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I don't want to steal thunder from our upcoming initial MarketingProfs Book Club discussion, to be led by CK, but I need to borrow from the book for this post. So, instead of stealing thunder, maybe this discussion can catch lightning in a bottle and increase your interest in the book and the book club....
Years ago, I read Hunter S. Thomson's Hell's Angels. In it he quotes a Hell's Angel who reportedly says, "We're the 1 percenters, man--the 1 percent that don't fit and don't care."
Ben McConnell and Jackie Huba in their new book Citizen Marketers borrow Thomson's story as an analogy to describe citizen marketers.
"Like the outlaw motorcycle gangs,, citizen marketers usually work outside the boundaries of a corporation or sanctioning body," they say.
Like many of you reading this post, I am a 1 percenter. I believe that the best way to share, to learn, to increase credibility, to grow trust, and then to grow a business is to participate, to stir the embers of discussion. to be a 1 percenter.
Why is this important? I believe that building human relationships based on trust, credibility and knowledge of each other are critical to both life and business success. People hang and work with those they know and trust. And sharing, participating and making oneself vulnerable partly make up the range of human traits necessary to building relationships.
For the sake of offering real-life examples, here are several recent examples how being a 1 percenter has provided me new and exciting opportunities:
1. Last week (12/27/2006), the Editor of a Lithuanian publication called "Sales and Marketing" wrote to ask if he could publish my writing. As an author with a book coming out shortly and as a business person trying to grow my business, of course I said "yes." How do I get discovered by a Lithuanian publication? He has been following my posts and my comments and likes my writing style and at least a few of my ideas. This could not happen if I were not a 1 percenter.
2. The rights to a well-known event have transferred hands. (I can't share specifics.) I have been asked to partner in the relaunch. Why? Although the new owner has known me for 30 years, my writings and work over that period of time convinced him I was the right guy. WOM, blogging, publishing and staying in touch to build that relationship created this opportunity. This could not happen if I were not a 1 percenter.
3. A client of mine is starting a new Web 2.0 business. He wants me to be his marketing guy. Why? First, he trusts me but frankly my writing and my willingness to share my ideas and suggestions with him, often at no charge, tilted the board in my favor. This could not happen if I were not a 1 percenter.
4. A Chamber peer just lost his business partner. Yep. Same story. This could not happen if I were not a 1 percenter.
Obviously, being a 1 percenter is but a reason for the recent good fortune. Persistence, longevity and never giving up melded with business experiences and knowledge also help. As does being invited by Ann to be among this great stable of business persons gathered at MarketingProfs Daily Fix, which, by the way, wouldn't have happened if I were not a frequent participant in the conversations--again this could not happen if I were not a 1 percenter.
Don't take my word for it. I am so confident that being a 1 percenter changes lives that I challenge you to try it for one year, and see for yourselves. If you do, we may have to change the phrase to the 2 or the 5 percenters. That's okay. There's room. But, also, if you do, I bet that you will personally grow and so will your business. And even if I'm wront and those things don't happen, you will make lots of smart new friends. You can't lose.
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Comments
You 1 percenter, you. Love your challenge to marketers! It's obvious that you're a smart marketer as this post has increased our Book Club's membership - we have more professionals enlisted for our discussion (even a MAJOR media pub - way to go, Lewis!).
Because anyone/everyone can lead a discussion thread during Group Review, I think this would be a terrific topic for you to chat up :-). Just a thought since you have so many great, tangible examples. Happy New Year!
Posted by: CK | 01.02.07
Thanks CK. I was reluctant to write this for two reasons:
1. I couldn't figure out how to write the post without seeming self-serving. My Muse was on vacation.
2. I was afraid that the post might be in the way of the book club. I am glad the opposite seems to be happening.
That said, I have another challenge to all those 1 percenters out there: Share your 1 percenter stories here. By doing so, you help us learn and get better and what we do.
Posted by: Lewis Green | 01.02.07
This is an interesting post. I agree with your statements about what makes a 1 Percenter and I can only hope that I live up to those standards, but where I disagree with you is in calling yourself a 1 percenter. I believe it is a designation others give you. Without trying to sound too righteous, I think calling yourself a 1 percenter opens you up to believing you're already doing everything you can do be a good person. It's also possible others will think its smug to do so. Being a complete stranger, I can't say one way or another, but I'm sure all those events and circumstances have come to you because you do act the part of a 1 percenter and I'm sure others who know you would say the same.
Posted by: Dave Conrey | 01.02.07
Dave,
Calling oneself anything is always a risk and opens us up to being considered smug, self-serving and believing that we are the paradigm. I couldn't agree with you more. It was and remains a dilemma when trying to use examples to show rather than tell.
