One of the great mantras, cliches perhaps, of Business 3.0 (or 2.0 or 1.5 or whatever decimal value you feel necessary to apply to explain the "nextness" of the corporate world) is:
- YOU DON'T OWN YOUR BRAND.
- THE CONSUMER DOES.
- SURRENDER ITS CONTROL TO THE MASSES.
Hmmm, so what does this mean to the brand that is...me?
Well, despite the fact that for over a decade, I've been involved in the high-tech industry--somewhat successfully and high-profily so, I may add--with Airborne Entertainment/Airborne Mobile and TXT-TV, my 15 years previous at Just For Laughs seems to have indelibly tattooed "The Comedy Guy" onto my DNA.
Try as I might, I couldn't escape the label. Even at tech/mobile/Internet events, I was persistently asked--on my way down there by airport workers, once there by industry colleagues and even the media--"Who's coming to the Festival this/next summer?"
So, rather than fight an obvious tsunami of popular opinion and perception, I've decided to throw in the towel and surrender control of my life over to you.
You win.
In other words, as of July 1, I'm adding the title of "President, Festivals and TV" to my CV and returning to Just For Laughs for a second kick at the can. (One of my favorite pictures from my first go-around, me directing Tim Allen and him actually listening is below.)
This does not mean I'm abandoning TXT-TV, my baby for the past three years. As a major shareholder and board member of the company, I remain as committed as ever to its success (in fact, you can catch me live at extolling TXT-TV’s virtues at the CMA Conference in Toronto on May 27 and at the Banff World Television Festival on June 14). I'll keep attending TXT-TV management and operations meetings, and I'll concentrate on what I do best—creative direction and partner outreach—while letting others on the team expand their roles to do their best.
As for Just For Laughs, well...I hope my return "home" is as fruitful to me and the company as Steve Jobs' return was for him and Apple (yeah, there's a realistic comparison...but hey, dare to dream, right?). You can learn a bit more by reading this article that appeared in the Montreal Gazette.
New goals are threefold, namely the triangulation of spirit rejuvenation, programming innovation and revenue optimization throughout festivals and TV shows in Montreal, Chicago and Toronto, in English and in French. But if there was ever a platform to work the magic of Surprise, to take risks and to take on impressive new partners, well...what better than a comedy festival and its television production arm?
So, the lesson this week? Two actually:
- Screw Thomas Wolfe. You CAN go home again.
- Even the brand "Me" belongs to you. (So cut me some slack...)