Archive for the ‘learning’ category

Interview with Preston Kelly Ad Agency Owner Chuck Kelly

Posted by Andrew_Cox

Wednesday, August 4th, 2010

Preston Kelly Agency is an independent full-service agency focused on creating “iconic” ideas for the brands they work on.  They are located in North East Minneapolis, Minnesota.  I sat down with owner Chuck Kelly to ask him about running a business, future trends in advertising, and managing employees.

Did you know you wanted to go into advertising when you began your career?

I had no idea.  I knew I liked communications but I had never been to an ad agency before grad school and knew very little about the industry.  After graduating and looking for jobs I got an interview at an agency and thought I would give it a shot.  I got the job, it was as a copywriter, and I learned a lot but I also learned that being a copywriter wouldn’t be the best use of my skill set and then I got into account management.

What has been one of the biggest challenges running the company?

A big challenge is never take anything for granted.  Never assume anything is going to happen.  Never assume anything about your clients.  You have to work just as hard in your fifth year as you do on day one.

When you first joined the agency did you have any pre-conceived notions that proved wrong immediately?

I wasn’t a student of advertising.   People today are much more serious about advertising and study it much more than I did when I started.  One of the things I did learn early on, and its still true today, is pay attention to what is going on in the world.  What are the current trends and what isn’t a trend anymore?  Being aware of the world and culture.  Something that was confirmed to me early on and it is still true today.  There are so many changes in social marketing and sometimes the changes are overnight.  So I didn’t have a lot of pre-conceived notions but something I came to like right away about advertising was that you could get things done fairly quickly, it made you think, you had the opportunity to work with smart people who confront problems in different ways.  For example the way a media person looks at a problem is very different from where a planner or a pr person looks at it.  There are many different perspectives and they are all smart ideas and you have to be brought together to make a great idea out of something.  You’re never in a room with people that think exactly the same way and that, for me, is very stimulating.  You never get into a habit of thinking a certain way.  Most problems typically are different and you have to approach it differently.  That also means not working with the same people on every project and you are exposed to many different perspectives that all help you get better solutions.

You mentioned not being a student of advertising.  In today’s world many people believe you need a specific degree for a specific job.  Looking at advertising today, how important do you think it is for someone to have a specific degree in advertising?

There are certainly benefits to having an advertising degree but having a psychology degree where you look at how the mind works and how people make decisions, those types of disciplines aren’t always emphasized in an advertising curriculum but are very important.  Having an advertising degree is certainly important and has contributed to a lot of people’s success but I also think that the broader your education, oftentimes, the better off you are.

So having a degree of some kind is important?

I agree.  I think you need to go through the formal education process.  There is some maturation that occurs during the process and there are things you learn about people and the world and I think more times than not, nearly all times, there is value in the degree.  That doesn’t mean it has to be in a very specific discipline but something that helps sharpen your critical thinking and forces you to learn.  Learning is so important.  In this business, you should be learning something everyday.  Maybe it’s about a new product or something about a new clients business but you need to be learning everyday.  When you start to do things because that’s how you did it in the past or because you have done it that way before then you become stagnant and you’ve lost your passion for the business and your passion for the business and soon you won’t have a job in the business.

What do you do to relive stress?  How do you balance your work/life balance?

I find exercise is helpful on a nearly daily basis.  It works for me physically and emotionally.  There is a purging process that occurs so I think it is very important.  Also, spending some time with people who are not in the business, maybe on the weekends, because it helps you get away from it sometimes.  Otherwise it is very easy to spend all your time in the business.  In my case, work/life balance is very important because my children are grown up so I no longer have the structure of raising children so it is easier to focus on business all the time.   I also enjoy golf in the summer because it gets me outside and it can also be used as a business tool.

As the agency grows and you add more people, have you found it difficult to manage the culture?  How do you make sure you preserve it?

It hasn’t been difficult because our people are the culture and we haven’t grown to the level where we have more new people than experienced people.  Our culture is the product of everybody who is here.  They like the culture and want to sustain it so I think as the more experienced people teach the newer ones we aren’t losing anything because the people who are here don’t want to lose it so they make sure to preserve it and help build it.

Do you have a vision of how you would like to see the agency a year from now?  What about five or ten years from now?

