Reflections from my desk at Paste magazine, 8 years ago

Last week one of the folks at Paste magazine posted some photos from its old office in Decatur, Georgia.

The photos were taken in September 2005, a few months after I'd started my job there. In one of the shots, you can see me hunched over my desk -- a happy workaholic -- surrounded by what a fire marshall would deem a disaster waiting to happen.

With the news Facebook's bajillion-dollar acquisition of Instagram, it was especially nice to see this digital time capsule opened up last week. Photos and their memories are incredibly powerful. This particular album reminded me of my own days at a start-up (albeit of a different sort) and what really goes into that work: a lot of love, frustration and faith.

I shared the following reflection on Facebook but wanted to expand on it and give it a bit more breathing room...

I vividly remember the first time I visited the Paste office for my internship interview, at the recommendation of my wonderful sorority advisor and friend, Christy. Situated next to the train tracks and above a frame store, the office looked like a frat house occupied by music geeks.

Overdressed in my pencil skirt and heels, I plopped down on a hand-me-down couch to talk to Paste's publisher, Nick Purdy, who gave me the first case interview of my career. I was sure I bombed it, but on the way out he suggested a start date of August. Surrounded by posters, CDs and shipments of magazines, it was all a bit overwhelming and I wondered what the heck I was getting myself into.

A year later, they couldn't drag me out of that place and they had no choice but to hire me on full-time. My coworker, Jeremy, donated his old college desk so that I had a place to sit. We built it in what little space was left in the place, while other folks were sitting two to a table (while our interns got resourceful and turned huge rolls of bubble wrap into makeshift workstations). The Brick Store Pub acted as our conference room and we shared team lunches on the roof. We took turns taking out the trash and answering customer service inquiries. If the train was rolling by, we put our phone calls on hold.

In the years that followed, Paste grew-up and got a bigger office and I learned how hard it is to build something from scratch. I also learned how rewarding it is when you succeed. Many of my coworkers had second jobs -- valeting cars, writing press releases, coding for other companies -- but you wouldn't have known it from how hard everyone worked when they arrived at the office each day. Every contract, every subscription and every award was a tiny victory that each of us had a hand in.

More importantly, I learned that it's true what they say: to love what you do, you must do what you love (and it doesn't hurt to surround yourself with good, smart and creative people).

See all of the old pictures from the Paste magazine offices -- September 2005

Caren Explains... Four Mistakes that Sabotage a Cold Call

Whether you're looking for a deal, a job or a date, it can be very daunting to make your pitch, especially if you have to make a cold call to do so.

I receive 5-10 cold calls each day at Songkick and I find that the problem with most of them is not in what the person is asking for, but rather that the pitches are carelessly constructed. Sure, you may have an amazing resume, product or proposal, but if you don't pay attention to the little things you may be sabotaging yourself before you ask for anything.

Here are four things to avoid when making a cold call inquiry.

1) Don't be lazy. If you really want to do business with a company, take the time to figure out which person you should be speaking to. It immediately undermines your pitch if you write "To Whom It May Concern, I'd like to speak to your head of marketing about a great opportunity..."

There are plenty of places to find this kind of personnel information, including:

• Company website (check for links on the company, often titled "About" or "Team")
• LinkedIn (do a company search and see what employees are listed)
• CrunchBase (which lists founders, executives and investors of tech companies)
• News articles on the company (which often quote executives)
• Press releases (which also quote executives or else provide other contact information)

2) Look for a warm introduction. Your pitch will go much further if you are able to get an introduction to the team or person you want to speak to. The person on the receiving end of the inquiry will feel an obligation to reply -- not because of you, but because someone they know has put themselves behind the introduction.

If you know someone who used to work at the company or else someone who has done business with them, that's a great place to start. Otherwise, take a peak on LinkedIn and see what common connections you have to the company.

3) Get the company name right. I can't tell you the number of times I've received an email from someone who wants to work with Songkick where the company name is misspelled (Song Kick) or improperly capitalized (SongKick). This immediately shows sloppiness or indicates that you have not engaged with the product. Worse yet is when both mistakes are made within the same email.

