An Aussie making it big in NYC
by Peter Switzer
The thinking is, to steal a line from a great New York song, if you can make it there, you can make it anywhere. That’s why, a couple of years ago, I hopped on a big jet plane to see if I could find the Aussies making it big in the Big Apple.
It’s one thing to work hard in tough times but you get a much bigger bang for your invested buck if you put some outside the square thinking into that hard work.
A few years back Esquire magazine featured Harvard economist Roland Fryer who took the job of chief equality officer for the New York City’s Department of Education. He wanted to raise the performance of schools in poor areas to that of those in more affluent whiter neighbourhoods.
He proposed to make educational achievement a brand and then wanted to sell it like video games and running shoes.
“Fryer was, in part, inspired by the innovative work of marketing genius David Droga,” Esquire reported.
This got me pretty jumpy before I interviewed Droga at his Droga5 ad agency in New York.
Droga is renowned for convincing New York restaurant-goers to pay a dollar for their normally complimentary glasses of water. Called Tap, the idea raised more than $100,000 mostly in one night for UNICEF's clean-water initiatives.
What he did was turn ordinary tap water into a marketable commodity.
As the New Year looms, the only wish you should make is to come up with an idea as good as that for your business.
If you’re looking to work on your business rather than being stuck in it, book in for a complimentary business assessment today with Switzer Business Coaching.
Important information: This content has been prepared without taking account of the objectives, financial situation or needs of any particular individual. It does not constitute formal advice. For this reason, any individual should, before acting, consider the appropriateness of the information, having regard to the individual’s objectives, financial situation and needs and, if necessary, seek appropriate professional advice.
Published on: Wednesday, April 04, 2012