In May of last year, just nine short months ago, I posted a column about a BMW ad claiming they made joy instead of cars. I had some fun with the German automaker for positing such a ridiculous notion. At least Pontiac built excitement -until its heart stopped beating. BMW didn’t claim to build anything. Instead they decided to redefine the word joy. Remember?
Joy breaks the mold
Joy is timeless
Joy is youthful
Joy can be counted
Joy is maternal
Joy is future proof
BMW has since parted company with the advertising agency that created that awful campaign. No joy in Mudville and not much in Munich. But then there’s this: I bought a BMW X3 today. Now I’m sure some BMW marketing executive will smile and say, “The joy ad was very effective. You bought one of our cars Len.” Like a baby, my BMW purchase was born nine months after they impregnated my brain with the subliminal message: Put some joy in your life Serafino. Buy a Beamer. Who knows? Anything’s possible right? David, the client advisor did seem to be waiting for me when I drove up and parked outside the showroom floor. He seemed very confident that he had a live one. I wonder how he knew.
People who know me well are aware that I can be extremely impulsive when it comes to buying cars. In the most disgraceful example of such behavior, I accompanied a co-worker to a car dealership to help out and wound up being the buyer myself. Obviously no sleight of hand, including claims of unbridled joy, is needed to get my juices flowing. I am ready to buy with little provocation. My wife won’t even allow me to go to a car wash alone, fearful that I might select “new car smell” a fragrance that can send me to the nearest car dealer in a heartbeat. I'e had the vehicle I just traded for more than 6 years which in my 40+ years of car buying is a record. That I actually own the car is another minor miracle. Is there a fragrance for upside down financing?
I actually enjoy the give and take integral to buying a car. It helps when the sales person is pushy. There is nothing I like better than playing mental tennis with a wild eyed sales guy who runs back and forth between his desk and his manager’s office as we wrangle over price. You might say it gives me joy.
Sadly, that didn’t happen this time. BMW’s David, the guy who sold me the X3, was a gentleman. He was knowledgeable, courteous and above all, he treated me fairly. He took all the fun out of the experience for me. On the other hand if exchanging insults over glass cubicle walls isn’t your idea of fun, well, you might give David a try. I think my blood pressure actually dropped during the transaction. Even my wife sat there with me today, something she swore she would never do again after I held the receptionist and the service manager hostage for three hours the last time I bought a car. I still maintain BMW overshot with the joy thing, but based on my experience with their Nashville dealership, they could run an ad that says we take the angst out of buying a car, at least for normal people.
By the way, if you happened to see the BMW ad and hated it, please let me know. I am always seeking validation. Better still, if you read my post on the topic and bought one of their cars anyway, call me. Maybe I could claim a commission. That would really give me joy.
Copyright 2011 Len Serafino. All rights reserved.
Tuesday, February 22, 2011
Sunday, February 6, 2011
Living the Dream
I’m listening to the CORE FM, a Rutgers University radio station as I write this from Franklin Tennessee. Yes, the Web has opened a world to us that was completely unknown to our parents, not to mention our grandparents. The DJ I’m listening to is Mike Wollman, a 61 year old friend of mine from our days at Rutgers in Newark. And that is perhaps the larger miracle of the age in which we live.
Mike has had a very successful career as a teacher in secondary schools. While we were in college he held down a DJ slot on the campus radio station. Now here he is enjoying a passion of his, still in fine voice and as much on top of today’s music as he was in the 1960s.
We live in an age when dreams need not be lost because of time wasted, obligations undertaken or narrowly missed opportunities. Long held dreams are not trampled by the fates the way they were in generations past. Thanks to the Web, a plethora of educational opportunities and demand publishing to name a few, there are more avenues for self expression than ever before in history. Mike told me he did in fact dream of being on the radio again for almost 30 years. When the opportunity presented itself he studied, took some tests and made it happen. And in the nicest of touches, his daughter Becca, who was active at the station, gave him an assist.
Our dreams can stay alive for years, even if fed only by the tiniest morsel of hope. The beauty of our world is this: Dreams can come to fruition at any time. One reason is there is less discrimination now. When women and minorities secured the right to chase their dreams, they helped to break down lots of barriers and conventional wisdom including the silly idea that one should act his age.
Certainly a mature individual is capable of discerning the difference between what is truly a young person’s activity and what is open to anyone willing to try. So it is that former President Bush jumped from an airplane to celebrate his 75th, 80th and 85th birthdays. Conventional wisdom surely would suggest that the former President act his age. Fortunately he didn’t and anyone still chasing a dream should take heart.