Three to five years ago I would have said yes and here it is.  That isn’t the case today.  We are focused on growth still but agencies are evolving so fast with social and digital marketing.  All I can say with certainty is it will be a much different agency in five years than it is today.  We will be much more digitally and socially driven.   Exactly how or where, I don’t know because that world keeps redefining itself.  Will we have an emphasis in it and will it be our primary way of communicating our client’s messages?  Yes it will.  So to do that it means we are hiring people that are digitally savvy but still strategic.  The thing that isn’t changing, the core of our business, is ideas.  That continues to be what we do.  How we express them is changing really fast.  We will focus on iconic ideas but we will express them differently than we have in the past and we will grow our digital competencies to ensure that we are on the forefront of how best to do that.

Will there always be a place for traditional media?  Will Billboards and TV commercials disappear?

No.  People watch more TV now than they ever have.  But if you listen to people in certain circles TV is dead.  People will continue to listen to the radio in their cars.

Facebook and Twitter aren’t going to replace TV and become the end all be all?

No.  They traditional methods aren’t going to go away, they might become more splintered, but they will be enhanced by other mediums.

Why do clients choose Kelly Preston?

They don’t believe their brand has any distinction in the marketplace.  There is nothing that stands out with consumers.  They know they need that to be successful, they’re frustrated with not having it in the past, and most likely, their business is changing and one thing they need to do is have an identity and they will say I need to have an iconic idea.  An iconic idea creates a brand, which is a business tool, which is hard to compete without it in most markets.

So something needs to be done to make a distinction between all the similar products in the market place.   I think about cereal or soap and they are all basically the same.   Why do you think most companies struggle with brand identity?

I think in many instances, the product comes before the need is defined.   Products are often brought to the market based on manufacturing capabilities versus market demand.   I’m generalizing here, but large companies will rigorously research market demand before they launch a new product, but it is very difficult without being innovative, without having iconic ideas it’s really hard to distinguish a brand from all the advertising you are exposed to everyday.  What makes you really listen to the message?  It has to be interesting.  It has to be told in an interesting way.  However oftentimes, to make something interesting, people don’t have the patience or don’t want to risk really innovating.

I think about a company like Apple, which is really good at marketing its products because it takes risks quite a bit with bold leaps and creates new markets it can dominate or redefines existing markets.  Speaking of risk, so many companies seek to reduce risk as much as possible.  How do you approach risk taking?

We understand that there is some risk we take with some of our ideas we bring to our clients but we don’t ever think risk is something that will bankrupt the brand or the business.  It is the type of risk where the downside is maintaining the status quo and the upside is huge potential for market dominance.   Some ideas are too risky for some clients so you always want to have another option that is a bit safer.  It is still a good idea but it might not have the potential to really elevate the brand to the top of the market.   Providing multiple options, the client will have greater confidence that we have thought it through, given alternatives, but they see, with their own eyes, here is one that has potential and here is one that has even greater potential.  A client has to see more than one idea, typically, to have confidence in that idea.

Is selling an idea to your clients a big part of your job?  Some of your clients are large, traditional companies not known for pushing the envelope with their advertising.  Is it difficult to persuade them the see the vision you have for their brand?

Clients change quickly.  The chief marketing officers change quickly.  There is a saying that says you don’t sell advertising, it is bought.  The high turnover rate shows what little regard there is for marketing from the perspective of the board and CEO.

What do you look for in potential employees?  Are there any similar characteristics that stick out?

People that we want to work with are curious, intelligent, not satisfied where they are, they want to learn, collaborators, believe in iconic ideas, and they are also the kind of people you would have a beer with.  They’re driven, but not consumed so there is balance in their lives.  We also look at their breadth and passion for conveying an idea in many different ways.   We want people who can convey information in many different ways.

If you won the lottery how would you do with your time?  Would you still work?

Money is a small thing in certain ways because if you’ve had a life where you’ve been engaged and thinking, you’ve been around stimulating people, to think that money will replace some of the most valuable things in your life, the exchange when interacting with smart people, it would have to be used in a way to improve the world we live in.  To do that would involve collaborating with a lot of people.  Giving back in someway to benefit people.  To go live on a yacht and check your portfolio everyday seems like a dull existence.   There is something that keeps me in this environment as long as it has.   In this business you live by your wits.  There isn’t a lot of technology that you can use as a crutch.  Its hard to leave that because its part of your life.

As a business owner, what advice would you give to someone starting a company?

You must have a lot of stamina.  You can have a solid business plan, very clear strategy and have everything in place but the intangible is the stamina and the commitment for making it happen.  The will to succeed is the most important thing and the only important thing to move a business forward and without that will and without that drive, all the plans and capital isn’t going to be utilized without the will.

