Welcome.

Thank you for visiting ZENECIST.com.

A work in progress, this soon-to-be retail and lifestyle hub now has two moving parts. I also run my current playlist in the sidebar: Spring, Summer, Fall & Winter (not an affiliate).

ZENECIST™ High-Level. Laid-Back. Lifestyle.™ is an online retail business now under construction during its soft opening. I’m now constructing the e-Comm module of this site during the run-up to the Grand Opening of ZENECIST™ online shopping scheduled for Fall 2024.

DEFLECTOR™ Everything Happens All The Time™ is a Medium.com publication randomly commenting and ranting on the arts of style and well-being, and living our best lives.

All told it’s simply what’s now and what’s next for me after running an advertising & brand design agency for 34 years. My goal is to do visitors and friends some good, and have some fun. I welcome your insight, comments, and help as ZENECIST builds out. Add a comment to a blog post or go here.

Cheers! Tom –

PS: I currently have writing/content creation and email/database marketing services bandwidth open–your call is welcome: 508 475-9850. Here’s a link to an overview of my previous business, Thomas Marketing Services Corporation, and my thanks to the amazing people with whom I worked the past 3 decades.

Al Baier’s Business Gift To Me: Humanizing Women, A Profound Life Lesson

REPOST–MARCH 2024: WOMEN’S HISTORY MONTH

(March 8, 2024–International Women’s Day)

It’s been 10 years since I wrote this post, and almost 50 since Al enlightened me and yet the battle of the hetero sexes for equality rages; and at exponential rates for queer and transgender beings.

I’m reposting it because Al’s message rings as true to me today as did in 1978; and it’s an idea worth repeating. And, to honor the women in my life, now and in the past, whose profound insight and partnership, personally and professionally, have made me the man (he, him) I am.

It shouldn’t be just one day or even a single month in 12 we believe them.

Peace. Z-

••••••••••••••••

Every so often there’s an article enumerating “The 10 Most Important Things I’ve learned in Business.” Inevitably it starts with #1: “I learned Excel.”

Well, I’m as big a sucker for these lists as the next guy, and always scan them for tidbits o’ wisdom. And sure, learning Excel is probably one of them.

Oddly though, I’ve never seen the one lesson I’ve always considered most important in my business life.

It came the day my first real boss and mentor, Al Baier, a pioneer in recruitment advertising and founder of what’s now Buyer Advertising, popped his head into my first ever private office, and with a gleam in his eye and his trademark sly smile, he said to me (I was 25):

“Tom, women are the greatest under-utilized resource we have in this country. We have to start believing them more.”

-Al Baier

This simple statement had a profound effect on me: at that moment women became more than the object of my 20-something male longings; they became lifelong partners.

I’ve always been grateful to Al as I went on to a career in the agency business, which thanks to the great ad maven Mary Wells was one of the first to shatter the glass ceiling for women. And his insight served me well as I worked with some brilliant women, both creatives and clients, throughout my agency and brand coaching years.

To say nothing of the brilliant woman I married. It’s clear she’s much more resourceful and tougher than me. No contest there.

But sometimes I wonder why so many men seemed to have missed the memo. And when women such as my friend Lisa Pertrilli, an extraordinary business woman says to me “I hope you’re right,” when after a significant victory by a woman I suggest to her “your time is coming soon,” I really wonder what’s taking so long.

I don’t think it’s something we can dictate in business and expect long-lasting effect. Regulations are fleeting, political, and subject to resentment and neglect. And my ERA Now! bumper sticker has long faded, a snowball’s chance in hell of being reprinted in today’s political climate.

No, I think this insight must be seeded in our children, boys and girls, by those of us lucky enough to be dads. And for every reason it should start today.

Do so, and my sense is it will all add up to great advances in our businesses, and our lives. Your daughters (and sons) will thank you. And at the end of the day the numbers in your Excel spreadsheet will, in comparison, pale in value.

Thanks Al.

