Posted On: 2005-08-24Length: 37:09
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Oh, it's been a rough week, but I am glad to say that we are back. Let me tell you folks, not having a computer does suck. In its absence I was forced to do other things, like catch up on my reading. Ok, so it wasn't that bad. But I actually picked up a book called "The Traveler." And I really want to talk about this for a couple minutes here. But the best way to describe this book, is that, for the plot line, it fuses the Matrix with something like the Borne Identity. It's all about this modern world and how it's both controlled and watched by The Brethren, this not-so-secret, super-secret cult of individuals that think the modern human population needs to be protected from itself through say, oh the elimination of any privacy we currently have. Anyway, so the Brethren are trying to eliminate the Travelers, these independent thinkers who threaten the existence of the Brethren by seeing things the way that they really are. The only problem with this is the Harlequins, an ancient race of warriors who are sworn to protect the Travelers, and they basically stand in the way of the Brethren. Now, the book paints a pretty creepy picture of the world, particularly the way the Brethren uses the fear of terrorism, particularly to justify the elimination of all social liberties. And now you know if sounds so familiar, I can't think why. But there's this one part where it talks about using grocery records from those club cards you get at Kroger or Safeway, and they cross-reference them with financial profiles. What this does, this enables them to predict and model buying behavior for consumers. And I just thought to myself, this is pretty bone-chilling and outright creepy. But then a really strange thought crossed my mind. What I wouldn't give to see that market data! It was then I knew I missed my laptop. Wake up and smell the coffee marketing fans. You're listening to the 20-Something Marketing Forum.
Miss me marketing fans? Anyone? Anyone? Bueller? Ok. So it wasn't that bad not hearing from me last week, but welcome once again to another free-wheeling edition of the 20-Something Marketing Forum, an interactive, entertaining podcast focused on the needs of overly ambitions 20-something professionals dealing with the realities of the modern workplace. In short, we want to save the world one independent, non-partisan, completely kosher marketing campaign at a time. I'm Jared Degnan chief contributor to the 20-Something Marketing Forum, and as always, I want to thank all of you for listening, all five of you, and if this is indeed your first time listening to the show, we're glad to have you here and we're all about the new generation of marketing in young professionalism here. We're young, intelligent and dealing with all the things that make working full time in your 20s so gosh darn mind numbingly spectacular. You can tell what I did with my off time. Speaking of being creative, that is what today's podcast focuses. Creativity. Where does it come from? Where does it go? And of course, the all important question, why the hell do we care? Just because it's a little bit late, I want to push this out on Wednesday, I have brought in a specialist to help me explain what is creativity, and something interesting that I think you guys might want to hear. So, ladies and gentlemen, I present to you Dr. Klaus vonKlaus vonEspy.
Yes, welcome everyone. The general biological element of the mind and the mind-brain interaction dictate that anything who we supposedly create is wholly based on images and ideas and theories we have already been introduced to. This might sound a bit of using and a bunch of meaningless babble, but think of it this way, you get out of your brain what you put into it. Case in point, President Bush. Now back to you, Jared.
Thank you Dr. Klaus vonEspy. So, essentially new ideas, new art, new creativity, it's all just reinterpretation of what we see and experience, is that right Dr. Klaus?
Yes, that's right. Even the most innovative artists of all time, including Dali, Michelangelo, Whitman, all had to be inspired by something before achieving their master works. It's in their ability to be creative, and be creative about their interpretation of what they saw that stands out over time, call it a muse, call it inspiration, call it whatever you want. Creativity is a valuable asset to have, particularly as a young professional and as a young professional in marketing. In reference to the larger approach to the 20-something professionalism, today we're going to examine how creativity impacts things like our work, our work environment and our work patterns. This is all in a quest to answer the age-old question, is creativity all it's really cracked up to be? Seriously, given our previous explanation of the biological origin of creativity, what might we think of as a new idea, and is that really a new idea? Is it just recycled from something we saw on TV, or even worse, read in a book? So many times friends of mine in marketing have gotten these great ideas, stuck by the cliché bolt of creativity. They get really pumped up about doing something no one's ever done before, then run into a brick wall of reality when they find out, oh yeah, we did that last year, it tanked.
