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If you’re like me, you have to “Evolve It” before you can “Crush It.” I was amused and full of pride when I recently accepted the honor of being named one of the top Chief Marketing Officers on Twitter by Social Media Magazine.
Fortunately, it was the one in a string of what some who know me would call unpredictable accomplishments.
A few of the other milestones?
A global wireless analyst firm named my employer the early leader in mobile marketing in part because of my work conceiving and leading the execution of an accelerated rebranding effort. We also won consecutive annual pioneer awards from CTIA — The Wireless Association.
My previous employer was named No. 20 on the prestigious Wired 40 list of most innovative companies on Earth, in part because I drove a repositioning of the 10-year-old company from a 1-percent share player in online search to the pioneer in mobile media.
So where is the evolution part of the story? You’ve heard the “after,” so here’s the “before.”
I spent the first dozen years of my professional life reporting on sports. I was on the baseline during the Lakers’ Showtime days, on the 50-yard-line for the Super Bowl, present for World Series heroics and there when Mike Tyson was pummeling kittens masquerading as contenders.
In those days, my dad often reminded me to enjoy the ride because “one day you will have to work for a living.” That day came when my then-employer, United Press International, whittled the writing staff from 800 to 80, and it was time for me to identify a transferable skill.
It turned out to be my ability to write that led to more than a decade in the ad and PR agency world.
But the evolving was only beginning.
It was in 2002 that my present incarnation began to take shape.
My then-employer purchased a PR firm whose client list was made up exclusively of tech companies. Naturally, I was asked by our largest new client about my PR tech experience. It was a short conversation since I didn’t have any. That client didn’t like the forced marriage, and ultimately, took the account elsewhere.
Ironically, personal technology became my passion and my profession. What’s funny is my core skill – writing – is now more in demand than ever. Back before Al Gore (claimed to have) invented the Internet, I wrote on deadline. I had to think, inquire, process and write, all in space of mere minutes.
That’s the world we live in now with social networks, 24-hour news cycles and more opportunities to get your word and name out there than one ever could’ve imagined.
If one were to ask for advice, I’d offer the following:
• Learn to write or perhaps seek ways to refine your skills.
• Determine your passion, and chart a path to become an expert.
• Consume news in real time and get to where you instinctively have a point of view that can be spread.
• As Gary Vaynerchuk wrote in “Crush It,” don’t let your day duties prevent you from working on your brand in off-hours.
• Build a body of work that will help you land additional opportunities.
• Think creatively. While you may not want to commit to a blog, seek ways to contribute – comment on other posts, do a podcast, do guest writing, etc.
• Learn from the experts.
• Don’t think you’ve ever finished learning.
• Reinvention is only intimidating if you let it be.
• Websites don’t need to cost thousands. There are tremendous templates that do the job for an affordable price.
• Stay active. If Twitter is your calling, connect on planes, mobile and iPads.
• Embrace your personal evolution.
I hardly believe my evolution is over. That is the most fun part of all.
Jeff Hasen is chief marketing officer at mobile marketing leader Hipcricket. He is a frequent speaker and author on critical touchpoints for brands he calls “Moments of Trust,” as well as two more of his passions — personal technology and marketing via the mobile device, which is forever changing the way brands and consumers interact and mutually benefit. More at jeffhasen.com or you can follow him on Twitter via @jeffhasen.
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