I know I've personally made this mistake when I'm in a rush or typing from my phone, and let me tell you: it is incredibly embarrassing if you care about the person you are contacting. Before you send a pitch, take an extra minute to make sure you've dotted the 'i's and crossed all the 't's.

4) Personalize the inquiry. Too often I receive emails that say "We think we can do big things for your company." What kinds of things? How do I know you didn't just copy-and-paste that?

Show that you have real intent by referencing a recent accomplishment of the company or else citing ways you can really help them.

Did the company just win an award? Congratulate them.

Did the CEO tell stockholders what he or she wants to accomplish this year? Mention what you can do to help.

Don't let this part get buried in your email or run on too long. Instead, keep it short and position it in the opening sentences of your pitch to immediately standout from the crowd.

Texts, Teens and a Tale of Two Twitters: a Second-Go at Group Messaging

In March 2008 the Paste team made its annual pilgrimage to SXSW. I was producing three days of concerts that year and was dreading the amount of coordination required. So when Paste's tech-savvy co-founder Tim Regan-Porter suggested we all sign-up for a service that would let us text each other in a group, I was intrigued.

The service was called Twitter.

I signed-up for Twitter that day and activated it so that I could send and receive "tweets" as texts. Everyone else on the Paste staff did the same. This would allow one of us to send out a tweet via text (ex: "I need help backstage! Anyone around the venue?") and quickly reach all 10 people on staff.

This is what I expected Twitter to become: a group texting service. Why else would anyone constrain a message to 140 characters, right?

We all know the rest of the story (and had understood how important brevity would be in the Twittersphere, I would not have picked a 15-character username).

But what about that group SMS function that got me to sign-up for Twitter in the first place? Why didn't that stick?

Well, a host of new start-ups are trying to resurrect that service... only they seem a few years late to a party that no one showed up to in the first place.

In 2006 Yahoo! tried its hand at group texting with Mixd, while Twitter, Dodgeball and Zemble were also identified as promising multi-purpose SMS services by Techcrunch. Those services were either shutdown or evolved past the group SMS piece of the business model.

So what makes this the time for companies like GroupMe and Rabbly to emerge?

There's the exclusivity piece of it. All friends and followers are not created equal, so as our social networks expand, something like selective group messaging could be a valuable way to post status-like updates to only a handful of people.

Then there are the teens. I'm no longer a teenage girl, but I could see how this would be helpful in keeping up with a clique. Nielsen reports that the average American teen sends nearly 3,400 text messages a month. This group of consumers also rely less on email than their 18 and over counterparts. Not a bad customer group to go after.

There's also international markets, where SMS usage is generally higher than it is in the US.

Still, with smartphone adoption growing, and phone plans becoming all encompassing (text, voice and data for one flat fee) it could be that the new Facebook Groups or good ol' email will serve the need for the group messaging just fine (at least amongst smartphone users).

Will group SMS be the next It Thing, or is it, like, so 2006?

Discuss below, my Blogosphere friends...

Caren and Brad Explain Bieber's Five Forces

Over the past few days we haven't had a lot of case studies at HBS, so Brad and I decided to take a break from paper-writing to turn our attention to a business mystery: How did Justin Bieber happen?

Here's what we know about Justin "J-Biebz" Bieber:

- He is from Canada

- He is sixteen

- He was "discovered" on YouTube

- He likes to tweet (and 1.8million people like his tweets)

- He makes three-year-old girls cry

But is his fame sustainable? To explore this question, Brad and I offer you a Bieber's Five Forces analysis.

Let's crowd source this one -- go ahead and add your analysis + any suggestions to the Google Doc and we'll see if we can crack the case.

Caren Explains El Bulli, Of Montreal and the Art of Selling Out

World famous chef Ferran Adria visited my marketing class at the end of the semester. The class centered on a case written about his restaurant, El Bulli, which has been recognized as the best restaurant in the world and also the hardest to get a reservation at... only 6,500 people per year have the pleasure of dining there, despite 1-2 million reservation requests.

