#BlueShoeBrief - #It'sNotJustWhatYouArePresenting

So, there was a young woman who wants to work at Nike. Like that is all she wants to do. She couldn't get an interview. Nike. Apple. Blue Shoe Content. These brands are so strong that getting in to be seen? Not so much. Ok, Blue Shoe Content might not belong in this category, but hope springs eternal.

Anyway, this woman decided to take drastic action. She went to her favorite bakery and had them put her resume on a sheet cake. She called Nike and finally got a woman who loved her story who said she would walk the cake through to the right person. And, afterward, it should be noted she told the hungry potential employee that she had been inspired by her tenacity and drive to be part of a brand she coveted.

Needless to say, she got the interview. And, since I kept enlarging the resume until I could read it, I can tell you her biggest asset is how she got seen, not the creds she has to date.

Then there is Stuckeys. I love the new CEO of Stuckeys, which was close to bankruptcy, when the daughter of the founder begged her father, Mr. Stuckey, to let her take over. She was a lawyer at that point and he let her buy it and told her no way she could turn it around. Well, lookie, lookie, father of little faith, she has done it, and, part of her play is the way she is doing Stuckeys on Social Media, including inserting her own personality into the mix. She believes in their pecans, which put them on the map, and she is in the midst of a great turn around for a family brand that has lasted three generations.

She is branding the Stuckeys trucks that are on the roads, as if the billboards she has redesigned weren't enough.

Here is the takeaway.

Think outside the box. You might have heard the story years ago about the author who sent her book to every person at Oprah's company. Finally, Oprah asked everyone why the book was on their desk. They told her?and?they told her they loved the book. It went on to be a best seller after Oprah used it for her book club. The author clearly believed in her book; and she knew her market, and she knew if she sent it to Oprah directly, it would be in a pile somewhere where no one would see it.

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--Christine Merser, Managing Partner