A born creator,  Brianne Burrowes’  favorite childhood picture is an image of herself holding chunky crayons to a granular coloring book page. With her hair in pigtails and six-year-old chub tucked into turquoise overalls, she had a personal style that made her a fashionista before she knew it was the cool thing to do.

Brianne hails from Polson, a tiny lake town in northwest Montana. While growing up she fantasized of the days she would make the final call on editorial content, nestle ads among the most ideal copy and dream up the covers that arrive in the mail boxes of thousands of readers multiple times a year. Little did she know that chance would come at age 22.

As the editor-in-chief of the Montanan, the alumni magazine at The University of Montana, Brianne loves producing packages about the most successful alums the university has to offer. After all, she believes it’s not only what you know, but who you know. And she finds Montana connections everywhere …

Brianne Burrowes is a firm believer in finding your passion – whatever it is that consumes someone to the point of all-nighters and taking big risks – and then acting on one’s instincts. It was these qualities, after all, that brought her where she is today. Her next goal in life (aside from driving a stock car just for the fun of it) is to create content and write marketing-driven copy for Web sites. Oh, and passes to Mercedes-Benz Fashion week – spring and fall – is not far down the list either. Care to join her?

What are you working on right now?

I have so many projects in progress that it’s hard to pick just one. Right now I’m most excited about an initiative I’m working to launch with the spring issue. It’s called, “Experience the Montanan Beyond the Pages of the Magazine.” While I love tightly edited stories, printing the most elite of a batch of photos and producing content that I hope our readers can’t help but read without putting down, I feel there is so much more potential.

One of my favorite aspects of the magazine is connecting the Montanan’s 78,000 readers to other alums, with a background very similar to their own. One of these alums is now the chair and CEO of the Academy of Television Arts & Sciences, another is the bassist of Pearl Jam and yet another serves as deputy chief of staff for President Barack Obama. I want to inspire our readers and show them other alums who are out there making their dreams reality.

Through my efforts to inspire, I am discovering more and more alums out there working on just as exciting opportunities. However, because of budget constraints, we don’t have enough pages in the magazine to include everyone’s stories. That is why I am so interested in launching this campaign that not only includes bonus Q & A editorial content, exclusive slideshows and Web exclusive digital shorts, but also highlights other alums we normally couldn’t fit in the magazine as they work their magic and spin their dreams into reality. I’m a big believer in not just telling a story, but showing someone a story. By doing this I hope not to create just a Web site with more online content that’s thrown up to keep pace with the competition, but to nurture a community where alums can inspire one another, reminisce about UM, network and find the commonality in all of us that can help, ultimately, make each one of our dream’s come true.

What are three trends that excite you?

1) iPad

While I know the iPad has received a lot of criticism since its launch less than a month ago, the innovative opportunities that exist on it astound me. I remember when the iPod came out none of my friends could believe they could carry their CD collection around in their pockets. Now, as a woman who has loved magazines since my mom purchased my first issue of Seventeen in sixth grade, I feel butterflies in my stomach even thinking that I could carry around a year’s worth of Vogue, Cosmo, Marie Claire and Harper’s Bazaar – in my purse. As someone who forgets the specifics, but remembers the cover of the magazine an article was in, this is invaluable.

In addition, I was blown away by the video Time Inc. created showing what a tablet version of Sports Illustrated would be capable of producing for readers. With an iPad, a magazine can literally come to life. You can read it, watch videos and interact in a community. It’s an editor’s dream come true.

2) Flip video cameras

Last September the executive vice president of the university posed a challenge to my co-workers and me. He said that while many students knew we had a university president, not many were familiar with him. How could we approach this opportunity to connect UM’s students with their president in a bigger way? The next week I pitched an idea. “Let’s put UM’s president on YouTube in an exclusive series where he speaks to students directly. We can pivot off President Obama’s weekly YouTube addresses, but spice them up with a little editing to make him even more relatable and interactive,” I said. I don’t think I took a breath the whole time I spoke (as is often the case when I get really excited about an idea), but my boss was willing to take a risk with the idea. He told me to find a way to make the series happen.

This idea never would have been possible without the invention of a Flip camera. (Ok, we would have found another way … but because of the Flip, it was a lot easier.) They’re cheap. They film in HD. They’re unobtrusive, and the best thing is, they have a USB port that flips out and plugs directly into your computer. They make video on the fly a reality. And in today’s world, when we all have a constant need to be and feel connected, it’s imperative to have one. Mine is always in my purse.

