Advertising: Love it or Leave it
Reprinted from ADV Magazine, June 1999

Since I assume none of your mamas ever told you that you had to go into the ad business when you grew up, I'm amazed the number of people in our profession who constantly complain what a crappy business it is, while at the same time doing a lousy job for their clients and bemoaning their lack of loyalty.

So if the business stinks so much, LEAVE, and follow your business dreams elsewhere. This is easier said than done, since there are too few real creative or real business people in our industry who have much value outside of the ad industry. So, if you're going to continue to make the ad business your career, stop whining and appreciate the business as a wonderful way to make a living-one you're fortunate to be working in.

Because the advertising business for all its volatility (and it is volatile), is a fascinating, energizing, highly creative, terrific business that can be emotionally and financially rewarding for those who are passionate about it.

But passion is much like height in basketball players-it can't be taught. You either love the biz or you don't.

I'd ask anyone who is unsure about whether they belong in the business to honestly answer the following questions:

1. Do you read Ad Age, ADWEEK, the New York Times ad column religiously like they were your favorite team's morning box scores?
2. Do you constantly think about the business when you're away from work? (Worrying about deadlines doesn't count but at least it makes you conscientious.)
   
3. Does a great ad campaign excite you? (And do you even have a clue what is great-most ads aren't. Don't fool yourself into mistaking good from great. In fact, good is the enemy of great.)
4. Are you a "student of life" constantly experiencing and-or reading about new trends in lifestyles, movies, media, etc.?

Unless you can say YES to these, you're faking it and just going through the motions-I suspect more than half of the people who work in our industry are just going through the motions.

What a shame. Worse yet, those who lack a real passion for the ad business are probably contributing to mundane ineffective work and ideas that ultimately demean your clients' business and, ultimately, your agency. So for those who complain about disloyal clients who don't want to pay fairly for your ideas, you ought to ask yourselves whether your two cents is even worth that much.

But if you answered YES to the questions above, thank your lucky stars that you were fortunate enough to have found a profession that is exhilarating, challenging and NEVER boring.

Lonny Strum is the Managing Director of Strum Consulting Group, a strategic business & marketing consulting organization. He can be reached at 856-770-1154 or at lonstrum@strumconsulting.com