This issue was taken up during the Naked Truth discussion the other night with a similar take coming from Seth Godin's blog this week.
The bottom line for entrepreneurs: Hiring a good PR firm is a paradox. The few that are worth having probably won't give you the time of day. Resorting to a lesser second choice nets you an over-extended firm that doesn't do justice to your message and sucks up valuable re$ources. I've found that a better compromise is to find a trusted independent operator with good contacts who can partner with you to selectively spread the word. In doing so, you keep closer tabs on the message while taking advantage of your PR agent's contacts.
Friday, July 27, 2007
Wednesday, July 25, 2007
Call me a Troublemaker
Last week I decided to begin testing this new brand for myself. I am becoming increasingly disappointed in the "remarkability" of the "Growth Catalyst" title I originally created for myself.
Granted, the "Troublemaker" tag certainly carries its risks. My family and friends have not been shy in voicing their disapproval. But when I press them on their reasoning, their comments all follow a similar theme - "It's not safe! What if you turn somebody off by giving them the wrong impression?" Well, that's the point isn't it? It would be "safe" for me to label myself as a sales and marketing executive. That certainly wouldn't scare anyone away. But it wouldn't pique anybody's interest either.
This brand conveys my ability to disrupt markets and acknowledges that it's necessary to take risks in order to do so successfully. I am counting on the fact that my future employer is looking for just that quality to help their product stand out in the marketplace. If the CEO of company X doesn't interpret my brand the same way, then we're probably not a match anyway. However, if the brand catches somebody's eye and they immediately get the message, it could be the beginning of something special.
That's a risk I'm willing to take.
Is blogging essential for a CEO?
I attended a great panel discussion last night featuring journalists from 5 different media outlets to discuss the dos and don'ts of media relations for startup entrepreneurs. (A big thanks to Glenn Kelman and the folks at Red Fin for putting it all together - and buying the beer and barbecue!)
One comment that our group found provocative came from Michael Arrington of Techcrunch who said that it was absolutely essential for CEO's to be blogging. Those who pushed back on that statement seemed to feel that sometimes there are just more important things for a CEO to be doing than blogging and also that some just aren't suited to blogging at all.
I couldn't disagree more. The startup CEO's blog is the mortar that fills in the cracks for his audience. When a company is struggling to cement its mission (last masonry analogy, I promise) in the minds of its investors, customers and employees, a blog can work very well to provide the necessary tidbits of background stories and personal philosophies with an editorial thread to complete the story for the reader. Yes, there are many times when a CEO has more important things to do, but that should never be a reason to abandon the blog. Shorten the posts, solicit contributions from other team members, take a week off, but by all means keep telling the story.
My approach to communicating with my audience is similar to the way I communicate with my kids: Don't leave any holes in the story, because if they need to fill in the blanks themselves, you're not going to like the results.
One comment that our group found provocative came from Michael Arrington of Techcrunch who said that it was absolutely essential for CEO's to be blogging. Those who pushed back on that statement seemed to feel that sometimes there are just more important things for a CEO to be doing than blogging and also that some just aren't suited to blogging at all.
I couldn't disagree more. The startup CEO's blog is the mortar that fills in the cracks for his audience. When a company is struggling to cement its mission (last masonry analogy, I promise) in the minds of its investors, customers and employees, a blog can work very well to provide the necessary tidbits of background stories and personal philosophies with an editorial thread to complete the story for the reader. Yes, there are many times when a CEO has more important things to do, but that should never be a reason to abandon the blog. Shorten the posts, solicit contributions from other team members, take a week off, but by all means keep telling the story.
My approach to communicating with my audience is similar to the way I communicate with my kids: Don't leave any holes in the story, because if they need to fill in the blanks themselves, you're not going to like the results.
Monday, July 23, 2007
Focusing on What I Want
Despite all the work I've done on refining my career message thus far, I still have have some work to do.