What do you do when you can’t act?  How do you motivate yourself even when it feels like nothing has gone right?

The belief in the organization is huge for me.  Having a good partner is really important to bounce ideas off and think things through with and challenge one another but also be there for each other for support.

How important has it been that you and your partner have matching attributes?

You need to think about other perspectives so having other people who challenge you is really important.  But those people also have to have similar values.  That way you can have healthy debate where you get a better outcome.

What skill would you like to improve upon right now?

Networking.  It’s critically important in this business but it’s something I could always be better at.

Thank you very much.

My pleasure.

For more information about Preston Kelly check out their website here: http://www.prestonkelly.com/

INTEVIEW WITH iguide.traveler FOUNDER (PART I)

Posted by Andrew_Cox

Tuesday, July 27th, 2010

This is part 1 of an interview we did with the founder of iguide.traveler.  He requested his identity be kept secret because when he isn’t running his site, he is doing top-secret work for the government.  Just kidding.  Maybe.  Check out his website here: http://iguide.travel/

How did you get into this?

After I graduated college I got a government job.  It was decent pay, low maintenance and I had a little more freedom than a typical 9-5.

But I didn’t like the work and saved money for 3 years.  After I quit, I traveled.

After I returned to the U.S. I was an assistant teacher for a year while taking classes to become a teacher but I decided it wasn’t for me.

On starting his own website:

It takes a lot of work.  You need the idea and the execution.

It’s not about creating a completely new idea, its taking an existing idea and making it better.

My first website helped organizations customize their own pages where they could engage consumers in e-commerce.  I didn’t like marketing and pushing products on others though so I tossed a lot of ideas around just trying to figure out what I could do.

I enjoy travel and thought about how I could improve on existing travel sites so in April of 2007 I started iguide.

When I started, I just put up as much content as possible.  Then I started filtering to increase the quality and make sure the image and brand were strong as opposed to simply putting anything and everything on the site and then choosing the best stuff later.  It’s way more efficient to cull the best stuff from the beginning.  Quality always trumps quantity.

What does a typical workday look like for you?

The first year was fun because I was creating and doing something new.  The second and third years were hard because I was constantly working.  My life was jogging, sleeping and working.  I’d wake up and be thinking about the site immediately.

I made no money at first.  Then after the first year I made maybe $2K.  By the third year it was $30K and after that it was $100K.

In the beginning I was solely focused on making money but now I’m more interested in doing something good.

I still have to update the site, cash checks, and send invoices but for the most part it runs itself now.   The biggest thing is cashing checks.

I wake up naturally and I start working.  It actually isn’t that fun.  Most of my time is spent on web development.  It sucks when I try to force something to happen.  It’s like working for someone else at that point.

If I let the innovations drive it everyday then I can make if fun again.  If it’s a project with a challenge it’s much more fun and the quality of the work is much better.  I just can’t force it.  It’s more important to be learning than just working.

There was a point when I was in doubt and I thought I didn’t know what I was doing or what I was going to do.  It was October ‘08 and the financial crisis really set in and I was losing revenue and people weren’t visiting the site.

I naturally experimented a lot and I guess it just panned out.  I never planning on make a lot of money.

I mostly work at home.  I did the whole coffee shop thing for a while but it’s just easier to do my work at home.  It does get lonely.  I don’t get to go to an office and have friends there and get the social aspect of working.  That is something most people don’t think about.

I constantly wonder if I’m using the right advertisers.  Is the information still valuable to people?  Once people started emailing complaints about the site it was great because it meant people cared enough to comment and wanted it to improve.

You seem a bit hostile towards corporations.

The structure of work in the U.S. is more about jumping through hoops and navigating the politics of the organization.  I almost went to grad school and naively thought it would be great but as I applied and went though the interview process I realized it was no different and didn’t even want to bother starting the program.

I was a marketing major in undergrad.  I learned in school that it was up to the consumer to decide what they want to purchase but that isn’t true.  Businesses push their products on consumers even if they are unnecessary.  You wouldn’t believe some of the tactics they use to make money.

We need fewer products in the world, not more.    Advertisers use ecology, psychology and marketing magic to trick consumers.   For instance, why are we talking about getting cars with 60 miles a gallon?  We can’t keep building roads and constantly expanding cities.  If we have learned anything in the last two years it is that constant growth isn’t feasible.  We should be asking what comes after the car.

What is your current focus for the site?

I’m trying to grow the site and do it responsibly and add multiple languages.

