Sunday, December 9, 2012

Getting Started

It's been a little over 3 months since I quit my job, and some of you might be wondering what I've been up to during that time.

I was able to chill my heart out for the first month or so because I was still getting a paycheck. My last full paycheck was on October 21st and I got my last paycheck on November 21st (half a month's worth). So you could say that, for a while there, I was looking kinda like this:


But at the same time, I didn't wanna go broke like MC Hammer or become a leech and/or bum, so part of my time was spent trying to find a part-time tutoring gig(s) so that I can maintain some form of regular income to fund my various other intellectual pursuits, and thanks to a clutch referral from a friend, I was able to secure a very low-maintenance tutoring gig that pays me just a hair under $1000 a month, enough to keep my head above water. The best part is that I only have to work 6 hours a week to make that $1000, freeing up a whole lot of time to do what I actually want to do. This was one of the reasons I quit my job in the first place, so that I'd have more freedom and control over how much of my time is spent "making money" and how much is spent working towards what I'm really interested in.

And what I actually wanted to do, and one of the main reasons I quit my job, was to learn how to code, specifically web programming i.e. HTML, CSS, JavaScript, jQuery (Mobile), AJAX, etc. That might sound like complete gibberish to many people (it did to me too until fairly recently), but those are the building blocks of what we know as "the internet" aka the Web, whether it's checking your email, using Google Maps, viewing your favorite app or website, etc.

We've all seen how the internet and smartphones have changed the way we live, including the way we communicate with others, find information, make purchases, discover new and interesting content, etc. I love watching the world change so much and so quickly right before my eyes, but at a certain point I got sick of just watching all the time, and I wanted to start DOING. (I could make a perverted analogy here, but I will refrain from doing so). I used to be just a regular "user" of the internet just like everyone else I knew, but one day something changed within me and I suddenly wanted to become more than just a user - I wanted to help build and develop the Web, to be a part of its evolution and perhaps be someone who changes it for the better, making life easier for everyone who uses it.

And so I came up with a plan for myself, which went something like this - I would spend about 6 months or so becoming proficient in web programming while in Korea (where rent and overall cost of living are much cheaper), move back to the States with about $15,000 in personal savings sometime in early 2013, and keep honing my coding skills by day while networking by night with other aspiring and current entrepreneurs, venture capitalists, lawyers, journalists, etc. Anything that could help me get a foot in the door of this new world.


That was the plan, but as the Joker once said, even the best laid plans of mice and men often go awry. (Just kidding, the Joker didn't actually say that)

Through some fortuitous networking, I was unexpectedly presented with a chance to play a major role at an early stage startup that is based in Korea but has very global ambitions. It looked something like this -

(No, I am not joining the League of Shadows)
I'm happy to say that I accepted the offer and I will be working there (as Employee #6) starting this Monday December 10th.

I'll be in charge of marketing, PR, and developing the business globally (specifically in the US and UK), which entails securing venture capital funding and finding the right customers for their core product, which is basically a mobile social networking app for amateur sports athletes.

This is a very different "start" from what I originally planned, and so you might be wondering, is this a good thing? Is this a bad thing?

In order to effectively answer this question, it's important to first ask WHY I had made those plans.

In my mind, I have a "Five-Year Plan" for how I want to build my new career. Originally, in "Year 1" I wanted to go back to the States early next year and network aggressively in the entrepreneurial community, then somewhere in Years 1~2 I would find work at a early-stage startup where I'd learn how to run a super-early-stage company, and then in Years 3~5 I would start my own company and depending on how successful or unsuccessful I was, at the 5-year mark I would make a decision on what to do for the next 5 years.

In this "Year 1" of my post-Finance entrepreneurial career, the three things I'm seeking are 1) Knowledge, 2) Experience, and 3) Networking. "Knowledge" as in a better knowledge of IT and building/managing a software product, how to work daily with tech people (which is a first for me), and how to get a new company started and off the ground. "Experience" as in seeing firsthand how difficult and unpredictable working at an early-stage startup can be, being there for the highs and lows, building a quality product and then trying to find the right audience for it, etc. And "Networking" as in meeting lots and lots of people in the industry who might one day become my co-founder(s), my employees, my investor(s), my lawyer, adviser, etc.

