Powered by Evolyte

Why I Posted A Half-Naked Picture of Myself With My Company's Logo On It On Facebook & Twitter

Results

If you're reading this, then it's very likely that I reached your attention (maybe twice now :), potentially created a visceral emotional reaction, and maybe even offended you.  But at what cost, did it communicate the right message, and how many people still didn't care or even noticed that it happened?  I mean, the picture was only up for 24 hours, from Friday afternoon to Saturday afternoon.

 

Noise

Did you know that in 1950 people were bombarded by approximatley 500 ads per day, but today that number's skyrocketed to over 5,000?  How in the hell do you or your company plan to stand out in a sea of noise so loud, it drowns out everything but iPads, Google +, reality TV and US Weekly?

You can't.  Unless you spend millions of dollars in advertising or build the next iPhone.  Or, you do something shocking.

 

Billboards In Times Square

Imagine if this picture was on a billboard in Times Square in New York City.  Would you notice it?  Would you wonder what Evolyte does?  Would you go through the tremendous effort of pulling out your phone and Googling it? 

(download)
Hilfiger

In the mid 80s when Tommy Hilfiger wanted to launch his brand, he needed great ads to get him there. He turned to George Lois, who had just previously created spectacular ads for MTV, including the shocking "I Want My MTV" grassroots campaign that played for one day and made the networks pick up the fledging channel. Lois created the ad you see above.  He was also the advertising mastermind behind Jiffy Lube, ESPN, Esquire, Reebok, etc.  Basically the biggest brands that are still in existence today was solely because of this man's ads. If you do nothing else, click through to his website and read everything in his portfolio 20 times.

This ad, plus another one which instead of the “fill-in-the-blanks” had pictures were horrific. They instigated. Lois created ads like these because if Tommy wanted to raise his profile with less aggressive ads, he would need millions of dollars. These ads ran it home, quickly. Lois loved making things that first horrified you and then you saw that they were above the noise. Tommy said that because these ads represented Tommy as a great in fashion, he forced himself to work harder to make sure he lived up to the title that his ads said he had.

The success happened right away. It created the billion dollar company that exists today.

I heard George say something in an interview that stuck with me:  "Don't study losing, unless you want to lose.  If you want to win, study winners".  Did you know Tommy Hilfiger was absolutely embarrassed by the cockiness expressed in these ads, but also got him on the tonight show and on the lips of the fashion elite in New York City overnight.  I think we can all agree that the brand is now internationally known, and is even making a comeback.

 

So What Was The Result?

Let's look at a couple quotes I received from people bold enough to even make a comment:

Do you know how many people texted me saying, "What the hell is Sean thinking posting that?".  Do you really want to be known as being cocky?

Wow you are such a fucking hyprocite Sean. I refuse to be around arrogant people who are highly insecure.

Yep, I basically destroyed a few personal relationships to make a point about my company, Evolyte, and create marketing messages.  If there's one thing you need to know about me, it's that I'm willing to jeapordize my personal reputation in order to FINALLY get you to recognize something I've been saying for years:

  • Marketing Tip of the Day:  create double takes
  • Marketing Tip of the Day:  shock and awe
  • Marketing Tip of the Day:  create visceral emotional reactions

So yes, my friends and loved ones think I'm arrogant, cocky, and hypocritical (because I hate people that post MySpace-esque profile pics of them in sexual pictures).  But did it send a message about Evolyte and my own intensity?  Do you think that if I tell you I can do a thing, that I can actually do THAT specific thing, and do it better than a competitor?

Did you know that the second most competitive business model on the internet, outside of Groupon, is web design?  Have you ever seen another web design company post a picture like that?  We also make iPhone apps and web apps.  Do you know the #1 most asked question on the forum where all the developers of these apps hang out (i.e., Hacker News) is?  "How do I launch or market my new website, business, iPhone app, etc?"  It's always a marketing question.  Doing the same ole shit is going to get you just that:  shit.

The consumer market is the most crowded, competitive, intense industry in the business world.  There are billions of websites and companies.  And you know what?

There will only be about 10 people who actually read this post, and there are probably only another 20 that actually ever saw this picture.  There's so much noise out there, even this didn't break through it.  There's not enough fuel behind it and it's not broad enough.  If people are too lazy to even click links in email, why would they click a link in one of your tweets out of billions?

 

What Does Noise Feel Like?

NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE EVOLY NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE

That's about what 1,000 ads per day looks like.  Now multiply that times 5 and see if you can find Evolyte in there just by briefly glancing in this direction.  Now imagine that's a bunch of radio, TV, billboard, tweets, emails, texts, and Facebook status updates, but none of them are exactly the same and organized like the above.

Mission (NOT) accomplished.  We have two iPhone apps launching in a few weeks. Do you think I'll get your attention then?  Doubtful.

Of course, nobody said shit about the profile pictures I used before and after this one because, well, it's just more of the same old noise:

Seanlikeaboss

Hi_mom

 

Think Different, Braveheart

If Apple taught us to Think Differently, then Braveheart taught us that sometimes you have to sacrifice yourself for what you love and believe in.  What happened to being bold, making some noise, and bucking the establishment?  What happened to standing out from the crowd in a unique way?