I try to pull in the top quality content.  I check everything for bugs and make sure the articles and pictures are the highest quality.

I sometimes wonder if I should add employees?  Probably, within a year, but I want to make sure I’m ready.  I’m a visionary.  I have good ideas.  I’m not a leader and I’m not a perfect programmer.

I ask myself all the time how should I spend my time because its getting to the point where I might be able to spend more of it doing something else.  Maybe spend half the year working and the other half traveling.

I’d like to spend my time working on a greater world problem.  Maybe in a few years do something positive to make a difference in people’s lives.

Thank you for sharing some of your story with us.  Stay tuned for Part II coming soon!

4 Career Tips From A Media Consultant

Posted by Andrew_Cox

Monday, May 10th, 2010

I recently sat down with an online strategy consultant to ask her what she thought were some of the most important business lessons she has learned in her 25 years as a consultant. She gave me 4 major lessons anyone can apply in any job.

Reputation

It is so important to deliver when you say you will. You just never know where your next opportunity will come from and you’d be surprised how often people meet again a year or five years later.
A lot of people deliver on the work they promise but what separates the great consultants from the pack is the little things. Always act professionally, respond promptly to phone calls and emails, and never lie about a situation to make yourself look better or cover up anything. Those little things add up to make the entire package look even better than one that was handled appropriately but in a sloppy way.

Network

Aggressively network at all times. Not just when you want something from someone. It’s actually better to approach people when you don’t need anything because it will lower their defenses and you will get the best information. Then later, when they can help you, they will know you already and be more willing to assist however they can.

Continuous Learning

Keep taking classes in your field and fields that interest you so that you continue learning and so you’ll meet other people with similar interests who might become valuable contacts in your network.

Specialize

Never project yourself as a generalist because people will question what value you provide. Usually you will be hired because your expertise is required in a situation not your general idea or suggestion. Maintaining a niche will also make you more marketable because there are fewer people within a specialized segment as opposed to generalists.

Grammar

Posted by tdomf_b1c33

Wednesday, March 31st, 2010

Problematic moments arise in each work day. Today was no exception from the tedious task of “how do I survive cube fever”. As a response to this dichotomy of hate of work and love of reading, I met the challenge in the middle with work in the morning and leisure in the afternoon. Today’s idea was to research criticism of that famous little book we get in highschool or college telling us how to write well. Now as you read my writing, forget what follows or what rules you know to be “true” grammar. There has never been a positive review of my grammar or syntax. In fact, my favorite feedback was: “Jay, you sentence structure really needs help.” That was it. The end of the feedback for a twenty page paper. Did the teacher while lying in bed, throw down his pen and give up. Or was my paper the last and to avoid work he scribbled a lie to mess with my mind but to save him time for sleep? For whatever reason, I am stuck with a memory that is part of a bigger list of reasons I have for why-you-shouldn’t-analyze-my-grammar. With needless digressions aside, the search for criticism of The Elements of Style began with Google. Wikipedia has a section of criticism–although, it is very small. It links to a hilarious article: http://chronicle.com/article/50-Years-of-Stupid-Grammar/25497. Not only is this article great at showing contradictions between the rules and the writing of the actual book, it gives us hope that a passive sentence isn’t wrong. (I felt so guilty in eleventh grade when I felt rash one day and threw passive sentences all over a paper. Surprisingly, that was the only paper I got an A on. Maybe because I left grammar worries behind to focus on the ideas?) But since I need to leave work now, I’ll leave other criticisms for this book in the google-wait-tank.

Q & A with Crossfit MPLS Founder Tyler Quinn

Posted by Andrew_Cox

Tuesday, February 23rd, 2010

“Do what you love and money will follow” –Greg Glassman, Crossfit Founder

Tyler Quinn is a 23 year old St. Olaf graduate who decided to open his own gym.  For the first few months, he could only afford to live in the gym, where he had no refrigerator or shower.  He ate a lot of non-perishable foods and used two 5-gallon buckets to bath next to the railroad tracks outside the gym at night.

What made you start this gym?  Did the poor economy have anything to do with it?

