• by Rachel Donovan , Op-Ed Contributor, March 2, 2017

I recently read an article on “How to find a job you love.” This topic was never of concern to me as I’ve been charmed with a career I absolutely love, but I decided to do the exercise anyway. 

The article suggested I start by asking myself a series of questions: What am I passionate about? What makes me happy? What makes me the most curious? What I discovered was watching TV commercials wasn’t top of mind, yet I’ve dedicated my entire career to making them. Even worse, I couldn’t remember the last time I saw any of my spots on air because I had cut my own cable cord three years ago.

I do, however, remember flying across the country to attend the Airbnb Open, waiting outside in the rain for over an hour to experience the Pipilotti Rist Pixel Forest at the New Museum, experiencing Daydream VR at the #madebygoogle pop-up space in Soho, attending free concerts on Thursdays at Samsung 837, running a 5k with Nike +Kevin Hart, and discovering Warhol in a whole new light at the Cadillac House. And I most certainly remember sharing it all on Instagram.

What I learned is, like most consumers, I am obsessed with brands, the experiences they provide, and the memories they create. They become a part of my life, my weekend plans, and My Story. Brands like Airbnb have significantly changed my life for the better. As a proud early adopter, I have been moved to the point of pure elation by Airbnb. It has taught me about the compassionate human spirit, the power of love and belonging, and the undeniable proof that “no one can resist an idea whose time has come.” Not to mention my Airbnb profits have fully funded my start-up, and sent me traveling around the globe.

So why was I devoting all of my time and creativity into a medium I no longer consumed on brands I didn’t follow or “like”?

It was time for a change. 

So I’ve moved from a traditional agency to a brand experience agency because it is time to create brand experiences that people seek out — not those that they actively try to avoid. Time to create content that gives its audience #allthefeels. And time to create movements that have the power to change the world.

All this from what I thought was an insignificant exercise found in a magazine. So I encourage everyone to ask themselves a few simple questions: What are you most passionate about? What makes you happy? What makes you the most curious? Then really think about your answers. Who knows, it may lead to a whole new awakening.