Now don't get me wrong here, certainly not all our ideas are like that. Some end up changing the world, some end up changing the way we look at things. We commonly call these people visionaries. People like Benjamin Franklin and Madonna. Creativity struck both of them and their ideas of interpretation and reality really transformed the way that we live. "Erotic, erotic, put your heads above my body." Ok, sorry folks, it's really late. Marketers seem to be yet again, as I mentioned in the last podcast, the worst of the crew, because it's basically built into our job descriptions that we have to be creative in order to snag attention from our targets. So, that still leaves us with the inalienable question, how does this new vision of creativity or interpretation come about? What environmental elements does inspiration spark from? Also, is it something as simple that we can commodify and teach each other? Well, I'll tell you, I don't know. And that's what makes it so fun and so alluring to be an artist. I know that creativity though is a fickle friend, and not without needing to be managed at times. And I'll give you a great example.
For instance I was invited to a project meeting where there were about 20 DC artists and myself and we sat around in a room talking about an emerging product called synergy. Now I'll talk about synergy a little bit more in depth the next couple of podcasts, but synergy is all about promoting DC artists and the independent creative mind of the DC culture. Now I want to emphasize independent here, because every person in that room was bursting with creativity. The problem is that apparently creativity is like an inquisitive child that's going to wander off without supervision. It was clear to me that by the time we started about 45 minutes late, this was not going to be my regular business meeting, and I wasn't exactly dealing with regular business people here. These people did not draw inside lines, ah hell, these people probably wrote their own coloring books for all I know. Here's where things get interesting though. As I's just sitting there, I began using my excellent powers of 20-something know-it-all-dom, to deduce that these guys had a ton of creative energy but no where to direct it. I suggested that amongst their rambling discussions of what the project meant, what medium they were using and how they wanted to promote it, and what the meaning of life was, that to answer their original point of coming together, that they might want to think about a structured mission statement or some other central declaration of what their work stood for, something they could write down on paper.
Now, this was greeted by gasps, heresy, organization. Artists hate organization. Bad, bad organization. I swear I even heard one of them whisper to another one, "psst, he's a spy, isn't he." Regardless, it was a revelation to myself as much as to the other people in the room. Now, keep in mind I've always respected the creative mind. I hail from a long line of creative types, which you really can't tell from this podcast. But my grandmother was an artist, my mother, she used to redecorate our house when she was bored. I've always thought that if you put yourself in the right mindset and the right environment creativity always comes. And for the most part it does. For me it's by putting myself in a certain environment, like a DC museum. I love it. It's like five minutes in there with a pad of paper, and the ideas just flow. The kicker is if you put some parameters around that creativity, just slightly though, your ideas start flowing in a manner that makes them more conducive to being adopted. My earlier mention of the enemy of creativity being the brick wall of reality, well, this is a way around that. So, our first two questions were essentially addressed. Where does creativity come from, and where does it go?
No I'm going to stop right there and say you shouldn't worry about not being the "creative" type. Creativity is more than just art. It's about innovation and looking at things critically, then thinking about them in a way that no one has ever thought about them before. This kind of thinking is called lateral thinking, and it was pioneered by Edward Debono, a British physician and writer who basically created the foundation for what we think of as "out of the box thinking." Lateral thinking can spur even the non-creative types among us to drive what we now deem as new ideas, just by removing the balance in which we traditionally think of something, we can look of it from another angle. It's simplistic. But bear with me.
That leads us to our very last question, why the hell do we care? The answer might be as simple as vanilla. Not the sex, the ice cream flavor. How do you sell vanilla? It's classic. There really isn't that much variation on how you make it. Everyone knows what it is, and to the basic American consumer, vanilla is just about the same no matter what the brand is. To the person who doesn't think of themselves as a creative type, coming up with ideas on how to sell this might seem like a daunting task. There are thousands of pop psychologists out there that have devoted a ton of time studying creativity, and how to jumpstart this process. Something as simple as vanilla might just hold the key. Now, the practical thinking is at least, let's think around vanilla. How has it not been sold before? Well, we know that it's been sold in ice cream shops, and we know that it's sold in grocery stores, and we know it's even sold at street corners, so placement really isn't the best way to start. But, let's start with positioning. What are the virtues of vanilla that have been traditionally associated with it? Well, we know it's classic, we know it's clean, and we know it basically goes with just about everything.
Now, let's think about these two features together, and look at it from a different perspective. Let creativity drive our need for marketing returns. Well, to begin with, vanilla might just be there, but how can we vary that? We can, for instance, do a product extension and place it between two cookies, and boom! We've got an ice cream sandwich, a product extension. Well, we know that's been done before, but let's combine it with another marketing feature which is the positioning. Now, let's take a quick element from last week's podcast, and talk about social positive peer pressure marketing. Here's your twist. Vanilla? It's the new chocolate. Bam! You've got a product image make-over. So you have your product and you have your positioning. Now let's revisit placement.
We've got a vanilla cookie sandwich that's kind of like one of those little obnoxious twist vodka drinks that you get at bars that no one can really stand, and it's sold as this kind of hip, nouveau, 50s throwback, and where do you want to put it that it's going to jumpstart sales? Well, you can put it by the poolside, for instance. But let's take it up a notch. Let's not do it by the regular pool, let's do it by the truly hip and trendy poolsides, and the chic hotels. Now you have vanilla. Now it has personality. Now it's not something that's not necessarily particularly spectacular, but it's an example of looking at things in a new way. It's simple, but applying tried and true organizational thinking methods, turn what we think we've learned in college and turn it into a brand new product. Well, this is of course very reminiscent of best practice thinking, with the traditional product extension, you take a traditional product like razors and shaving cream, and Gillette really doesn't have that far to go with it. There's not that much you can do with it. You can do like lime scented shaving cream. You can do shaving gel and all that kind of stuff. But, when it comes down to it, best practice thinking is really a cliché when it comes to creativity. It's the antithesis of creativity. Best practices have been done time and time again. So, to look at this idea of the traditional product extension and how it's being used in today's marketplace in somewhat elaborated upon and thought about in a new way, I recently sat down with a brand new correspondent to the 20-Something Marketing Forum, JC, to talk turkey about creativity in men's health and beauty products.
All right, welcome back. And today we actually have a special new segment on the show. It seems like we're coming out with new segments all the time. But I'm actually rolling out a brand new program where I get guest correspondents to be on the show, and then guest correspondents will become permanent correspondents. So, hopefully I will be introducing one of my new permanent correspondents, the big JC. Welcome JC!
It's great to be on the show. First I want to applaud Jared for a very successful podcast and a very captivating podcast. I've been listening for the past three Thursdays just wanting to know what you're going to say, what's next. But definite congratulations to you, and thanks for having me on.
Well, thank you very much James. Are you enjoying the Kool-aid?
Thank you very much. Excellent. So, we were talking last week, JC, about some of the advertising ad campaigns that are currently out there right now, and we talked a lot about the Dove truth for beauty campaign. Because we're doing a lot on creativity this podcast, I wanted to bring you in kind of for that alternate viewpoint. One of the things that you'll get to know about JC is that he's very consumer aware, but a little bit argumentative. In fact, he sent me
I just like the sound of my voice.
