<![CDATA[CORY ROSENBERG - Blog]]>Mon, 03 Mar 2025 03:07:50 -0800Weebly<![CDATA[Passion or Prison-The Career Dilemma]]>Sat, 19 Jul 2014 15:30:24 GMThttp://coryrosenberg.com/blog/passion-or-prison-the-career-dilemma
It’s not uncommon to hear someone say “I’m sick of my job!”  For those of us whose job is not a job at all, it can be hard to relate to that particular sentiment. However, our current circumstances are products of the choices we’ve made in the past and if we were given the opportunity to make a few of them over again, I’m pretty sure the majority of us would take it.  

Well, more than 22 years ago, I made a choice.  I resigned from Young & Rubicam and traded in my high-marquee job as a 'MAD MAN' to satiate the restless entrepreneur that lied deep within my soul.  I had an unstoppable passion that fueled my “can do” attitude.  Some thought I was a cocky and over-confident kid. Others took note of my vision, plan and passion and decided to support it and even capitalize on it, rather than judge and criticize it.  After a decade or so of grinding it out in a difficult, yet mostly joyful way, I was beginning to live my dream of writing, producing and directing my own TV series, creating innovative products based on the series’ intellectual properties, nurturing extraordinary talent and building a viable consumer brand.  

As my success became more public and palpable, I felt myself becoming the envy of some friends, especially those who endured an arduous, day-to-day, business routine that was beginning to take a toll on them. I, on the other hand, began to feel liberated from the monotony of my former commuting days and was excited and inspired. I finally felt justified in my voluntary exit from Madison Avenue and I was able to silence the judgement and criticism, even from those used to firing at me from point-blank range. I was not only living the dream, I was helping others realize their dreams, as well.  However, as ironic as it may sound, with all these positive feelings and momentum, I never truly felt content. Why?  Probably because like most creatives, I believe that contentment is a sign of complacency. In fact, I feel that the creative mind is rarely content because it believes that contentment is the cancer of innovation.  And, to me, innovation is a form of problem-solving, so how can I be content when there are so many problems to solve in this world? 

I have met many people in my life, but I’ve noted only a few that seemed truly content.  I envied those few.  Some had more money than I, some less, so I don’t think it was a economic thing. Some of them worked, and some were retired, so it wasn't a retirement thing either.  There was something else at play here. I soon realized that it is was simply their attitude.  When my son was studying for his Bar Mitzvah nearly 4 years ago, I remember his lackluster enthusiasm for learning his torah portion. He inspired me to coin the phrase “Attitude affects action, action affects outcome.”

In business or in life, it all comes down to attitude.  However, our environment and circumstances have a significant impact on our ability to maintain a positive attitude. So, if you have to commute and you hate commuting, or if you’re going to a job that is simply not fulfilling, then it will be hard to maintain a healthy and productive attitude. If you’re overweight or unhealthy, you may have a hard time adjusting your attitude about yourself. If your family judges rather than supports you, it can suppress your vision and hamper your enthusiasm, negatively impacting the critical actions you need to take toward living life with passion.  Therefore, in order to live life with passion, you MUST either change your circumstances and do whatever it takes to put yourself in a position where your attitude could thrive and enable you to take the actions necessary for success (e.g. stop commuting or start liking it, lose weight or accept yourself, disengage with people that judge you too harshly (even if it’s family) or hear them differently).  You must change your mind and the way you think about your circumstances and the people that judge you - maybe even be grateful for them!!  Most of all, change the way you feel about yourself, because if you can, you can endure almost any adversity and triumph over the loudest of naysayers. Always remember “attitude affects action and action affects outcome.”  Take some action!

]]><![CDATA[The Integrity of Business]]>Sun, 02 Feb 2014 21:10:54 GMThttp://coryrosenberg.com/blog/the-integrity-of-businessMy father was a New York City cabdriver for over 40 years.  Back in those days, cabdrivers not only knew where they were going, but they’d give you a detailed, guided tour for no extra charge.  Their cars were big and roomy and few had the bullet proof partitions that imprison us like convicts being transported to the local penitentiary. Now these mobile holding cells actually implore us to watch The Taxi Cab Network to keep our mind off of how bad the cabby’s driving or how toxic the combination of body odor and artificial air freshener actually is. My father’s generation was the last of the true NY Cabbies.  These guys were family and they protected each other like fraternity brothers would. These were guys of honor too.  I remember my father would chase people down the street because they had given him too much money, or left something of real value in his car.   Despite the fact that he only earned money when he was picking up fares, he’d sometimes invest half his day helping a complete stranger who was broken down on the side of the road.  

I think back on those years and I realize that they’ve had a tremendous impact on me and the way I run my business and raise my children.  I too value helping people over earning. Despite the fact this practice has occasionally drained my wallet, it has consistently filled my soul.  