I was looking at what Crossfit meant to me.  I knew that Crossfit, for me, wasn’t a luxury.  It was an absolute necessity in my life like grocery shopping and putting gas in my vehicle.  That’s how I felt about it, and I knew in my experience out there that I was not alone and there were other people out there who don’t see this as their membership to Bally’s, this is much, much more.  It’s an absolute, it’s a necessity and they weren’t going to give it up.  I was a broke college student too but if there had been a Crossfit in Northfield, I would have found enough money to pay each month.  I would have swept their floors, or washed their pull-up bars or whatever just to make sure I got a membership.  The only hard part was finding other people like that.  So when I went to the bank and I told them I wanted to start a gym, that was the hardest thing for me to do was convincing them that this is unorthodox, it is unique, it is not like the rest of them.  This program is not just a personal training thing where if you’ve got the money, come on in.  There are people out there doing this with cinder blocks in their garages, backyards, and parks and it’s just been a matter of finding them.

So your desire to start your own gym wasn’t  motivated by the economy?  You graduated from college and coincidentally it was the worst job market since the 1980’s?

If I wasn’t here doing this right now, I would be trying to become a part of special forces.  I got into Crossfit because I wanted to be a Green Beret.  And this fell into my lap basically when I went out to California and all of a sudden it just changed.  So no, It wasn’t like I couldn’t find a job.  I was a political science major.  Unless I was going to law school, I wasn’t really sure what I was going to do with that.  If nothing else, at least I have gained some credibility and I could probably get into an MBA program with this foundation, having started my own business which I think is valid to a lot of admissions people.  If this is the time to fuck up and fail, now is the time.  I’ve got nothing to lose.  My car is the most expensive thing I own.  [During our first meeting, Tyler told me about living in the gym when he first opened it and bathing out back and eating lots of nuts and vegetables]

How did you convince the bank to grant you a loan? The first time you walked into the bank did they just say no to you?  Especially in this economy, with established companies finding it difficult to obtain credit, you had no experience, you’re 23.

Yeah, [laughs] I went to eleven banks.  They all said no.  Most of them were in the Twin Cities, and the last one I contacted was First National, in Northfield.  And I just said I want to set up an appointment.  I’ve always thought getting face-to-face with someone is so much better because people can see you and sense your enthusiasm, and that just doesn’t come out over the phone.  So I thought if I could just sit down, I could convince them.  Actually, I originally told the lender that I just had some questions about commercial banking and lending.  I said I was a student at St. Olaf.  Its in Northfield, they were a local bank, I wanted to use the community connection to my advantage.  So I met with this guy Earl and I sat down with him and eventually I got to the point where I asked If I wanted to get a loan, what would you need from me?  And I just shot it out straight and told him, I don’t know how this works.  I don’t understand the language of these papers, I don’t know what you want to see or what you will ask of me so tell me and let me go do my best to collect it.  Do you need a business plan?  No, I’m not a business major or have an economics background but I’ll figure out how to write a business plan for you.  And that’s what I did.  I met with one of the professors in the entrepreneurial department at St. Olaf, Sian Muir. She wasn’t my teacher, I didn’t even know her, I just contacted her and she helped me put it together in our free time.  We crunched numbers, my dad is in real estate and he helped me put together some spread sheets and six months later I walked back into the bank with this forty-five page, laminated, business plan and slapped it down on his desk and told him to call me in a week.  And he did, he called and said he looked through it and why don’t I come back in.  And the nice thing about this guy Earl, and local banks in general, is that they are much more willing to get to know you, as opposed to just getting to know your numbers.  Earl and I spent so many hours just talking and getting to know each other and by the end, I felt like he could trust me.  After that, I was golfing and I got the phone call that my loan was approved and it felt great.

So starting your own business wasn’t a spur of the moment thing, or a reaction to graduating and panicking when you didn’t know what to do next .  You started this at the beginning of your senior year?

I flew out to California in January and got my affiliation while I was there.  So I came back and spent the entire second semester working on this.  Every weekend I drove up to the cities looking for lease signs on buildings, calling landlords, talking to the bank and putting it together.  It was about six weeks before graduation when I found out my loan was approved.  Then I knew it was real.  All things are possible with time and money.  I had plenty of time because I didn’t have anything else going on, I just didn’t have any money.  So when I got that loan approved, all of a sudden I could have serious conversations with landlords and ask how much is this per month?  When will it be available? It wasn’t just bullshitting.  I started actually ordering equipment, and using the loan money and if felt phenomenal.

When you were looking at space to rent, did you get the impression that some of the landlords didn’t take you seriously?  You would speak with someone on the phone and then they meet you.  Were they surprised to see a young guy?

