This issue’s best articles seemed to revolve around a career
in marketing, which is what I selected for myself many years ago when I decided
on my university major. The article about how products are named, using the
now-ailing Blackberry product as its example, was fascinating. I would love to
have a company that names things. It reminded me of a process I went through at
a company I used to work at, where we hired an ad agency to help us name a new
show. It was a horrible process – all the thoughtful, creative ideas that the
braintrust at the agency came up with were shunned by the artistic director
(who also happened to be the company’s founder, president, and resident
micromanager of all things). I left that company before the decision had been
made, but long after the critical date for having a name had passed. Many
months later I saw they had decided on the name that the agency (and I) had
preferred all along.
The unappealing side of the culture of a company founded by
one man who thinks the world of himself was also explored in the article about
IKEA. Everyone loves IKEA, but the idea of having to learn IKEAspeak and the
Founder’s dicta to work there smacked of the experience of working at a theme
park like DisneyWorld. Still, someone is still allowed to think for him/herself
at IKEA, otherwise they would not have such innovative designs. The article
afforded a very interesting insight into the history and making of an
international success story.
Most of all, I liked the article by Atul Gawande (as I
always do) about applying the concept of professional coaching to his
profession, surgery. His goal is to become the best surgeon he can be, even
after he himself felt that he had stopped improving. It’s an appealing thought,
especially as I am making efforts to be the best that I can be, and to improve
my life and attitude in general. Although I don’t have a coach, putting myself
in the coaching role of my own life from time to time has given me another
perspective from which to evaluate things I’ve done and things done to me, and
to learn from those experiences.