Unfortunately, my children are living in a different world than I did as a child.  The media’s voice is so omnipresent and powerful that it has literally altered the way we think and behave.  I believe this uber-connected society has actually begun to alter our brain chemistry and the way we relate to each other.  Advances in technology and the unparalleled growth of social media has connected us, but has also made us a more defensive, more paranoid nation. The irony here is that in many ways all this “connection” is making us become a more disconnected, stressed out and meaner society.  We actually have begun to rely on negative news to sustain our social media based ecosystem.  Shock, despair, tragedy, embarrassment, etc. have become the fuel that sustains our “viral” world.  

While I’m not a generally politically inclined person, and I do not associate with any particular political party, I find that our government has been a terrible role model for our business community and for our children. Our business leaders have also lost their way and “trust” and “confidence” have become elusive terms in the halls of America’s biggest companies and institutions.  In my father’s day a hand shake was a genuine commitment worth its weight in gold.  Today, a contract is not worth the recycled paper it’s written on.  Our politicians have lost focus on their respective roles to serve ALL the people, not just some of the people.  Instead, they operate like High School kids playing a petty game of “Can You Top This” or should I say “Can You Top This Stupidity!” The fact that thousands of people were stranded on a bridge because some immature ass had the power to snarl traffic for miles may seem insignificant to some, but to me, it’s indicative of a much larger problem. A warning sign that our nation’s integrity is diseased with greed, corruption, egos and pettiness.

Let’s face it, the American people are losing the very pride that has always kept the U.S.A. the king among nations.  Ambition, innovation and success are words that are slowly being stripped from our vocabulary.  Too many have lost their jobs and many more simply rely on the government to literally support them.  With all its flaws, America is still a country of great opportunity.  In 2008 my business was rocked when Wall Street and in particular Lehman Bros., came tumbling down ending any hope of completing the multimillion dollar transaction we spent hundred of thousands of dollars and over 15 months of due diligence hammering out with them.  The impact to us and the nation was catastrophic. The rulebook we all grew up with (buy stocks, invest in real estate, build businesses) seemed to no longer apply.  Yet, these rapid and uncontrollable changes in our economic system did not destroy my will to thrive, provide for my family or contribute greatly to our country and our world.

To me, the ailment still retarding our nation’s rebirth is simply a rampant lack of integrity. This country is riddled with fraudulent workers comp, disability and other deceitful insurance claims that continue to tax our system.  Our local and national political leaders lack judgement and are tempted by the self-serving opportunities that are a bi-product of their power. We, as a nation, need to reign in all those that lack integrity as they are the nation’s bacteria.  It is these sociopaths that embrace the “kill or be killed” philosophy that is slowly eroding at our nation’s physical and emotional infrastructure.  Unfortunately I have seen this in the halls of companies I have built myself.  My trust has been betrayed on more than one occasion and it’s a painful journey especially when your children are impacted by it and bear witness to it.  It shouldn’t need to be that way.  No company can survive without a unified vision and a philosophy of “excellence through integrity.”  No nation can either.  United we stand!!!

The fact is America is a fine product with a tarnished brand.  Its great history will save it, but I believe a President is packaging for our nation, our congress is the fine print on the box and our people must be the quality goods presented in that attractive box.  We need to rebrand, repackage and reformulate America.  We are Americans and as Americans we must stop acting as if we are somehow better than the rest of the world and recapture the core philosophies that helped build this great nation in the first place, “leading by example.”  

We must realign our legal system so that the bewildered “David’s” of the world can afford to stand toe-to-toe with the better funded “Goliaths.”  

We must put more moral emphasis in our handshakes and fewer legal clauses in our contracts.

We must put profits aside and promote hope instead of fear.  

We must highlight those that serve humanity and stop sensationalizing criminals, murderers, drug addicts and other low lives.  

We must remind ourselves that it is “WE the people,” not “I the people.”

America is a beautiful flower garden and each one of its citizens has the potential to bloom.  However, we must recognize that our integrity is the photosynthesis that will determine whether we will ever fully blossom with vibrant color or simply die on the vine.

G-d Bless America!

]]><![CDATA["Follow Through Or Follow The Leader!"]]>Fri, 27 Dec 2013 23:20:54 GMThttp://coryrosenberg.com/blog/follow-through-or-follow-the-leader2014-The Year Of Follow-Through

Every December, we reflect on the past year’s accomplishments. We take stock of our lives and closely reassess our needs, desires and goals for the budding new year.  The diet books tend to come back off the shelf and the dirty laundry adorning the treadmill is cleared to make way for a newly readopted exercise regimen. We sign up for the seminars and classes that we feel will inspire or motivate us to finally make “that life change” we’ve been yearning for. We embrace the holiday season with a refreshed enthusiasm and the happy picture of hope, change and prosperity appears vibrant and clear in our minds. We have a vision for the future and a plan to get what we want. At least we think we do.