I think so.  I still deal with that.  When a forty-year old guy comes in to the gym and sees that I’m the owner and asks “you’re the guy I emailed?”  They look at me and just see a kid.  But money talks.  When I went to some of these landlords in the worst recession since the Great Depression and said you have space and I have money; they’re going to listen.  Some people were surprised, but once you develop the language, the better you get at speaking to them in terms they understand, the easier it gets and you just need experience.  It might have been my eleven failures that facilitated my success at the twelfth bank in getting a loan.  At the first half dozen banks I didn’t even know what a lot of terms meant but when I would ask, red flags would go up.  Overall though, in this economy, landlords are anxious to rent out their space.

Did your college experience help you in terms of how you approached starting your own business?

No.  I think my family influenced me more.  I was the third child and by that point, everyone around me was just expecting me to figure things out.  In college, there was always a helping hand.  The message always seemed to be if you fail it’s alright but unfortunately, it doesn’t work like that.  In reality, if I fail, I still have a loan to pay off.  I’d like to say someday that my college experience had some profound impact on my life, but I just haven’t gotten there yet.

As a business owner, what stresses you out?  You don’t have a boss telling you what to do.  You are responsible for everything.  Do you think it has been worth it or do wish you had a regular 9-to-5 with a boss?

Initially, my main stress was just getting people in the door.  But now that the business is self-sustaining and I have enough to pay my loan, rent, and food.  The next stress now, is how do I personally survive?  Because I don’t pay myself anything.  All the money goes back into the business and paying my bills.  I’d like to start paying myself regularly at some point.  My other stress is going to be expansion.  Once I know the doors will stay open month after month and I’m able to give myself a paycheck, then I need to get more equipment, more space, and be able to manage more people.  My fear is with every new piece of equipment I buy, I am committing myself into this more and more.  I think about grad school and other things I might want to do in the next few years but each thing I do for my business closes the doors to other options somewhat.

When you see friends and family now, do they ask you why you would do this?  Does anyone think you’re making a mistake and you would be better off doing something else?

No, my parents are great.  They are supportive and they get it.  Some people get it and others don’t.  Some friends are really proud of me and see all the hard work that has gone into this gym.  Yes, it’s small and scrappy but I love it.  Some friends just think it was really easy to go to a bank and get a loan and then start my own gym.  It’s very easy to say I’ll go get a loan and buy equipment but to actually do it is much more difficult.

What motivated you to keep going?  You were turned down by eleven banks first.

Yeah I was miserable during that point.

So what was the motivation?  Because you were still in school while coming up with this idea and there were no bills to pay.

I was confident.  I had a good idea and I just thought to myself this is what I am going to do so I’ll do it.  If I had to go to thirty banks, I would have.  That would have been my job at that point.  Its no different than having a boss tell you what you need to do that day and going and doing it.

Do you already look back and see what you would do differently?  Do you see glaring mistakes you have made so far?

Overall I am really proud of how this is evolving.  I’ve made little mistakes in choosing certain things to buy but overall I am happy with how things have turned out.  I’m happy to look around and see new equipment I’ve bought and recognize that that symbolizes progress.

What is your favorite part of being your own boss?

I get to do what I love.  It’s the most underrated thing about career choices.  I love Crossfit.  I know there are people who love their jobs, but working for a company, you don’t get to do the thing you love all day everyday.  There are lots of extra things like paperwork and meetings that have to be done as well.  A doctor doesn’t perform surgery all day and a lawyer doesn’t argue in a courtroom all day.  There is so much preparation, but for me, it’s as romantic as I thought it would be.  I get to do Crossfit all day.  And I’m learning accounting, scheduling and negotiation too.  I tell my friends who were economic majors I probably have a better understanding of economics than they do since hands on experience always trumps theory and classroom training.

There are a few other Crossfit gyms in the Twin Cities.  Did you ever go and look at them before you started or speak with their owners?

I got my certification in California and worked in a few gyms there, came back here and called a few.  I was actually the second affiliate in Minnesota even though I was the fifth to get started.  So some of the other gym owners actually contacted me first asking where I was going to be located, not realizing at the time I was still a student.  I had to stall when they would ask me questions because I had no gym.  So I have spoken with a lot of them but I don’t know if there is any animosity or not since we are all in competition.  But I believe spreading the awareness about Crossfit will benefit all of our gyms.  If some people join in another city and tell their friends who live near me, they are going to come here.  I’ve had phone calls from people from other cities asking to come see the place and I always say, go to the Crossfit that is closest to you first.  If you don’t like it for some reason, then you can come here, but don’t drive here for me.  I did some research and I called about 100 Crossfit gyms all over the country asking them questions like what equipment they bought first, how they deal with snow, how many members they have, and those were all things I had to include in the business plan so I could prove I had an idea of what I was doing.

