Ignore Everybody is the title of Hugh MacLeod’s foray into the literary world. I received my galley copy at the weekend and spent Saturday afternoon reading it. At around 160 pages including plenty of Hugh’s cartoons, it is an easy read.
If you’ve read gapingvoid then you’ll know what to expect…a screw everyone and what the heck approach to life and business that works for Hugh. Much of the book explores his Sex and Cash Theory to building a business but the key message that comes across is simple: follow your dreams but be prepared for unexpected outcomes.
This is something I understand. When I started blogging in 2005 I could not have foreseen where it would lead or what it might bring. It was just an idea that has at times swerved this way and that but always with the aim of challenging norms.
Who for instance could have imagined that it would take me to the CEO’s office of the world’s fifth largest firm? Or that it would provide an occasional seat at the table with the CEO of SAP? Or that wannabe software companies would call up seeking help? Or, after all the years of being away from the profession that it would provide a platform from which to converse with professionals from inside ICAEW? Or introduce me to so many bright, intelligent, witty, snarky, insightful, thoughtful people. Folk like Hugh.
Much of the book is set against the backdrop of Hugh’s time in New York as a copywriter, a theme many will find familiar, serving as it does to illuminate the angst that seems to pervade much of Hugh’s work. As a CDF who lives in the back of beyond, I knew I would enjoy the book and I wasn’t disappointed.
Did I learn anything new? That’s hard to say. Come back in a few weeks to find out. It did reinforce some of the things I believe such as: “Don’t try to stand out from the crowd; avoid crowds altogether.” Yeah – that’s why I don’t travel anything like as much as I used to and only if I believe it will add value to the things that matter to me. It’s why I continue to sharpen and hone my curmudgeonly stance on many issues. It’s why when someone recently said: “You really don’t give a crap,” I was not offended. It’s why I continue to struggle with the so-called work-life balance, something to which Hugh alludes but never really explores.
One minor disappointment was that I’d expected to see more of a tirade against the advertising industry Hugh eschews but which is best exemplified in this Tweet:
For only $250,000 YOU TOO can pretend other people actually give a damn about your crappy product!
If you’re a professional reading this you must be wondering what the heck has this got to do with anything on this blog? Simple. Read the book so you can get insights into what your clients try to do. It might help you understand what it means to create something of value for the person doing the creation thing. It might even inspire you to do something different. One thing’s for sure, it will drive many people crazy, especially those who are chained to a job that pays the bills but provides little more.
For reasons I cannot fathom I gave my copy away to someone I’d only met a few hours beforehand. I hope they get something from it. As Hugh might say: whatever.
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