The crux of the case is that El Bulli does not make money. In fact, it hasn't been profitable since 2000. At 250 euros per meal (30 small dishes/drinks/desserts), Adria could certainly charge more money... but doesn't.

In this way, Adria said he is free to create without having to cater to customers wants. Instead, he has attempted to "buy his freedom" by selling El Bulli cookbooks. He also tried his hand at innovating fast food and potato chips for Lay's (but abandoned those ventures, as they didn't seem to fit).

Business loses to art in this case... dramatically and daringly. Within the case, Adria also refers to a quote by Jacques Maximin: "to create is not to copy."

I had the opportunity to ask Adria about this in class, more specifically, how we (as people trying to copy his recipes out of the El Bulli cookbooks) could learn to be creative. He said the secret is not to want to be #1. If you want to be creative but want to be the best, you will drive yourself mad. If I understood correctly, he said that this is the reason there are so many depressed artist types... the people who fret because they will never be Picasso... but of course they will never be Picasso -- there was only one Picasso, and he didn't certainly didn't aspire to be "PICASSO!"

This tug-of-war between business and art made me think specifically about Of Montreal's song "Wraith Pinned to Mist and Other Games"...

... for an Outback Steakhouse commercial:



OM frontman Kevin Barnes wrote an insightful rock'n'roller essay about the decision last year. Here's a little of what he had to say...

Why commercialize yourself? In the art industry, it's extremely difficult to be successful without turning yourself into a cartoon. Even Hunter S. Thompson knew this. God knows Duchamp and Warhol knew it. Some artists are turned into cartoons and others do it themselves. I prefer to do it myself.

Read the full interview on Stereogum's archive site.

Interesting to think of two very innovative, creative artists, each with a different view of their work and its marketing.

Caren Explains "Tables and Chairs"

Today I revisited Andrew Bird's magnificient album, The Mysterious Production of Eggs and was once again struck by the lyrics of "Tables and Chairs."

If we can call them friends
Then we can call them on their telephones.
And they won't pretend that they're too busy
Or that they're not alone.
And if we can call them friends then we can call
Holler at them down these hallowed halls
Just don't let the human factor
Fail to be a factor at all

Don't, don't you worry, about the atmosphere
Or any sudden pressure change.
'Cause I know that it's starting
To get warm in here
And things are starting to get strange.

And did you, did you see how
All of our friends were there
And they're drinking roses from the can?
And how, how I wish I,
I had talked to them,
And I wish they fit into the plan.

And we were tired of being mild.
We were so tired of being mild.
And we were tired...

I know we're going to meet some day
In the crumbled financial institutions of this land.
There will be tables and chairs
There'll be pony rides and dancing bears
There'll even be a band.
'Cause listen, after the fall
There will be no more countries
No currencies at all.
We're gonna live on our wits
We're gonna throw away survival kits,
Trade butterfly-knives for Adderall
And that's not all.
Ooh-ooh, there will be snacks, there will.
There will be snacks
There will be snacks.

And we were tired of being mild.
We were so tired of being mild.
And we were (we were so) tired...

So don't you,
Don't you worry
About the atmosphere.

Speaking of "the crumbled financial institutions of this land"... I am glad to be at business school right now. Thomas Friedman has an interesting take on the financial crisis and proposed government bailout in The New York Times today. Something to ponder, particularly the state of the American Dream.

Caren Explains IKEA as a Relationship Test

A trip to IKEA should really be a requirement in all budding relationships -- a litmus test, if you will. Maybe ministers can add it to the list of things involved in pre-marital counseling classes.

I say this because you can learn a lot about a person based on how he or she tackles this Swedish Fun-House of Furnishings. Deciding how you want to live in 263 sq feet of space will reveal quite a bit about your...

- Patience
- Imagination
- Taste (or lack thereof)
- Spending habits
- Organizational skills

The true test, though, will be when the couple gets home and tries to assemble furniture called Utby and Malm using IKEA's cartoonish instructions, wooden pegs and strange screws.

Unfortunately this test should really be administered at the beginning of a relationship, but a new boyfriend or girlfriend to take you to IKEA might freak them out, kind of like this someecard: