In February 1995, Patrick King woke up in the rain behind a gas station, 17 and homeless. Picking himself up from that point, Patrick has developed a legacy of creating opportunities instead of waiting for them, while becoming a completely self-taught branding, marketing and design authority. His entrepreneurial drive led him to create ImagineDesign, a full-service branding and research agency, with no clients, no connections, no funding and $14. Since founding the firm in 2005, he has weathered the worst recession in decades while acquiring clients from Jim Beam Brands Worldwide to Nestle and Rubbermaid. His next attempt is to focus his firm’s services solely on the commercial building industry – a group that requires full-time research, and one that he feels that he can do a great deal of good for. At the moment, the public knows very little about these companies. Patrick wants that to change.

Outside of work, Patrick is a husband and father, and an avid musician with a basement recording studio. With eight albums of original music to his credit, he spends his Sundays playing guitar for his church rock band.

What are you working on right now?

Right now, I’m trying to get as informed as possible on the state of the commercial and residential building industries. It’s no secret that they haven’t done well over the past couple years, but I see signs of hope. Developers are starting to get back to work, and they need builders. Those builders need to compete or get ignored. That’s where I want to help with a combination of marketing research (white papers, custom reports, webinars) and brand strategy (creation and implementation of logos, websites, proposals, brochures, etc.) and public relations support.

3 Trends that excite you?

There are a lot of trends that I’m psyched about. One is the myriad of opportunities created by social media, which can do a lot for builders that just need to be shown how. The conventional methods of getting market share aren’t enough anymore; they need to know how to make the best use of every tool they have.

I’m also excited about the importance that builders now recognize about their brand. The fact that they understand that it’s not just their logo – but the entire customer experience – gives me a great deal of hope for the future. I can now work to help them make the most of that experience.

Finally, I’m excited about our economic recovery. It’s been a rough couple years for everyone, not just executives and entrepreneurs. I’m hopeful that this trend continues so that our global economy can get back to work.

How do you bring ideas to life?

The combination of persistence and the humility to accept when the idea needs to be re-worked are the two things that will have the greatest impact on whether or not that idea will bear fruit. For instance, when I meet with a client that wants to start a new business, the idea is usually all they have. The process of diligent, forced evolution of that idea is the one thing that – above any amount of funding – will determine a strong future for that business. That process is how we bring ideas to life.

What is one mistake that you’ve made that our readers can learn from?

Don’t focus on growth for growth’s sake. I know it sounds awesome – in your business or personal life – for you to have a tangible result of your success, whether it’s a nice, big office or a big house or a shiny new car. It’s incredibly tempting, but can be just as crushing if it’s acquired prematurely.

What is one idea that you’re willing to give away to our readers?

Instead of handing over a specific piece of business advice, there’s one thing I’ve learned that should have far more impact. It can be applied to anything – personal, spiritual, financial, entrepreneurial or otherwise – and does not fail. If you have this one thing, you can go anywhere in life and know no boundaries. It’s called passion. 

Whether you want to make the perfect quiche or start a billion-dollar empire, passion is the way to get there. Start with something you’re passionate about and, no matter how ridiculous others may make you feel for pursuing it, put all that you are into it. It’s the catalyst that has built every noteworthy accomplishment in human history, and we all have equal access to it.

The question that I’m asked most often is how I stumbled upon this as a career. The short answer is “at first, I didn’t realize it was a career”. The long answer is a two-part series on my blog at http://www.imaginedc.net/blog/2009/05/15/my-career-part-one/ and http://www.imaginedc.net/blog/2009/07/02/my-career-part-two/.

A personal question of your choice?

I’m most often asked about the series of events that got me from February 2005 to the present. That involves a bit more explanation than I probably have room for, so I’ll just say that I’m working on a book for it.

Connect

I can be reached at patrick@imaginedc.net, my blog is at http://www.wefightugly.com and I spend a good deal of time on Facebook. You can find the link on my blog.

