 |
| Unvisited Book |
My first gig in marketing was with a physical manufacturer of products, and by the end of my time there, something terrible happened: the marketing worked too well. We were up by a lot more than our people could handle, no one could take vacation time, and the challenge from a management perspective came from trying to find qualified personnel who would work second and third shift hours to try to keep up wih the demand. Rumors started of how we would cut the marketing budget for the upcoming year to try to throttle down the growth, and my belief in the long-term viability of the business, coupled with concerns about how I was valued by higher levels of management, made me very anxious. You don't do your best work when you're anxious. So when another company made me an offer, I gave notice and relocated.
That was nearly twenty years ago, and I don't regret the move in the least. I've learned a ton in the time since, and it's all led to the current gig, where I get to work with and shape the marketing of tools that pretty much fix every problem I've ever ran into as a marketing and advertising pro. Notably, also, this: none of the companies that I've worked at since gave as many people jobs as that first employer, mostly because I've never taken a gig since that didn't scale.
There's a significant article in the NY Times this week that has made me start to wonder if that stance didn't come with some costs, though. The article compares the impact of Apple to its home city (Cupertino, CA) to Kodak with its (Rochester, NY). The entire article is worth a read, but the gist of it is that by creating a contractor class to take care of aspects of the business that aren't seen as core competency (janitorial is the focus, but the movement also extends to security guards, food production, and so on), Apple has created more shareholder value at the cost of blue collar jobs. So while Rochester has traces of Kodak's benevolence striped through the community, Apple is a global company, with those dollars either on campus, or spread to the bank accounts of shareholders all over the world.
There's nothing particularly evil or unique about this, and had Kodak's management thought of it first (or, for that matter, how film was going to go away due to changing technology), perhaps they would have made different choices. But the end result is the same, and that's a marketplace where many workers, especially if they didn't start from a position of priviledge, have to pinball from company to company to reach economic goals, rather than work their way up.
That toothpaste is long gone from the tube, of course. Emulating Apple, one of the most successful companies in the world, is what will happen for decades to come. Innovation at the top levels drove their profit margins, rather than squeezing custodians. But I can't help but feel that this reading of the market isn't entirely accurate.
There's damage done when only the current highest achievers can get ahead. There's social stratification that happens when people can't work their way up, ambitions thwarted, motivations dulled. From the unpaid internships with amazing social networking opportunities that only young adults of priviledge can take, to the gig on top of gig economies that the working poor gravitate to, we create skepticism about capitalism itself... and when that occurs, the engine that creates people who can buy these wonderful goods and services dries up, becomes ripe for piracy, and accelerates income inequality to the point where a civil society is no longer a given.
The company that I left twenty years ago is still in business. It can't have been an easy ride for them, but they are privately held, and ownership always took pride in giving people jobs, rather than maximizing their own revenue. If every company were like them, we'd probably have more people working, a more stable economy, maybe even less extremism in our political climate. But we also might not have the tech and innovation that no one wants to live without.
I live in the Bay Area now, perhaps the least accomodating philosophical market for unvisited tombs. It's a great place to be, filled to bursting with ambitious and disruptive people, and to live here generally means you chose it, because so many people aren't native to the area.
If every area in America tried to be like this, we'd have astonishing problems. Probably even worse than what we have now.
But if you are faced with, as I was twenty years ago, no better option?
You make the change.
And deal with the ensuing challengs to the best of your ability.
* * * * *
Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.
