This doesn't mean that I don't admire or appreciate the work of executives of major companies. I do. But my personal bias is to think that people who start business from the ground up are the "secret sauce" that makes the American economy so incredibly vibrant.

A third group that I also hold in high esteem are those who have such a desire to run businesses that they never even bother with business school, that is to say, they get out and start doing. They do fail- often a lot and spectacularly- but I have to guess that they also gather experience of the kind that we can never really relate in a business school. Nor should we, really. While Tim doesn't say if ever attended college, my guess is that starting so many companies probably left little time for academic pursuits. But again, so what. It does look like he's been learning.

I did take the time to read the first post on the Warriors and Weasels blog. It is entitled "Advertising's Dirty Little Secret" and in it he shares some thoughts about how and why Lexus lost an opportunity to sell him a car. Here's the "how" part:

Last night my wife and I had cuddled up with our TIVO, ready to watch a little “pre-selected” TV, when I noticed an ad on the TIVO main screen for the new Lexus. Since I’m curious about the Lexus, I was excited to click through. I wanted details that would potentially convert me to a buyer. What does the car look like? Tell me about the available interiors and special features. Is there a hybrid model, and what are the mileage stats and technical specifications? Basically, I wanted a video test drive and sales overview without an annoying pushy salesman breathing down my neck, and getting it via TIVO seemed like a great option.

Instead, Lexus delivered two little art films; one hosted by a Belgian chef extolling the wonders of chocolate, and the other featuring a French winemaker singing the glories of Champagne. At the end of each film there was a three or four second shot of a car – a Lexus I am assuming – but I can’t be sure because it came and went so fast. These were lovely films with very high production standards, and I am sure the agency creative team that created them had a ball traveling around Europe shooting them. But the concept had nothing to do with Lexus, and the attempt to elevate the Lexus brand by associating it with chocolate and champagne was a silly waste of money.

The "why", Tim tells us, is the trend toward "advertising as art":

This is a classic illustration of Madison Avenue’s dirty little secret. Many advertising professionals don’t want to work in advertising. They want to be film makers or fashion designers or movie directors, and they have hijacked advertising in an attempt to use it as a bridge to their desired careers. OK – a caveat here. There is certainly a lot of very effective and incredibly creative advertising out there that does make me want to buy a product. ... But many agencies are doing their clients an enormous disservice by ignoring the real intent of advertising. Clients hire agencies to help them sell their products. Consumers watch advertising to learn about products and perhaps be inspired to purchase them. The connection should be natural, but when a client is led down incredibly obscure “branding paths” the two sometimes never meet.

In other words...Caveat Empty.

If the rest of the blog and the book are filled with observations of this kind, then I am looking forward to reading them both. Nice work, Tim and welcome to the world of business blogging.

Tags: lexus | tivo | advertising |