3) The Influence of the Tweet

Ashton Kutcher has more than 4.5 million Twitter disciples. Kim Kardashian has nearly 3 million. (Oprah is only slightly beating her at this point with 3.1 million. Let that sink in a minute.) While it’s not a new phenomenon for the power of celebrity to sell a product and promote a lifestyle, the way it’s now taking shape is like nothing we ever could have imagined just a few years ago. My favorite aspect of Twitter, and this may sound odd coming from someone in the media industry, is that it takes the power out of the press and into the mouth (or tweet) of the person giving that message. With the onset of Twitter, it’s no longer necessary to get celebrity news off of E! Why do that when all they show on their screen crawler now is a ticker of John Mayer’s tweets? I can subscribe to those directly. How did I find out about the earthquake in Haiti? Twitter. And how did a revolution gain momentum under an oppressive regime in Iran? Yes, again with the power of tweets.

While even writing this now feels outdated (as I know something new is most likely in development) the way we are thinking is changing. Media (and the fundamental shift of live accounts versus reporting) is shifting faster than we can keep pace with. I can’t think of anything more exciting, challenging or full of opportunity than bringing power back to where it belongs – the people. That said, it’s also time for media to raise the bar. I see traditional reporting outlets render themselves useless by reporting on social media. It’s time to innovate rather than let technology make reporting obsolete.

How do you bring ideas to life?

I am most fulfilled when an idea grows from a thought to something tangible. It gets me more excited than anything. While I’m very organized, I used to write my ideas down on sticky notes. They would blanket everything and often times I would find some of my best concepts nestled inside the pockets of last season’s purse. A friend of mine introduced me to Moleskine journals. I like the smaller ones that come in shades of lime green and pink. I can throw two to four of them in my purse. I have one for work and another for my personal life. Now, whenever I get an idea I write it down and check it off once it becomes reality. Not only is it personally rewarding to see all I’ve accomplished listed out, but after time it starts to reveal to me the thought patterns of how I think and develop ideas, which has benefited me even more.

That said, the biggest part of bringing an idea to life (after you learn how to not lose it … ) is to just sit down and make it happen. Buy a domain name. Go buy a book on the subject. Use Google to your advantage and find out everything you can on the topic. Take small steps to make it happen, use technology to help you promote it and be tireless and relentless in the pursuit of your passion. If it’s something that consumes you from when you’re brushing your teeth to meeting friends for drinks, it’s worth doing. If you have a passion and an idea, you already have everything you need to realize your dream as a reality. Technology has leveled the playing field in a way nothing else has. Take advantage of it, and make your dream come true.

What is the best advice you’ve ever been given?

Find your true passion. Pursue it until you have nothing in you. My boss told me I am capable of more than even I know. That statement hasn’t left my psyche, not only because it shocked me, but because he’s right. Keep following your passion with persistence and without abandon. Then still don’t stop. Network like your life depends on it. (It does.) And always, always follow your gut. And never forget to dress for who you want to be. When you play the part, you act the part, and others will take notice.

Is it true you like fashion and NASCAR?

Although it would probably make Vogue editor-in-chief Anna Wintour shudder under her five pounds of fat, yes, sparkly jackets as well as the smell of burnt rubber fascinate me. But before you start formulating some quirky response in your head about hicks and heels, let me explain.

When a celebrity walks down the red carpet she will tell you the labels adorning her body from head to toe. This is no different than a NASCAR driver thanking the sponsors from bumper to spoiler during a post-race interview. It’s about the thrill of each (finding the best butt-hugging jeans or seeing my favorite driver win after someone is spun out in front of him), but it’s also about the brand, and more importantly, the business behind the brand. How does a winning driver affect the sales of a beer company? How is it that the hottest 20-something starlet can strut down the media line of a premiere and wait-list an Hervé Legér dress for six months? This is what fascinates me about marketing, media and our culture. And while no one has quite “figured” me out, I feel a diverse grouping of interests sets me apart from the competition. Find yours. Now. What are you waiting for?

Connect

Peruse Brianne Burrowes’ Blog: www.20somethingfashionista.com

Visit Brianne Burrowes’ Site: www.brianneburrowes.com

Connect With Brianne Burrowes: www.linkedin.com/in/brianneburrowes

Follow My Tweets: @brianneburrowes

Watch The YouTube Videos: www.youtube.com/UniversityOfMontana

Owen Gue is president of The Cycling House, an all-inclusive training destination for cyclists and triathletes.  Owen is from Missoula, MT where he spends the summer and fall then migrates south to Tucson, AZ where he operates The Cycling House.  Owen was introduced to cycling at a young age through his dad. They would ride mountain bikes in the mountains near their home in Missoula, MT. Although his main focus when he was younger was skiing, cycling was always a close second and soon took over the primary position in his athletic endeavors. For his 8th grade graduation gift his parents gave him his first road bike and Owen spent his life savings (a very meager amount) on fixing it up to be race worthy. From the age of 18 to 22 he raced road bikes at the elite level then decided to quit racing focus on pursuing his dreams of creating a business where he could be active, travel, have fun and help people achieve their athletic goals.  He’s a college dropout who likes to surf and be outside.