Amy Levy has led her own firm, Amy Levy Public Relations, Inc. (ALPR) for eight years.  She boasts experience at national advertising and public relations firms, in house on the client side and on staff at an internationally recognized non-profit organization. She has an unparalleled track record of delivering strategic, results-oriented campaigns for corporate clients and those in the visual, design, performing and culinary arts.
The agency has represented clients ranging from jewelry and fashion designers, chefs and restaurants to filmmakers, directors, writers and film festivals.  She has successfully launched several new businesses, artists and art galleries and a variety of community and non-profit organizations.  On behalf of her clients that range from assisted living communities to schools and arts programs for kids, Ms. Levy possesses exceptional relationships with journalists at major print, broadcast and online media outlets, trade publications and blogs.
Ms. Levy launched her full service public relations and communications practice in 2002, to help companies and organizations grow through strategic and uniquely creative methods. Her diverse client list has included: Sodexho, Writer/Director Paul Mazursky, Ethos Water, AnEFX, IdeaWork Studios, Rahaminov Diamonds, Coral Tree Restaurants, Tummy Tuck Jeans, Planet Jill Jewelry, The Wilshire Theatre, , 2k by Gingham, Rankin/The Fahey-Klein Gallery, The Survivor Mitzvah Project, Sunrise Assisted Living, Aegis Living, Comedians for Peace, Bake Me A Wish, Timothy Yarger Fine Art, Big Sugar Bakeshop, The La Femme International Film Festival and King King Hollywood.

Before starting ALPR, Amy Levy was the Director of Marketing and Public Relations for the Anti-Defamation League (ADL) for five years. She directed all media relations for the organization’s programs in the west and served as the entertainment industry liaison for ADL’s thirty regional offices. Ms. Levy also produced a widely-publicized subscription lecture series that featured roundtable discussions with luminaries in art, publishing and entertainment.

Ms. Levy began her career at D’arcy Masius Benton & Bowles, the New York advertising agency. During her years in advertising, Ms. Levy continued her education, earning a certificate in Publicity for Film and Television at New York University and a certificate in film production at the New York Film Academy. She subsequently worked as a freelance production coordinator for independent films, videos and commercials.

Since moving to Los Angeles in 1996, Ms. Levy has also worked at Paramount Pictures, Lakeshore Entertainment and United Talent Agency.  Active in her community, Ms. Levy is a supporter of the Los Angeles County Museum of Arts, PS Arts, Americans for the Arts, the Geffen Playhouse, Planned Parenthood and KCRW.

A graduate of the University of Hartford in Connecticut with a bachelor’s degree in business administration and marketing, Ms. Levy is a long-time member of the Public Relations Society of America (PRSA).

What are you working on right now?

We are working with extraordinary clients including IdeaWork Studios, a boutique interactive marketing and design agency with offices in Santa Barbara and Las Vegas. They do custom websites for hospitality, nightlife, gaming, luxury and entertainment brands nationwide. We work with AnEFX, an Emmy® award-winning studio that provides the highest quality sound design services for single camera television, feature film and video game/web content producers.  Another is Legacy Gym, a state-of-the-art personal training center in Los Angeles which merges the unparalleled success and training of the greatest bodybuilders in history with advanced, modern equipment and amenities.

Trends that excite you?

I am confident that Public Relations has more credibility with readers and viewers than advertising.  In this economy, consumers realize that anyone can buy an ad in a magazine, whereas editorial is far more convincing.  If you are reading a magazine you subscribe to, it is likely that you trust the editorial content.  While good products and services do not necessarily need celebrity endorsements, no one can argue that they do not make an immediate impact on consumer awareness.  If a celebrity is photographed in editorial wearing a new designer’s dress, people are more likely to believe in its quality than if she was paid to appear in an ad wearing the same dress.

How do you bring ideas to life?

I write ideas down on yellow stickies on my dashboard or on my bedside table in the middle of the night.  I bring the ideas into my team the next day and we brainstorm.

What is one mistake that you made, and what did you learn from it?

I didn’t network enough when I first started my company.  Shortly after, I realized how important it is to be out there all the time.

What is one business idea that you’re willing to give away to our readers?

Know your customer and know what media they trust and get some editorial there.

What is one book and one tool (i.e., piece of software) that helps you bring ideas to life?

Cision media software (database of all reporters) and my thesaurus.

Why don’t more companies give back to their communities?

It can be as easy as helping out a local elementary school with art supplies or musical instruments.  Your customers will so appreciate it.

How do you balance family and work life?

You just do your best and hope that you don’t slack in either area.  Showing your children that you have an identity outside of the house will inspire them to have one too.  It makes for more interesting dinner conversation.  Even volunteering part time at a local library or senior center while your kids are at school is fantastic.

