur, you can pick the projects that fuel your passion. Always do what you LOVE.

Anything else you want to add?

I will be appearing on a new season of The Blox coming late 2024 or early 2025

Photo by Mohit Sharma on Unsplash

I know this much is true. You will never survive as a consultant without a bit of unsolicited help. By that, I mean, this is not just a multidimensional transactional marketplace where all your credits and debits equal out. You need people to be thinking of you and looking to help you without anything in return.

A former colleague of mine took the plunge and realized his body of evidence (resume, LinkedIn profile, bio) needed a fresh eye and some serious pruning. He reached out, and I confirmed I could help. He then asked for budget.

To be honest, if the time, data and place was different, I may have charged him. He’s had decades of a lucrative career and surely could afford the price I would quote (which would not be much).

But I didn’t. No charge, I said. I got to work and returned fresh copies to him within 48 hours. He insisted on paying, but I said - no need. Just keep me in mind if anyone is looking for someone with my skillsets.

If this story ended there, I’d still be a happy man. I helped out someone and I was able to do it quickly, so I could return to my paying work. But it didn’t end there.

Lo and behold, that person did encounter someone looking for someone with my unique set of skills. And he did make a persuasive argument that that person should talk to me. And now I have a Fortune 50 account I had been trying to crack through other means.

Yes, this is a story of reciprocated help. But it wasn’t preordained. I said yes to the work and no to the money because it felt right. I did not expect anything in return. In the back of my head, sure, I may have anticipated it. But I am also quite sure this former colleague would have made that introduction even if I didn’t help him with his needs and/or if I didn’t ask. Because once you spend enough time in this world, you know the power of help.

Hopefully this inspires you to provide some help as well. Where to start?

• Reach out to someone who is struggling with finding a job or work since being laid off. Note, do not “copy pasta” something you see from someone else about “if I can be of help, reach out.” You reach out to them and offer your help.

• Be attentive all of the time. If you hear someone talking about how much they need a graphic designer, don’t think, “I don’t do graphic design.” Think: I am sure I know five people who do graphic design.” This one does double; you’re helping two people.

• Offer to buy lunch. If you know someone is struggling especially hard and you want to get them out of the house - and frankly - having a nice meal, offer to buy them lunch.

• Provide your expertise. I, for example, can help with bios and resumes without extending much effort. Maybe you are a designer and can help with a logo. Tweak their website. Give them five ways they can save money while they look for their first client or next big thing. Share what you know.

• Pay for what you can. If someone truly has expertise that can help you and you have the means, offer to pay to pick their brain. I know this may seem like it contravenes my previous perspective, but remember, I decided not to charge. Money was on the table.

• Give a recommendation. If you worked with someone, you can provide a nice comment they can use on LinkedIn or their websites. Work directly with the person to identify the key points they are reinforcing so your words carry more weight. Don’t lie, but don’t be afraid to be more effusive than with which you’re comfortable.

Ultimately, providing help is intoxicating. It is spirit-renewing. And, depending on your philosophy, it can bank karma and lead to something you later call kismet. Or it just feels nice. Ask the recipient to pay it forward someday. Who knows, maybe they will to you. But that’s not why you did it, right?

Photo by Tobias Stonjeck on Unsplash

A special shoutout to the coach I'm working with, who has helped me rethink this term.

What do you think about what when you hear the word visionary? I have long associated the term with the people you read about in Howard Bloom's tome Genius; those who changed the world (for good or bad) by predicting the future, making a world-changing discovery, or having the wherewithal to lead society towards a goal.

And while they are the very best of our visionaries, the most powerful of our people, I've started understanding that maybe there is a spectrum of visionaries. I've started to appreciate how I (and many other people) are visionaries in their own rights. Do any of the below speak to you? Then you, my friend, may be a visionary too!

1) See what no one else sees.

Again, for Bloom's geniuses, these led to world-changing ideas. But the world revolves around millions of changes, not just the ones that get highlighted in a book. For me, nothing is more thrilling than getting a swirl of information, context, and perspectives, and being able to analyze that in real time to come up with an idea that no one else is contemplating.

2) Get comfortable with the uncomfortable

I was on a call recently with five other people who were discussing a course of action for a client. There was a bit of a consensus around an approach that struck me as directionally correct, but off by a half-measure. The details of why aren't important, other than I felt in my bones that it would lead to a suboptimal result. Of course, I didn't know - and don't know and potentially will never know - whether that approach would lead to a suboptimal result. But I had the conviction to say that, when there was a gap in the conversation, I felt a slightly adjacent path was the right approach. The idea was sound, but out of the blue, so everyone took a second to assess. But they agreed it was the smarter play, so it was adopted as unanimously as the first idea was first proposed.

3) Find that crack in the dark.

Tell me if this sounds familiar. You're brainstorming or working on a project when you ultimately go back to the original idea, either out of frustration, exhaustion, or lack of consensus. The reason why the original idea was abandoned hadn't changed; it's still probably not the ideal approach. But it was the first, and was as good as any other idea when you're not sure what will work. But the visionaries have the strength to say that the original idea is not where you should land. And they have the ability to take the summation of the dialogue and understand what's missing. Or they find a thread and keep unraveling it until it leads to the end.

4) Listen... Intuit...

I am convinced everyone has a superpower. Mine, due to my introversion, is listening, which augers well for anyone who wants to be a visionary. Many have tested me as to whether I'm listening when multitasking, and they've all come back amazed that I kept track of what they're saying while doing something else. But, of course, that only gets you so far. Much better to actually devote your focus to a speaker to understand what they're saying.

5) Believe.

I struggle with this daily. And I know I'm not alone. It's easy to confuse belief and confidence with egotism. And some of the biggest visionaries out there use egotism as a way to blunt-force their way to what they want. But it's not the only way. Visionaries, simply put, believe in their vision. They believe in the logic behind the decisions they make, even if they don't think of themselves as overly confident.

Hopefully, this was as helpful for you as it was for me. Do you now think differently about what makes someone a visionary? Do you think of yourself as a visionary now for the first time? Let me know in the comments.

Keith O'Brien is the founder and head strategist for Total Emphasis, a content and digital strategy consulting firm. Learn more here.