Dwight D. Eisenhower once said, “plans are useless, planning is indispensable.”  I believe that what Mr. Eisenhower was conveying in this statement is that most of the critical learning happens during the process of developing a plan.  The plan itself is just a diary of our findings and an instruction booklet on how we could potentially apply them to our specific situation.  This is where most of us get into trouble.  I have a saying around my office (and at home) “Follow through or follow the leader!”  You see, in my experience it has never been the best planner that succeeds, but the best executor.  The “best executor” is that person that has a vision and relentlessly pursues that vision even in the face of adversity.  It’s the person that rebounds from rejection like a super ball off a concrete wall. These are those visionaries that will desperately, and seemingly without reason, row against the tide because they see an opportunity that others simply cannot. It is these, the most persistent, that consistently prevail...eventually.  

People often confuse “a vision” with “a plan.”  You may see yourself taking off those extra pounds and sporting your new bathing suit poolside next summer, but that’s not a plan to get there.  However, if your vision is strong enough, it will drive you to FOLLOW THROUGH on PLANNING the necessary steps to reach your goal, no matter how lofty it may be.

Unfortunately, most people’s “visions” tend to get lost in their periphery.  Occasionally they’ll refocus on it, but very often they’ll be distracted by something again (job, kids, family, relationships, etc.).  Many of us have a hard time prioritizing our own vision because we feel selfish putting our “pie in the sky dreams” before the “immediate needs” of others.  Remember, helping others gets us the attention we secretly desire.  And, the difference we make in someone else’s life is more tangible and provides us with the immediate gratification, something we cannot get from pursuing our vision, because most dreams take a long time to realize. Finally, taking care of others provides us the ideal excuse for why our own plan has not yet come together.

My mother was famous for this. She always wanted to get her equivalency diploma (GED).  In fact, she talked about it for decades, even got the study guides, workbooks and even occasionally reviewed the online classes (after she complained for 3 years about not knowing how to get online, a task she later learned in 5 minutes).  She used everything from raising her kids, to taking care of her own mother, to not having money as her primary excuses.  Sadly, she lacked follow-through and died never accomplishing this goal (and many others).  

Most people look at “follow-through” as if it was a mountain that needs to be climbed in a blizzard wearing nothing but pajamas. Yes, following through is the hardest part of any plan, but it’s the engine that drives the vehicle that takes you to the place where your vision resides.  And, while following through is hard, it’s not any harder than living life with the knowledge that you’re not living your life’s passion.

So, whether your favorite jeans just won’t button anymore, you’re stuck in a job, relationship or situation that is preventing you from truly living your passion, or you just need a change, it’s time you give yourself the gift of “follow-through” this year.  Amazing things will happen when you follow through on living your passion. Of course there will be those naysayers (likely those closest to you) that simply don’t get how you can leave a high-powered job in the big city to start a flower shop in country. However, you can rest assured, they’ll be the same people that are jealous of you when you finally do.

Here’s to an amazing 2014 filled with clarity and follow-through!

]]><![CDATA[TV EVERYWHERE! SHINE YOUR NEEDLE BEFORE JUMPING INTO THE HAYSTACK.]]>Wed, 28 Aug 2013 20:37:54 GMThttp://coryrosenberg.com/blog/tv-everywhere-shine-your-needle-before-jumping-into-the-haystackPicture
People are watching “TV” everywhere! On their smartphones, tablets, computers and yes, even on their televisions! But, the big question for even the wealthiest, most savvy marketers today is “now that we can reach everyone, how do we reach anyone?”  Despite the demise of so many “Internet” companies, I still regularly encounter clients that embrace the misperception that “all you need to do is "put it on the Internet” and you’ll have millions of views, followers, fans, friends and yep, even sales by tomorrow!”  I call this the “Head in the Cloud” mentality.  Of course there’s no denying that being heavily “liked” on Facebook and accruing millions of “views” on YouTube is a major component to building any successful brand in today’s “new media” marketplace. However, the difficult job of achieving critical mass still requires a unique cocktail of skill, relationships and of course cash. As a result, nurturing any brand to the “tipping point” remains a daunting task and one that is not for the fainthearted.

Yes, the opportunity to reach consumers and build brand-awareness online is significant. And, thanks to our friends Google, Twitter, Facebook, Pinterest, etc. there are credible and easily accessible digital marketing tools that can produce real results, even for the novice marketer.  However, just because there’s actually “a needle in the haystack,” doesn’t mean people will find it.  One fact that can’t be ignored is the fact that these same tools are also being used by millions of users worldwide all competing for “our” attention. While today’s worldwide web is undoubtedly an ocean of opportunity, it is equally a sea of clutter. Even the most savvy of advertisers are struggling to understand the nuances between the value of “web traffic” vs. the value of “user engagement” and its relationship to both on their bottom lines.