After sending a broadcast message to those in my LinkedIn network looking for job leads, one of my audience pushed back, demanding more information. "What are you looking for?" she asked. I repeated the objective from my resume: "I'm looking for a great team with remarkable products with a story that needs to be told." but then Sabra, my networking partner, pointed out that that statement offered her very little actionable information that she could use to connect me with others. My statement required her to interpret the message to actually do the heavy lifting by sifting through her network contacts to judge whether any one of them met my criteria. In other words, I was not making it easy for my customer to do business with me. In that context, I recognize this for the horrible transgression that it is. If a widget salesman pitched his widget to me with a you-do-the-heavy-lifting message such as this, I'd take his head off.
Action Item: Consider the audience, refine the message.
Rather than ask "Can you suggest some companies with remarkable products?" I will ask "Can you suggest some consumer products companies based in downtown Seattle?" This is an easier question to answer and it is more likely to produce an answer that is valuable to me.
After sending a broadcast message to those in my LinkedIn network looking for job leads, one of my audience pushed back, demanding more information. "What are you looking for?" she asked. I repeated the objective from my resume: "I'm looking for a great team with remarkable products with a story that needs to be told." but then Sabra, my networking partner, pointed out that that statement offered her very little actionable information that she could use to connect me with others. My statement required her to interpret the message to actually do the heavy lifting by sifting through her network contacts to judge whether any one of them met my criteria. In other words, I was not making it easy for my customer to do business with me. In that context, I recognize this for the horrible transgression that it is. If a widget salesman pitched his widget to me with a you-do-the-heavy-lifting message such as this, I'd take his head off.
Action Item: Consider the audience, refine the message.
Rather than ask "Can you suggest some companies with remarkable products?" I will ask "Can you suggest some consumer products companies based in downtown Seattle?" This is an easier question to answer and it is more likely to produce an answer that is valuable to me.
Wednesday, July 18, 2007
What Motivates Me?
That was the question that lingered in my mind long after I had answered it during my most recent interview with Caff'e Vita. It bothered me enough that I made it a point to readdress the question in my f/u email with the VP of Sales and Marketing. My re-considered answer to him was:
"Making connections with people is what motivates me. When I can deliver a pitch to a customer that captures their imagination so that they begin nodding, then laughing, then asking question after question, then I know I’ve hit a home run. Each time that happens I want more."
"Making connections with people is what motivates me. When I can deliver a pitch to a customer that captures their imagination so that they begin nodding, then laughing, then asking question after question, then I know I’ve hit a home run. Each time that happens I want more."
Thursday, July 12, 2007
Full Bio
Rob has earned his reputation as a Growth Catalyst by pioneering new markets throughout his career. His education and early experience as an engineer stoked his enthusiasm for innovation. As he began his sales career, Rob decided that he needed to find new applications for his products in order to be truly remarkable in a crowded field and thus create opportunity where none existed before. While this strategy helped to make Rob a top performer in the field of specialty chemical sales, he aspired for more. So, in 2002 he began to transform himself from a salesman into an entrepreneur. This process culminated with the formation of On The Spot Games® in 2003.
Rob envisioned On The Spot Games as the first name in family-friendly entertainment for over-scheduled families on the go. With no prior experience in consumer products, Rob conceived and produced the company’s first product in 2003. DidYa Know® was an award-winning card game designed to promote family fun through storytelling, The game was produced and packaged for retail sale through specialty retailers in the US. However, Rob felt that adding one more game to the jam-packed game aisles in retail stores would not accomplish his goal of entertaining busy families.
In 2005 Rob began work on a distribution system that would deliver games directly to families in the social settings where they were likely to play and enjoy them. He identified casual restaurant chains as an ideal place to reach his target audience and so he set out to adapt On The Spot Games’ products to the challenging environment of a busy restaurant. Rob adapted DidYa Know and several other games for play in casual restaurants by working with development partners such as Pizza Hut and Red Robin Gourmet Burgers. In 2006, he debuted a full line of Fun On The Spot™ restaurant games at the National Restaurant Association trade show in Chicago, IL.
