By Josh Rice, Public Relations Specialist with Federal Financial Group LLC
I have seen the corporate rat race go on for a little bit of time now. When you go to college they teach you the basics. If you work hard and have some good skills, then you will do alright. I kept hearing that for the whole time I was in school and came to believe that when I left school. I don’t know if what they taught me in school is going to cut it anymore. I’m sure if you do those two things then you will do alright and make a paycheck every week. But what if you want to move up in a company or stand out? I found a really cool article on one of my hero’s, Ken Block. You guys might not know him yet but there are some lessons that we can learn from this man.
Little bit of a background because not everyone will know who I am talking about. Ken Block was one of the founders of DC shoes (skate company and is now currently one of the top brands in skateboarding, thanks to Ken). He decided to sell it and get into rally car racing in 2005.
Now for those that don’t know a whole lot about this sport: Rally car racing is done in the great outdoors. It usually consists of dirt trails and a combination of street roads. This is a highly competitive sport and tons of money is invested in it. Ken Block was good when he entered in 2005, but he wasn’t winning every race. He did however earn “Rookie of the Year” and had a couple huge sponsors that came on board. To paint the picture even more, he really just became a good driver fast in the rally car circuit. Ken was good but there was nothing really setting him apart from everyone else in his industry that would warrant any huge attention. Well, that was all about to change.
Ken did a couple things which brought him from just being another guy in the racing crowd to a mega super star that transcended his sport and him worldwide. This would make him a superstar in his own right and creating a mega empire on the way. When you think of Rally Racing you can’t help but think of a couple of names and Ken Block is on the top of that list, and it’s not because he wins a lot of races or championships. It’s because he decided to think outside the box and do a couple things differently.
Ken decided to focus on four things that really changed how people viewed him and the sport: Social Media, YouTube, Gymkhana, and GoPro.
Gymkhana is defined as “an automotive sport that takes place on an open field or parking lot and requires drivers to skillfully maneuver their car around a series of cones, slaloms, 180 degree turns, 360 degree turns, figure 8 turns, or other obstacles using extreme acceleration, braking, and drifting,” explained Rob McGrorty, a writer for sporttechie.com.
Ken started to do things in his industry that no one was doing at that time. His sponsors backed him and he created a number of videos to show off his talent. This showed the world that he was different than his competitors and opened new markets in his sport. He is currently traveling the world racing in the WRC (World Rally Championship) and doing Gymkhana events.
YouTube/GoPro – The only people that were using these two things were fans taking homemade videos and throwing them up on YouTube. They didn’t look good and really didn’t show what the drivers were doing. So Ken had the prefect way of showing off his skills to the world. He threw up his Gymkhana videos on YouTube and used GoPro cameras on all his videos. The Camera angles alone make you feel like you are an extension of the car. He also used professionals to film him doing his driving. The quality was top notch and really showed how much skill he had at driving. On YouTube alone he has over 170 million combined views on his five Gymkhana videos. It really feels like you are in the car with him and there is an amazing storyline to each video that makes you wondering what’s going to happen next.
Ken is extremely active on social media. This was different than any other driver at that time. He uses a wide variety of social media platforms to connect with his fans. He has almost 4 million followers combined on Facebook, Twitter, and Instagram. Whether he is in the office or creating new videos, he is sharing what he is up to. The fans feel like they have a connection with him and want to know what he is up to because he shares a little bit of his life.
Ken Block saw an opportunity in four different categories that no one was doing well in his industry. That’s something to think about in whatever industry you are in now. Something that is so awesome already was improved upon. To me that gives everyone else a huge opportunity in whatever field of work they are in. We might not have a cool race car to work with, but we have an opportunity to think outside the box and identify a couple key areas to go after like Ken did and run with it. In the business world it’s about standing out, whether you are trying to make it on your own or get a promotion at your job, there are always a couple things that can change to make you stand out in the crowd.
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