Conversations From Northwest Flight 033

by Gord Hotchkiss, May 28, 2009, 10:30 AM

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"So, what is it you do?"

Oh, no! It was the question I dread. I froze.

The question was posed by a very nice woman in her mid-50s who was returning to Bellingham, Wash. from a one-month trip to Europe. She was my seatmate on yesterday's flight back from Amsterdam. 

Since I got into search, I've hated that question, mainly because I don't know how to answer it. I've tried several times, and it's never been a terribly satisfying experience.

There was my mom, who was trying to understand what her eldest child did. I believe really, truly, she asked with the best intentions.  But this was before she had a computer and Google was just one of those words you hear that has no frame of reference, like antebellum, Shevardnadze or Hezbollah. You know the word is important to someone, just not you. 30 seconds into my answer, I knew it was hopeless. "I work with computers, Mom, on the Internet."

"Oh, my friend was talking about that. She's having problems with her computer. Could you fix it?"

"Sure, Mom."

Then there was the U.S. customs agent in Sumas, Wash., who asked me the question while I was trying to gain entry into the country to go talk at a Google sales conference.

"So, you work with Google?

"Kind of. I'm not an employee of Google, but our clients use them."

"To search?"

"No, to advertise."

"Advertise? Where?"

"On the results page."

"There are no ads on Google."

"Well, actually there are."

The conversation could have gone two ways here. I could have explained the entire monetization of search, or I could have looked for the nearest available exit from the conversation. I opted for the latter. I gained entry into the U.S., but never did convince the agent that Google sold ads.

Just to be clear: I hate the question, not the answer. Search has been extraordinarily generous to me. It's not a job. It's not even a chance at a multi-million-dollar buy-out. It's the passion. It's a chance to wake up every morning and discover something nobody knew before. It's knowing that your opinion counts just as much as anyone's, because we're all figuring it out and none of us, not even all those Ph.D.s at Google, are experts yet. It's getting the chance to explore the potential with some of the most exciting companies in the world, around the globe. And it's the absolute blessing to be able to spend your time doing that and make enough money to provide your family with a good lifestyle. I'm not rich, but I am very happy.

Search allowed me to exceed my dreams. I started off wanting to be Darren Stevens, the ad exec working for the big agency. Sometime in my mid-20s, twenties, I decided I was less of a Darren Stevens and more of a Michael Steadman. If that name's not familiar, Michael Steadman was Ken Olin's character on "thirtysomething." I wanted to be co-owner of the Michael and Elliot Company, a small but dynamic ad agency with a handful of talented and dedicated employees, cranking out great creative for regional advertisers.

Today, my company has over 30 employees and a brand new sales office in San Jose, Calif., and we work with major accounts globally. My opinion is respected in an industry I love. I travel and speak all over the world.  In fact, a research contract with Europe's biggest telecom and a speaking gig with Google's U.K. team were what led me to my plane ride back from Amsterdam yesterday. Based on what my life goals were, search allowed me to whiz by them some time ago and there's still no end in sight.

But still, there was that damned question: "So, what is it you do?" 

Oh, what the hell... 

"I'm a search marketer."

"Mmm. That must be interesting."

Wow! She got it. She knew what I was talking about. It was just as if I said I was an accountant or a lawyer.

"Yes. It is. Very interesting."

She went back to her book. Perhaps it was on the Hezbollah, or a biography of Shevardnadze.

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0 comments on "Conversations From Northwest Flight 033 ".

1. Gillian Murrell from Boys Scouts of America
   

   commented on: May 28, 2009 at 10:47 a.m.

   enjoyed this...put perspective on the rapid growth of an industry and where we are in the product lifecyle...thanks!

2. Cynthia Tully from acquirgy inc
   

   commented on: May 28, 2009 at 10:56 a.m.

   so funny and so true...and all my family members STILL ask me to fix their computers...

3. Marquita Arnold from -
   

   commented on: May 28, 2009 at 11:06 a.m.

   LOL!! This is SO my life minus the travel overseas. My parents still have no idea of what I REALLY do for my 9 to 5.

4. Faisal Laljee
   

   commented on: May 28, 2009 at 2:05 p.m.

   Gord - this is really funny and true. I am in Web Analytics and Consumer Segmentation/Profiling and I have similar stories of my own. Even my wife gets tongue tied when someone asks her what I do :)

5. Donna Declemente from DDC Marketing Group
   

   commented on: May 28, 2009 at 9:01 p.m.

   Thanks Gord. I laughed out loud when I read this and had to post it on Twitter. My mom (Dad, Sisters, husband, etc.) still don't have a clue on what I really do as an internet marketer, especially wit search. But I've had that problem since I've been in this business. No I don't produce TV ads, so they just don't get it. Glad to know I'm not alone.

6. Corina Murray from Checks In The Mail (Harland Clarke)
   

   commented on: June 1, 2009 at 12:22 p.m.

   I cringe at that question too - there are so many ways to try to explain, so the term "online search marketing" usually works...without all the explaining :)
   and I haven't been asked to fixed anyone's computer, yet!

7. Michael Mostert
   

   commented on: June 1, 2009 at 3:09 p.m.

   Gord, this article hits home with me as well. I am constantly trying to explain to friends/family what I do. Very funny!

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