Before endeavoring on his entrepreneurial journey, Rob was a top-performing salesman. In 1992, Rob accepted a sales position with KR Anderson Company, a distributor of engineered chemicals. Rob was promoted to Branch Manager in 1994, managing sales and operations for the Pacific Northwest region. He focused on increasing sales by creating new value-added services, expanding market share and developing new applications for the company’s products. Under Rob’s leadership, the region experienced 5 years of double-digit sales growth, resulting in $7 million in sales in 1999 contributing to total company sales of $55 million. Also, his region led all others by generating a record-setting gross profit margin of 29%.
Rob strived to round out his business skills while still achieving his goals at KR Anderson. So he enrolled in Seattle University’s Albers School of business to pursue his MBA in 1994. He graduated from the program in 1997 with a GPA of 3.5.
Rob continued to prospect new business opportunities for KR Anderson during the recessionary economy during the early 2000’s. His efforts spawned new business in many new markets, including a partnership with Eldorado Stone, Inc. of Carnation, WA to develop a new molding technology for faux stone facades for the building industry. Eldorado Stone quickly became one of KR Anderson’s largest customers, generating over $5 million in revenue in 2005.
Rob was working as a manufacturing engineer in 1989 when Robert McKeown Co, a chemical distributor, recruited him into his first position in sales. As the Area Manager for New York State he developed his skills for planning and executing sales strategies. During the next four years he learned to use his technical skills to develop new applications for his OEM customer base. Rob quickly became the company’s top salesperson, as he lead the company in sales and gross profit margin in 1990. He continued to perform for Robert McKeown until 1992, when he and his new bride decided to improve their quality of life by relocating to Seattle, WA.
Rob’s past life experiences include selling ice, cookware and used cars. He’s played drums for a new wave cover band and ridden his bicycle up the Tour de France’s legendary Alpe D’ Huez. He and his wife Barbara live an active, playful life with their twin boys Jason and TJ (age 9) in a grand old house in Seattle’s Ballard neighborhood. He planted his first organic garden this year.
Among his many passions, Rob thoroughly enjoys a challenging climb on his bicycle, belly laughs with the kids, tasty wine and food pairings and grabbing a beer with the guys.
Rob envisioned On The Spot Games as the first name in family-friendly entertainment for over-scheduled families on the go. With no prior experience in consumer products, Rob conceived and produced the company’s first product in 2003. DidYa Know® was an award-winning card game designed to promote family fun through storytelling, The game was produced and packaged for retail sale through specialty retailers in the US. However, Rob felt that adding one more game to the jam-packed game aisles in retail stores would not accomplish his goal of entertaining busy families.
In 2005 Rob began work on a distribution system that would deliver games directly to families in the social settings where they were likely to play and enjoy them. He identified casual restaurant chains as an ideal place to reach his target audience and so he set out to adapt On The Spot Games’ products to the challenging environment of a busy restaurant. Rob adapted DidYa Know and several other games for play in casual restaurants by working with development partners such as Pizza Hut and Red Robin Gourmet Burgers. In 2006, he debuted a full line of Fun On The Spot™ restaurant games at the National Restaurant Association trade show in Chicago, IL.
Before endeavoring on his entrepreneurial journey, Rob was a top-performing salesman. In 1992, Rob accepted a sales position with KR Anderson Company, a distributor of engineered chemicals. Rob was promoted to Branch Manager in 1994, managing sales and operations for the Pacific Northwest region. He focused on increasing sales by creating new value-added services, expanding market share and developing new applications for the company’s products. Under Rob’s leadership, the region experienced 5 years of double-digit sales growth, resulting in $7 million in sales in 1999 contributing to total company sales of $55 million. Also, his region led all others by generating a record-setting gross profit margin of 29%.
Rob strived to round out his business skills while still achieving his goals at KR Anderson. So he enrolled in Seattle University’s Albers School of business to pursue his MBA in 1994. He graduated from the program in 1997 with a GPA of 3.5.
Rob continued to prospect new business opportunities for KR Anderson during the recessionary economy during the early 2000’s. His efforts spawned new business in many new markets, including a partnership with Eldorado Stone, Inc. of Carnation, WA to develop a new molding technology for faux stone facades for the building industry. Eldorado Stone quickly became one of KR Anderson’s largest customers, generating over $5 million in revenue in 2005.