There’s an old proverb, “The more things change, the more they stay the same.”  At the end of the day, the only thing that has changed about advertising and marketing is NOTHING.  I'm pretty sure the younger generation of “digital marketing experts” will disagree with this sentiment, but that’s okay because my nearly three decades of experience has taught me that the best way to get people to look for the needle in the haystack, is to get them to know it exists and convince them that the needle has value to them. It has always been our job to provide consumers (or potential consumers) with the information they need to peek their interest and drive them to some type of call to action. We have always sought to enlist their peers to help us spread our message buy recommending, referring or simply by using a particular product, service or brand.  We call this process “word-of-mouth” and it’s the only thing we need to ensure we catalyze as marketers. Yes, social media now allows each individual the ability to engage their own personal broadcast system to disseminate messages to hundred, even thousands in seconds.  Amazing!!  However, because there are now SO MANY messages being disseminated, the content of the message is paramount to the distribution method.  In today's social media-centric world "content" must be increasingly intriguing, informative and even entertaining. Whether you consider "content" to be a smoke signal from a teepee or the coolest YouTube video in the world, people not only have to see it, but they need to engage with it, and I mean REALLY engage with it.  They need to relate to it, take ownership in it and most of all evangelize its message with vigor and passion. This is what makes an advertising message or piece of content viral and what makes your “needle” have value!

Generally the things that go viral are things that are outside the limits of what "we" consider to be “normal.”  The more unique, outrageous, unpredictable or downright shocking, typically the more viral (remember the social media impact of Miley Cyrus's stunt at the VMA's?).  Of course the issue of “subjectivity” plays a role here too and depending on the demographic of the viewer, the same exact message or piece of content (e.g. YouTube video) can either be perceived as “amazing” or “absurd”.  

How a message or piece of content is received can significantly influence the way people feel about the product, brand or talent associated with it.  This “consumer impression” will ultimately have a significant impact on the long-term success of that product, brand or talent.  Rebecca Black, was an Internet sensation with her bubble-gum original song “Friday.”  Yes, Rebecca got to laugh all the way to the bank, at least for a little while, but her follow-up songs did not fare as well, probably because her original viral success had more to do with the fact that the majority of the people loved to hate her and were viewing her video for all the wrong reasons, and therefore soured her brand. Be careful Miley!!

I’m a firm believer that “a picture paints a thousand words.”  And, at 30 frames per second, video can paint millions of pictures in just minutes.  So, if you’re planning on “going viral” you’ll likely want a good video to take advantage of consumer’s newly adopted, “TV Everywhere” lifestyle.  Evan Greenberg, President of the Manhattan-based Allscope Media, an independent media and communications company said: “Content that is relevant to the reader is still the central success metric in my book”.  I agree with Mr. Greenberg’s position and urge my clients to make sure the content they’re putting out there is quality and “accurately” depicts their brand’s message and values.  And while your own social network is a great place to start the ball rolling, you’ll likely need some savvy digital marketers to help negotiate the “new media” world, build critical, viral momentum and find you the right audience. The fact is, securing the most productive advertising opportunities on the web still costs money, in many cases, a lot of money.  This is reminiscent of buying media based on “GRPs” in broadcast or “circulation” in print. Mmm, still need money to predictably advertise? Again, nothing's changed!

So in summary, put out great, engaging content that's consistent with your brand message.  Have a reasonable creative development and media budget. Hire smart people to guide you. And finally, don’t go viral just for the sake of going viral, because disseminating the wrong message on the Internet can ruin one’s brand as fast as “the right” message can build one. Tweet that!

To Contact Cory Rosenberg and CRee8 Consulting:

Phone: 631-608-4545
Twitter:@BeCRee8tive
LinkedIn:linkedin.com/in/coryrosenberg/
email:info@CRee8group.com
website:CRee8Consulting.com

]]><![CDATA[THE BUSINESS OF BALANCE.]]>Tue, 14 May 2013 17:22:15 GMThttp://coryrosenberg.com/blog/the-business-of-balance
The Business of Balance

The word “balance” in business generally gets people thinking of checkbooks, credit and debits, profits and losses, income and expenses, etc.  However, I believe there are other critical areas of business (and life) where “balance” is often ignored.

Whether your company is in start-up, re-org, or growth mode, its leaders must truly embrace the concept of “balance.” In fact, “balance” should be everyone’s mantra in business and in life. Like in anything worthwhile, achieving true “balance” takes work. It starts with a solid plan and that plan must be constantly monitored and tweaked.

Let’s look at some of the obvious areas your business can benefit from balance.

Financial: As I mentioned, “financial balance” often gets the most attention in companies.  Whether it’s a small mom & pop with a bookkeeper or a mega-corporation with a CFO and a team of accountants, researchers and advisors, most companies get the concept of financial balance. Without embracing the fundamental principals of financial management a company can not survive long enough to make other mistakes.

Cost/Time Management: Another area of “balance” that can be critical to the success of an organization is the area of cost/time management.  If your producing a product or conducting a service, you must find the balance between quality, customer service and the labor related economics at play.  If the market dictates that you can only sell a product for $5-$7 dollars, you can’t invest $5-$7 in materials and labor.  You must balance your cost of materials, labor and overhead, while still maintaining a certain standard of excellence for your products and/or services. This is what we refer to in business as a “big fat duh!”

So we’ve covered the most obvious areas of “balance” and those that any moderately capable “business growth development” consultant would look at. Now, let’s go far beyond the “balance sheet” and look deep into the cultural fiber of an organization. A critical area that requires “balance” in order for a company to succeed long-term.

