Reputation Design is Bullshit

Reputation Design is Bullshit

Back in February of this year, I coined a bullshit term: Reputation Design.

You’re free to use it as much as you’d like. I’m going to be using it quite a bit over the next year or so to prove a point. Here’s how I came up with the term.

Earlier this year I was writing marketing collateral for a startup in Chicago. They offered SEO (Search Engine Optimization) and DRM (Digital Reputation Management) services.

I’m going to assume, if you’re reading this, you know what SEO is. Basically, it’s making sure your stuff appears in the first two search results on Google for whatever term you’re building your business or brand around. Although, and I agree with this, I like populating the entire first page for Google and not just the first two positions, even though the majority of the traffic goes to the first position under the advertisements. For me, it’s a good branding exercise. If you’re going to search for “B.J. Mendelson”, I want to be the only B.J. Mendelson on that page. I don’t want my competition to get anywhere close to me.

DRM is a bit trickier to explain. It’s a more extreme form of SEO where you try to kill or bury anything even remotely negative that might come up concerning you or your brand. For example, I once worked on a campaign involving a video game company executive who was sensitive about their image, and it was my job to bury any negative comments or search results there were about that person. DRM is not just search engine optimization though, it includes a lot of social media work, and if you’re smart (or if the people you’re paying to do it are good at what they do), they’ll also include a lot of public relations and content marketing within the overall DRM campaign.

The thing is, there’s no good way to explain a service that includes ALL of that. (All of that being DRM, SEO, Content Marketing, Social Media, Public Relations, all the things you’d need to do in order to show people how cool you are and own those search results, while also suppressing any bad shit you might have done in the past that you don’t want people to see.) So instead of writing DRM + SEO over and over again on the company’s collateral, I decided to just call that work “Reputation Design.”

It’s a bullshit term. It’s just a new way to describe an old thing, which is something marketers are good at doing. But I realized that it’s one thing to call out marketers for doing stuff like this, and it’s another to prove the point by doing it yourself. So if you see me identified in the years to come as a “Reputation Design” expert — and you see guest posts appearing by me or others about the benefits of “Reputation Design” — I want you to know this is an active, deliberate campaign to spread the term. I want to demonstrate how easy it is to rebrand old crap in a new way and show how people cash in on doing things like that.

If you want to help the cause, feel free to use the term as much as you’d like. I just wanted to put something here to explain what the term meant and why I’m going to be using it. I thought it’d be kind of hilarious to do a presentation and Powerpoint on how I spread this bullshit term around the world when all is said and done, so if things go well, you can expect me to do that in the not too distant future.


Fun with Co-Writers

Fun with Co-Writers

I’ve been busy.

I know. We’re all busy.

But I have a plan I have to stick to, and I can’t do it if I completely drop off the map.

So! I have teamed up with two writers, and a long time behind the scenes collaborator, to bring you new stuff.

Basically, I’m giving them the ideas and doing some light editing, and they’re doing the writing. So if you’re like, “This stuff doesn’t sound like you!”, I know.

K. Thor Jensen, who recently put out an interesting new graphic novel called “Cloud Stories” is working with me on proving (or disproving) a theory about “How to Win Friends and Influence People.” You can catch the first article, “The Gentle Art of Judo” here on LinkedIn.

Some of you might have seen the Marie Claire story where my ghostwriter (now co-writer), Jaclyn Schiff, got namechecked. Once she’s free we’ll work on some more marketing-focused content that’ll pop-up on some other websites you’ve probably heard of. (Not here, though.)

My long time collaborator, Amanda King, and I will be bringing back the book summaries here on this website. I realized after I wrote an 11-page one for “Start with Why” that I should work with someone to help crank these out faster and keep them manageable for those of you who don’t have time to read 12,000 (or more!) words about a book that you can probably read in that time it’d take to read through my notes.

Those summaries will run either here or on a new website. I haven’t decided yet. Until then though, enjoy the new stuff!


Need To Focus? Try This One Simple Trick

Need To Focus? Try This One Simple Trick

There are a lot of things I’m pretty bad at. Dating is one of them. Making sure I stay focused and on task is another. But wouldn’t you know it, while out on a date with this awesome woman, I learned something from her that’s gone a long way to keeping me focused and on task.

Now, fair warning, there are a ton of tips out there about how to be better at getting things done. It’s the best kind of click bait. Who doesn’t want to believe that by adjusting the order in which you do certain tasks or waking up one hour earlier you could quadruple your income or guarantee yourself a date with Ryan Reynolds?

We’ve all fallen under the spell of the productivity content genre. I have! Do you have any idea how many Tim Ferriss and Ryan Holiday books I’ve read? (Spoiler alert: All of them.) So for that reason, I’m not going to bore you with a lot of that sort of content here at Roosterly. I also don’t want you to take this advice as anything more than something cool I observed in the wild that I thought was smart and useful to my fellow mammals. Results may vary. Buyer beware. Yadda yadda yadda.

So What’s The Trick?

The productivity tip that has helped me most is simply remembering to be productive — with the aid of a regular productivity alarm. I know, I know. Something else to beep at you and make you crazy throughout the day, but hear me out.

On my date, I noticed that at the top of each hour, her phone would go off. The first time it happened I didn’t think anything of it because when you’re out with someone who checks every box on your future partner wish list, you’re oblivious to everything. The second time though I made a joke and asked if that was her escape from bad dates. She laughed and told me that it was an alarm that she has on her phone, set for the top of every hour that serves as a reminder to keep her productive.

That is genius.

Think about how often throughout the day you get sidetracked by something not related to what you’re supposed to be doing. Or something you want to be doing, but then complain later that you don’t have time to get to it. It happens to all of us. That’s the world we live in now. It’s nobody’s fault, but in the rush of notifications and things to distract ourselves with, there isn’t often something set up to remind us, “Hey, you probably should be productive right now and not watch six more hours of “The Shield” on Hulu.”

After the date, I went home and tried it out.

The Productivity Alarm

If you have a smartphone, and the odds are good you do if you’re visiting us at Roosterly, all you need is the default clock app that comes with your phone. Using the alarm feature on my iPhone’s Clock app; I then set the alarm for the top of the hour from 9 a.m. to 8 p.m. (I’m usually in bed around 11 and like the last two hours of the day to be completely unstructured, so I don’t set the hourly alarm for 9 p.m., 10 p.m. or 11 p.m.)

The real power of the alarm is that it helps build a habit of following through and doing what you say you will. It got you out of your head and focused on tasks by providing a friendly little shove when you need it most. Of course, you have to let it work. It’s one thing to set all those alarms and then flake on them and not follow through on what the alarm is reminding you to do, but I encourage you to give this a try and see how it works.

I’ve already seen the results. In addition to my work for Roosterly, I’m also writing a comic book and working on a fiction novel. There’s no way I’d be able to do all three, let alone trying to find Wife #2 and read the disgusting mountain of unread books that’s slowly beginning to take over my room if I didn’t have something keeping me on task. And since I have trouble with people telling me what to do, the phone isn’t a person. In a lot of ways, our smartphones have become extensions of ourselves, so I don’t greet its alarms and reminders to stay on task the same way I would if it was another person. (You might not want to admit it, but I suspect this may be true for a lot of us reading this.)