At a recent Toastmasters meeting the Toastmaster of the day chose fearlessness as the theme of the day which led to some discussion about why people fear chasing their dreams. Some said it’s the fear of ridicule. Others suggested a fear of failure. It’s hard to disagree with those explanations but I suspect there is another fundamental reason why people don’t actually chase their dreams. Most of us have secret dreams that we hold dear for many years. We tell ourselves that one day we will do the thing we really want to do. Maybe it’s something grand like climbing Mt Everest or perhaps a bit more modest like learning to speak French. We would do these things if only we had the time.
So what derails us from chasing our dreams as we crawl, walk and sometimes run through life? I think the underlying fear is that if we fail, the question then is what will happen to our dreams? What in the world will we replace them with if we fail? Lord knows even an unrealized dream can serve a critical purpose in our lives. A dream can be mental comfort food, something we pull out when our lives are completely at odds with the world.
“No I didn’t get that promotion but some day I’m going to get my MBA and I’ll be a huge success.”
“Another broken relationship and it hurts but one day I’ll write a best seller and then…”
Thoughts like that can get us through some difficult moments but it seems like a high price to pay for succor. I think Mike figured out that the beauty of chasing his dream was in the doing. He didn’t become a celebrity DJ talking to millions from a Manhattan studio. But that isn’t how he defined success. He realized that accepting the challenge and doing what he loved was true success. Think about times when you have been really successful. What part of the experience gives you the most satisfaction, the recognition or the actual work you completed?
Life will always have its disappointments. Don’t let one of yours be that you never reached for your secret stars. Remember living the dream is in the doing.
Copyright 2011 Len Serafino. All rights reserved.
Mike has had a very successful career as a teacher in secondary schools. While we were in college he held down a DJ slot on the campus radio station. Now here he is enjoying a passion of his, still in fine voice and as much on top of today’s music as he was in the 1960s.
We live in an age when dreams need not be lost because of time wasted, obligations undertaken or narrowly missed opportunities. Long held dreams are not trampled by the fates the way they were in generations past. Thanks to the Web, a plethora of educational opportunities and demand publishing to name a few, there are more avenues for self expression than ever before in history. Mike told me he did in fact dream of being on the radio again for almost 30 years. When the opportunity presented itself he studied, took some tests and made it happen. And in the nicest of touches, his daughter Becca, who was active at the station, gave him an assist.
Our dreams can stay alive for years, even if fed only by the tiniest morsel of hope. The beauty of our world is this: Dreams can come to fruition at any time. One reason is there is less discrimination now. When women and minorities secured the right to chase their dreams, they helped to break down lots of barriers and conventional wisdom including the silly idea that one should act his age.
Certainly a mature individual is capable of discerning the difference between what is truly a young person’s activity and what is open to anyone willing to try. So it is that former President Bush jumped from an airplane to celebrate his 75th, 80th and 85th birthdays. Conventional wisdom surely would suggest that the former President act his age. Fortunately he didn’t and anyone still chasing a dream should take heart.
At a recent Toastmasters meeting the Toastmaster of the day chose fearlessness as the theme of the day which led to some discussion about why people fear chasing their dreams. Some said it’s the fear of ridicule. Others suggested a fear of failure. It’s hard to disagree with those explanations but I suspect there is another fundamental reason why people don’t actually chase their dreams. Most of us have secret dreams that we hold dear for many years. We tell ourselves that one day we will do the thing we really want to do. Maybe it’s something grand like climbing Mt Everest or perhaps a bit more modest like learning to speak French. We would do these things if only we had the time.
So what derails us from chasing our dreams as we crawl, walk and sometimes run through life? I think the underlying fear is that if we fail, the question then is what will happen to our dreams? What in the world will we replace them with if we fail? Lord knows even an unrealized dream can serve a critical purpose in our lives. A dream can be mental comfort food, something we pull out when our lives are completely at odds with the world.
“No I didn’t get that promotion but some day I’m going to get my MBA and I’ll be a huge success.”
“Another broken relationship and it hurts but one day I’ll write a best seller and then…”
Thoughts like that can get us through some difficult moments but it seems like a high price to pay for succor. I think Mike figured out that the beauty of chasing his dream was in the doing. He didn’t become a celebrity DJ talking to millions from a Manhattan studio. But that isn’t how he defined success. He realized that accepting the challenge and doing what he loved was true success. Think about times when you have been really successful. What part of the experience gives you the most satisfaction, the recognition or the actual work you completed?
Life will always have its disappointments. Don’t let one of yours be that you never reached for your secret stars. Remember living the dream is in the doing.
Copyright 2011 Len Serafino. All rights reserved.
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