Connect

http://www.amylevypr.com/

With experience that began with his first “real job” as a daily newspaper reporter and moved through PR agencies, independent consulting and in-house positions, Jim Zahniser has a well-earned insight into the workings of media and communications strategy. In his most recent professional ventures, he has led communications strategies for companies such as Castor & Pollux Pet Works  and Precor Incorporated.

While he cringes at being labeled a troglodyte for advocating old-media values and practices, Jim continues to be a voice for strategy and restraint in the era of open content – as media becomes less structured, he sees a core role for traditional PR and editorial disciplines.   And yes, prior to becoming a communications professional, actually Jim did sell school buses.

Jim Zahniser earned a B.A. in English Literature from Portland State University.

What are you working on right now?

Like many of my old-school communications and marketing contemporaries, I’m scurrying to catch up with changes in the ecosystem.

For example, driven by my pet dog Pal’s sorties into neighborhood garbage cans, I’m working on a mobile solution involving a dog-collar swallow-response sensor and micro geo-location. We’re able to track swallowing activity at targeted locations, and then auto-send personalized apologies to affected neighbors, bundled with an e-gift of flowers or chocolate.

In truth, right now I’m between projects, with proposals out, including PR and marketing support for a more practical mobile app than the aforementioned.

3 Trends that excite you?

1. Consumer-generated content rights ownership. We’re concepting an IP rights play leveraging “compromising” consumer-generated content on sites like Facebook. Basically, it’s an online marketplace enabling consumers to identify content and images that they’d like to regain usage rights to. We’re calling it Second Thought©.

While on the subject of dubious content . . . I’m loathe to de-friend a few associates, but, honestly . . . “On my way to coffee” is being followed immediately by “Great coffee.” And sent to hundreds of LinkedIn contacts. Editing is becoming a lost art, and self-editing a lost concept.

2. The splintering of consciousness. Also in the works is ZenDeck©, a platform that celebrates the state of oneness of tweeting, chatting, streaming and talking on your headset while driving. It’s a new twist on old tradition, offering unprecedented ability to be fully centered while multitasking.

3. Entertainment as the most important element in social media or web content. I’ll drop the sarcasm for a moment. This Lear Center presentation: makes a great case on the primacy of entertainment. As an aside, this is something that you, Mario, clearly, have tapped into.

How do you bring ideas to life?

Seriously, over the last few years, I’ve learned the value in beginning with bite-sized, manageable, projects. It’s a great way to prove concept, build stakeholder buy-in, and identify issues or challenges.

I came to this while building co-promotional relationships with external partners. There’s no better way to assess a prospective partner than take a trial run, and see what happens when you encounter the inevitable challenges of starting something new.

What is one mistake that you made, and what did you learn from it?

My biggest mistakes have resulted from not listening actively enough, and pushing forward on a course that made absolute sense to me. I spent a lot of time in agencies, where rapid ideation, strategy and action are valued – and, for the most part, a tendency toward action plays well as long as you’re aligned with the client contact.

When I went to work within a corporation, gaining consensus and buy-in across functions became crucial. And, in fact, my agency client contacts probably were managing those issues, as I was off tilting at windmills.

If you want to get the right people on the bus, you need buy-in, which requires active listening. Granted, you’ll often encounter program dilution, but you dramatically increase the odds of getting the bus out of the parking lot. Actually, for a year early in my career, I sold buses to school districts throughout the state of Washington — so you can consider my perspective on getting people on the bus as directly from the source.

What is one business idea that you’re willing to give away to our readers?

I’ve already disclosed Second Thought, the marketplace for repurchasing rights to online content that threatens to muddy your reputation . . .

What can you recommend to traditional media practitioners who are playing catch-up to technology?

Keep your chin up and find ways to get more engaged. Media has come a long way, but it continues to change. It’s not going to just stop and let you catch up. So you might as well find a way to step into the stream.

At the same time, don’t give up on your strengths.  Strategic content remains important in Web print and video venues.  The same can be said about strategic promotion in areas like mobile.

Also, I expect the ability to produce or manage creative, strategic content will re-gain currency as traditional media declines — my bet is that web-media consumers will miss both the authority and entertainment we currently take for granted with old media.

Which is not to say that old media will make a comeback. Rather, consumers will gravitate to online sources that feature strategy, review and vetting by critical gatekeepers. We’re currently at a point at which anyone can say anything, anytime. And, unfortunately, they do. Look for a comeback of well-developed content.

Contact

503-539-5158

jim@jz-communications.com

http://www.linkedin.com/in/jimzahniser