Behind the Success Curtain

An introspective dive into the often-unspoken challenges of a seasoned digital analytics veteran: confronting ageism, adapting to shifting industry norms, and how pushing for data ethics can be a dead end. Explore the nuanced realities few people will dare to share.

Friday confession inspired from a recent post about ageism from my friend Mikko Piippo, and at the risk of sounding like an old grumpy marketer...

LinkedIn is awash with tales of success. Not surprisingly, many are reluctant to share their difficulties, perhaps for fear of damaging their situation further, or out of embarrassment.

My stark reality is quite the opposite of what some might think: I'm finding it tough to secure work!

Converging Factors

Several factors have converged to shape my current situation—a sentiment I've voiced previously and many have echoed privately:

• Years spent doing freelance consulting, typical in digital digital marketing & analytics;
• Opting for a path of technical leadership over traditional management;
• Perhaps it's my inherent nature—my tendency to question the norm and advocate for innovative viewpoints. While this has often spurred creative solutions, some perceive it as overly confrontational or disruptive;
• I've embraced the remote work lifestyle long before the pandemic and truly cherish it. However, it has sometimes posed challenges with certain potential clients or job prospects.

Ageing, particularly when you're beyond 50, adds another layer of complexity... Younger decision makers won't admit it, but they will rarely hire someone older than they are...

All of this despite of my achievements and track record, including pioneering notable tools and concepts, engaging in over 150 conferences and podcasts throughout North America and Europe, and spearheading a diverse array of projects across all verticals—all while cultivating a substantial 12k LinkedIn following...

My staunch stance on data ethics in marketing, coupled with my #NoConsentNoTracking philosophy, appears to have painted me into a corner. Many potential clients now lean towards lawyers who offer to check the box of legal compliance, steering clear of a deeper dive into martech intricacies. Agencies often profess expertise—even when they lack hands-on Consent Management Platform (CMP) experience, any legal specialists, and harbour inevitable biases. CMP vendors, on their part, steer clear of legal advisories, often resulting in their clients setting up non-compliant consent processes, not to mention the nuanced challenges of correctly configuring the Tag Management System (TMS).

This is all quite frustrating.

Such a backdrop led to my statement from a few weeks ago: "I'm officially tapping out of consulting," to borrow a statement from the TV reality show, Alone. It's a tough pill to swallow. Even in my recent posts I have persisted on mentioning you can reach me if I can be of any help... If ever... And I miss speaking at in-person conferences... If ever...

While many privately commend the insights I provide, valuing the unique, independent perspective, their silent support doesn't translate into tangible opportunities.

Fortunately, I have found solace in teaching!

P.S. You know where to reach me...

Cleve Young observed, "Self-awareness is all too often lacking in people. In this case, people who make hiring decisions." This underscores an unspoken bias against older professionals. Let's build upon his comment to debunk some misconceptions:

• "Older people don't work hard, they want to coast": Cleve countered with, "It's not about how 'hard' you work, it's about what you produce." He also emphasizes how 30+ years of experience translates into efficiency, focused effort and enhanced decision-making, leading to superior productivity.
• "We need fresh thinking and adaptability": Cleve responded, "I've changed career paths several times, which has required regular adaptability. Young people talk about it, I've proven it over decades." My career has evolved alongside the internet's growth, enriching my experience with each role and client. This vast experience allows me to draw parallels and insights in diverse situations which younger people simply can not do.
• "We want to work with people who will 'grow with us' and be future leaders": Statistics show younger employees frequently change jobs. In contrast, older professionals tend to stay longer, bringing along their extensive network and mentoring capabilities.
• "They don't understand 'new technologies'": Many "new" technologies are merely evolutions of older ones. For example, while social media platforms have advanced tech, their essence lies in forging social connections, an area where older generations shine. Things like ftp, irc, news, mail or www, are still the foundational technologies in use today. My proficiency spans over 20 programming languages - talk about versatility and adaptability! Even with tools like Adobe Analytics, which I haven't used recently but was once an expert in, I'm confident in my ability to quickly get back to it. My recent work with a CMP, which I had never used before, was not only swift, I also identified issues that might be overlooked by those with less experience and I was able to guide the client beyond the mere implementation.
• And a bonus one, this time from Jules Stuifbergen on #Measure Slack: "What might play a role as well is that there's just not many jobs out there for a man of your status. I mean: "everyone" knows your name (as inventor of the maturity model, as seasoned industry veteran and speaker), so they won't consider hiring you for anything less than Boss level Analytics Chief." It's disheartening to hear, "we don't have enough work at your level," which is a way to say "we can't pay you." It's not about the pay; it's about the chance to contribute my expertise to a passionate team.

Age should never overshadow talent and potential!