Notice that "Money" was not on my list. To be honest, at this stage in my new career, gaining knowledge, experience and a strong entrepreneurial network are more valuable than anything else, even money, and I would literally be willing to work for free to obtain those things, and figure out some other way to make money on the side. Fortunately though, I will be getting paid enough by this startup to live comfortably (though not lavishly by any means), and given how good an opportunity this could be, any money I do get paid is pure gravy.

So how does this new position fulfill these three criteria that I mentioned above?

1. KNOWLEDGE

First off, the reason I wanted to learn coding in my free time is NOT because I plan on becoming a professional, full-time software engineer one day. That was probably the most common and annoying misconception people had whenever I told them I was learning how to code. People would often ask me "Why do you need to learn how to code? Can't you just outsource that to someone? Even if you start learning now, you'll never get as good as people who have been doing that their whole life." And that's partially true but at the same time also very shortsighted, in my humble opinion.

The real reason I want to learn how to code is because I believe that in the very very near future, knowledge of software and the internet will go from being a "nice-to-know" to an absolute prerequisite in almost every industry. Marc Andreessen is one of the most respected innovators and venture capitalists in the world today, and he probably expressed it better than I ever could when he said a year ago that "...we are in the middle of a dramatic and broad technological and economic shift in which software companies are poised to take over large swathes of the economy."
"More and more major businesses and industries are being run on software and delivered as online services—from movies to agriculture to national defense. Many of the winners are Silicon Valley-style entrepreneurial technology companies that are invading and overturning established industry structures. Over the next 10 years, I expect many more industries to be disrupted by software, with new world-beating Silicon Valley companies doing the disruption in more cases than not."
We've all heard the maxim that "Knowledge is Power," but I believe that over the next 10~20 years, it will be the knowledge of technology and the Web that offers the greatest power. People have been talking about how the Internet will transform the world and create a "new economy" for a long time, ever since the Internet became a thing, and the dot-com boom in the late 1990's definitely put a damper on those expectations. But I believe that time has finally come, thanks in large part to the widespread, everyday use of smartphones (essentially hand-held computers), which in turn can be attributed to Apple turning the smartphone into a cool, easy-to-use, and "must-have" consumer product. The Internet used to be a Wild, Wild West that was ventured into only by the most daring of people and businesses, but it's now become an established and secure territory full of possibilities that is essentially another "world" or "dimension" we live in which complements our physical world, and it is software engineers who will become the unquestioned masters and architects of this new world.


People from "business" often think it's good enough to be "the business guy" or "the idea guy" who tells developers what to do and what to make. But the longstanding gap between the "business guy who knows nothing about tech" and the "tech guy who knows nothing about business" is quickly closing, and overwhelmingly in favor of the tech guys.

Why is that? It's because while everyone in the world is exposed to business and business concepts on an everyday basis, computer science and engineering is a "hard/technical" science and is not something you just randomly come across in your daily life. It's something you have to take time to study and practice for years, even decades, to get really good at. I read somewhere that it generally takes about 2~3 years for a smart tech guy who knows nothing about business to become business-savvy, but it can take anywhere from 5 to 10 years for a smart business guy to become truly tech-savvy. I belong to the latter category, and so the reason I am learning how to code is so that I can start my 5 to 10 years of learning now, so that I won't be left behind in the dust when I'm in my 30s and 40s. It's funny, when I was in high school and college, everyone was saying that we should learn Mandarin Chinese because it was the language of the future, but in fact the real language that we all should've been learning was an altogether different type of language (but a language nonetheless) - computer programming languages.

So that is why I am learning to code. So that whether I am a startup founder or a senior manager at a large company in the future, even if I never write a single line of code, I will be able to communicate effectively with the technology guys and girls whom I work with, and I will be able to attract highly talented engineers and/or co-founders who respect me for my willingness to learn and understand their craft, despite being a "business guy."

