Les Mandelbaum
PRESIDENT AND CO-FOUNDER OF UMBRA
Despite his business chops—“They call me the ‘business guy,’ but I’m no MBA”—he prefers to be called a “reality check.” Les Mandelbaum also adds that “If marketing means thinking beyond selling a product and making money, then that’s me, too.”
1. Be prepared to get rich slow if you want to build a brand.
2. Be consistent: products, publications, values, home and work culture and environment.
3. Don’t do work that you aren’t proud of.
4. Work with people that you enjoy being with, but fill in your gaps.
5. My first marketing lesson was in 1963 when I heard the Beatles on the radio and realized I was listening to more than another hit song. My second lesson was when Paul Rowan showed me a printed paper window shade and I realized he was showing me something more than another home decor product.
6. Marketing is addressing changing culture and buying habits.
7. Avoid people who use words like “monetize,” “EBITA” and “exit plan.”
8. Don’t watch TV shows with laugh tracks or live bands playing over bed tracks (sorry, U2).
9. Resist big sales that compromise the brand.
10. Don’t be afraid to fight for the brand.
11. Sell who you are first, the product second.
12. Don’t get too comfortable. Find challenges to offset the ‘money, kids and dog’ lifestyle.
13. Go global, but be sure you are familiar with local markets beyond tourist visits.
14. America is still the marketing king, but there’s lots of competition so you better be good, smart and unique.
15. Be master of your fate. This is freedom.
16. Stay connected with the next generation (besides your kids).
17. Dream big (then figure out how to realize it).
18. Be market-aware rather than market-driven.
19. Watch the details.
20. Say please and thank you.