Yeah, well we all just like the sound of our voices. That's why we're doing this podcast. But essentially I wanted JC to go out and become my consumer correspondent, because he really is on top, kind of like the opposing viewpoints. So I wanted to quickly take some time out on this podcast to interview JC about what he found out from doing a product extension, essentially the whole discussion we had last week on the Dove truth for beauty campaign. Now James you actually looked into a particular segment of the beauty market, which was that?
Well it was one of those things where I was listening to your segment on the Dove campaign and looking at real women, and wanted to say, ok, what's the other side of the coin? What's being offered for men? And two products that I focused on were the body spray and body wash Tag and Axe. You may have seen the commercials for Axe the body wash where the women are at an apartment building, the first floor, second floor, third floor and fourth floor all connected to this central water pipe. And on the first floor you see an attractive, very attractive female, more or less using the water pipe as a stripper's pole up to the second floor, up to the third floor. On the fourth floor you see the basic cause of all their arousal, if you will, is a guy taking a shower using the Axe body wash. The residual wash off going down the pipes and causing the women to act the way they do. But, looking at your real women from the Dove side, we want to look at, ok, what's offered for the 20-something male? And focusing on these two products.
Ok. Excellent. So, just give a little bit of background here. Up until very recently, for the male beauty genre, you had soap, you had shampoo, and that was about it.
And in fact you almost had the times where a guy would use his soap as a shampoo. You remember, you know, the situations where the guy will lather up and just take the soap to his hair. So it was almost more simple than the two separate, soap, shampoo and deodorant.
Yeah, I've seen the diary of Anne Frank.
There you go. Exactly. But now we see with these products we're inserting some intermediary, not even hygiene products, but just feel good, smell good, you know attract the lady type products with Tag and Axe. For example with Tag you have, I want to say almost six or seven different fragrances from Burst Smooth to Midnight to After Hours to Lucky Day. And you start to wonder, wow, we've jumped over good hygiene, we've jumped over being clean, we've jumped over smelling good, to a product that I guess that you try to intimate really creative, hey it will score you this type of female. In the same way you alluded to your previous podcast, how Budweiser, Bud Lite they have the segment where you know the guy's offering the girl a Bud Lite and we all assume he's going to have a happy ending from doing so.
Happy ending is the appropriate descriptor here. Now, let's quickly draw on why this is happening. In consumer products there are two ways to make money. Actually in all business products there are two ways to make money. The first of which is to make more money off of your current customers. The second part is to actually gain new customers. Now, it seems like the soap, the shampoo kind of hit a max, kind of hit a ceiling. There are only so many shampoos that guys will really look into. I know there are a lot more for women, but it seems like these are now product extensions from companies like Gillette, traditionally known for their shaving products but have now gotten into the, what is it, the Axe?
Axe, yeah, is a spin-off of Gillette. If you go to Gillette's website and you go look at the product, there's actually an interactive game where, as you start the game, it says your mojo's loading, while the website is processing whatnot and you have this scene where a date, a hot female rings the doorbell, but before the guy lets her in, he has to clean up his bathroom, from taking down the stockings of a previous exploit to putting away the men magazines to you know, cleaning up around the toilet and the central product in his bathroom is the bottle of Axe in the shower. And she actually says to him once she's let in, you know, hey, you clean up pretty nicely, but I like guys who are a little dirty. So Axe is a product that they tag as how dirty boys get clean.
Are you a dirty boy James, JC?
I think we're all dirty boys. I think we all have that dirty side to us.
That's what I like to hear from my correspondents. If you're a dirty boy, we want you here on the 20-Something Marketing Forum. Please. Seriously. I need a date, please.
And Jared actually brings up a good point. Or implies a point as far as dates and what were, I guess what's kind of central to all guys, heterosexual or homosexual, is this idea of peer pressure through sex, this idea of peer pressure through sexual exploits, the law of growing talk. And this is definitely with Axe and Tag these whole line of I guess seemly metro sexual products, being creative and taking what should just be simple, and that's just cleaning yourself, to making it more than it really should be.