What are you going to do for marketing at this point?  You have a website, what else are you going to do to increase exposure?

I took an ad out in the City Pages which hasn’t been the best idea so far, at least for me, because it is expensive so I have small ads, and Crossfit isn’t for just anyone.  It is very different from big box gyms.  So for now, I’m not really marketing.  I am doing word of mouth advertising.  I have some incentives like decreasing the membership for members who bring in more people.  I just got T-shirts made and I’ve had a few people ask about Crossfit because of the shirts.  I use Facebook and Twitter to advertise for this as well.  I do want to know more about how people are finding out about this.

Do you have any success stories already?  Are there members who have made impressive transformations that you are proud to have helped?

Absolutely, a few people have made tremendous progress and one guy in particular, had lost fifteen pounds and was working hard, and then he just stopped coming.  I called him about twelve times over the course of a week and sent him a few emails but he never got back to me.

That is different from big box gyms as well.  I don’t know of any that would call and try to find out where members went.

Right, and I have members that demand to know where other members are.  If someone doesn’t show up for a week, other members tell me to find out what is going on.  People are holding each other more accountable here and the commitment shows in terms of members progress and increased fitness.

Do you feel like you should be spending all your time working?  If you go to a coffe shop and relax for a while, do you feel the pressure to get back to work?  Do you feel guilty when you don’t have a productive day?

Yeah, especially when I first started.  I thought I should be out handing out fliers and constantly doing everything in my power to grow as much as possible.  And I should be still, but things are getting busier.  I get tons of email.  So I usually spend the first two hours of my day responding to emails.  Then it’s the noon class and after that from about one to five is my time to either do consultations, or buy groceries.  Then it’s class at five and six again.  I sometimes worry that I could be more productive in those afternoon hours but as long as things keep progressing and growing I guess I am only wondering how I could be progressing and growing even faster.  Actually, I think it might be best to go slow.  My first large class I realized I had a lot to learn as a coach and how to manage a class.  It was almost good to spend the first month with four members and the next month with twelve and by the third month have twenty members.  Now, almost six months in, we have four classes a day and at least seven people per class.

Would you advise another young person, maybe just graduating, to start their own business?  With the uncertain economy and so few jobs, would you recommend entrepreneurship to someone?

Of course it would depend on the type of person.  Some people are not cut out to work for themselves, they need more structure.  So I would have to know a little about the person because obviously you can’t just tell anyone to start a company and watch them fail a month later.  This is the time to do it, even in a strong economy.  The Small Business Administration is giving out more and bigger loans to small businesses and distributing funds to small local banks.  Small business represtents the backbone of the economy.  Be real with yourself.  If you have a good idea, then run with it.  A lot of people told me, don’t you know 99% of small businesses fail and I said yeah but most businesses are based off poor ideas or mismanagement.  People pay themselves way too much, they want instant gratifications.  Starting a business is very hard and it’s a lot of work but if you’ve got a good idea and you love it, my advice is to go out and do it right now.

Thank you very much Tyler.

No problem, thank you.

To learn more about Crossfit Minneapolis check out the website: www.crossfitminneapolis.com

