Notes on brand, marketing, and the work, from the team in Houston.
Finding the perfect gift can often be a challenge, whether for a special occasion or just to show someone you care. 5+8's Gift Guide is here to simplify the process by curating a diverse selection of thoughtful gifts suitable for various tastes and preferences.
In 2020, New Balance flipped its mix from 70% performance to brand-led storytelling. Nineteen months later, revenue surged 30% and they became one of the fastest-growing sneaker brands in the world. And you know brands matter. You know people will pay more for New Balance than Sketchers (up to 60% more).
I can tell you how to increase your engagement. I can tell you how to hook people. I know the formulas. I know the funnels. I know the systems. It’s my job to know them. But I don’t really use them.
Finding the perfect gift can often be a challenge, whether for a special occasion or just to show someone you care. 5+8's Gift Guide is here to simplify the process by curating a diverse selection of thoughtful gifts suitable for various tastes and preferences.
You won’t make money. You won’t be good enough. Your parents won’t understand. It’s too competitive. You might have to get a real job.
And then you all get back to work. And you do your best. But you know you don't work just for yourself or a paycheck. Not if you're doing it well. You do it for them too. You do it for the why you're there in the first place. Because you can leave anytime. But, you don't. You stay.
"Sticker status" is defined (right now, by me) as “a consumer perception of a brand’s value that is high enough to elicit the placement of a sticker on an object in the consumer’s daily life.” Many brands have achieved a modicum of sticker status, but few are recurring stars in this arena. The stickiest stalwarts I’ve seen are Apple, Yeti, Buc-ee's, Browning Buck, and Costa. It’s pretty clear that sticker status is regional, and it's pretty clear which region I live in. I assume that if I lived in Portland, there’d be a few more Patagonia and hemp-based brands on my list.
Years ago, an excellent client was frustrated with us. She told me the last few emails didn’t feel right or have the same strong branding as what she was accustomed to from 5+8. I was upset and quickly looked at what had been done. It all looked great and was as polished as ever. When I asked her what she didn’t like about the look, she said, “oh, it looks great, but the voice doesn’t have that same edge“
I got my first job at a plant nursery. I was 16. It was December. It was Christmas tree season. I was young, able, and eager to saw some trees and carry them down to people's cars. It was the perfect first gig, and I knew it would be a picturesque, Americana-memory I'd never forget.
I used to play this weird game as a child. I’d close my eyes and pretend to forget everything I ever knew about myself, where I was, and even why I was . Undoubtedly inspired by my parents watching ‘Quantum Leap’, a 90s Sci-FI series wherein the main protagonist, Sam Beckett, found himself trapped in a sort of recursive time traveling experiment, leaping into the body of a different person each week.
Mental health and toxic work cultures are the buzz words we hear all around us- and often for good reason. For far too long, bosses sat above it all, demanding, stealing and squeezing their people. Leaders in today’s world must do better. If you don’t already know this- know this.
When Adam told us he was making us each write a blog post, I panicked. What was I going to write about? Who would care about what I had to say? Then I realized there's an easy way to get others to help give me content: a Q&A, baby. Let the people tell me what to write. Werk smorter, not harder. 😉
Remember being a little young, adult-ish thing trying to figure out what your passions were? I remember getting so frustrated in HS because I couldn't figure out what I was good enough at, that would make a real impact in this world. I’d daydream in class picturing myself in different career paths. Mrs. Chaney makes me laugh. Mostly because I’d probably just want to play games with the kids instead of teaching them how to read and stuff. I can't do blood so that crosses out the medical field (vet too). A professional scuba diver still sounds great minus the whole being underwater with sharks thing.
We all are familiar with the phrase "don't judge a book by its cover", which is true for people, but not for cans. When I was 10 I had three things I loved: baseball, Batman, and cans. Why cans? I was fascinated by the art and weird flavors that came in those of cans, which made me start a small collection. From The Shasta Colas, A&W Root beer to Coke cans from around the world, I picked up everything I could get my hands on. As any 10-year-old with limited funds, I kept my collection small and mighty. Soon enough I moved on to other things.
