Professionally speaking, I’d rate 2010 as the best year of my career. When I started Leibowitz Solo in September 2009, my goal was to make a living. Find a couple clients, earn a six-figure salary, be my own boss, take the occasional Friday off; that was about the extent of my ambition.
If you would have told me that in one year I’d have the chance to help lead 3 winning statewide ballot initiatives, write speeches for the Governor of Arizona and the Mayor of Phoenix, see and hear my clients on CNN, Fox News and virtually every TV and radio station in Arizona, and read their op-eds in newspapers like the Washington Post, the Washington Times and the Arizona Republic, I would have laughed at you like we were watching a rerun of the Chappelle Show. And that’s saying something, because who’s funnier than Dave Chappelle?

On Fox News? To talk immigration? Gutsy.
Suffice to say, I’ve been fortunate to have gotten these opportunities. There are many folks who deserve thanks for the help and the faith they’ve extended to me, but that’s a post I’m going to save for another day. What’s on my mind instead this morning is what 2010 has taught me, the principles I believe have contributed to this run of great good luck. Call these a handful of “rules to live by.”
1. Make deadlines … every time.
In nearly 20 years as a journalist, I’ve never blown a deadline. In my first 20 minutes working at an ad agency, I think I heard 3 people say, “Can we call the client and ask for more time?” Now out on my own, I do what I promise my clients when I promise it. Mostly, that means taking care to promise things you can deliver, though it occasionally means moving Heaven and Earth to get something done. The bottom line? They call ‘em “deadlines” for a reason. It’s a line. After it, we’re dead.
2. The people you work with? Listen to their input. And pay them what they’re worth.
If there’s a word I’ve quickly come to hate, it’s “subcontractor.” Maybe I’m being too literal, but that word implies a hierarchy where the person doing the work is beneath the person paying the tab. I prefer to think of these folks as “really smart people who know more about X than I do.” That’s not a very wieldy term, but it’s deadly accurate. If we’re working together cutting a video, shooting a spot, laying down a radio ad, developing a Web site, I want to know what you think as well as when you’ll get it done and what it costs. As far as dollars go, it pays to be generous. You say you’ll do Y for 1000 bucks. I say, great, how about 1100 bucks? It costs me 10 percent more, but I get 50 percent more effort. And when it’s time to move Heaven and Earth, I know you have my back.
3. Don’t just recommend. Do.
Some of my friends in the consultant biz love to make suggestions – we should do this, have you considered that, hmmm, maybe this’ll work. Me, I like to think that my work is only beginning once we’ve crafted the strategy and stitched the plan together. When I tell my clients that they get me 24/7 for their retainer or project fee, I don’t just mean my mind. You also get the fingers I write with, the mouth I use to talk and make connections with and, if necessary, my feet to walk over to the studio and record a voice track. Whatever it takes. It doesn’t matter how big the client is, no one has enough people to do all the work one consultant can suggest. Surprise people … get off your ass once in a while and do it yourself. Then … lather, rinse, repeat.
4. When you have a client you don’t like, get rid of him.
True story. I had a guy I liked a lot as a person who was paid me $5000 to do a “quick project.” It seemed like fun, he has a cool company and he’s good people – except later I discovered that he’s a huge pain in the ass in the business world. He meddles with everything, sweats even dilemmas that don’t exist and tells you how to build a clock when you ask what time it is. The project should have taken 20 hours. Instead it took 50. That’s 100 bucks an hour, which is fine. But then you have to add in the 100 more hours I spent being aggravated at him and the 100 hours I spent dreading the 100 hours of work. You see where this is going.
We finished that project. He wanted to hire me to do more work … and I ran like hell. Money is nice. Peace of mind is nicer.
5. “The media” grows more irrelevant by the minute. Use them when you can. Go around them at every opportunity.
When I was in daily journalism, I saw firsthand how lazy many reporters can be. That education paled compared to what I’ve seen in 2010: Reckless disregard for the facts, blatant lying, agenda-driven interviews and stories, reportorial sloth and general unpleasantness. There are many, many good reporters, but the bad ones are so bad, they drag down the entire profession like Lerner & Rowe does with lawyers. How do you deal with such a cluster? Mostly by picking your spots. Say “no” to interviews you see going horribly wrong. Do interviews with the “good guys” who will treat you fairly. And never be afraid to challenge “the facts” when they aren’t particularly factual (and even if they are, provided you can do so within the bounds of reason and morality).
More importantly, talk to the public at every opportunity. Blog. Tweet. Post on Facebook. Send that email. Make a video and post it on YouTube. Send out links in every direction. Tell your most authentic, most engaging story at every opportunity, in a voice people want to listen to, in every medium you can find.
If there’s one thing I’ve learned in 2010, it’s that now Marshall McCluhan is dead ass wrong. Today, the medium isn’t the message. The message is the message. People want well-told tales, brimming with accurate facts and the occasional interesting turn of phrase or vivid image. They don’t much care who does the telling or where they find the story.
Be compelling and be on time. Do that and you’ll do very well indeed, if my 2010 is any indication.