I think my approach to a creative career was very entrepreneurial. Even though I’m a writer, I’ve always viewed my work much in the same way as a startup or marketer might view their work.
At first, we couldn’t be establishment, because we didn’t have any money. We were guerrilla marketers, and we still are, a little bit. But, as we became No. 1 in our industry, we’ve had to modify our culture and become a bit more planned.
Marketers have long known that a name can make all the difference when you’re trying to move the merch. The kiwifruit was once the Chinese gooseberry, after all – at least until the produce peddlers wised up – and the Chilean sea bass was once the singularly unappetizing Patagonian toothfish.
The biggest moment of flexibility in our shopping habits is when we have a child, because all of your old routines go out the window, and suddenly a marketer can come in and sell you new things.
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