Q&A with Game Designer Whitney Hills

Posted by Andrew_Cox

Sunday, February 14th, 2010
Whitney Hills began working in the game industry in 2007. She lives in Seattle and works on both sides of the development fence: By day, she makes big games at a first-party publisher, and by night, she makes indie games at home.
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What originally interested you in the video-game industry?
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I’ve been a gamer since I was three (the first game I ever played was The Manhole), and both PC and console games have always been a massive part of my life. It wasn’t until junior year of college that I considered entering the game industry– I was an English major, trying to figure out what I wanted to do once I got out of the gate.  It occurred to me, in kind of a “duh” moment, that I spent most of my time and money on video games– that I really, really loved them– so I decided to try and make a career out of it. It’s worked out so far, and now I don’t feel guilty for playing hours and hours of Warcraft III instead of doing homework.
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What is the one strength you need to have in order to keep yourself focused?
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Probably the ability to pick an idea and see it through, even when you’re getting sick of it and would rather focus on some new conceptual hotness. A finished game, or even a playable game, is always going to be more impressive than the cleverest of ideas– even if the game itself isn’t completely revolutionary. It’s almost like a marriage. You gotta stick around and fix what’s wrong with the idea you committed to, even though it’s grown love handles and always burns the goddamn toast.
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What are you reading right now?
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Moby-Dick. Somehow I’d gotten through life thus far without reading it. Melville is ace. I also just began reading The Wind-Up Girl by Paolo Bacigalupi and am enjoying it so far. I’m ruthlessly picky about science fiction, but the prose is illustrative and thoughtful, so I think I can take off my snob hat and just enjoy it.
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You’re a woman in a perceived male-dominated industry.  What advantages and disadvantages have you experienced being a woman?
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I think people have a higher baseline of curiosity when you’re female and working in games, because it’s still a fairly novel concept. But in my experience, at the end of the day it’s still very much a boys’ club. I’ve had a few experiences where my outsider status was uncomfortably apparent, like, “Look, it’s talking! I think it has an opinion! What are those things on its chest?” And even well-intentioned folks can be frustrating when they ask me: “So, what kind of games do women like? Would women like this concept?” …People play games for all manner of reasons, and women are no exception. I’m not the voice of all. There are female gamers who only play Farmville, and there are bloodthirsty female gamers who are only interested in blowing your torso across the room with an RPG. I constantly seesaw between not wanting to talk about gender at all in the hopes that people will just get over the issue, and feeling like I gotta represent when I see something that’s unnecessarily exclusive or unfriendly to women. Men are the primary generators of content in the entertainment industry– that’s just how it is. Fortunately there are more and more educational initiatives targeted at young girls– people out to tell them that hey, you too can be creative and/or technical. (I hear the Jonas brothers dig chicks who know C#.)
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Why do you think so many people in our generation (Gen-Y) are turning to entrepreneurship instead of working for corporations?
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I think a lot of Gen Y people just want to hit the ground running and DO STUFF instead of having to clamber up some arbitrary totem pole. The past several years have involved tale after tale of employees being completely shafted by corporate interests, so it’s unsurprising that younger folk would want to try their luck at avoiding such a fate. For the game industry in particular, quality of life remains a hot issue. And if you’re going to work 70+ hours a week for something, it might as well be a goal you believe in, not the next Madden game.
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You are in the middle of creating your own game.  What can you tell me about it?
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It’s called Ghost Chef, and it’s a fantasy kitchen simulator. There will be a trailer going up at ghostchefgame.com towards the end of February– animations just started coming in so I’ll be shoving in lots of art content over the next month. It’s inspired by the summer I spent working in a hectic bakeshop in rural Georgia– except the game is populated by ghosts instead of rednecks. Also a kraken or two.
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What do you see as the future for the video-game industry?
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Right now we’re in the middle of a mobile gaming goldrush. I prefer to play games on my couch in fairly epic stretches, so most mobile games are unappealing to me because they lack that depth of immersion. I do hope, however, that mobile games will pave the way for the rise of the ARG (alternate reality game, the most well-known being ilovebees). ARGs can harness the social and GPS capabilities of mobile devices and, I think, would be an interesting step toward integrating gaming with daily life and activity.
Otherwise I suspect the industry will plod on as it has for the next several years– formulaic big-budget games versus experimental indie titles. I want to see more “medium-sized” games like Portal, which took between two and six hours to play through. Right now many titles fall at two extremes: bloated 40-hour mainstream games that stretch beyond their own novelty, and 15-minute casual clickfests. There’s gotta be a happy medium– I’m hoping to see more properly-funded, compact, satisfying experiences within that two to six hour range.
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What websites do you have to look at everyday?
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…do I HAVE to look at? Definitely Wikipedia and YouTube. Whether I’m working on a specific project or just feel like knowing the average gestation of the yellow-bellied marmot, the information pipeline that those two sites provide is totally invaluable. YouTube is of course the single-best distraction ever invented (I intend to make a line of shirts that proclaim YOUTUBE RUINS PARTIES), but it’s also irreplaceable for trading references when collaborating with artists, etc.
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If you had to choose a different job in an unrelated field, what would you choose?
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I’d like to own an apple orchard. I’m not even that crazy about apples, but sometimes after I’ve been staring into a monitor all day or constantly refreshing some stupid feed, I miss the smell of dirt and the satisfying ache of manual labor.
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Thank you very much!
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No problem.
Ghost Chef

New Electronic Instrument Invented

Posted by Andrew_Cox

Sunday, October 25th, 2009

This company Eigenlabs built two new electronic instruments:

http://www.eigenlabs.com/

Here is a video demo of some guys playing these things. I can’t believe the sound they are getting out of these.

http://tinyurl.com/yf2a2z8