Let me explain. Employees in companies are like children in a family.  They seek out and are comforted by leadership, yet they still need to be allowed to have their own voice, given a level of independence and be empowered with specific responsibilities and deliverables.  It’s up to the management team to help provide the tools and the environment their employees need to complete their tasks efficiently, enjoy their roles and thrive. Like in any family, personalities play a major role in the success of a company.  The key difference between families and companies is, parents can’t choose the personalities of their children. All they can do is set the tone of their household, have certain rules and pray. Similarly, business owners must define their company’s tone/attitude from day one. Management must cast their employees as a director casts a movie. Leaders must concoct a deliberate blend of personalities that will comprise that company’s “flavor” and ensure that every employee embraces a singular vision.


This “balance” of personalities is a prerequisite to the success of every company as cultural clashes and egos have the power to erode, and eventually collapse, even the biggest companies.

Personal recognition vs. financial reward: This is a critical area of “balance” often ignored in Corporate America.  Many companies take the “black & white” position that “we’re paying our employees a lot, so they’ll do what we need them to or they won’t survive.”  On the surface, this rigid practicality may make economic sense. However, it ignores the reality that humans are not machines.  We are emotional beings that thrive on acknowledgment, appreciation and respect.  While salary is undeniably a measure of how an employer values an employee, it is not the end all. People thrive on their accomplishments being appreciated and acknowledged by peers and superiors.  However, it’s important that management design a clear, staged recognition system and regularly monitors this system to ensure that “the praise” itself maintains a special value and meaning to employees at every level.

“Maybe we should give him a raise, then he’ll really step up!” Often leaders make the mistake of using compensation as a motivator to foster personal growth of an employee.  However, as author and motivational speaker Jim Collins points out in his book “Good to Great,” The purpose of a compensation system should not be to get the right behaviors from the wrong people, but to get the right people on the bus in the first place, and to keep them there. Collins also points out that keeping the wrong person on the team is a disservice to “the right” people. Leaders need to find the “balance” between reevaluating, reassigning and removing employees that did not fit well into the corporate fiber to begin with. Leaders must “balance” their desire to mold employees (“Oh, but she loves it here,” or “he’s such a nice guy”) with their acknowledgement that they may have the wrong person in the wrong seat. Either find the right place for “Mr. Nice Guy (Girl)” within your organization or do him/her (and your company) a favor and let him/her find something outside your infrastructure that better suits his/her skill-set.

So if you’re starting, running or working for a company that is “out of balance,” take a close look at why.  It’s likely because the leaders of the company are perpetuating it. Look at the landscape and evaluate the opportunities you have to help tip the scale back to its center. Evaluate “the flavor” of the company and make sure it suits your palate.  A job must be more than just a livelihood because we spend so much of our lives working. When people find the joy in their work then, and only then will they find the “balance” required to completely enjoy all life has to offer and help themselves and their employers thrive.


YOU CAN REACH CORY AT CREE8 CONSULTING

631-608-4545
info@CRee8group.com
]]><![CDATA[MEDIA: A DOUBLE-EDGED SWORD]]>Tue, 16 Apr 2013 17:13:01 GMThttp://coryrosenberg.com/blog/media-a-double-edged-sword
In the wake of tragic events like the Boston bombings, the Sandy Hook School shooting and of course 911, we often look to the media for answers.  We tune-in incessantly to try and understand why one human being would go to the lengths they do to hurt others.  We revel in the heroic efforts of law enforcement, fireman, rescue teams, healthcare workers and closely monitor the performance of both our local leaders and those in Washington. It’s human nature.  

We watched the recent Boston bombings on our TVs, smartphones and tablets just minutes after they occurred. We saw the horror on people’s faces and felt the pain of those being hauled off into ambulances. We united as a nation for a few hours, connected by technology and a common cause.

Seeking out media in times of crisis is or our instinctive reaction. We want answers and comfort, and we want them as soon as possible.  We need to see the familiar faces of the journalists we’ve come to know and trust over the years and be reassured that we’re all going to be okay.  We read the expressions on their faces and closely monitor their emotions as they provide us updates on crisis situations that affect us all. We want to see first-hand that the authorities have contained the egregious acts and that they’re keeping us remote onlookers out of harm’s way. These all seem like good reasons to tune-in, because they are. However, we must all realize that the price we pay for this immediate and omnipresent access to media, is that we inadvertently increase the likelihood, frequency and scale of these events. 


By covering these stories, the media is indirectly providing these "crazies" with a distribution and marketing deal for their hate-filled productions.  Their sick minds get to revel in the fact that they can see their “work” in print, on TV and across the Internet. To these sociopaths, this public display is their blockbuster premiere. Each tear they see innocent people shed is an applaud. Each body bag they can claim responsibility for, a trophy akin to winning a Grammy, Emmy, Tony or Oscar.

