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“The more identities a man has, the more they express the person they conceal.”
―
John le Carré, Tinker, Tailor, Soldier, Spy
==============
“Dr. Watson’s summary list of Sherlock Holmes’s strengths and weaknesses:
Knowledge of Literature: Nil.
Knowledge of Philosophy: Nil.
Knowledge of Astronomy: Nil.
Knowledge of Politics: Feeble.
Knowledge of Botany: Variable. Well up in belladonna, opium, and poisons generally. Knows nothing of practical gardening.
Knowledge of Geology: Practical but limited. Tells at a glance different soils from each other. After walks has shown me splashes upon his trousers, and told me by their colour and consistence in what part of London he had received them.
Knowledge of Chemistry: Profound.
Knowledge of Anatomy: Accurate but unsystematic.
Knowledge of Sensational Literature: Immense. He appears to know every detail of every horror perpetrated in the century.
Plays the violin well.
Is an expert singlestick player, boxer, and swordsman.
Has a good practical knowledge of British law.”
―
Arthur Conan Doyle <A Study in Scarlet>
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So.

I am not sure if it is that I am of an age where my experiences have become varied enough that I chafe on being slotted in some form of ‘what you do’ or if I am of an age where many of the people I know get frustrated that they are demanded to define themselves, careerwise, in some simplistic way.
All that said.
I found myself in an odd alternative universe writing a core “here is why I have created this site and initiative” for someone I respect … and it was written for him but easily expressed my own situation.
After I sent him what I had scribbled I went back and I replaced his field with mine and … well … I found I was writing about my frustrations were which his … as well as a number of people I know:
====================
This site is borne of my frustration with explaining I am more than an advertising guy.
This site is borne of a belief that there is a community of advertising guys/gals who not only know they are more than advertising people but they also know they would like to use the skills they have in a business world which they see as needing what they have to offer.
This site is borne of what I know to be true – many of us are not simply advertising people, we are tinkers, tailors, soldiers & spies … all in one.
For some of us it gets frustrating to explain just because I have my MBA and am an experienced advertising guy that I am more than just that.

I get frustrated when my degree defines me.
I get frustrated when my industry experience label defines what my skills are.
I get frustrated that what I do, or have tangibly done, defines what I am capable of.
I get frustrated because I know how to ask the hard questions which often offer the hardest answers – the right things to do <which I believe businesses are desperate for this skill>.
I get frustrated because I know that “the truth is” is rarely the truth and I know that truths are often misty and multiple, like ghosts.
I get frustrated because I know all that I just wrote is a reflection of a thinking skill, a problem solving skill, a business skill and not just an advertising skill.
I get frustrated because I am more than an advertising guy and I know many people are frustrated by being slotted so simplistically.
To me, the world is too quick to define people and their skills in a simplistic way — simplistically by what they do <on the surface> and what specific skills they have acquired. People are often more complex than the labels they carry along with them and skills are often more translatable, with surprisingly positive outcomes, than many people are willing to think about.
It is our own fault because we have bludgeoned it into everyone’s head that everyone has to be a specialist or have some specific skill and, therefore, if you cannot simply define your specialty or skill you are … well … of less worth than someone who can.
That is, frankly, silly if not ludicrous.
Here is what I know.
I am more than an advertising guy. I am a tinker, tailor soldier and spy.
And I am building a community of likeminded people with a desire to go beyond simply being defined by the degree they earned and what labels people put on them to reach out into a business world, which may not know they need our skills at the moment, and show them there is a group of overlooked people who have skills to offer which businesses can benefit from.
============
tin·ker
ˈtiNGkər/
noun: tinker; plural noun: tinkers
1.
(especially in former times) a person who travels from place to place mending metal utensils as a way of making a living.
a person who makes minor mechanical repairs, especially on a variety of appliances and apparatuses, usually for a living.
2.
an act of attempting to repair something.
tai·lor
ˈtālər/
noun: tailor; plural noun: tailors
1.
a person whose occupation is making fitted clothes such as suits, pants, and jackets to fit individual customers.
Soldier
Noun
A soldier is one who fights as part of an organised, land based, sea based and air based armed force.
spy
spī/
noun: spy; plural noun: spies

1.
a person who secretly collects and reports information on the activities, movements, and plans of an enemy or competitor.
=============
Sigh.
I am fairly sure I am not in the majority in that the bulk of the world tends to acquire specific skills but I do believe the majority of generalists get unfairly squeezed into some incredibly uncomfortable boxes simply because the world just doesn’t seem to believe a generalist has the same value as a specialist.
It is frustrating.
To be clear … a qualified generalist doesn’t claim to be able to do everything.
I am not qualified to be a CFO <although I understand what CFOs do and what they say>.
I am not qualified to be some social media strategist <although I understand what they do and what they say>.
I am not qualified to … well … you get the point.
But from a generalist perspective I am qualified to talk about effective marketing, advertising and communications in any industry <even if I have never worked specifically in that industry>.
But from a generalist perspective I am qualified to talk about effective company vision, objectives, strategies and how to grow sales & retention in any industry <even if I have never worked specifically in that industry>.
But from a generalist perspective I am qualified to talk about positioning products & services, behavioral economics, the emotional & functional reasons people do things as well as using those things in making the hard business decisions which guide businesses toward success in any industry <even if I have never worked specifically in that industry>.
But from a generalist perspective I am qualified to dabble in almost any topic in any industry on any issue and use that ‘dabbling’ to make some relevant points based on some seemingly disparate type knowledge.
===============
“You know about fixing cars, you’re athletic, and you know when to shut up.”
“That last one isn’t a skill.”
“Honey, trust me. It’s a skill.”
―
Simone Elkeles

============
Anyway.
Tinker tailor soldier spy.
I like that title.
A little bit of this in a lot of ‘that.’
I am tinker, tailor, soldier & spy.



mechanic shops, retail stores, supermarkets, numerous hotels/motels/inns and bars & restaurants.
“abandon all hope, ye who enter here” — the American entrance says “this way to something better.”





Well. I have written several times about how businesses fear doing what it truly takes to survive <for some good reasons & some bad reasons>. I was reminded of this because I just saw an article that said “GE is broken. Fixing it will be long & difficult.”
In general I believe most companies and businesses are pretty good at assessing their situation in the marketplace. I, for one, have been in a number of those types of meetings where everyone sits down and honestly assesses the difficult position they are in. In other words, you can see the hole you are in or heading into.
clearly a “burning the city” type of person. I am quite fine with destroying to create <not just destroying for the sake of destroying>.
Let’s get the harsh truth out upfront. I am a 50something and I believe the older generation, mostly old white men, hollowed out business to the shithole point we face today.




In today’s world we seem to get caught up in the everyday grind of the story of the day. And, yes, most stories don’t reflect the best version of people & society.
darkness that there are many who are seeking light.
mind>.
That is a bigger thought than just a wacky tv show.
I think people would be willing to buy discount dreams and discounted rainbows. What I mean by that is people would be willing to set aside the ‘big’ dreams and maybe pick up someone else’s that have been discarded … and they still look pretty good to reality.

I write a lot.
things. In fact … I never get tired of rearranging let alone thinking. I would do it 24/7 if I didn’t have to sleep.
amusement standards. Ads are not written to entertain. When they do, those entertainment seekers are little likely to be the people whom you want. That is one of the greatest advertising faults. Ad writers abandon their parts. You can never forget you are salespeople, not a performer.

Some people shout.
two perceptions: Perceived Cost and Perceived Benefit. To be clear, the cost of something is not just money. Cost is the receipt of something negative or the release of something positive whereas Benefit is the release of something negative or the receipt of something positive.

opening quote is awesome <although, geologically speaking, it may not be truly accurate>.
what you are supposed to do really matters <a lot>.

I will ignore the tweets … entertaining but absurd.
executive orders, some cutting back on regulations, maybe taking some, what they would consider, unnecessary pieces out so the engine can run a little more effectively.

I hire managers to manage tactics … I hire leaders to share a vision. A transactional leader is a tactical leader.
I say that because while I am as detailed as possible with regard to how to fix the hollow presidency’s arc of behavior I remain concerned that the president, a self proclaimed successful business person, shows little signs he understands basic leadership behavior <and attitudes>. I admit … while I sensed his early on I never expected him to be this inept at basic leadership skills.
and only one, thing truly matters – will President Trump ever permit his mind to be enlightened. For that is the path out of the darkness that his administration tries to convince us we all live in as well as some of the darker more ignorant & naïve aspects of the current administration’s behavior.

view as having done nothing.
