Swagclub manifesto-snarky warning- move along.
snarky warning- this may sound a bit bitchy- please skip this post if you are easily offended. move along now, then. nothing to see here.
I burned the landing boats this week.
I quit a job I loved, that had a little bit of a safety net, because a much better opportunity came along. And as finicky and minuscule as it sounds, it was mainly over a case of cayenne pepper hot sauce.
Mind you, I am not criticizing cayenne pepper hot sauce, hell, I can count 6 in my cabinet right now. And jalapeno, chipotle, sri racha, habenero, sweet chili,chili garlic, and my personal fave of the wk- roasted chili oil. I love me a good hot sauce!
The cayenne pepper hot sauce in question came up a few weeks ago, a franchise client of ours had ordered a case of cayenne pepper hot sauce from a colleague.
Huzzah!
I was beside myself with excitement! The thing I love so much about the swag business is there really is an infinity of cool things we can produce, both off the shelf and from scratch. And this franchise client is one of my absolute favorites, so much so that I sat for a job with them a few years ago, as I love their team so much. I can honestly say that if I won the lottery, I would work for them for free, as a volunteer. Many retired people already do so.
They are a bright spot for our community and I love them like family. I get excited when their team has a new baby (one on the way, to deliver in a few weeks) and love to hear of their exploits, both at work and away.
I regularly lunch with them still, even though they are not officially my client. Hours of side splitting lunches with some of my favorite people. Because I believe in what they are doing. They make people better. I wish that kind of calling for my children.
And the thought of cayenne pepper hot sauce got my blood going!
The creative secret sauce started bubbling, for there are a million great tie ins to 'spice up' their already great place.
This was an intro to something big, I just knew it!
Something edgy.
Something sexxy!
me-'That's awesome!' I said, excitedly, 'Are we gonna do a new integrated campaign tying in the cayenne pepper hot sauce into a new identity, 'spicing up' the way they treat their clients, patients, and staff?'
my (now former) colleague-'Um, no. Didn't ask about that. Doesn't really tie in with anything. They just wanted some hot sauce.'
me-'What about sending out hot sauce of the month to all the recipients of the first round cayenne pepper hot sauce.
Praps a cornucopia of delicious flavors over the year, like jalapeno, chipotle, sri racha, habenero, sweet chili,chili garlic, and my personal fave of the wk- roasted chili oil. All branded with the logo of our great friends-and-relations at said client? That'd be fun!'
him-'Um, no. Just a one time order.'
me-'Wow- you know those cool lollipops that are pepper infused, bet they'd like some of those, too!'
In the distance, crickets chirp.
me-'You seen the cool new pens in the shape of a chili pepper? Coupla colors, they are dreamy! I wonder if they would like some of them.'
my (now former) colleague-'Um, no. Didn't ask about that- I was really just taking an order. You ask too many questions. I don't know and I don't care how they are going to use it.'
'just taking an order.'
Death knell rings here for effect.
Doinggggg.
Yep, there ya have it.
In the midst of the worst economy since 1929, I quit a job, as I need to surround myself with peeps who are not 'just taking an order'. I am not criticizing those in the marketplace who are happily 'just taking an order' and if that is your trip, go for it.
But we are not kindred spirits, and you are not of my tribe.
Bless your pea-picking, cow-like heart, I hope you take plenty of orders today.
And I hope clients beat a path to your door, for you to cheerfully and politely be on the team of 'just taking an order.'
I am not on that team.
I must walk a different path.
Not to sell you more, but to serve you better.
Below are a few questions, thanks to a dear friend and mentor- TMSR- that I am coaching all my new team to ask, and if you have some additions or subtractions please lemme know-as we are not 'just taking an order' at my house, in my office, or on my team.........
'What are we trying to accomplish?
Who are our audiences for this piece? Who do we want to connect with?
How is what we’re trying to accomplish relevant to our audiences?
What do we want our audiences to do?
What does the project look like?
How can we make this interesting? (Or why should people care?)
What are the competitors accomplishing that we’re not?
What are past successes; what is currently working?
What is the message of the piece?
What is the tone of the piece?
How will we launch it? What are the communications mechanisms?
What’s our timeframe?
What’s the budget?
How will we measure success? (*The big one. The mother ship question.*)'
and she wraps with the special sauce...
'The important thing is to ENGAGE THE CLIENT IN THE PROCESS. They, as you know, have the most insights about what you’re trying to accomplish with any product, good service, or initiative.'
Friends, my pledge to you is this- I will give you anything humanly possible, including cayenne pepper hot sauce, but I and my team are going to ask a few questions first.
We want to ensure that our products are part of a project or program that really integrates into your overall message.
We will never 'just write up an order' cause it was easy.
We care too much to serve you so lightly.
'just taking an order' forsooth-
'just taking an order' my ass!
So, I am back to my old sig line, too, as it is true...
--
as ever,
your obedient, humble, and cheerful servant,
A. Kamran Popkin
Creative Director
@swagclub
Direct Line-24/7: 864.316.6263
Home Office: 864.576.9520
Obedient, but not just taking orders. Not by a long shot.
Adding value, one bit of dreamy swag at a time.
Ask my mates.
Kamran Popkin
2 Comments
Reader Comments (2)
Pat has lots of things going on, and his comment took a lot of courage, as many of his next decisions will, but I am sure he will rise to the challenges he has coming. Bravely.
About the secret special sauce-
At our house, KE-5 always asks for secret special sauce. It is merely mayo, but she sees it as special.
So it is.
Several of my friends at one of my fave creative shops in town talk about their special sauce. The fact that they recognize such a thing even exists sets them apart from the many business who do not even admit such a thing exists.
They get the concept, and openly discuss it with anyone- they are not afraid an outsider will steal it, as it is ingrained in them.
It is hardwired.
As I have struggled this week with the tone of the cayenne pepper post, I finally found peace with it while making KE-5 her lunch this week.
'Daddy, don't forget the special sauce on my sammich!'
And it hit me, like a mayo slathered bit of bread in the face.
I know what swagclub's special sauce is.
My love of this business is much like my love of the sudoku puzzle, and the elegance of completing one. Writing in pen, at a leisurely pace; I allow myself one a day.
The satisfaction of having a swag project fall into place, perfectly and elegantly, is what drives me. Like the numbers 1-9 that fall into a sudoku 3x3 grid.
Asking the right questions that set the stage for success. Doing great research with the great team that I have access to. Drawing my client to the 'wow' moment, via an infinite number of products that tie into what the are trying to say about their business. Shipped on time and billed on budget. And standing up and fixing anything that does not delight.
As promised.
Promised in the 9 rules of swagclub, and promised in the manifesto.
That's the swagclub special sauce.
No secret.
Join the fight.
But don't talk about swagclub.
Unless you need great swag.