So I'll make you a promise:  I'm not going to stop taking calculated risks just because they're potentially dangerous.

I spent a few weeks thinking about whether I should post this picture, going back and forth, then after deciding, another few hours actually editing the image in Photoshop and adding the copy (which sucks by the way, and definitely needs some work).

But, if you don't live 10% outside your or your company's comfort zone, how can you expect to make an impact on this world, in your industry, or even in your company?

Evolyte is a professional services company with clients ranging from some of the most recognized brands in the world to small startups that haven't even launched yet.  But, we don't talk about who we work with or post our portfolio online (check out the Evolyte Blog if you want to read why).  That said, how are we supposed to communicate what we do and how we do it in a way that grabs your attention when we have no physical, tangible product?  We don't have an iPod that we can throw an album cover on and say "We've got the Beatles: iPod".

So, we've got to be as creative in concept and messaging for ourselves as we do with our clients.  Some, or maybe many, of you will not agree.  Only time will tell...

Shock & Motherf^cking Awe, Like Kenny Effing Powers

10 Things I Learned In 10 Years In Professional Services

  1. Soft Language -- Never use hard words like:  always, very, never, extremely, or recommend. When necessary, it may potentially be beneficial to use words like:  suggest, perhaps, potentially, sometimes, often and may.
  2. We, Not I -- We are a team, and so anything we say in written or oral form must express that. The only time "I" is appropriate is when apologizing, because it was I who made the mistake, not the team.
  3. Paradox of Pay & Value -- The minute you leave consulting for corporate, the value of your advice is cut in half but your pay will double.
  4. You're The Expert -- Clients will look to you for advice and save emails that you send for years, going back to them when they forget.
  5. Clients Come First -- They come before you, your family, and your sleep. They come before any internal projects.  When in doubt, just make clients happy.
  6. Beauracracy -- Unless you're at a boutique firm with less than 30 employees, there will always be beauracracy, layers of management, and inefficient administrative issues to content with regardless of what side of the relationship you live on.
  7. Internalized Expertise -- Try writing down the process of tying your shoe and giving it to a child who doesn't yet know how.  You've internalized tying that shoe and it's much easier for you to just do it than explain the thought process and algorithm for doing so.  Experts in professional services are analagous. Just give them the keys and let them drive, don't make them explain how they drive, it's an inefficient use of time and money.
  8. Storytelling -- It's a scientific fact that adults learn best through analogies, examples and storytelling.  How much easier was it understanding point #7 above with the examples?  Still think it's just a fad?  You need look no further than Homer's Odyssey or Iliad.
  9. People Run Businesses -- The classic thinking is that because it's a business and corporate, everyone must be buttoned up and serious all the time.  Even in Board rooms of the largest companies on the planet, there is still friendly banter and relationships being established.  People work for and with people, not faceless companies.
  10. Change is Hard -- Regardless of the number of times you've experienced this fact and even internalized it, change will always be difficult for everyone (and yes, I'm using hard language).  Whether it's a merger of equals or simply going with a new paper supplier, the devil you know is better than the devil you don't.

The Meaning of Life, As Told By A Homeless Singer

Screen_shot_2011-06-15_at_10
After witnessing one of the closest people in my life pass from cancer, a few childhood friends losing their parents to cancer, and seeing the home where I was born and raised ravished by floods, I'm thinking and soul searching more than ever.

What is the meaning of life?

We've all asked that question. I don't have the answer, but I do know that making yourself and others joyful is about as close as I'm ever going to be to understanding it. 

I've chosen a career in technology because it's a creative canvas that allows other people to interact with it.  Have computers, cell phones and Facebook made your life more joyful?  Maybe not in small doses, but I'd argue that taken in total it's allowed you to connect with friends and family more often and in a more meaningful way.

I think that's my life's work, to make your life not just marginally better, but more joyful as well.

Standing on the El platform last night on the way to a Cubs game I was fortunate enough to be invited to, I was surrounded by people of varying religions, cultures, races, and sex.  But the happiest person in the entire place was a homeless man in his late 40s singing acapella with his eyes closed.

Sadly, no one noticed him, but we started singing with him. 

He then began to sing the classic Wizard of Oz song by Judy Garland, "Over The Rainbow", and I felt a sense of contentment wash over me.  I gave him all the money I had in my wallet, save for the $20 bill I needed to take a cab home.  I told him to "keep doing what you're doing" because his attitude affected me positively and I'm sure it affected others as well.

So I ask you:  are you one of the people I witnessed Monday evening that jumped out of work the minute the clock ticked past 5pm and rushed away as fast as you could? 

You only get one life, and you should be proud and happy of every part of it, including your career (you spend the bulk of your life either in school or at work).

If I can help you take the thing you dread and turn it into something you love, maybe that would give my life meaning.  Let me know how I can help.

