The Group of 20

I’ve probably gotten in too deep. Been accused of that before. This “group of 20” was something that 10 years ago, I’d have thought a thorough impossibility. Being immersed with the top 20 copywriters and marketing strategists in North America seemed outside my limited bounds. In my little world, these are the people that spin it. 

I get to be with them 4 times this year, for 10 hour days of what’s working, what’s not, who’s being influenced by what and, most importantly, why. They are not household names, but many make the household names so. 

This is my first year of allowance into the “Olympics” of marketing persuasion, a craft I dearly love, with a group of people I’ve mostly only read about.  (They’ve obviously lowered their membership requirements.) 

Yet it will be worth absolutely nothing without one thing. This ‘thing,’ so elusive, a hint of intention, a foggy outline of how things should be, will fail to manifest a molecule of improvement absent this single trait. I hope I have “it”...

It is action.

The thing which turned Steve Jobs from a weirdo dreamer to a visionary doer. Turned Edison from a time waster of failed experiments to the man who “illuminated the world.” Has turned a million ill-equipped guys from gland-ridden aggressive awkwardness into marrying the girl of their dreams.

At some point, you’ve got to ask her to dance.

Action trumps contemplation, renders intellectual debate to a deservedly neutered has-been. Most ponder. Few pursue. I hate – and I don’t even like writing that word – but I intensely dislike “acceptance of what shows up.”

Many are content to speak of the “might have beens,” the opportunity they almost took. Their conscience has a very fine scale, tilted by grams of unacceptable or always-defensible behavior. 

Then there’s the group that feels the limb they’re way out on might be a bridge. They get called “dreamer” a lot. Hushed conversations call them “risky.” Sometimes they’re just called “stupid” by those safely on the ground. Any misstep – and there are a few – gets labeled by the do-nothings as “I told you so.”

Yet fueled by the fail fast/succeed sooner mentality, the second group understands their mission may exceed the speed of light. They may recall Jesus as the ultimate challenger, the boldest confronter, whose 3 year ministry changed the world for two thousand years and counting. He stared down authority, challenged ridiculous rules, told “right” just how wrong they were. 

Absent the ability to heal the blind, turn water into wine or raise the dead, the rest of us have pretty small challenges to overcome. (But wow! What party tricks!) World-imposed limitations? Phooey. Convention based on old-thinking? Get out of here. So what if we fall? Long as you don’t kill yourself or those involved in your experiment, how bad can it be? 

Action. A small word that fits between those that set the bonfire and those content to be warmed by it, but are quick to point out where it’s lacking.

When this group asked me to join, I hesitated. I posed the “should I or shouldn’t I” to readers of this editorial. Cost was/is high (exceeding my first year’s salary in business, far more than I’ve paid for a few cars). I was half hoping to get talked out of it. I can always say, “I don’t have time.” 

Yet, you readers overwhelmingly slapped me with reality and basically said, “Do it, you idiot.” So I did. Hear me: 

I will fail you. I will fail myself. I will have wasted God’s most precious resource of time devoted to misplaced talent ... all unless one thing happens. And that is….

That one thing happens. 

So here’s to the dreamers. The action takers. The fools. The “no way you can do that” people who are where you are because you became deaf to critics, attentive to soul. Every entrepreneur reading these words knows who I mean and I mean you. The one with skinned knees, chapped hands and enough mistakes to fill two volumes … right next to the one called “Life Well-Lived.” 

Thank you for your support.  

UPDATE: 

I have just returned from this 2-day brain letting, where I was in the “Marketing Hot Seat” to gather the highest-action-to-results ratio for the 3 challenges I issued. I was allowed to record ONLY my part, as the group is understandably highly protective. 

Enough ideas and inputs popped forth to resolve 2 of the 3 rather handily. To my surprise, a small alliance was formed with a long-standing member who fully understood a particular dilemma I had. We have many commonalities of approach, business model and, fortunately, ethics. 

Two days later, a marketing group spawned from this one was formed online.  The sharing has been profuse and powerful. Action has already commenced. The result of seeking wise counsel in this mastermind environment has educated me beyond the admission fee. 

I vow you all to be the beneficiary.  Stay tuned.

Adams Hudson

Question: What’s something scary or risky you did that turned out pretty darn good? Would love to hear.

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