What are you working on right now?

Right now I’m working on the upcoming season at The Cycling House. Our first camp starts in the beginning of January and we’ll be going non-stop until the end of April. It’s really exciting because every camp brings new challenges and I try to prepare for what’s to come.  We just finished up the final touches of our new website which has been great but also takes time to work out all of the kinks.  I’m also working on planning great backcountry skiing trip in Montana that I’m going on during Christmas.

3 Trends that excite you?

Fitness, Outdoor and Food.

First of all, the fitness trend is something that excites me because it’s such a great thing for so many reasons. More people then ever are out running, cycling, hiking, swimming, or just walking. It’s been great for myself and my business but also great for our country as a whole. I think that people are happier and less stressed when they exercise or just get outside and breathe. I want to help perpetuate this trend

The outdoor trend is also very exciting for me. It directly relates to my business in basically every area. Outdoor equipment, apparel and tools always seem to be evolving which is really cool to see. I think outdoor vacation getaways are something that we’ll see a lot more of in the future too.  I feel that there are some many good people in the outdoor industry and it’s been good for me to be able to surround my self with such solid folks who want to do good in the world.

This is no new trend that’s for sure but I love good food and I think that most people out there feel the same way.  Health and wellness is a direct result of what we put in our bodies and I’ve put a real emphasis on this at The Cycling House.  In Montana, I grew up with garden fresh vegetables, clean and lean red meat from elk, deer and buffalo, eggs from my moms chickens, etc. I think that it’s important for people to know that eating a healthy, balanced diet doesn’t mean you have to be a vegan monk, but it can be really tasty.

How do you bring ideas to life?

I think most of my ideas have come to be while being outside doing something active. My mind is 10 times sharper when I’m not cooped up inside an office.  If I’m really excited about this idea then I’ll start writing down notes because I usually come up with so many different scenarios my head can’t handle all of it at once. I have really great mentors in my life and I then take the idea to them to get their take on it. If I know that the people that I really respect in my life are behind me then I’ll take it to the next step.  I try to be methodical about any new ideas I pursue. A pros and cons list is always helpful.  I think the most important thing that I need when bringing an idea to life is be excited about it… Feeling stoked.  If you have some serious motivation then there really isn’t anything that can stop you.

Is your background in business or have you ever had any other businesses?

Well, I dropped out of the University of Montana when I was 20.  I had started a fair trade, organic coffee company with a close friend and was also working on the creation of The Cycling House. I was in school in hopes of getting an MBA but I found out pretty quickly that I wanted to do things right then, and not wait for a piece of paper.  I think higher education is so important but it has to be for the right reasons.  When I was 11, my brother and I (with the help of my parents) started a sno-cone business. We drove around a old mail jeep and sold sno-cones to kids in the neighborhood for $1.  I could actually see myself going back to do that today. (laugh)

What are you into other then working on your business?

I’m pretty happy because sometimes I don’t know whether I’m working of playing.  When I’m not working on Cycling House stuff I like being outside. In the summer, my friends and I will try to hike a peak a week in Montana.  I love mountain biking too and trail running is something I’m getting into more and more.  I learned how to surf when I was 18 while living on the island of Maui and that sport has really sucked me in.  I go to California often and have taken trip to SE Asia and Central America.  I like a good beer but a good cup of coffee is more important.

Contact

A great way to stay up to speed with what I’m doing is the news section of our site:

http://www.thecyclinghouse.com/news/

I can be contacted at Owen@thecyclinghouse.com

Dr. Mohr is a Regents Professor, the Jeff and Martha Hamilton Distinguished Faculty Fellow and Professor of Marketing in the School of Business Administration at the University of Montana-Missoula.  She received her Ph.D. in Marketing from the University of Wisconsin-Madison (1989). Prior to joining the University of Montana in the Fall of 1997, Dr. Mohr was an assistant professor at the University of Colorado, Boulder (1989-1997).  Before beginning her academic career, she worked in Silicon Valley in the advertising area for both Hewlett Packard’s Personal Computer Group and TeleVideo Systems.

The winner of numerous teaching awards, including the 2008 Outstanding Marketing Teacher Award (presented by the Academy of Marketing Science), the 2005 Carnegie Foundation for the Advancement of Teaching “Montana Professor of the Year,” she also received the Most Inspirational Teacher of the Year Award at the University of Montana in 2002, voted on by graduating seniors.