That question is intimidating, right? Especially when you are meeting someone for the first time and want to make a good impression. How does one even go about telling "their story"? Where do you start? Is it when you were a toddler first discovering yourself? Do you go into all the heartbreak and obstacles you’ve faced through life to get where you are today? If you’re like me, these questions arise when someone approaches you and says, “So tell me about yourself. What's your story?”
Sales is overcoming fear. Sales is saying to the world, we built something that is so valuable, I believe you should give me your money for it. In many cases, large sums of it. Sales is freaking scary, because it means you’re on the hook to deliver on your promise. We don’t just hide from sales because we’re scared of rejection, we hide because we’re scared we have not brought value to the world. Worse, we confuse that value with our own value, and that can send you to a dark place in a hurry.
Let’s settle the debate on what the best camera is – because it’s not the newest Sony A7R or Canon 5D. I believe the best camera is the one that is probably nestled in your hand right now: a smartphone. I recently upgraded from an iPhone SE to an iPhone 13 and the difference in camera capabilities is ridiculous, and that’s why I feel compelled to write this.
Before I started working at 5+8, I rarely tried my best at things because I feared failing. The thought of getting a bad review or a negative remark on anything that I did caused me to shy away from giving my all at whatever I was trying to do. In my mind, anything that I said, thought, or did that wasn’t “good” was an automatic failure. I’m sure some of you reading this can relate…
We are proud to introduce you to The FIFTH Annual 5+8 Gift Guide and the wonderful people who swear by them.
One night, I was watching a promotional video on Facebook about foster and adoptive parents. The promotional video caught our attention and motivated my husband and I to research local agencies. We also started to engage more in Facebook groups to ask questions and watched testimonial videos that we found in the agency’s website and YouTube.
So, what I am going to do next (which my team doesn’t know yet, but will shortly) is have them write. It’s way overdue and I hope they find this an exciting challenge. Some will fight it and come up with a bunch of reason why they can’t. Before they even try I’ll list them for them ahead of time so they don’t have to bother.
I am one of those people who is hardwired to try and impart myself onto others. This can be noble or narcissistic but most likely both. I love inspiration, quotes, affecting others, coaching, and looking for ways to make meaningful change in my world.
I can’t believe I became the kind of person who listens to self-help books. I never thought I’d be one of “those” people. But I most definitely am. One glance at my Audible App and there’s no denying it. According to Audible, I’ve been listening to self-help books since 2018. Approximately half of the books I listen to could be described as self-help. But every time I type “self-help,” I make this face in my head: 😬 It has a really negative connotation to it. Why does the word "self-help" make us want to cringe?
We are proud to introduce you to The Fourth Annual 5+8 Gift Guide and the wonderful people who swear by them.
This is probably my favorite blog subject line. It's borderline clickbait, but I assure you there is a very real story about a show called Bikini Destination. My first full-time job was at a place called Broadcast News Channel. If that sounds like a fake broadcasting company to you, then you are correct and shrewder than 24-year-old Adam was…
My team and I have been committed to posting content over the last 5+ years, and we now post on Words Plus Internet, email, Facebook, Instagram, Twitter, LinkedIn, YouTube, Spotify, Apple Podcasts, TikTok, and Medium. And I still get that shred of doubt before almost every post. We are not widely followed on any of those platforms by the way, and we don’t care. We write, we talk, we draw, we make videos, and we create. We do it because it’s a lot of fun and because we believe it's worth it.
I wrote this down months ago: "I’m going to stop using my age as an excuse not to be awesome." I didn’t know why then, but I think I do now. I like to make fun of my age and openly discuss the arrival of my irrelevance. This is a self-preservation tactic, and I want to stop. There are no rules except for the ones we make for ourselves—which are not real rules. Two people who are the exact same age could believe "I am too young" and "I am too old," respectively. That's hilarity and insanity. Asking yourself, "Am I too old for this?" should only be answered by your self.