Rob was working as a manufacturing engineer in 1989 when Robert McKeown Co, a chemical distributor, recruited him into his first position in sales. As the Area Manager for New York State he developed his skills for planning and executing sales strategies. During the next four years he learned to use his technical skills to develop new applications for his OEM customer base. Rob quickly became the company’s top salesperson, as he lead the company in sales and gross profit margin in 1990. He continued to perform for Robert McKeown until 1992, when he and his new bride decided to improve their quality of life by relocating to Seattle, WA.
Rob’s past life experiences include selling ice, cookware and used cars. He’s played drums for a new wave cover band and ridden his bicycle up the Tour de France’s legendary Alpe D’ Huez. He and his wife Barbara live an active, playful life with their twin boys Jason and TJ (age 9) in a grand old house in Seattle’s Ballard neighborhood. He planted his first organic garden this year.
Among his many passions, Rob thoroughly enjoys a challenging climb on his bicycle, belly laughs with the kids, tasty wine and food pairings and grabbing a beer with the guys.
First Interview in the Books
I had a first in-person interview with the recruiter for Caffe' Vita yesterday. Overall, I was pleased with the results of my preparation and my performance during our conversation. My interviewer didn't spend too much time with canned interview questions and got right into the meat and potatoes of the position, which was right in my wheelhouse.
A few observations worth noting for the future:
A few observations worth noting for the future:
- Matt Youngquist suggested that I prepare a spreadsheet to address each of the requirements listed in the original job posting and it was quite useful. In fact, after my interviewer asked about it, we read through the entire document together. I will definitely be using that again in the future.
- There was a gap of a week or so in between my phone interview and the callback for the interview, which was scheduled for the next day. I was caught a little short on research for the interview because I had decided to wait for the callback before investing the time. I think I'll do some partial research ahead of time for the next one, especially if I'm as interested for the position as I am for this one.
- I opted for a post-interview Thank You note by e-mail instead of snail mail because the decision was going to be made only 2 days afterwards. Not my preference, but I couldn't risk the note sitting unopened while they made the callback decision for the next interview. Sending an e-mail did allow me to include a copy of the job requirements spreadsheet, though.
- I caught my interviewer off guard by asking her what she could tell me about my competition. There was an uneasy moment, but she went on to describe the number of applicants, their range of experience and how many she expected to recommend for the callback. It was good information and I don't think asking the question hurt my chances any. Though, I could see posing the question creating a problem with a different interviewer. Will proceed with caution with that question in the future.
Tuesday, July 10, 2007
Rob Mathewson Resume
Objective To join a solid team that has remarkable products and a story that needs to be told.
A Catalyst for Growth
Rob is a 20-year sales and marketing veteran with a talent for blazing trails to new market opportunities. His diverse background includes experience with consumer and industrial products. Rob has a proven talent for creating new, profitable applications where none have existed before. He has an infectious enthusiasm for his causes, whether acting as an internal champion or as an evangelist in a new market.
Career Skills/Knowledge
o Business Development
o Consumer / Industrial/ Engineered Products
o Brand Development – Package Design
o Sales Leadership
o Product Evangelizing – Spokesperson
o Entrepreneurship – Business Planning
o Guerrilla/ Internet Marketing
o Game Design – Market Testing
o Silicone/Epoxy/Urethane Applications Expert
o Tech Liaison
Career Experience
On The Spot Games, Seattle, WA 3/02 – Present
Founded game startup company to promote family communication through fun and play. Explored and executed a variety of new opportunities for delivering games to families and friends in social situations.
Big Picture Guy
o Designed company’s first award winning card game, DidYa Know®, released in 2003.
o Developed new distribution channel for games in casual restaurants, securing development partnerships with Red Robin and Pizza Hut.
o Commercialized over a dozen toys and games.
o Managed full product development cycle of original game designs and third party designed games.
o Designed and executed marketing plans for games and toys at industry trade shows.
o Promoted On The Spot Games through email newsletters, blogs, PR and Google AdWords.
o Designed and maintained FunOnTheSpot.com including e-commerce pages.
