People 07 November 2017
How many times have you looked at something and thought: I wish this did more? And how many times have you thought long and hard about what else you could make it do, if you had the resources, time, and a factory-load of people working for you?
We've all certainly been there. Whether we were 5 and inventing a flying Barbie, or futuristic football, or 35 and looking at the kitchen imagining a self-taught robot that would help with the nightly dinners. We've all come up with what we thought were million dollar ideas - but almost none of us follow through because we're already too busy, and somebody else has probably invented it already.
For one woman, this very sequence of events took place when she was just a teenager. Unimpressed with her dog's collar, she created a new one with florescent sides (making them more visible to cars at night) that would fit more comfortably on a dog or cat's neck. But because of her relative youth, the collar was never produced, and a year later was released and patented by another company.
The girl, Joy Mangano, vowed this would never happen again.
Fast forward to 1990. Single mother-of-three, Mangano has a bigger, bolder idea. This time, the Miracle Mop is born, launching her career as an entrepreneur and setting her up for a life in the spotlight with her product launch on QVC. Between then and now, Mangano has accrued 100 patents (for products like the Huggable Hanger and My Little Steamer) and her company, Ingenious Designs is worth over $50million.
This story was told in Hollywood by David O.Russell in 2015 with his Golden Globe winning movie, Joy. Jennifer Lawrence's portrayal of Mangano served to highlight the difficulty of entrepreneurship and instruct on the minefield of patent disputes.
Mangano's latest product is one she says she's been working on for her entire life: a journal, a manual and a self-help for entrepreneurs wrapped up in her book, Inventing Joy: Dare to Build a Brave and Creative Life.
SWAAY spoke with Mangano about the necessity for this kind of book in this age of entrepreneurship, and how it will resonate with aspiring female inventors and changemakers.
Drawing on her success and the pains it took to get there, Mangano has penned a book that will no doubt be a bible for those looking to take their flying Barbies or futuristic footballs to market. "I️ believe it will be a resource for people they can keep coming back to," she remarks. "This book truly is a lesson for anybody - in their careers, no matter what age."
Her family have been crucial to the whole process of building her brand and expanding Ingenious Designs, for the last 17 years, and have informed many of the chapters in the book. "I️ am fortunate enough to work with my children, family and friends and they were completely integral (to the books production)," says Mangano. Her daughter Christie serves as SVP Brand Development, Merchandising & Marketing Strategy having worked with her mom for thirteen years. “She's my left brain," laughs Mangano. Both her son Bobby and other daughter Jackie have worked elsewhere before also coming under their mother's umbrella. Bobby currently serves as Executive Vice President of the company and Jackie is involved with the fashion side of the business, which is certainly no mean feat, as she is also involved in styling for the upcoming reboot of The Murder on the Orient Express.
"When you can do things in life - work and follow your passion with people you love - it makes it all that much more meaningful and pure happiness."
The launch of her book signals new territory for the serial inventor, who has her first opportunity to tour the country and speak to those whose homes she has appeared in for the past 15 years on QVC and HSN.
Her book tour will bring her down South, for appearances scheduled in Kentucky, Tennessee, Georgia and North Carolina, and also through Florida, Chicago and Cincinnati. "This is really one of my dreams," she comments. "I️'ve always wanted to go around the country and meet all of my customers and this is one way to do that. It couldn't be better."
"95% of my customers are women so I️ can't help but be an advocate always."
While on tour, Mangano is destined to meet a host of people that will tell her of their inventions or start-up ideas, but none more so than the millennials, who are completely reinventing the notion of entrepreneurship. Mangano hopes that through the book aspiring female entrepreneurs will be able to take solace in the fact they don't have to do it all. "I️ truly believe - this is a generation I️ watch, a lot of them work for me and with me - today, more than ever, they think they have to do it all."