We recently started an apprentice program for those looking to learn more about advertising, branding, and agency life—but this is not about that. This is about one woman who torpedoed her own interview to ask two of our designers a vulnerable question: "Why won’t anyone hire me?" Katy and Sharon were not exactly sure what to say, but they came to me afterward and asked that I speak with her. I did. She asked me the same thing. She had been rejected for full-time positions—which she was more than qualified for—over and over again, and she had had enough of the auto-rejection emails and the polite excuses. She asked for the truth, so I told her. “You’re older, and your work is starting to look old, too.”
Winning the lottery is a cheat code to a game I am enjoying too much. Once I have infinite lives, what’s the point of playing? That's why I sincerely pity anyone with a big-ass trust fund. If there's no struggle, where's the fun in succeeding? If that works for you, go about your business and don’t mind me, but also, no thank you. Cliché or not, you only get one shot at this game, and I plan on playing the hell out of it.
I had a client ask me “Where is the gift guide? I was looking for it on Cyber Monday.” And, I was like, “you took the gift guide seriously? That’s awesome!” Sorry we missed Black Friday, Cyber Monday, and Giving Tuesday, but here is our gift guide just in time for Forgetful Friday! I am proud to introduce you to the 2020 gifts and the wonderful people who swear by them.
At first, working from home was required, and it worked fine. Then, we came back very slowly and voluntarily. Now, the office is at about 50% on most days. Some folks come in every day- others rarely. We basically just asked everyone to make a schedule that works for them and clearly communicate where you’ll be on the company calendar. And, it works. The only reason I can think of that we have not done this sooner is a fear of change.
I don’t even accept “millennials” as a term. When they were called "Gen Y," no one derided them or poked fun at them. It wasn’t until they were branded “millennials“ that they drew the ire of older generations. I believe I have a better term for millennials: young people. But they're not even that young anymore. They’re anywhere from their mid-20s to 40, which makes them the present and future of the American workforce.
I am writing about this because I don't want to write about this. The more uncomfortable I felt about it, the more I felt I had to write something—even if it's not very good or insightful. I just know that not talking about it is no longer an option. (And, of course, if we want to hear from anyone, it's a white guy who grew up in New Hampshire.)
Here’s something new right now: 58 words from everyone but me on the current state of things. I asked everyone in the company to give 58 words of hope, 58 words of frustration, 58 words of reflection, or just 58 words about something that happened during all this. It's only 58 words, which is easy and hard.
The Inaugural 5+8 Client Hall of Fame Induction Awards. Welcome to something Jeff and I have been massaging for five years. Over the last five years, at any given time, a conversation not unlike the one below would arise. “Wouldn’t it be funny if we had a Client Hall of Fame Awards?“ said Jeff or Adam. “Totally.“ said either.
I always thought being a "True Leader" just meant long hours and tough decisions. I didn’t know it meant sometimes you have to feel like a dork in front of a bunch of people that you like and hope respect you. I didn’t know it meant that people will tell you that your ideas are good when they’re not. I didn't know that I would feel a lot more like Michael Scott than Gordon Gecko. When I watch The Office now, I am alarmed by my empathy for Michael Scott. He just wants to be liked, admired and feel like part of the team. I want that too, but that’s not really what it means to be a leader.
I had a client ask me “Where is the gift guide? I was looking for it on Cyber Monday.” And, I was like, “you took the gift guide seriously? That’s awesome!” Sorry we missed Black Friday, Cyber Monday, and Giving Tuesday, but here is our gift guide just in time for Forgetful Friday! I am proud to introduce you to 2019 gifts and the wonderful people who swear by them.
Last year, just for fun, we did The Most Random Gift Guide in Ever . It was just a fun post right before Christmas. We had everything from lint removers to harpoons. It was just the stuff each person on our team really liked- liked enough to share it on this list. And, guess what happened? People bought the stuff based on our recommendations. This was not our goal. Which is precisely why it worked. So, yeah, we are influencers.
