Do Gooders

Dreams can change the world…and a business overnight.

I had a dream last night that will change the direction of my business altogether.

In the dream, a man who had previously been a good-for-nothing Romeo appeared after a number of years to make amends with a former girlfriend. The change in him was remarkable to the woman and all of her friends. Where he had previously been obsessed with shallow good times and empty living, he was now grounded, calm, genuinely happy, and sure of his intentions. They marveled. They speculated about the catalyst. It was clear that his path was different.
They asked him questions, “Are you a doctor?”

“Have you been traveling?”

“Did you lose something or someone dear to you?”

His response was this: “I am in advertising.”

He explained: Years ago, a giant corporation had decided to target the citizens of his small town. The corporation erected an enormous billboard on the hillside above the town. It was the typical fare: flashy graphics, catchy tagline, and provocative product shots. The effect on the town was instantaneous. People felt assaulted by the message, manipulated despite their resistance. Some of them bought the product. Others hated them for doing so and started stockpiling products from the corporation’s main competitor.

The man decided to take action. He inspired several friends to contribute enough money to purchase the rights to the billboard out from under the corporation. They devised a message of positivity and displayed it promptly. As the message hovering over the town changed, so did the attitude of the people in the town. The man was amazed at the power the message had to influence the energy of the town and the attitudes of the people in it. He realized that he could use the most massively motivating medium of all, advertising, to do good. He started an advertising agency.

Wake up. 4:15am.

Yes, this story is ridiculous. It’s a dream. But, when I woke I felt inspired. This is what I was meant to do: Help positive companies break through with meaningful messages.

I thought about my own journey. I got into advertising to express creativity. I justified my role in advertising by telling myself I was helping companies create more relevant messages, messages that would not be disruptive, but helpful. I ultimately left an advertising agency because I found myself working for brands, products, and companies I did not believe in.

In 2006 I started Skyelab in order to work with companies I can believe in, companies that have something positive to bring to the world. I am re-committed to this goal.

Over the next few weeks, I will be reorganizing my site, my focus, my fee structure, everything about Skyelab, to clearly articulate the new mission of this company. I will only work with partners I believe in and we will only create advertising and marketing that is helpful.

Stay tuned. Over the next few weeks I will be posting my new guidelines for client partnership, and my criteria for creating meaningful messaging. If this is intriguing to you, keep reading, contact me, let me know what you think. If not, so be it. There are plenty of us out there looking to make a difference. I am not worried about the ones who aren’t.

Schuyler