And actually that's a very interesting point. The lifestyle product. And that's really what they're seeing on this. They're not just selling a product that's necessarily going to be bought because the guy thinks, gee I need to smell better. He is buying because he wants a different lifestyle. And that's how they're going to inspire their brand loyalty. I mean, guys switch from different shampoos to different shampoos, and really it's whatever is on sale, sometimes.
Yeah, what's convenient, what's put right there in front of them.
I myself use Soblow shampoo.
I'm a Head and Shoulders' guy.
Ok. So, let's talk quickly about just the 20-something male segment. They're not known as the more intelligent psychographic element of consumer marketing, and I think that it's really interesting that we're bringing this up as we are 20-something males. Now, how do you think this is affecting the larger, like metro sexual movement?
I think, I think it's interesting to speak of metro sexuality in general, how you look back on the day, I'm speaking like I'm 30, you know when your sisters, you know your friends, your girlfriends, whatever would go to the body shop or whatnot and test out all these fragrances and have all these choices. I personally laugh, you know, either you smell good or you don't. Couldn't see much difference in smells. And now it's being thrust upon us. We're having all these choices. Why are we having all these choices? And like you were saying, something that should be simple has been made complex. I think the effect that it's having is, I think it's trying to build a level of confidence. Even giving it a name, metro sexuality. I mean, we've kind of taken this idea of confident, fun, you know, independent lifestyling and almost been innovative in calling it something else, a buzzword. But I definitely see a continuation on, just choices that you never thought a 20-something male would have, in lifestyle. I mean, even look at probably 10 years ago where you know, when you went to work or went to church or had a button-up long-sleeve shirt, what color was it? It was probably white. Then there was this advent of the French blue, the electric blue. Everyone was wearing French blue. Everyone was wearing electric blue. And now you see more guys wearing pink shirts now, you know. Or purple shirts. Just choices that we would never have imagined before. And something that's as simple as putting on a shirt and a tie, we've kind of propelled it to be something more.
Excellent. Well, I want to thank you JC for coming on. I want to encourage other people that if you have a diverse opinions, if you have something to say and you want to become a correspondent here on the 20-something marketing forum, to please email me at firstname.lastname@example.org.
That's email@example.com. We definitely like different viewpoints here. And I'll tell you what, I'll even sweeten the deal. If you become a regular contributor to the 20-something Marketing Forum, all you need is a computer, microphone an Internet connection and the free software Skype, and we'll do some interviews with you, we'll talk to you, we'll get an idea of some of your interesting aspects of marketing, and some of your experiences as a 20-something professional. And if you become a regular contributor, I will get you your own 20-Something Marketing Forum business card. As I mentioned in the last episode, I have created business cards
So when you give that nice attractive female the Bud Lite, you can slip the business card.
And know that it was the business card, and not the Bud Lite.
Oh, seriously. I'll even customize the back of the thing for you. I'll say the person who gave you this card is a very attractive, intelligent 20-something marketer. He's saving the world. You definitely want to be a part of that. Actually, I don't know about you, James.
At least for 20 minutes.
I don't know. Seriously. Seriously. I don't know. But it's a good thing guys, we definitely want to hear different viewpoints. We want to hear your opinions, and we want to have you on the 20-Something Marketing Forum. Again, thank you very much, the big JC. He'll be back. He will very much be back.
That's right. Check us out on the web.
Every Thursday. And on the web all the time, 24/7 actually, at marketingforum.blogspot.com.
So you're saying we could leave comments on your blog any time we want?
That's right JC. You can leave comments any time you want. And you'll see it, you'll see him on the page guys, he'll probably be the one to like give the really off-handed comments about like anything that I'm particularly trained to argue with. He's a very argumentative guy. He really doesn't like agree with me very much. In fact, I was expecting him to like throw rocks at me during this interview. But I really do appreciate him coming on and I definitely welcome your feedback. Thanks so much guys, and we'll be back in a second.