The one downside to working full-time at this startup is that I won't have nearly as much time to teach myself how to code as I did before. But on the flip side, I'll be working alongside some very talented engineers, and will be able to ask them lots of questions and learn about the technical side of a startup better than I ever could through a Google search.

2. EXPERIENCE

In terms of gaining valuable experience, I think this is as good an opportunity as I could have hoped for, whether in Korea or the US. We hear a lot about super-successful startups in the news, but the harsh reality is that the vast majority (more than 90%) of startups go nowhere, often due to inexperience and/or a dysfunctional team. Fortunately though, this startup that I'm about to join does not seem to have either of those problems and seems to have as good a chance as you could hope for in a startup.

The Founder/CEO is a guy in his mid-30s who previously led an IT company through a successful IPO and grew it from a few dozen employees to over 200 during his tenure. Despite being Korean, he has a very Western working style and style of leadership which is great news for me, the American. And while most startups outside Silicon Valley struggle to find and hire talented full-time engineers, the CTO (Chief Technology Officer), iOS/Android developers, and lead designer at this startup are as talented as you can find, and they are all forgoing much more "lucrative" career options for the opportunity to make something new and great that could possibly change the world.


My hope and expectation is that by working with these people, I will learn far more than I ever could have on my own or from books and online. There are some great resources online but at the end of the day, learning in person from an expert is always the fastest and best way to learn anything. Sometimes there just aren't enough experts to go around for everyone, but I am one of the lucky few who gets that chance.

3. NETWORKING

Personally, I was really looking forward to moving back to the NYC area. Silicon Valley is the mecca of innovation and dwarfs every other entrepreneurial community in the world, and Boston is also pretty strong in its own right, but I wanted to go to NYC because A) it has a still-small but very fast-growing entrepreneurial community and B) that is where I grew up, where my personal network is strongest, and where many of my friends are living and working.

That's the only real downside to this new position. Although I will have opportunities to go on business trips to Silicon Valley, network with influential "movers and shakers" there, and help set up the US arm of the company, it's hard to predict how much of my time I'll be spending in the US.

To be totally honest, I really do miss the US and I have been itching to leave Korea after four and a half years here. Korea is a great country in many respects - It's amazingly safe, clean, and convenient, and has possibly the world's best technological infrastructure. However, when it comes to anything creativity-related, Korea can be a very disappointing place, to say the least. Part of the reason Korea is such an efficient and well-educated society is because its education system is built around rote memorization and standardized exams. This is great for producing productive employees who can efficiently perform complicated but well-defined tasks, but it's not very good for fostering entrepreneurship.


The reason Silicon Valley is such an amazing ecosystem for entrepreneurship is not because they have a lot of talented engineers or because a lot of tech companies are headquartered there. Korea has lots of engineers and is home to Samsung Electronics and LG Electronics, but is still a terribly ecosystem for entrepreneurship because the culture is very risk-averse, image-conscious, and pragmatic. A healthy entrepreneurial ecosystem encourages irrationally optimistic and idealistic young people to take big, bold risks to try to change the world and encourage them to try again even if they fail. But in Korea, a failed venture can essentially brand you with a scarlet letter that follows you around for your entire career. Korea has a long way to go before it can become a true center for entrepreneurship. Although I will be working at a Korean startup, I'm working there under the assumption that I will be working and networking a lot with investors and entrepreneurs in the US. If it turns out that I am working too much out of Korea or if the product fails to get adopted in the US, then I will have to re-evaluate my options at that time.

In conclusion, I am very (cautiously) optimistic about this new opportunity. Founding a startup is essentially gambling and "going all-in" with your life and your career. It's a risk that you might never be able to recover from, so what I'm most grateful for is that for the next several months, I will be able to learn on someone else's dime BEFORE I myself go all-in. I am coming from an industry (Banking & Finance) that could not be more different than entrepreneurship, and I am basically starting from scratch. I still have a lot to learn before I'm ready to start my own company, but I hope that this startup can offer me a clear path toward that goal.