Being a New Yorker all my life and having lost friends in 911, I know the pain being felt by so many Bostonians today.  Unfortunately the violation that they are feeling will remain with them for a lifetime and sadly Boston will wear the scar of this tragedy for eternity. However, it will go on. 

My heart goes out to every person, whether in the U.S. or abroad that has had to deal with a tragic loss at the hands of terrorism. These senseless deaths may never cease, but we as an industry must do what we can to at least govern this vicious, media-fueled cycle, and at the same time keep people well-informed to ensure their safety. It's a complicated, Catch 22, and I don't profess to have a remedy. However, despite the obvious temptations, maybe NOT making a movie called “MARATHON” or “THE LAST PATRIOTS DAY” with a bunch of “A-listers” and a multi-million dollar marketing budget would be a good start for us as an industry.


CONTACT CORY AT:
Cory Rosenberg
info@CRee8Group.com
631-608-4545
]]><![CDATA[The Perfection Paradox]]>Mon, 11 Mar 2013 19:39:59 GMThttp://coryrosenberg.com/blog/the-perfection-paradox
There have been a number of times throughout my career that I have been accused of being a perfectionist.  Naturally, being a "creative" I defensively swatted this label like a green fly on my picnic basket, as I muttered, “you just have lower standards,” under my breath.

You see, when I’m creating I feel most alive. I am fueled by a deep rooted passion that is supported by my innate talent, a G-d given gift. Creating provides “the artist” with a high of sorts, an adrenaline rush that causes the passage of time to go virtually unnoticed and have less significance.  Creating is a mission of self-expression that can be extremely fulfilling, especially when the completed work is acknowledged by others and brings joy or some other tangible benefit to the world. I’m pretty confident that I share this feeling with artists everywhere, whether it’s the painter, the sculptor, the musician, the architect or the writer….we are all artists.

Over the years I have noted that most business people are truly fascinated with the creative mind, yet they fear it equally. I believe that they are intrigued by the boundary-less, free-spiritedness that embodies the creative mind, but they are weary of the challenges that are often associated with the artist’s “perfect at any cost” mindset.  On the other hand, artists view “the suits” (a nickname for those that try to reign in our creative minds under the guise of “budgetary controls”) as “buzz killers,” similar to parents who return home early from a weekend away only to find their kids partying like it’s 1999.

Fast forward a number of years to a time when my creativity had afforded me enough success to find myself responsible for multi-million dollar projects that required the coordination of dozens of staffers, vendors, actors, production personnel and, yes, “Suits”.  The scariest part was that I was now forced to play for BOTH teams.  A Creative Suit?  Is that even possible? It was not only possible, it was an absolute necessity and there was not much room for error. I had no choice but to deliver a high-quality “creative” product while simultaneously managing diverse personalities, tight budgets and a stringent deliverable timeline.  While I have honed my business acumen over the years, and can compile a spreadsheet that could impress most CPAs, I’ll ALWAYS be a creative guy at my core. An artist really. In fact, till this day, doing spreadsheets drains my energy like a bad flu. However, the time had come to face the facts. My propensity to get lost in the creative process and my desire for perfection were about to be challenged by the reality of the economics at hand.  

Leonardo da Vinci was quoted as saying “art is never finished, only abandoned.”  Similarly, a few years ago I heard Steven Spielberg say during an interview, “I’ve done [a lot] of movies, yet I’ve never finished any of them.”  These two quotes have had a profound impact on me.  They helped me accept that perfectionism has good intentions (to remind us to strive for excellence), but as the saying goes: “the road to hell is paved with good intentions.”

The fact is perfectionism comes at a cost and, if not governed, it can have a catastrophic impact on a project or company.  So how do you do excellent work and still keep a close eye on the bottom line?  The answer usually lies in the plan. Ben Franklin said, “If you fail to prepare, you're preparing to fail.” Another one of my favorite quotes is from Dwight D. Eisenhower.  He said: “Plans are useless, planning is indispensable.” Very often creative people have a tough time planning or at least following through on their plan. We often get caught up in the multitude of possibilities our creative minds present us with. Instead of deciding on a path, we often wait for some spiritual sign or instinctual guidance to kick in and show us the way. But, what happens when that "sign" never comes?
There is no denying that environment, circumstance and instinct play a major role in creating, but these factors are not a substitutes for having plan.  Like a businessman, an artist must set a goal and evaluate the best path to achieving that goal.  They must evaluate the obstacles on that path and equip themselves with the necessary tools to mitigate those obstacles. The photographer must evaluate subject matter, select lenses and assess lighting before he/she shoots. The artist must anticipate his/her canvas and can’t afford to run out of paint before they’re masterpiece is complete, just as the business person cannot risk running out of time or money. In an ideal world, money would never play a role in art, but I believe time always will.  Many artists have died broke only to achieve extraordinary fame after their death. The question is, did they die happy and fulfilled?  Did they leave this planet yearning for notoriety or was it never part of their plan? Maybe it was just perfection they were truly seeking. The question is, what did they deprive themselves and the world of by remaining true to their quest for “perfect”? 