It's time for the game plan. All right. So here we are at the end of the show, and it's time for another game plan. And this week's game plan of course is supposed to be all about creativity, but as you can tell from the format of today's show, some of the content, this game plan can be anything but ordinary. My week has been anything but ordinary. And so has my life for about the last two weeks. All I can really say is I'm sitting here on a Sunday morning, so I think this is the most pivotally creative moment that we can possibly have. Creativity really is all about the moments. It's about thinking like an artist. It's removing all organizational boundaries and any constraints of traditional thought. And it's in that difficulty that I have in trying to articulate how you go about realizing your creativity.
My suggestions: number 1, go and find a place. Go and find a place, find a moment that you feel completely free of all burdens. Go to a museum. Go to a park. Go to a botanic garden. Somewhere that you can just soak up the moment. Take a pad with you. Just write. Write whatever you think. Think about an idea. Think about a problem, and think about solutions that you would not normally do in the office or in your own personal apartment or home. Just go out there and get creative. Think about what would happen if you could do anything. Jack Walsh liked to say that there were three types of managers. There were the types of managers that walked into the office all day and day-dreamed. There were those types of people who walked into the office and worked all day. And then there's that critical person who walked into the office, put their feet up on their desk, day dreamt for about 10 minutes, and then spent the rest of the day figuring out how to accomplish that. That is the number 1 takeaway from this game plan. Go out there and figure out how you can make it happen.
There was a great moment that I had, I must have been 16 or 17 at the time. And I was working at a little restaurant in Atlanta, and the manager and I were trying to think of ways in which we could boost our Friday business. And I thought to myself, Jesus Christ, all these people are just so uptight, they're so wrapped up in what they're doing, they could really use massages. And I articulated this to him. Now of course I was being funny, but then, the manager stopped me right there and said, no, no, no, why don't we do that? That sounds like a great idea. So, I spent the next week figuring out how we could do promotion that tied in a local massage parlor with one of our lunches. And it came out to be that you walked in you bought one of our combo lunches and you got a free 5-minute stress buster massage. It was great because we got it for free, we didn't have to pay these guys a cent. They got great exposure for it, and it really kind of turned the tides. But the number one thing that it did to me was realize that anything is possible. Anything is possible as long as you have the creative spirit to think of the idea, the craziest, most insane idea that you can possibly imagine, and then spend the rest of your time figuring out how to accomplish that. How to articulate that vision. How to make it happen.
So, as each of us progresses through our lives, and each of us kind of decides where we want to go with our creativity, whether you're in marketing or not, all I can tell you is to take some time out. Take some time out today. Find something. Just grab a cup of coffee somewhere. Go where you can be alone. Meditate for 5, 10, 15 minutes and think about what you could do that's out of the ordinary. Think about what you can do that's going to turn people's heads. Something that's never been done before. Go out there and all it takes is one idea. One idea to materialize, guys. One idea and you will be floored with all the ideas and all the ways and all the potential. And I really hate to get all Wanda Wisdomy on you guys right now, but I can tell you, that life is too short. Life is way too short to not go after your dreams, to not go after those things that are absolutely insane.
As 20-something professionals we stand at a critical moment. We have the drive to see our ideas happen, and we live in an age in which we can do it. We can think of crazy ideas, we can go and we can pitch them. And we're young and stupid enough to think that they can actually happen. But take that idealism, use it, and make it happen. So, my friends, I bid you adieu. Have a wonderful week. If you have any comments or questions, please as always direct them to firstname.lastname@example.org. That's email@example.com. I also will encourage you that if you like the show and you really do enjoy it, please go ahead and write in and let me know. Also, tell your friends. Tell your co-workers. Tell you saw this whacko guy on a podcast and you think he's really interesting. Or gosh, this is the crappiest podcast I've ever heard in my life, you've got to hear this. Either way, just go out, tell people about this show, please. Do me a favor, and go out and tell two people this week about this podcast. We've gotten a strong start to the show. I'm very encouraged by the numbers that I'm seeing, but I still would like to see if we can't encourage more people. I've heard from a lot of you out there in how this is helping you in your jobs, how this content is really very innovative, and I want to hear more stories about that. So until next week guys, have a great, great, great day and I will catch you as always, on the flip side.
