I had a very interesting conversation this evening where someone asked me “Why do I blog?”….”Why am I trying to do the whole Hard Knox Life thing?” It’s a question I have seen plenty of other bloggers answer. Some do it for creativity, some do it to vent and some do it because they just love to write. Frankly I do it for all of those reasons but for one important reason:
I blog to knock down walls and find the 1 percent
Anyone that has worked with P&G (or tried to work with P&G) knows that we have tons of walls keeping outsiders on the outside. It is done with a good reason because it keeps Brand Managers from being pitched every idea under the sun…it keeps out the 99% of ideas that aren’t worth our time to evaluate. But the problem is, it also keeps out the 1 percent of ideas that could be really worthwhile and breakthrough. We’ve built this moat to protect us and basically no one can get in.
The story I always tell about this is when in 2004 an envelope ended up on my desk addressed to “Secret – Marketing”. If you ignore the irony of those words together, it ended up on my desk because I was working on marketing for the brand Secret. The envelope was from a company with a “.com” in the name so my Brand Manager gave it to me since I had Digital marketing on my work plan. Having a slow day, I actually read what was inside the envelope, discovering a website that was basically doubling in size every month and was hugely popular with teens. When I cold-called the company to find out more, the ad sales rep on the end actually thought it was a joke because he had sent out 100 of those envelopes months ago to P&G and no one had called him back. In fact, he practically called me a liar and almost hung up when I said I was from P&G. Luckily he didnt hang-up and we had a great conversation that eventually ended up with us doing one of the first CPG campaigns ever with this site of 2MM members. And you know what? That little site ended up being MySpace.com…I think we all know the history after that.
So that’s my point. A company with that much potential shouldnt have to rely on a bored ABM actually opening his mail. A great idea shouldnt need luck. But in this world it does and those 1 percent get lost. So thats why I am blogging. I am hoping those 1 percent ideas find their way to me and I can start the conversation. Sure I have to deal with a few pitches here there that arent as useful. But it only takes a couple more gems like MySpace to make the time well worth it. And no matter what, blogging will help me have great conversations and meet some amazing people along the way.