Peace, Z (aka Tom)

 Today’s random thought: for all intents and purposes, as the only one in this business, I am Zenecist™ (brand), and not “The Zenecist.” So just for fun I’m trying out signing my posts with a Z rather than a T. Sure kind of goofy, but as as kid Zoro was a chief hero – I ran ragged in the neighborhood with my black cape and mask. In the 80s my then Wellesley ad agency, The Lanen Company, created a logo for the heavy/metal rock Zildjian “Z” cymbals line; and as a drummer I always played Zildjians–that’s my old high-hat in this musical instrument sculpture. Ha! What do you think: Z or T?

Starting ZENECIST–A New Lean Business, Part 3: Aligning The Minimum Viable Brand

Doing (and Believing In) What You Know.

Whew, that was close. 

I almost took the ZENECIST™ brand into the land of off-brand. It’s all been based upon a long-dwelled upon idea for an apparatus that, in fact, has no relation to the Zenecist brand spirit nor those whom I hope to engage.  

Good grief. It’s Brand 101. Align the brand across all touch points and elements. Designing a product just because you can doesn’t mean it fits the real goals of a brand and its stakeholders: to create delight and engagement; and to help fans internalize its relevance to their personal and/or professional brands.

To make a brand part of their own.

Frankly, designing a product was about the simple fun of creating something because that’s what I do. Or that’s what I did with my erstwhile marketing and design agency. 

My goal here is to sell a product I can pull from inventory, ship, and scale. And, while thinking back at a conversation I had the other day with my best friend Bobby, and how he laughed when he heard I was back at creating something again (“You can’t help yourself can you?”) it struck me: I should stay with what I know. That’s how to create and position a brand. So it’s back into the vest pocket for that idea. 

In its stead I’m focusing on creating a minimum viable brand (MVB), as part of the lean startup process. On aligning its tactical approach based upon strategic goals.

So instead of creating products I’m sourcing them. I have 3 samples are coming in for evaluation already. And the product category is ridiculously narrow, so much so that ZENECIST may be the only one in  the space. And way out front by the time others discover its value.

My single criteria: that I’d wear or use products myself in the spirit of high-level, laid-back lifestyle. That’s what this is. It’s my current state of being. I tell you, for a man of age, it’s a delightful gift.

Oh, and I’d like products to be Made it in America. For every reason.

Seeing What I See Now

As with all gardens, the key is to grow what you love.

I realize just how lucky I am to have the luxury not to do a full-court press 24/7 to get revenue flowing as I did at age 36 when I started Thomas Marketing Services. And while it might seem to go against semi-retired guy principles, I’m getting a part-time out-of-home job at an amazing garden center these next months. 

Fact is I enjoy working; and really enjoy outdoors and gardening. And having drained my IRA to keep us in home and college tuitions back in my health challenge decade, I can use the additional discretionary income (I have Finland in my sights).

Too, I simply must get from behind my standing desk and out of the house to intact with real people, sans the baggage and button-pushing inherent in day-to-day generational living. You see, our 26-and 31-year old sons live here in our open post and beam log home in the deep burb’s of Boston (a third lives in Manhattan and calls almost daily); and I can validate what’s said about the relationship Italian mothers have with their Italian sons. I’m Finnish. You get the picture.

I’ve decided too I enjoy writing, and that my bonehead startup goofs and recoveries may amuse some starting their own ventures. If nothing else, I hope it centers people for a moment, that it quiets their minds so they can see their business from a slightly different perspective.  And with quiet focus. 

Of course these thoughts are not new. I’m just getting around to putting them into practice. It’s the laid back kind of guy I am today; and frankly, is something new in my charmed life. Though I suspect it comes largely from the peace in inherent in a business not carrying dept.

But high-level? That’s something about the brand only you can decide. But that’s the goal; it’s how I’d like to think of you. Because a brand is a 2-way street. And I hope we’re both be satisfied.