There’s an old story about Picasso who once invited a gallery curator to his studio to show him his new paintings.  The curator was in awe of what he saw and was looking forward to getting the pieces on display at his gallery.  Picasso told the curator that he was elated by his reaction.  Then, without missing a beat, he grabbed a sharp knife and before the curator could say a word, Picasso sliced each and every painting he proudly had on display that day. Picasso had a realization that despite the curator's positive feedback, the paintings no longer represented him or lived up to his own personal standards. However, as an artist myself, I can tell you that it is the process, not the result, that is the true reward for the creative mind. So, maybe Picasso no longer saw value in his own paintings as he already had the experience of creating them. And maybe he loved those paintings so much that he did not want to share the images that were now captive in his mind and soul. Of course, there’s alway the possibility that Picasso was a consummate perfectionist or maybe he just had a few screws loose. Ultimately you can be the judge, but I believe there’s a very fine line between the two.

So, as I leave you to contemplate the Perfectionist Paradox, think about what is fueling that desire to be perfect. Ask yourself:
  • Is it originality or some "higher standard" you are truly seeking?
  • Are you concerned about making a "mistake"?
  • Is it control you really want? 
  • Are you comparing yourself to someone that you admire, but feel you cannot yet live up to?
  • Are you concerned about what others might think or say about you or your work? 
  • Are you an introvert, secretly seeking attention through your creative voice?
  • Are you a deep, passionate person who enjoys experimenting with self-expression?
  • Are you a generous, loving person, who simply wants to share joy with the world in the form of your creations?

These are all good questions, and the likelihood is you answered yes to at least some, if not all of them.  What does this mean? It means that you are not only an artist, you are human.

I think that’s a perfect ending. Or is it? The fact is I have learned that it’s better to be done, than perfect.


You can contact Cory at: 
631-608-4545 • info@CRee8group.com
www.coryrosenberg.com
]]><![CDATA[CRee8Tions-Volume 2: UNPLUG, KICK BACK AND RECHARGE.]]>Fri, 01 Feb 2013 22:46:13 GMThttp://coryrosenberg.com/blog/cree8tions-volume-2-unplug-kick-back-and-rechargeI recently got to spend some real quality "alone time" with my 19 year old daughter, thawing out in Florida. Unfortunately these trips are rare occurrences and are always a special treat for me. Ya see, my daughter's a super driven NYU sophomore trying to decode the media and entertainment business in hopes of one day being able to fill the diversified shoes of Tina Fey. Like Tina, she's pretty, funny and a brilliant writer.  In fact, her writing has earned her several awards and scholarships (thank you lord) and a slot as a contributing writer for The Washington Square News.  She's a social media hound, has a great eye for design, and has even helped NYU reinvent its website and promote critical student initiatives via the Internet and social media promoted live events that she helped produce. She's a Facebook guru, an Instagram junkie and can Tweet, Tumble and Pin with the best of them. So, given this background you could understand how shocked I was to hear her say" I was born in the wrong generation, I wish I was born before the Internet when we were not so connected."  After getting off the floor from the shock of that comment, I regained my composure and probed a bit more.  I was curious, how can "Little Miss Connected" want to live in a more "disconnected" era?   What was she thinking and why was she thinking it?  The biggest question I had was - "Is she alone in her thoughts or do her peers share her secret disdain for our Internet-based connectivity?" What I went on to find out was fascinating.  

It turns out that many teenagers in my daughter's generation, can actually still remember a time when they were less connected.  A time when the telephone was more important than the smartphone. When the conversation was still more predominant than the text. A time when there was no Facebook to tell you that your old friend from high school (who you haven't seen since graduation and you don't particularly miss either) was making brownies and watching Suite Life reruns to pass time one rainy afternoon. The issue is, that despite the collective reluctance, social media is tremendously efficient in reaching people with words, sounds and images. Its benefits are measurable and its effectiveness undeniable.  Social media has changed the world and even toppled dictatorships.  However, its pitfalls are equally palpable as we have seen teenagers taunted (literally to death) by public humiliation fueled by social media and decades old marriages end as old romances become rekindled (often temporarily) via the Internet.  

The question becomes, how do we as a species handle this tool that we have invented? Do we allow it to control us, or do we control it?  I'm sure when automobiles began hitting the streets in the late 1800's, some people panicked, even if they loved the idea of getting from point "A'" to point "B"' in half the time they were accustomed to. However, they could not ignore the potential dangers.  Today, cars have the ability to drive at hundreds of miles/hour and although the risks are still there, we have added safety features and have all become better drivers (well most of us anyway). The fact is, we've adapted and while "safety"is still a consideration in our minds, it is no longer a major impediment to the consumer acceptance of cars as a whole. In fact, today, few people can live without taking advantage of the benefits of this technology.  Fortunately, just because we have cars, doesn't mean we have to stop using our bicycles, roller skates or even our feet to get around, does it?  

