you just have to do what you do with reverence

[Originally posted Sept., 2004]

There are a lot of great marketing books and blogs out there. That being said, I still think the best marketing stories come from personal, first-hand experience.

Here’s a favorite one of mine:

Back when I lived in New York there was this fabulous, crazy-ass juice bar on West Houston called Lucky’s Juice Joint. I think it’s no longer there. I hear it’s moved.

It was the most out-of-place business south of 14th Street. Hard to descibe, except as a “hardcore hippie haven”. Just had this weird, crazy, psychedelic-rainforest vibe. But damn, it had the best juice in town. It was amazing stuff. Tasted like the fruits and vegetables were picked that morning. Fresher than anything else I found in New York. And yes, I had searched high and low for even better alternatives, but never found one. In New York, this was really it.

The boss was this crazy looking tie-dye wearing guy who looked and talked like he had done too many drugs back in the ’sixties. A big ol’ middle aged, acid-head teddy bear. One day we struck up a brief conversation. I complimented the hell out of his product. “Wow,” I quietly gushed, “Your stuff is the best. It really is…”

“Sure it is,” said the guy. “That’s because we make it with reverence.”

You don’t have to get a job with a famous company or hot-shot industry in order to have a spectacular career. You just have to do what you do with reverence.

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Hugh MacLeod is a genius.  Genius.

Seth Godin
Best Selling Author

His work acknowledges the absurdity of workaday life, while also encouraging employees to respond with passion, creativity, and non-conformity...   MacLeod’s work is undeniably an improvement over the office schlock of yore. At its best, it’s more honest, and more cognizant of the entrepreneurial psyche, while still retaining some idealism.

The New Republic
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Last year my State of the College address was 76 slides loaded with data. This year it was 14 cartoons that were substantially more memorable.

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Former President, Babson College

"There are only two daily newsletters that I look forward to opening and reading every time they show up to my inbox: Seth Godin's and gapingvoid."

Tony Hsieh
CEO, Zappos

In moments of indecision I glance at the wall [to Hugh's work] for guidance.

Brian Clark
  • Seth Godin
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