For now, and without paying customers, so far so good. I’d hope you’d tell me otherwise.

Peace. T-

Starting ZENECIST–A New Lean Business, Part 2: Hitting My First Product Wall.

Fail Fast, Fail Often. – Alleged Lean Startup Proverb

I have had my first set-back at ZENECIST. The “green” product design I’ve had running in the back of my mind for years, for which I produced a set of drawings a custom fabricator could evaluate, has failed the do-ability test.

That is, it can’t be made for a cost for which I could sell it as a good value.

You see, to make money on products such as the one I had in mind, aimed at the $19-24.99 target markets you find in the Publisher’s Clearinghouse database or direct marketing TV & online media, you look for a multiple of at least 6. That is, a $19.99 product must be landed at a distribution center for $3.33, with advertising, fulfillment, operations & administration, and profits accounting for the $16.65 remaining.

Knowing What I Don’t Know

Given I’ve never manufactured a product myself and have only helped clients as relates to marketing their innovations, there’s a lot I simply don’t know on the subject. And somehow, the arrogance of my youth, the sense of infallibility and destiny, has delightfully deserted me for a much more pragmatic and simplified point of view.

The first step in my process: get immediate feedback from experts. So once I had my product drawings I contacted a local fabricator, and as luck would have it I connected with a pro named Tom, the VP of Sales for a fabricator who offered 3 different fabrication methods, including injection molding for which I thought my product a candidate.

A quick cut to the chafe*: while the idea was appreciated, the mold alone for my product would be about at least $50k, and until we really got to the manufacturing to scale each would cost $9+ to make and $54 at retail using a multiple of 6 rule. 

That is, a minimum viable product required a $75K investment. And at this price, there was no possibility of prototyping the product for market evaluation prior to full production. While possible for some, it was way out of my budget; I don’t think market research alone could provide anyone with enough assurance of its viability, much less its value at the opening price point.

Swish—into the circular file it flew. You’d think I’d be crushed. I am not.

Because while the tool as designed was impossible, the need for its function remains.

That’s really where working with pros helps. You see, as Tom and I talked it through, he had an idea where I could create a product offering the same function, with more user options and flexibility, for a fraction of the cost of my first design. And, the tooling and manufacturing/product assembly were greatly simplified; I even anticipate being able to complete the prototype assembly by hand to start.

The elegance of simplicity again wins the day. I’m no longer obsessing on this product; it’s onto what’s next. And yes, a door closes, a window opens. At age 72 I have never known it to be otherwise. In fact, I see a crack in one from which I think this old mofo creator can pivot. 

I’m curious to see to where it leads.

Peace, T-

* FYI—the real phrase, ‘cut to the chafe’ not ‘the chase’, was born out of a metaphor related to farmers harvesting grain, freeing the fruit from its stalk—cutting to the chafe—and not, annoyingly, from a Fast & Furious movie. (Doh! And stay off my lawn you whippersnappers!)

Starting ZENECIST–A New Lean Business: Part 1

Process Drives Outcomes.

Velcro USA Medical Products Group, which was expanding the years we worked on the business, had a well-defined process we branded as Ingenuity through Alliance.™ The business unit does not manufacture or market finished goods, but provides in-depth product and technical support. Theirs was a very well executed strategic approach to addressing customers needs in a “genuine” partnership positioning dynamic.

I ran Thomas Marketing Services Corporation for nearly 35 years, during which time I helped dozens of innovative entrepreneurs launch new businesses and products. Some made it through their first 5 years, and try as we may, some did not.

What separated the winners from those less successful? 

In every case the winners definitively established their goals and created specific strategies (WHAT you’re going to do) to achieve them with do-able tactics (HOW you’re going to achieve your strategic goals) for which they had resources. 

In short, rather than flying by the seat of their pants, they defined their goals, created a plan, and then a set process in place to go about achieving their goals. 