"Dressed beautifully and in a meeting, they'll say 'I've been up since 5. Dressed the kids. Fed the kids.' And then (after work) they'll come home, have quality time, bath time. And I️ say - you can miss a game." If there's one thing she would invent for millennial women, it's this very advice, she says.
Rather than a product, or an item, it's this advice that, contrary to the millennial mindset, you don't have to be five places at one time or working 20-hour days to get where you want to be. Instead, Mangano has sections of the book that will inform on how better to manage your time and your ideas - to employ her methods - so you can become successful with (a little) less stress.
When asked how social media and the digital age has influenced her real-world inventions (like mops, hangers, steamers and pillows), Mangano chuckles. Technology, rather than impairing the invention of real world application actually opens up a 'wider range' tells the inventor. “It opens up a direct - to - consumer feedback and enhances your platform."
"With Instagram and Facebook my customers communicate with me. That's critical for looking at what you do and for the future of what you do."
Out of the dozens of things she's invented, Mangano won't say what her favorite is. "What am I️ most proud of? That's hard to say - that's like asking what child do you love the most and I️ don't think I️ could be prouder of any of them." She does however share with SWAAY an exciting development. Something she has worked on for ten years now is finally being readied for release. That object/thing/being (there was no getting it out of her) will debut next year and we couldn't be more excited to see what it is. "It will change history," she asserts.
Not too many years ago, my advice to political candidates would have been pretty simple: "Don't do or say anything stupid." But the last few elections have rendered that advice outdated.
When Barack Obama referred to his grandmother as a "typical white woman" during the 2008 campaign, for example, many people thought it would cost him the election -- and once upon a time, it probably would have. But his supporters were focused on the values and positions he professed, and they weren't going to let one unwise comment distract them. Candidate Obama didn't even get much pushback for saying, "We're five days away from fundamentally transforming the United States of America." That statement should have given even his most ardent supporters pause, but it didn't. It was in line with everything Obama had previously said, and it was what his supporters wanted to hear.
2016: What rules?
Fast forward to 2016, and Donald Trump didn't just ignore traditional norms, he almost seemed to relish violating them. Who would have ever dreamed we'd elect a man who talked openly about grabbing women by the **** and who was constantly blasting out crazy-sounding Tweets? But Trump did get elected. Why? Some people believe it was because Americans finally felt like they had permission to show their bigotry. Others think Obama had pushed things so far to the left that right-wing voters were more interested in dragging public policy back toward the middle than in what Trump was Tweeting.
Another theory is that Trump's lewd, crude, and socially unacceptable behavior was deliberately designed to make Democrats feel comfortable campaigning on policies that were far further to the left than they ever would have attempted before. Why? Because they were sure America would never elect someone who acted like Trump. If that theory is right, and Democrats took the bait, Trump's "digital policies" served him well.
And although Trump's brash style drew the most handlines, he wasn't the only one who seemed to have forgotten the, "Don't do or say anything stupid," rule. Hillary Clinton also made news when she made a "basket of deplorables" comment at a private fundraiser, but it leaked out, and it dogged her for the rest of the election cycle.
And that's where we need to start our discussion. Now that all the old rules about candidate behavior have been blown away, do presidential candidates even need digital policies?
Yes, they do. More than ever, in my opinion. Let me tell you why.
Digital policies for 2020 and beyond
While the 2016 election tossed traditional rules about political campaigns to the trash heap, that doesn't mean you can do anything you want. Even if it's just for the sake of consistency, candidates need digital policies for their own campaigns, regardless of what anybody else is doing. Here are some important things to consider.
Align your digital policies with your campaign strategy
Aside from all the accompanying bells and whistles, why do you want to be president? What ideological beliefs are driving you? If you were to become president, what would you want your legacy to be? Once you've answered those questions honestly, you can develop your campaign strategy. Only then can you develop digital policies that are in alignment with the overall purpose -- the "Why?" -- of your campaign:
- If part of your campaign strategy, for example, is to position yourself as someone who's above the fray of the nastiness of modern politics, then one of your digital policies should be that your campaign will never post or share anything that attacks another candidate on a personal level. Attacks will be targeted only at the policy level.