Tonight is game 7 of the World Series between the Washington Nationals and the Houston Astros. I live in Houston. There’s a pretty cool energy in the city. You can’t go very far without seeing an Astros hat or jersey. I'm actually a Cardinals fan, so I have to be careful about showing my allegiances.
I have slow internet, and it’s making life not easier. AT&T is also making my life not easier. I have had three calls with them, and I somehow still have slow internet. How can this be? How can you treat customers this way? I sure as heck can’t treat customers that way, so why can they? First, because they’re behemoths and I (currently) need them more than they need me. And, second, it’s still easier for me to stay with them and their crappy customer service than it is to endure the hassle of switching to someone else.
The back of her suede vest has words encrusted with rhinestones that I can barely make out through her hair. I do manage to read “Lamb & Goat Auction Committee.“ She is super proud to be on that mutton committee. And, hell yeah, she should! She’s got a look and a role and she’s owning the ostrich leather out of it. It occurred to me that everything this woman cares about I didn’t even know existed before this moment. That’s the thing about things, they only really matter when they matter to us.
Recently, I have been digesting a steady diet of “feedback is everything“ from my various podcasts and audio books. All the gurus were goating me into sending out the dreaded customer survey. “They” tell us how feedback is essential and critical for positive growth. And, I am sure they are right. I know they are right. But, I also know it’s probably right to harvest my own rainwater in sustainable tanks and bathe my children to lower my carbon footprint. But, that sounds like a pain in the ass and I don’t want to do it.
I wonder this often. I mean, it’s work after all. And work, simply put, is producing something so you can provide something. That’s not exactly a tagline for a trampoline park, but work today is not shoveling coal. Work today is air-conditioned, safe, and fueled by gourmet coffee and that one lady with the jar of M&Ms. Our work environment has improved in the last century. In 1919, some of the top jobs listed were woodworking, tobacco manufacturing, and textiles. The only place I’ve ever encountered a textile is in a history book. What the F is a textile anyway? Is it fabric, tile, corduroy? I guess it’s one of life’s great mysteries that may never be answered.
I knew something was wrong when I had to repeatedly google the difference between a vision statement and a mission statement. That is especially concerning since I am paid to write said statements for clients. I am comfortable with that confession because anyone in a leadership position has encountered this confusion.
I was feeling negative, insecure and overly concerned about what others think. I lost my confidence so I started writing that first paragraph of negativity. Every jotted line of self-serving melodrama made me feel better. I was able to release it from my brain and see how it limits me and locks me in. Negativity and insecurity paralyze creativity.
I didn’t know what to write about. I have a list of ideas scribbled down that say things like “Failure is so hot right now“ to “Oh sh*t my wife was right“ to “That jackass looks just like me.“ But I just couldn’t get myself moving on any of them. And then I realized today is the unofficial first day of 5+8 . So how about a list of my six most remarkable missteps? I don’t do enough lists. They’re so easy to write and read. I think because the numbers give us clear direction on where we’re going and when this thing will be over. Here goes everything:
We must do better. I assume most agency leadership worries about if they are serving their clients well. But, worry is wasteful and it only zaps our energy. Instead, it’s time we go on the offensive. When asked when to hire an agency to help you, the unapologetic and unrelenting entrepreneur Gary Vaynerchuk responded, “I wouldn’t hire an agency.* Because all agencies do is work really hard to not get fired.” That gave me chills. I heard that two years ago and it has remained with me. It’s like a pebble stuck in the sole of my shoe that is ever so slightly distracting me from an otherwise pleasant walk.