I could have borrowed from the book "Citizen Marketers," but that would have been redundant for all those who have read it. So I risked writing the post first-person, offering up personal examples in an effort to help others recognize some of the benefits of not being tied to or affiliated with a corporation or with corporation think, which tends to avoid risk-taking.
To risk appearing smug again, I think one of the traits of 1 percenters is that they take risks, write about themselves and their experiences, share their successes and failures, and hence become vulnerable to criticism.
On the other hand, I believe we benefit from criticism and, therefore, thank you for your honesty and courage in offering it.
Posted by: Lewis Green | 01.02.07
Hi Lewis,
1. Great Post!
I have lamented for years that I don't fit.
It's something that has brought me great pain but also a sense of self that is unique and dare I say 'special.'
It has brought me criticism from people who are insulted or challenged by my willingness to break the rules.
Honestly, I don't think I had a single job where new parameters and clarifications to THE RULES hasn't occurred because of me...It always starts with "How come Tammy gets to do it?" and then slam no one gets to do it.
I scored my current job by writing a letter about myself and my experience in a totally honest blog-like way and I sent to every business in town that I thought I might to work at. I received about 10 calls and I probably sent out 30 letters. I had several interviews and lo and behold in most of the places...I didn't fit. But I fit at my current job. I love it and they love me. So cool.
It's not the be-all end-all job of a lifetime but it's perfect for a mom of a 5 year old that loves to write for now.
Perhaps that is why I am always drawn to your posts.
I never got into H.S.T., I'm more of a Bukowski/Salinger girl to drop names.
Thanks for giving me a frame of reference for myself. At the risk of sounding smug...
I'm a 1 percenter.
Tammy
Posted by: Tammy Strnatka | 01.02.07
Great post, Lewis. But I have a question -- do you think you can choose to be a 1 percenter?
I was reading a great post on Mark Twain and blogging and there is this quote "Whenever you find you’re on the side of the majority, it is time to reform." See the full post here:
http://www.copyblogger.com/the-mark-twain-guide-to-better-blogging/
Classic 1 percenter-ism.
Posted by: Gavin Heaton | 01.03.07
Hey Lewis,
Congrats on your success! Sounds like 2007 will be an exciting year for you.
Posted by: Rob | 01.03.07
Tammy,
I get you! For the first time in my life I am not being yelled at, asked to leave or denigrated for not fitting in. But that, too, shall pass.
Gavin,
Great question. I don't know. My father was a 99 percenter and my mother was a 1 percenter. Guess who was happier and more comfortable in their skin? My father.
Growing up, I always stood apart, even in sports, which, thankfully, I was good at. Otherwise, I may have been friendless.
So, I was likely born and nurtured to be a 1 percenter, having grown up in the days when only moms raised kids.
All that said, we can be anyone we want to be, I believe. But we better be sure what we want. Being a 1 percenter is not a safe and comfortable place to live but it's a heck of a lot of fun.
Posted by: Lewis Green | 01.03.07
Great post, Lewis - with excellent real life examples. I dug Hells Angels when it first appeared and could only smile when Citizen Marketers brought it up. (good book, btw) One could argue Hunter Thompson as THE gonzo marketer? Persistence, longevity, and never giving up - amen to that!
So far as smug - those that know me (and you too, I'd bet) realize it is a characteristic that doesn't quite fit me. Fact is I'm a little bummed I never got my 1% patch with the book :) - so I could wear it proudly.
Posted by: Bob Glaza | 01.03.07
Hi,
I am also a 1 percenter and very happy to be 1. I found a definition about 3 weeks ago and recognised myself straight away.
"1% Rule = Principle Value Creators"
For the person who disagred with calling yourself a 1 percenter have you ever heard of the saying
"To Thine Own Self Be True"
Posted by: Redz | 01.05.07
Great point. And I think, as you infer throughout, it's about mindset.
Problem is most biz owners never truly concentrate on a marketing mindset. They are preoccupied with distractions that burn time and add no marketing leverage.
Fixing the copier. Hassling with callers. Stocking shelves.
They do eveything ELSE but focus on bringing in the money.
People with a pool store worry about the signs, or the chlorine display, or the types of kiddie rafts.
They should be worrying about creative ideas and marketing that brings people into the store--like schmoozing with their high trafficked retail neighbor next door about a cross-promo to each other's foot traffic.
Ever see a Blockbuster next to a Domino's? Ever see those coupons on each other's counter-top?
Posted by: A.C. | 01.05.07