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CHAPTER 12

STOP WITH THE EXCUSES!

IN THIS CHAPTER I’LL TALK ABOUT GONE WITH THE WIND, HOW TO MAKE DEPRESSING CONTENT PALATABLE, AND RAISING THE DEAD (INDUSTRIES).

Throughout the relatively short history of The AskGaryVee Show I’ve fielded numerous questions from people convinced that their especially dull or outdated industry or uninspiring job poses a special marketing challenge. It’s stunning how many remarkable reasons and circumstances people can come up with to explain why they haven’t met with success. Of course, the problem doesn’t usually lie with the type of industry or job. The problem lies with the individual who can’t see opportunities when they’re right in front of his or her face. There might not be any easier place to make your mark than in an environment where few people, if any, are putting much effort into making their mark, or where everything has stayed the same since the dawn of time.

What I find heartening is what often happens after I answer these kinds of questions. A high percentage of people will email me afterward to say, “Hey, you were right,” and tell me that my answer sparked the beginning of a mind shift that led to rapid gains. I have no interest in being a motivational speaker, but it’s scary and exciting to see how little it sometimes takes to change someone’s perspective. Maybe we all look for excuses to explain why we don’t achieve what we want to, and we should be more self-aware and recognize how much control we actually have over our own fate, even taking into account the barriers like racism, s@xism, and nationalism that many of us have to face. It’s amazing how as soon as you make the shift from “I can’t” to “Why can’t I?” you go from defense to offense, and as everyone knows, the best place to score is always on offense.

How do I create interesting content for a boring product or a stale industry?

How can a nonprofit that works to solve a serious problem, like human trafficking, make depressing content dynamic?

My goal is to wake the dead, aka the funeral business. What are your thoughts on bringing relevance to a gray-haired industry?