Last year, I wrote a Christmas Letter giving an update on all things 5 + 8. I love any opportunity to talk about our company and our people. In lieu of lines of embarrassing extolling, I thought I’d let everyone get to know our team through their favorite things. Introducing our first (and maybe last) Annual Gift Guide. Hopefully the following will spur some good gift ideas, and maybe give you a little insight into our growing team. With out further adieu, the 5 + 8 Gift Guide written in the words of someone other than me…
In the creative world, costs are as ambiguous as the appropriateness of AirPods – no one really knows. So, where is the line between posting your price and requiring multiple meetings to unearth the cost? And if you’re a client, aren’t you always wondering if you’re being charged based on what the agency thinks you can afford? (You probably are.)
I have spoken to several agency owners who started with a partner and it eventually it fizzled. Or maybe it exploded? Frankly, I think I could have built up this company faster without Jeff. I think I could have made more money without a partner (turns out you have share the moola when you have a partner). I never needed a partner. I didn’t even want a partner. I just wanted to partner with him.
We don’t tell people how we feel. We don’t tell our kids we had a crap day, we hide from our spouses when we don’t get our bonus and we definitely don’t tell our bosses when we’re discontent. Not because we’re fibbers, but because we’re protecting ourselves or our loved ones from something potentially worse. So, when you ask your employee in passing or even in an intimate sit-down, don’t expect them to tell you the truth. However, if you’re vigilant, they will likely show you the truth.
There is a perfectly good reason I have decided to wear these in my ears. I’m just not certain I know the reason. Lets dig in and see why one would decide to walk around looking somewhat silly. However, these AirPods are actually pretty comfortable and most importantly do not fall out of my ears. Whether on a run, a lunch time stroll to Chipotle or just wearing them in the office and confusing coworkers whether I am on the phone, they are indeed comfortable.
Our art director, Sarah, told me a telling tale of preference, pain and truth. One night, her boyfriend, Tyler* and her were scrolling through their respective Instagram's just like any other night. As he came across a 5 + 8 post that featured Sarah's work, he paused, registered it, and kept scrolling. He did not double tap. He did not "like" it. Sarah, who was obviously snooping (she's super snoopy), rightfully called out this inexplicable indiscretion. I can only imagine that an uncomfortable convo commenced.
We have invested what could be viewed as a disproportionate amount of time to culture for such a small company. We throw parties, leave at 2 pm on Fridays, almost never work late, and talk about our culture weekly. If that doesn't sound like the most soft as Silicon Valley shite you've ever heard, then you're probably reading this from a hover chair in Silicon Valley.
Imagine a woman, a single mom. She has a son who is fast – Olympic fast. He qualifies for the Junior Olympics. They spend their weekends on a busy and affluent intersection passing a pail. They're raising money for all the travel and registration expenses that are thousands of dollars beyond their budget. This mother doesn't complain. This boy isn't embarrassed. They just work and smile (two beautiful and joyful smiles) and they work some more. Someone takes notice and shares their story. The community converges and raises the remainder. They accomplish their goal, the boy wins some races and receives some medals. It's a nice story and everyone feels pretty damn good.
I can only imagine the amount of times this question has been asked in meetings over the last five years. It's a fantastic question because the answer is open, a bit blurry and always unknown. It's an answer that can't be known until some investment has already been made. That's risky. And, business people don't like risky, especially when it comes to their investment. Here are the three levels of investment (time, energy, money) and their respective returns (likes, follows, money).
Like all things marketing there is no silver bullet (ironically, I just learned, silver bullets are not proven any better than lead).* Since, I am in marketing (which I am just recently coming to grips with) I can tell you ROI is a huge pain in my tuchus. Clients are all like, "If I spend $1,000, can I get $1,100 back?" So annoying. I'm like, "Uh, maybe? Can we just try my cool idea and see?"
The other morning I walked in and saw Gabe got some new shoes. I liked them, so I said, "I like your new shoes." He shuffled his feet and replied, "Yeah? I got them on sale." I retorted back at him, "No! You just like them." He was puzzled. I think puzzled is a fair way to feel after that retort.
This will be a short one. It comes down to one question really. Did you know that when you unsubscribe from an email the person who sent it can see that? Did you know that?