KR Anderson, Inc. Kent, WA 2/93 – 12/04
Branch Manager 4/94 – 12/04
Responsible for managing sales and operations teams in support of $7 million region. Responsibilities included new business development with Key Accounts and liaising with KR Anderson suppliers.
Technical Sales 2/92 – 4/94
Sold specialty chemicals to OEMs in the state of Washington. Identified and closed new opportunities. Grew territory sales through increased market share and the promotion of value-added services.
Achievements/Knowledge
o Grew Sales from $1 million to $7 million during 7-year period ending in 2000. Generated second highest sales dollar growth during that period with highest gross profit of any territory. Became first salesman ever to achieve greater than 29% gross profit for a sales year.
o Developed new silicone mold making business for making faux stone facades for the building industry. Resulting annual revenue climbed from zero to $5 million in three years. Coordinated efforts of silicone rubber supplier’s global marketing and operations teams in order to ensure availability of raw material for this new business to flourish.
o Negotiated supply agreements for key accounts including Boeing, Hewlett Packard, Fluke and Solectron, each generating annual sales of $200K - $500K.
o Developed a new fabricated parts business that generated over $200,000 in sales in the program’s first year. This lead to the formation of a new fabrication division at KR Anderson, which average 40% in gross profit margin vs. 27% for the rest of the corporation.
o Secured regional exclusivity for Alpha Metals in the Pacific Northwest in 1997. Recognized by Alpha Metals for excellence in customer service and technical proficiency.
o Initiated e-commerce restructuring in 1999. Led cross-functional team for planning and implementation of new B2B services. New web-based capabilities led to a 20% improvement in customer service productivity as measured by increased order count per CSR.
o Started auto-replenishment service for major electronics manufacturers in the Puget Sound area contributing $700K in high-margin revenue to the region. This program became the model for similar services offered company-wide.
o Developed expertise in the selection and application of adhesives, coatings and potting compounds, as well as gaskets and compounds for EMI shielding and thermal management for use in electronics and aerospace applications. Recognized by customers as a key resource for new designs and troubleshooting production problems.
o Selected as member of KR Anderson President’s Advisory Council to consult on policy decisions regarding corporate strategy, bonus programs, e-commerce, operations and supplier relations.
Chemgrate, Woodinville, WA 10/92 – 2/93
Regional Manager
Managed distributor network for manufacturer of fiberglass floor grating.
Robert McKeown Co., Branchburg, NJ 4/89 – 10/92
Area Manager
Sold specialty chemicals and engineered material to OEM’s in New York State territory. Provided technical applications support. Lead all sales territories in sales revenue from 1990 to departure in 1992.
Fairchild Weston, Inc., Syosset, NY 9/86 – 4/89
Manufacturing Engineer
Provided engineering support for manufacture of military countermeasures and reconnaissance cameras.
Education
M.B.A. Management, Entrepreneurship Dean’s List Seattle University 1997
B.S. Manufacturing Engineering Dean’s List Boston University 1986
Software
Super-proficient with MS Office. Handy with Adobe Design Suite including Illustrator, Go Live!, InDesign and Photoshop. Intuit QuickBooks.
Blogs
Career Blog: http://robsnewchapter.blogspot.com/
Fun and Family Issues: http://robonthespot.blogspot.com/
Community
Woodland Soccer Club Head Coach, Boys U-10 2007
Woodland Soccer Club Referee 2005, 2006
Salmon Bay School Auction Committee 2005, 2006
A Catalyst for Growth
Rob is a 20-year sales and marketing veteran with a talent for blazing trails to new market opportunities. His diverse background includes experience with consumer and industrial products. Rob has a proven talent for creating new, profitable applications where none have existed before. He has an infectious enthusiasm for his causes, whether acting as an internal champion or as an evangelist in a new market.
Career Skills/Knowledge
o Business Development
o Consumer / Industrial/ Engineered Products
o Brand Development – Package Design
o Sales Leadership
o Product Evangelizing – Spokesperson
o Entrepreneurship – Business Planning
o Guerrilla/ Internet Marketing
o Game Design – Market Testing
o Silicone/Epoxy/Urethane Applications Expert
o Tech Liaison
Career Experience
On The Spot Games, Seattle, WA 3/02 – Present
Founded game startup company to promote family communication through fun and play. Explored and executed a variety of new opportunities for delivering games to families and friends in social situations.
