Remember last week when I revealed my Road Rage antidote?
That’s right, audio books have (mostly) cured my highway hate!
As I also mentioned this new found time for “reading” has allowed me to step beyond my “usual suspects.”
My typical fare? The latest “must read” business book. And a trashy detective procedural or Sci-Fi pulp before bedtime lights out.
But now, with more opportunity to “read” at my disposal, my selection has expanded. And as a result, I’ve learned some valuable business and marketing lessons from some decidedly non-business books.
A prime example is Rob Lowe’s memoir, Stories I Only Tell my Friends.
The Rocket to Stardom (And Inevitable Plummet Back to Earth)
Lowe’s career is the very definition of roller coaster ride. Cast in a major network sitcom at 15, he became a teenage heartthrob. Rob then stared in a string of hit big budget Hollywood movies and (unwittingly) joined the so-called Hollywood “Brat Pack.” By the age of 22, he was a bona fide movie star leading man.
Then the first major “Hollywood sex tape scandal” hit. And Rob played the starring role (this was back when such things hurt, rather than helped your career). Several box office movie failures followed. And At 26, Lowe as a washed up Hollywood bad boy.
Reinventing Rob
But then something interesting happened. Lowe transformed himself. He went from hunky young leading man to seasoned and sexy character actor. He began to choose roles that suited his considerable talents, and he shined.
Eventually his efforts culminated in a featured role on the hit network TV show, the West Wing. He spent four seasons as one of the show’s most popular characters, White House Press Secretary, Nick Seaborn.
And Lowe continues to work today. Writing, directing, producing and acting in a variety movies and TV shows. Not to mention writing two bestselling books. He has a rich, vibrant and lucrative career in Hollywood – one of the toughest company towns in the world.
What’s the Marketing Lesson Here?
Rob’s memoir offers a very simple marketing lesson. Reputation is a very fragile thing. But a tarnished reputation can be repaired and resurrected.
Your brand is function of public perception. Sometimes, however, that perception isn’t necessary what you want it to be. But you hold the power to change the narrative. And you’ve got three tools at your disposal to re-frame that narrative.
Honesty, perseverance and consistently delivering your best work.
Honesty
Businesses are made up of people. And people are only human, right? So mistakes are inevitable. It’s all part of the game.
But how you handle those mistakes speaks volumes about your business.
Rob Lowe never denied his mistakes. He never tried to pretend his mistakes were any less or any more (a la the Kardashian’s and Hilton’s of the world who use their celebrity sexcapades as “career” springboards) than they really were. He acknowledged his missteps and moved on. Focusing on doing his best work.
Perseverance
With three big budget Hollywood movie critical and box office failures and the “sex tape scandal,” Rob’s career was in shambles.
But did he hang it up? Disappear from the scene and join the ranks of so many “where are they now” Hollywood has-beens?
Nope. Rob reinvented himself.
- He took smaller roles as the straight man in big budget Hollywood comedies, including Wayne’s World, Tommy Boy, and the Austin Powers series – all huge box offices successes.
- He played deaf mute Nick Andros in the TV mini-series adaptation of Stephen King’s epic novel The Stand – a juicy role that won him huge critical acclaim.
- And eventually, he became one of the stars of the hit TV series, the West Wing.
Lowe was dealt a staggering blow. And he certainly went down (at least to one knee). But he never allowed himself to be counted out. (And it’s that “allowed himself” piece that’s key here.)
Your business will undoubtedly run in cycles. May not be boom or bust-type swings. But ups and downs are inevitable.
Ultimately, your success – particularly over the long haul – depends upon on how you respond when the chips are down. If you can take lemons and make lemonade – as Rob Lowe did throughout his career – your continued success is all but guaranteed.
Consistently Delivering Your Best Work
Whether Rob was the leading man (St. Elmo’s Fire and About Last Night) or had less than 20 speaking lines (Wayne’s World and Tommy Boy) or no lines at all (The Stand), he always came prepared to work and knocked it out of the park on every take.
Your business may be faltering. But that doesn’t mean the quality of your work output should or has to falter. Here again, how you respond — whether reaching the mountain peak of success or dipping down into the valley of financial despair — defines your business’s character.
And doing your best work, regardless of your big picture circumstances, shows your business has REAL character.
What About You?
Here’s a brief quiz to help assess your brand position. When you have a spare moment, take it. And share the results on my Google+ page.
Brand Assessment Quiz
- What is your business brand?
- What do you what your business to be known for?
- What makes your business special?
- What do people remember most after encountering your business?