I often tell my kids, my motto has always been "everything in moderation."  Yet, my daughter pointed out to me that I too have fallen pray to being "over connected" and stated that she feels that I am too accessible to my clients (and I tend to be).  However, I am working hard to find the balance and reclaim my quality time with my family.  It's not easy, but as my daughter and I were climbing a tree the other day in Florida, I realized that this was a recreational activity that a father and daughter could have enjoyed together even 200 years ago, and there was something amazingly cool and "connected" about that.  So, if you're feeling too "wired," all you need to do is find a "cool tree," unplug, kick back and recharge your emotional batteries.  You can post a picture of yourself "unplugging" later or never for that matter.  Don't take this the wrong way, but no one really cares.  

FYI, While Facebook has its downfalls, this is one of the best uses of social media I have ever witnessed personally or professionally. Check it out, when you get down from that tree of course.  http://www.ted.com/talks/israel_and_iran_a_love_story.html

]]><![CDATA[CRee8tions:Vol 1- By Cory Rosenberg]]>Wed, 09 Jan 2013 18:55:25 GMThttp://coryrosenberg.com/blog/cree8tionsvol-1-by-cory-rosenbergHealthy Brands Start With Smart Licensing Decisions 
It's every brander's dream to be on the shelf at a major retailer. However, there is a time in the lifecycle of a brand, where that dream can become a nightmare. 

A while back, I was walking through a well-known department store, when I spotted a bunch of Trumps standing on a CLEARANCE table.  No, it wasn't the wild-haired millionaire and his fellow "Apprentices" personally showcasing the latest TRUMP fashions, it was just a few dozen Asian imported vinyl Donald Trump Dolls in window boxes adorned with both TRUMP and "Apprentice" branding. I'm sure Mr. Trump and Apprentice Producer, Mark Burnett would agree that the CLEARANCE table is not a great place for their premium brands as it's usually the final resting place of an underperforming product line.  Of course, if these few dozen dolls were simply remnants of a retail program that sold thousands of units, the retailer will likely be indifferent about the fact that the last few didn't sell out at regular price.  However, if these few remaining mini millionaire's represented a large percentage of the original order, then it's likely that this particular licensee will not get another chance with their next TRUMP offering. More importantly, because of this licensees' underperforming item, other TRUMP licensees may face similar trepidation from buyers especially if they do not have an established track record with their own product lines.  When negotiating a license with a licensee, make sure you hire a skilled consultant to ensure that your licensing contracts contain very specific guidelines regarding the liquidation of excess inventory.  While it may be hard for your licensees to control some of their retail customers, having specific language in contracts can help keep your brand from suffering from ACUTE CLEARANCE-ITUS. And yes, Mr. Trump, I did buy a doll on clearance that day, partly because I admire your skills and tenacity as a business person and partly because the lesson I'm reminded of seeing your usually "larger than life" image and  "luxury" brand on the clearance rack for a mere $2.99, reminds me to always be humble and to always do my best to control my licensees. While I may have paid very little for my "Donald" statuette, to me it's truly priceless.

3 EASY STEPS TO BUILDING A HEALTHY BRAND

1. Give Your Brand a Voice: The first question any marketer needs to ask themselves is: "what does my brand stand for?" Is it quality, luxury, status, efficiency, ruggedness, style, etc.? Until you know what it is your brand stands for, you can't build a compelling story to tell the consumer.
2. Build Loyalty: Being in branding for over 25 years, I can tell you that once you've developed your brand's story (its voice) it's fairly easy to get people to try your stuff (we call this "trial" or "engagement"). Of course, I'm assuming here that all your packaging, advertising and other marketing efforts clearly communicate and remain true to your brand's voice and they are properly targeted demographically.  However, while these tactics will dramatically increase the likelihood of a successful launch, longevity and consumer loyalty can only be achieved by ensuring a brand delivers on its marketing promises.  This can be accomplished by meeting or exceeding consumer expectations established by your brand's voice. A failure to do so can be a fatal blow to your brand and your business. Remember, bad news spreads much faster than good news. Just ask Lindsey Lohan.

3. Protect Your Brand: Brands are like gardens.  They must be cared for, even nurtured, to ensure their perennial bloom is more vibrant and colorful than the year before.  Where many marketers fall short is that they are paying so much attention to the garden, they forget to lookup at the trees that have matured over time and have now formed a sun-blocking canopy that can threaten years and years of hard work. These trees are symbolic of the consumer. A fickle group that decides what brands are passed onto the next generation and which are better left behind to wither sadly into obscurity.  The goal of any marketer is to become a "classic brand."  One that has woven itself so tightly into the fiber of pop culture that it's nearly impossible to destroy (although we've seen that happen too, anyone remember Oldsmobile and Pontiac?).  So, tend intently to your garden, plant some different species from year to year (new styles, new line extensions, new licensees) but make sure you always paying attention to the trees that let in the sunlight, because these rays not only illuminate your brand, but nourish it. Remember, in gardens or on retail shelves, no one wants a wilting flower. 

You can contact Cory at: 
631-608-4545 • info@CRee8group.com
www.coryrosenberg.com 
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