It was their deliberate process, not their plans for specific outcomes, that gave them to capability to innovate. You see, as the brilliant designer Bruce Mau so aptly wrote in his Incomplete Manifesto For Growth: 

“When outcomes drive process you can only go where you’ve already been. But when process drives outcomes you may not know where you’re going, but you know you want to be there.”

– Bruce Mau, An Incomplete Manifesto For Growth

The fact is, it’s not easy to start and sustain a business. Here’s the thing: many post-5 year businesses I saw go under didn’t fail for lack of business but rather got ahead of themselves, getting over-extended failing to meet promises or stray ahead of cash flow. And rather than pivot when shortcomings became clear, they tried to fix things to pre-fall perfection, often running out of resources before the new and improved model could get to market. I’ve come close myself, and it’s frightening.

Given ZENECIST is the 7th business I’ve started since college, my plan is to take a very pragmatic and step-by-step approach to building our products, markets, fans/brand adopters, and and revenue. And I thought I’d write about it here, so you can see behind the curtains as I get this off the ground. Or not. I’m sure having fun thinking it all through.

ZENECIST is a different kind of business than I’ve ever started for myself. And, while I’m a strong brand marketer, there’re still many aspects of the online product marketing business of which I’m just learning the questions, much less know the answers.

The good news is I don’t need to be in as much of a huge rush to get it to the place I did when I had children to feed, and my professional and business abilities to prove to myself–and I suppose to my father. In fact, only one reason is driving me to do this in my so-called ‘semi-retirement’ years and my seventh decade: my interests.

And OK, that I burned through my IRA during major back-to-back health challenges to keep us in home and college tuitions, now 10 years ago, is another. 

Though I think my unrelenting hatred of day-time game shows, TV bowling (love doing it) and soaps, and all the rest of the meaningless activities older adults are subjected to are equally motivating reasons to keep moving. As my dad was fond of saying, “you don’t wear out, you rust out.” Not me.

You’re Always Welcome.

Until I have flushed out ZENECIST products and launch plans, my plan is to write about how I’m getting ducks lined up for all aspects of the business. Part of my goal is to create some SEO for the site, and nothing does quite like fresh content.

Now to be clear, while I’m not in a rush I’ve still got to make things happen with reasonable speed. And to help this along, I’m going to run as lean/agile as possible, not skipping steps in the development process, but not getting bogged down any particular aspect. 

Rather, then plan is to field a minimum viable (disruptor) product within a minimum viable brand. That is, I’ve identified some needs in defined markets for which there’s no current answer, and am in the process of designing and creating or sourcing products that meet the minimum expectations and needs of customers—but that delight, and are a good value. 

My ‘zen sailboat’ is inextricably linked with my professional & personal brands. That’s how it should be; when it’s your brand The Difference is You.™

And then, without further hesitation short of a patent application on one product, I plan to introduce and/or stage the rollout of the product and see what happens. It’s from here the true nature of final product (and brand) will emerge. Or not. 

The good news is the Internet enables us to reach and test markets rapidly and for less expense than in days past, and with more specificity.

So far, I’ve cleared my decks of the clutter and noise related to my former business, and made up the name (Zenecist™ brand) and procured the URL, and have defined the basic premise for the brand. I’ve created a brand identity, our logo and positioning/tag line. I’ve also defined our mission.

I’ve also defined and aligned the moving parts of ZENECIST as a business and online hub, and re-formatted this website, renaming its primary landing URL from ThomasBoston.com, my former URL, which is now for sale.

I’ve also engaged a legal resource to register ZENECIST™ brand as a Federal trademark.

I’m also building out the e-Comm shopping structure for the site, and will run soon run a couple initial test products.

My initial product design is now done and going to a local fabricator for review and prototyping. I’m thankful for the years of drafting I took in high school; it’s been fun to put some scale and dimension on it.

So stay tuned. And if you have questions or ideas, feel free to contact me.

At ZENECIST, the mission is to do some good and have some fun. I hope you’ll join in.

Cheers! T