HELLO!

WE HAVEN’T MET YET, SO ALLOW ME TO INTRODUCE MYSELF. MY NAME IS BEN SALSKY. I’M A CREATIVE DIRECTOR, WRITER, HUSBAND, FATHER, AND AMATEUR MIXOLOGIST. I’M ALSO THE ONE IN THE YELLOW JACKET. THIS PHOTO WAS TAKEN ON AN ALASKAN GLACIER WHILE I WAS CREATIVE DIRECTING A COMMERCIAL SHOOT.

I’VE SPENT THE LAST 17 YEARS WORKING IN ADVERTISING. WHEN PEOPLE ASK ME WHAT I DO, I USUALLY TELL THEM “I MAKE COMMERCIALS” BECAUSE IT’S THE EASIEST WAY TO EXPLAIN IT. BUT, I BELIEVE WHAT I ACTUALLY DO IS FIND NEW AND INVENTIVE WAYS TO SOLVE THE SAME PROBLEM.

 

THE PROBLEM

MOST CLIENTS BELIEVE THEIR PROBLEM IS THEY NEED TO SELL THEIR PRODUCT TO THE CONSUMER. THAT’S THE INTENDED RESULT, SURE. BUT IT’S NOT THE ACTUAL PROBLEM. THE ACTUAL PROBLEM ANY BRAND FACES IS THEY NEED TO FIND A WAY TO CONNECT TO THE PERSON ON THE OTHER END OF THEIR MESSAGE.

THE SOLUTION

ADVERTISING, MARKETING, COMMERCE, ETC ISN’T ABOUT SELLING. IT’S ABOUT CONNECTING. IT’S ABOUT HAVING A CONVERSATION, PRESENTING A POINT OF VIEW. IT’S ABOUT A BRAND COMMUNICATING AN IDEA TO THE CONSUMER THAT’S UNDENIABLE.

AND THAT’S BECAUSE AN IDEA IS THE MOST POWERFUL CONNECTOR IN THE WORLD.

I’LL GIVE YOU AN EXAMPLE. I FIRST HEARD ABOUT BITCOIN IN 2013 WHEN I WAS LIVING IN SAN FRANCISCO. A FRIEND TOLD ME HE BOUGHT SOME. HE DIDN’T TELL ME WHY, JUST THAT HE’D BOUGHT IT.