Tw | Li | Em | Ph
 
PETE
SHELLY
COPYWRITER

// 01 WHO
// 02 WHAT
// 03 WHY
// 04 HOW

 
 

Work hard, keep learning, and don't believe all
the bullshit.

 
 

 

// 01

 

// 01

The work is everything.

There are two yardsticks for measuring good work: did it do the job, and at the end of the day, do I want to tell people I was responsible for it? One out of two ain't bad, but when you can hit both, it's worth getting out of bed in the morning.

I'm lucky that I've been able to do a lot of work I'm really proud of.


 
 

 

// 02

 

// 02

The job is an education if you pay attention.

Instead of ad school, I went to Hollywood to learn how to tell stories. Then I started working in advertising, doing it for brands. I worked on a couple big accounts (The Macallan, Brother) and some smaller ones (Hopsteiner, Ralph's Famous Italian Ices) before going to an ad tech start-up called Kargo, which made mobile ads that were more interactive and less annoying than most mobile ads on the internet.

And after working on the craft for a few years, I became a project manager, which taught me about the value of UX and conversion optimization. I ran accounts, which taught me how to own client relationships and build trust so I could sell ideas. And through it all, I helped build stronger brands.


 
 

 

// 03

 

// 03

Everybody believes some of the bullshit though. This is what I believe.

It’s easy to get caught up in the trends, buzzwords, and noise of the industry. A lot of it is smoke, but there’s some fire out there, too. I’d like to think I spend so much time actually doing cool stuff that I don’t have time to talk about the hustle or the grind or contribute to any of that noise, but I’m as bad as anybody else.

Here are some things I’ve been thinking about recently:

 

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