Big Picture Guy
o Designed company’s first award winning card game, DidYa Know®, released in 2003.
o Developed new distribution channel for games in casual restaurants, securing development partnerships with Red Robin and Pizza Hut.
o Commercialized over a dozen toys and games.
o Managed full product development cycle of original game designs and third party designed games.
o Designed and executed marketing plans for games and toys at industry trade shows.
o Promoted On The Spot Games through email newsletters, blogs, PR and Google AdWords.
o Designed and maintained FunOnTheSpot.com including e-commerce pages.
KR Anderson, Inc. Kent, WA 2/93 – 12/04
Branch Manager 4/94 – 12/04
Responsible for managing sales and operations teams in support of $7 million region. Responsibilities included new business development with Key Accounts and liaising with KR Anderson suppliers.
Technical Sales 2/92 – 4/94
Sold specialty chemicals to OEMs in the state of Washington. Identified and closed new opportunities. Grew territory sales through increased market share and the promotion of value-added services.
Achievements/Knowledge
o Grew Sales from $1 million to $7 million during 7-year period ending in 2000. Generated second highest sales dollar growth during that period with highest gross profit of any territory. Became first salesman ever to achieve greater than 29% gross profit for a sales year.
o Developed new silicone mold making business for making faux stone facades for the building industry. Resulting annual revenue climbed from zero to $5 million in three years. Coordinated efforts of silicone rubber supplier’s global marketing and operations teams in order to ensure availability of raw material for this new business to flourish.
o Negotiated supply agreements for key accounts including Boeing, Hewlett Packard, Fluke and Solectron, each generating annual sales of $200K - $500K.
o Developed a new fabricated parts business that generated over $200,000 in sales in the program’s first year. This lead to the formation of a new fabrication division at KR Anderson, which average 40% in gross profit margin vs. 27% for the rest of the corporation.
o Secured regional exclusivity for Alpha Metals in the Pacific Northwest in 1997. Recognized by Alpha Metals for excellence in customer service and technical proficiency.
o Initiated e-commerce restructuring in 1999. Led cross-functional team for planning and implementation of new B2B services. New web-based capabilities led to a 20% improvement in customer service productivity as measured by increased order count per CSR.
o Started auto-replenishment service for major electronics manufacturers in the Puget Sound area contributing $700K in high-margin revenue to the region. This program became the model for similar services offered company-wide.
o Developed expertise in the selection and application of adhesives, coatings and potting compounds, as well as gaskets and compounds for EMI shielding and thermal management for use in electronics and aerospace applications. Recognized by customers as a key resource for new designs and troubleshooting production problems.
o Selected as member of KR Anderson President’s Advisory Council to consult on policy decisions regarding corporate strategy, bonus programs, e-commerce, operations and supplier relations.
Chemgrate, Woodinville, WA 10/92 – 2/93
Regional Manager
Managed distributor network for manufacturer of fiberglass floor grating.
Robert McKeown Co., Branchburg, NJ 4/89 – 10/92
Area Manager
Sold specialty chemicals and engineered material to OEM’s in New York State territory. Provided technical applications support. Lead all sales territories in sales revenue from 1990 to departure in 1992.
Fairchild Weston, Inc., Syosset, NY 9/86 – 4/89
Manufacturing Engineer
Provided engineering support for manufacture of military countermeasures and reconnaissance cameras.
Education
M.B.A. Management, Entrepreneurship Dean’s List Seattle University 1997
B.S. Manufacturing Engineering Dean’s List Boston University 1986
Software
Super-proficient with MS Office. Handy with Adobe Design Suite including Illustrator, Go Live!, InDesign and Photoshop. Intuit QuickBooks.
Blogs
Career Blog: http://robsnewchapter.blogspot.com/
Fun and Family Issues: http://robonthespot.blogspot.com/
Community
Woodland Soccer Club Head Coach, Boys U-10 2007
Woodland Soccer Club Referee 2005, 2006
Salmon Bay School Auction Committee 2005, 2006
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