Kind of as a post script to today's game plan, I wanted to touch on a quick event in my life, because it wouldn't be fair for me to completely inalienate my listeners from what's going on and why I do this. A friend of mine passed away this week. He died doing what he loved. And he really did embody everything that we're trying to do here. And it occurred to me that though I touched on it briefly, I really never quite explained why we're doing this and why I do this podcast and what exactly we're trying to do here. To that, I want to quickly point out that this particular individual was an inspiration. He was an inspiration to me personally, and an inspiration, it turned out, to an entire department. This guy got up every morning and said to himself, I'm going to be me. I've got my views, I know what I believe in, and I am going to deliver on my vision. And to me it really, really points out what we're trying to do here. And it stands for me in testament to his memory, that we say exactly what we're doing here, what we stand for, and why 20-Something Marketing makes such an important element of tomorrow's marketing change.
So, as a final wrap up to our creativity discussion, we can't ignore asking ourselves one question. We know that the creative process is important, but just who are we? What does it mean to be a 20-something? Well, first of all, it means that we're young and we're hopeful, but we're anything but inexperienced. Our experience comes from a marketplace that demands strong aesthetic clarity, strong message purpose, and just a little bit of sardonic humor. That we have strong respect for those who have come before. We will not compromise our vision just because that's the way things have been done in the past. Just like the past, though, it's prologue. Our passion is our brush and the status quo our canvas. We will not sit down. We will not apologize for being who we are. We're for best practices. New practices, and practices making perfect. We're for practicing for innovation, motivation, and breaking stereotypes. We're for the iPod, the iRiver, iTunes and whatever's next. We're not for throwing everything, just for throwing out the things that don't make sense. Making sense to us includes the gym, the pizza parlor and the local dance club all in the same day. We're for watching in the same hour CNN, Fox News and Wanda Wisdom, speaking of which we send props to the likes of Regan Fox, the social customer manifesto, Vasium Marketing and the Vision thing. We're here for the long run, so there's very little chance of stopping us. Our curiosity always finds a way. Our way is paving a path of creativity and stand at the ready to be the force of execution in our own ideas. Some of our colleagues might take us as threatening. They couldn't be more wrong. Our intensity is their asset. And you can bet that if we don't use our ideas now, you'll see them in play tomorrow by our competitors. We love the fight and when 20-somethings are there, we will not be silent. We see too much of the writing on the wall, we hear too many of the trends to watch brilliant opportunities go by. Opportunities presented in tomorrow's marketplace are only going to become more brief, more fleeting. Navigating the waters to them only more complicated. Someone is going to be able to break through the ocean of noise. It's your choice, it might as well be us. There are always going to be those who dismiss the lower rungs of the ladder. But as 20-somethings we're too distracted to settle for a situation that stifles who we are, or more importantly, our vision. We are republicans, democrats and independents. Our politics don't matter because in the end it's socially responsible marketing we care about. Transfer a new generation that we're aware of. In the end it's more long-term marketing change than a single fad that we care about.
We're 20-something marketers and we're here to save the world. Our voice, resolute and just a tad optimistic. We believe change is possible and that one person can make a difference. One marketing campaign at a time. So to all of my friends, which includes all of my listeners, please take time to go out into the world today. Take your coffee with you, and get ready cause it takes just three words. It starts today. Everybody, this has been the 20-Something Marketing Forum. I'm Jared Degnan, thank you so much for tuning in. Till next time, folks, I will catch you on the flip side.