The man behind the nametag

When he was still a student at Miami, Ginsberg started wearing a nametag to differentiate himself and make himself more "approachable."

Miami Graduate Scott Ginsberg (Marketing ‘02), will be at the Farmer School October 5th to discuss how he has built his brand as “The Nametag Guy”. Ginsberg is an accomplished author and speaker: he has authored eight books and makes more than 30 speaking appearances each year.

MBA student Mark Robinson visited recently with Ginsberg by phone. Here are some highlights of that conversation.

Q:What did you learn from your marketing (and any other) courses at MU that have helped you to establish your business?

A: 1. PDA: Not "Public Displays of Affection," but "Personal Differential Advantage." Your uniqueness. What makes you "That Guy." And the secret to finding it is asking questions like, "What are you known for knowing?" "What are you the answer to?" and "What problem do you solve?"

2. Everything you do is marketing. Every. Single.Thing.

3. Don't just be the best - be The Only. If anybody else can do what you do, you lose.

Q: How did you identify your business niche and find your “groove”?

A: Everyone else who wrote books and gave speeches in my industry talked about "communication" or "networking." I chose "approachability" because I knew I could own the word. It's mine because I chose to pick the box that says "other." The world will try to put you in a box - don't let them. Boxes are for suckers.

Q: How do you view yourself as an entrepreneur?

A: Not a job, but a thought process and lifestyle. It's about freedom. Not having to answer to anybody. Not being owned by anybody. And being the #1 shot-caller. I am the sole employee. Just me. And there's nothing more liberating!

Q: Describe what the 'Miami experience' was like in your time here.

A: I had a hard time for the first two years because, since I was a non-drinker, non-smoker, non-partier, non-whatever, people didn't want to include me. I was a total straight edge. But when I started wearing a nametag, people began to get to know me as a person, not as a CHOICE. That changed everything.

Wearing a nametag also helped me meet a lot of girls I wouldn't have met otherwise. Too bad I have no game whatsoever, because I never closed any of those deals. Oh well. At least I got halfway, by getting them to talk to me! Small victories first.

Come hear Scott Ginsberg tell “the rest of the story” at 4 p.m., Monday, Oct. 5 in David R. Taylor Auditorium (1000 FSB). His talk is open to the public and is free of charge.

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