Last week, I was thoughtlessly scrolling through Instagram, when something suddenly and clearly occurred to me, this sucks. And, that sucks. Because Instagram was once really cool. It was a place where you could post one picture at a time. And, as the name indicates, the original idea concept embraced and a photo would be taken and instantly uploaded. It was simple and pleasant and fun to use.
No, this isn't about that one. This is about our one. I was listening to a book called, Primal Branding : Create Zealots for Your Brand, Your Company, and Your Future, which maps out the seven elements of any belief system. Since I've listened to about 25% of the book I figure I know enough to talk expertly about the subject.
If you'd asked 23 year old unmolded piece of clay me what I wanted to do I would have had no idea. But, I definitely knew I didn't want to do sales. Sales is just so sales-y. It requires a suit, and a 'pitch' and absolutely worst of all, rejection. I mean, my dad is in sales, and I am not going to do what my dad does. Duh. Aww, 23-year-old Adam.
As the year comes to a close, it’s time for us to take a look at all that has happened in 2017 for our family in Houston. Let’s call us, the Thirteens. It may be cliché to call the people you work with family, but to me, it feels like family. I actually call everyone (excluding my partner) in the office, “the kids.” I know, I know, I am only 36. But, look at in “work years.” If I was ‘born’ in 2003 with my first job out of college, that makes me 14 today – that sounds about right – which makes most of my team, career-wise, small children.
We have so much power. We don’t realize the power we wield with our devices. And, it’s not only powerful, it’s easy. We can Facebook message someone’s startup to success. We can connect comrades and change their course forever. And, the worst part is we know this and we don’t do it for one some of the worst reasons imaginable; laziness and thoughtlessness.
It’s a confession because there is something wrong with the Houston Texans. I am not necessarily referring to their lack of success, though it plays a role in any teams’ likeability. It’s not the players. I know Watt is a bit polarizing, but Deshaun Watson and DeAndre Hopkins are as likable as they come. I really like Coach O’Brien.
In my unscientific and inaccurate assessment, 90% of company posts are uninspired, irrelevant or just entirely forgettable. Forgettable is great news for those who aren't. If social media is full of mediocrity, then there's heaps of space for opportunity.
Before, during and after the “800 year storm,” I paid attention to the behaviors on social media, of my friends, and, of course, myself. Housebound and bored (but safe), I immediately began to brand the storm and attempt to save the world with a t-shirt.
I am addressing only the daily crapola. I am talking about when your AC stops conditioning the air. I am talking about when you look down and your body looks kind of mushy. I am talking about when there are ten thousand spoons when all you need is a knife (I figure why fight what Alanis already perfected).
Meet 11-year-old Chris Holland. I met him last week as he held up a sign that said, "Raising Money to Get to the Junior Olympics." It was over 100 degrees and this cat was out there marketing himself like the internet doesn't exist. I pulled over and told him there was a better way. Kudos to Chris for getting out there and at least doing something.
Gabe eats there for breakfast and lunch regularly. It's within walking distance from our office. I was the last one to pay The Hot Bagel Shop a visit. Yesterday, I decided to pick up some for the office. It went som…
Our lovely intern, Gabe Gouda Gonzalez spent entirely too much time creating these relatively funny videos about our team. He asked everyone various questions about our Christmas' pasts, and picked his favorite responses…
We spend a decent amount of energy explaining that a brand is not just a logo, why keeping it smart and simple is (almost) always the answer. Every client walks in referencing Nike or Target's simplicity, but that is rar…
[caption id="" align="alignnone" width="244"] Reeboks copy [/caption] I don't think so anyway. They sound stupid. It turns out they look stupid too. I'm not out to insult Reebok or their attempt to penetrate the denim ma…
When was the last time you noticed a billboard? Today is my answer. And before that, yesterday. I may be pretty close to alone on this issue, but my wife is always reminding me to stop scrutinizing and driving. "Oh my! L…