An innovator in the field of marketing high-technology products and services, Mohr has achieved international acclaim for Marketing of High-Technology Products and Innovations (co-authored with Sanjit Sengupta and Stanley Slater), a textbook that has become the work of choice in business schools at colleges and universities worldwide, as well as for private industry managers in company training sessions. In addition, her book has resulted in invitations for her to teach at a number of other universities, including the University of Bern (Switzerland), the Scuole Superiore Sant’ Anna (Pisa, Italy), the Indian School of Business (Hyderabad), Ecole de Management (Grenoble, France), and the Drucker School of Management (Claremont Graduate University).  She has also served as a keynote speaker at a number of technology industry association meetings.

Dr. Mohr’s research has received national awards, and has been published in the Journal of Marketing, the Strategic Management Journal, the Journal of the Academy of Marketing Science, the Journal of Product & Innovation Management, the Journal of Public Policy and Marketing, the Journal of Retailing, the Journal of High Technology Management Research, California Management Review, Marketing Management, and Computer Reseller News. 

Dr. Mohr has also consulted with a range of high-tech companies on marketing issues, including large corporations such as Fujitsu and Level 3 Communications, and smaller start-ups.

She engages in professional and community service in a variety of domains, including serving on the editorial review board of the Journal of the Academy of Marketing Science, volunteering as a writing coach at a local high-school, and assisting with strategic planning for the university, among other things.

In her spare time, she enjoys many outdoor activities with her active family:  Michael, Willy (age 16), and Claire (age 13).

What are you working on right now?

Given that we just completed the third edition of our book, Sanjit, Stan, and I are working to spin off a few papers from some of the book’s newest contributions.  For example, we are working on an nuanced approach to technology outsourcing that effectively manages the risks/rewards involved; and a second paper examines how technology companies are solving global problems in base-of-the-pyramid markets (such as poverty and healthcare in developing countries).  

I’m also re-vamping both my Principles of Marketing course and my High-Technology Marketing course to cover some of the latest trends, such as location-based marketing (combining mobile technologies and sales promotions), a renewed interest in antitrust enforcement by the Obama administration and the implications for business strategies, cloud computing, and energy/automotive technologies.  

Time permitting, I’d like to do more on-line marketing for our book, including a Google AdWords account, some Web 2.0 “stuff” (including an entry on wikipedia and a blog on our Website www.markethightech.net), etc.

3 Trends that excite you?

Sorry,  I have 5 trends that excite me:  

Technology transfer in the university, bridging the gap between technology innovation and business/marketing strategies/commercialization.  

Web 3.0, including the semantic Web, mobile computing, and enhanced (e.g., fourth-generation) telecommunications networks

Base-of-the-pyramid markets, and market-based approaches to solving problems associated with poverty in developing countries (including corporate social responsibility initiatives, social and environmental entrepreneurship) 

Companies’ development of sustainable (in environmental terms) business strategies (both product offerings and business operations).  

Biomimicry as a source of sustainable innovation.

How do you bring ideas to life?

I struggle with time management.  In addition to having too many irons in the fire and demands on my time, I find that in order to make progress in any one domain, I have to be totally immersed.  So, the long and short is:  I don’t know that I have any productivity insights except to focus, focus, focus and say “no” to maintain quality and focus in the endeavors one undertakes.

What are some tips to successful high-technology marketing?

Successful marketing for high-technology products and innovations is more complicated that successful marketing for more traditional goods and services.  The industry context for many technology-related companies is characterized by:  a high rate of obsolescence, high R&D expenditures, competition arising from unknown start-ups, customers who aren’t convinced that new technology will actually add value to their lives, and other myriad complicating factors.  In light of this, high-tech marketers are concerned not only with standard marketing issues such as appropriate segmentation, targeting, and positioning, but also strategic decisions surrounding:

• Development of the eco-system surrounding the customer experience of the technology-related product – this includes prioritizing possible partners who can provide complementary products (e.g., independent software vendors for apps) as well as partnering with possible competitors to establish industry standards for interoperability of various hardware and software models
• Decisions regarding open source versus “walled garden” approaches to development, with pros and cons associated with either course of action
• Rapid development of an installed base of customers in order to create value for users (when other customers are key to the value received from the technology as in the case of social networks, multi-player games, and other technology that relies on communication and connectivity among users), to develop barriers to entry for competitors, to develop a revenue stream, and to create an incentive for independent developers.

These are myriad other issues are discussed in our book, Marketing of High-Technology Products & Innovations (2010, Prentice Hall Business Publishing).  The book provides a platform for “best practices high-technology marketing” and draws extensively on well-known experts (such as Geoffrey Moore, Chris Anderson, and others) in its development; for more information see www.markethightech.net.

What motivates you?

I am intellectually curious and like to tackle new issues/problems.  I don’t want to become stale.  I want to make a contribution.

Connect

UM Business School Faculty Page

Marketing of High Technology Products and Innovations

LinkedIn

Twitter