- While it's not something I would recommend, if your campaign strategy is to depict the other side as "deplorables," then one of your digital policies should be to post and share every post, meme, image, etc. that supports your claim.
- If a central piece of your platform is that detaining would-be refugees at the border is inhumane, then your digital policies should state that you will never say, post, or share anything that contradicts that belief, even if Trump plans to relocate some of them to your own city. Complaining that such a move would put too big a strain on local resources -- even if true -- would be making an argument for the other side. Don't do it.
- Don't be too quick to share posts or Tweets from supporters. If it's a text post, read all of it to make sure there's not something in there that would reflect negatively on you. And examine images closely to make sure there's not a small detail that someone may notice.
- Decide what your campaign's voice and tone will be. When you send out emails asking for donations, will you address the recipient as "friend" and stress the urgency of donating so you can continue to fight for them? Or will you personalize each email and use a more low-key, collaborative approach?
Those are just a few examples. The takeaway is that your online behavior should always support your campaign strategy. While you could probably get away with posting or sharing something that seems mean or "unpresidential," posting something that contradicts who you say you are could be deadly to your campaign. Trust me on this -- if there are inconsistencies, Twitter will find them and broadcast them to the world. And you'll have to waste valuable time, resources, and public trust to explain those inconsistencies away.
Remember that the most common-sense digital policies still apply
The 2016 election didn't abolish all of the rules. Some still apply and should definitely be included in your digital policies:
- Claim every domain you can think of that a supporter might type into a search engine. Jeb Bush not claiming www.jebbush.com (the official campaign domain was www.jeb2016.com) was a rookie mistake, and he deserved to have his supporters redirected to Trump's site.
- Choose your campaign's Twitter handle wisely. It should be obvious, not clever or cutesy. In addition, consider creating accounts with possible variations of the Twitter handle you chose so that no one else can use them.
- Give the same care to selecting hashtags. When considering a hashtag, conduct a search to understand its current use -- it might not be what you think! When making up new hashtags, try to avoid anything that could be hijacked for a different purpose -- one that might end up embarrassing you.
- Make sure that anyone authorized to Tweet, post, etc., on your behalf has a copy of your digital policies and understands the reasons behind them. (People are more likely to follow a rule if they understand why it's important.)
- Decide what you'll do if you make an online faux pas that starts a firestorm. What's your emergency plan?
- Consider sending an email to supporters who sign up on your website, thanking them for their support and suggesting ways (based on digital policies) they can help your messaging efforts. If you let them know how they can best help you, most should be happy to comply. It's a small ask that could prevent you from having to publicly disavow an ardent supporter.
- Make sure you're compliant with all applicable regulations: campaign finance, accessibility, privacy, etc. Adopt a double opt-in policy, so that users who sign up for your newsletter or email list through your website have to confirm by clicking on a link in an email. (And make sure your email template provides an easy way for people to unsubscribe.)
- Few people thought 2016 would end the way it did. And there's no way to predict quite yet what forces will shape the 2020 election. Careful tracking of your messaging (likes, shares, comments, etc.) will tell you if you're on track or if public opinion has shifted yet again. If so, your messaging needs to shift with it. Ideally, one person should be responsible for monitoring reaction to the campaign's messaging and for raising a red flag if reactions aren't what was expected.
Thankfully, the world hasn't completely lost its marbles
Whatever the outcome of the election may be, candidates now face a situation where long-standing rules of behavior no longer apply. You now have to make your own rules -- your own digital policies. You can't make assumptions about what the voting public will or won't accept. You can't assume that "They'll never vote for someone who acts like that"; neither can you assume, "Oh, I can get away with that, too." So do it right from the beginning. Because in this election, I predict that sound digital policies combined with authenticity will be your best friend.