 

Contact Me

 

My Journey to Founding @Evolyte

I'm sure there are very few of you who will care about the journey that led me to found evolyte, but I wanted to get it out on the internet so my son and my daughter could someday read this, and remind them that believing in themselves and following their dreams are the most important things.

I grew up in Sioux City, Iowa, which is about to get flooded as we speak, but that's a story for a different time.  I loved playing baseball from the first whiffle ball I hit off a tee at two years old.  I played for almost two decades until I got to college and decided to focus on academics.

This is a crucial piece of the story, because it was always my dream to play professional baseball, 3rd base, the hot corner.  I mean, realistically, I probably wasn't good enough to make the majors, but you never know, I do have a pretty rediculous work ethic (thanks Kevin and Sally!).  The point being, I never tried out for the Iowa baseball team, so there will always be a hint of wonder and regret for not at least trying out.

Cut to four years later, and I had passed a handful of some of the most rediculously difficult professional examinations on the planet (actuarial science exams, and yes, there are eight in total!), had two internships with PricewaterhouseCoopers, and graduated without a job.  Thanks economy.

That led to what I like to call my blue period, where I worked at Cost Plus World Market for $9.50 an hour after graduating with a double major in Mathematics and Actuarial Science, and minors in Business and Statistics, 2 internships in downtown Chicago, running multiple student organizations, and basically never having fun.

Awesomesauce.  Talk about a kick in the....you get the picture.

So there I am, at 1am in the morning, no money in my bank account, living in BFE up north in Chicago, throwing away garbage at Cost Plus and I freakin lost it.  I was tearing apart cardboard boxes, throwing stuff, and at my lowest point, even cussed out God.

I called up my parents, my dad flew up, we rented a Lincoln Navigator (they were dope in the early 2000s, right?), packed up what I could, and drove the 14-hour trip from Chicago to Dallas to live with my parents all over again. 

Now that's big pimpin.  What's happenin' ladies?  No?  Okay...

Skip forward 3 years and I'm working for a management consulting firm sitting in Fortune 500 Board rooms advising the leaders of the free world how to incentive people to perform better and in a way that's aligned with the corporate and financial strategy of the firm.  Some of my work was put in front of the head of the largest company in the world.  You better believe you double check your work.

In 2007, I started BlueStone Investments because every Mathematician saw the movie Pi and thinks he can beat the market.  +43%.  Check.

So what to do from there?  Get engaged and go back to business school, duh.  So we packed the Uhaul up and moved back to Chicago in 2008 for like the billionth time, and started at the University of Chicago Booth School of Business.  While I'm there, it received a $100 million grant and renamed the school after Mr. Booth himself.

Cut to 2009 and while BlueStone was winding down, we started Evolyte, a group of childhood friends. There is literally nothing better than that. If you can work with your friends every day, you're already rich. The backstory of my interest in Evolyte, however, I've so far neglected to tell you, but let's just say I've been hacking the 1s and 0s since the days of MS DOS.  I got my first computer, a 386 Gateway 2000 PC at age 13, and never looked back.  It's sort of funny, I never had any formal education in software development or visual design, but couldn't get enough of it.  I've always been ravenous for digital knowledge and so picked it up strictly by osmosis and a love for the game (pun intended).

So I suppose my mathematical training comes in handy.  It's all about a universal language of simplification.  Great design is all about telling a story through visual minimalism.  Same stuff there.

So with my MBA graduation approaching, a hot internet market, and the goal of finally living my dream sitting right in front of me, I quit my job in 2010 to focus on Evolyte full-time.

The act of quitting your job that allowed you to live a carefree life isn't simply a binary decision.  You don't just flip a switch.  It's gut-wrenching, it's self-doubt, and it's also the:  how-the-heck-am-I-going-to-pay-for-food-when-the-money-runs-out-before-the-income-comes-in (damn, do you know how long it took to add in all those dashes?  I mean, seriously.)?  If you don't have these thoughts, well you're just not human, or you're mental.  For the latter, Evolyte's offices are next door to an anger clinic, so you may want to go ahead and check that out.

Everything is circular, right?  Remember how I've had that one regret in the back of my mind about not trying out for the college baseball team?  "Self", I said to myself. "Self, you're not going to make the same mistake twice and be walking around with two regrets, so get out there and hustle like Rick Ross."  So I took a spoonful of my own medicine, grabbed my Mary Poppins bag full of ever-growing Apple tech, and hit it hard.

Flip to today.  Good things.  Lots of good things.  From crazy dangerous, awesome angles. Awesome like Kevin Bacon's dance moves in Footloose (you're welcome).

So what's the moral?

As a friend, who's writing a novel the likes of which would confuse the movie Momento, said at dinner last night,

"Find a way to get paid to be you."

Now that's elegant simplicity.  You shouldn't change who you are for a romantic partner, so why would you do it for your career, which these days, lasts 10x as long?

Find what you love to do, and don't stop doing it.  The money's simply not worth it to hate your life every Sunday night.

http://seanmeverett.com