Wednesday, September 5, 2012

Peter Begins

As many of you may already know, this September 21st I will (finally) be quitting my job at Standard Chartered Bank Korea, where I've been working for the last 4 years and 3 months. It marks the end of what has been a very formative time for me, and the beginning of a new chapter in my life story, a story which will no doubt become a New York Times #1 Best Seller one day, since I am "the greatest" and all.

This was my first full-time job since graduating college in 2008, and so naturally it's my first time quitting a full-time gig as well. Some of you may be thinking, "Hey Peter, what does it feel like to quit your job?" and even if you were not wondering that, I am going to tell you anyways because this is my blog and I do what I want.

To answer your question, it's an interesting feeling, this whole quitting thing. I've been reflecting a lot on my time here and everything that's happened while I've been living in Korea and working at this company for the past 4+ years.

Actually, the first two years of my time in Korea and at Standard Chartered Bank were pretty unremarkable. Not only was it a constant, stress-filled struggle for me as I tried to learn Korean as quickly as humanly possible while also adjusting to Korean culture and Korean work culture, but I was also pretty damn jaded after two years because I just had no idea what I wanted to do with my life, and none of the work I had done up to that point was very interesting, nor was it something I could see myself doing for any long period of time.


Like Bruce Wayne in this opening scene from "Batman Begins" (2005), I had come to Korea to experience life in a new land and learn more about myself while gaining some quality work experience, but after two years' time, I had become truly lost.

However, the next 2+ years were a significant improvement. By that time I had become reasonably adjusted to the language and culture, and I had started work on a new project dealing with innovation in online and mobile banking. Even though I'd never done anything technology-related like that before in my life, I soon fell in love with it (technology, web development, everything) and it's the reason why I'm now leaving the bank.

But perhaps most importantly, it was at that pivotal 2-year mark that I was able to find and work for a boss whom I could really respect, someone who I actually wanted to work for and who was willing to mentor me and teach me many valuable skills that I'd been sorely lacking up until that point.

Here is an excerpt from one of my business school essays, which describes how I initially ended up working with my boss and the kind of esteem I held her in:
However, none of this would have been possible had I not met my current boss, who I've been working under since September 2010. They called her “Dr. An” and her reputation preceded her – She graduated from the top undergraduate engineering program in Korea, got her engineering Ph.D. in the USA, was a standout consultant at McKinsey, and had already established herself as a superstar within a few short months at Standard Chartered Bank. She was strong, confident, and ruthlessly efficient, but also meticulous about providing honest, accurate, and constructive feedback to each and every one of her direct reports to help them learn and grow. I learned in August 2010 that she was leading a new project that overlapped a great deal with my own and, believing that she could be the transformational mentor I’d been looking for, I did whatever it took to “join forces” with her and a few weeks later I was working for her full-time on the “Multi-Channel Task Force.”
For anyone who's seen the movie "Batman Begins" (2005), if I am Bruce Wayne then I would consider her my Ra's al Ghul. Not in a bad way, because in the movie Ra's al Ghul and Bruce Wayne ended up becoming mortal enemies later on haha (-_-). Rather, I mean in the sense that, like Ra's al Ghul did for Bruce, so my boss similarly mentored me, continuously challenged me, and helped shape me into the sharp and focused individual that I am today.

Through her, I learned many new skills and techniques that I will no doubt be using for the rest of my life. Drawing from her background as an engineer and consultant, she taught me how to think logically and analytically, how to approach problems and discussions in a structured way, and how to effectively manage a large team despite her youth as a senior manager and despite her relative lack of banking experience (relative to many of her older male peers).

Here is a great scene from the movie that should give you an idea of what I'm talking about:


I learned a great deal from her and will always be grateful that I was able to work with her.

Actually, my boss and I have very different personalities, but I think that may be a big reason why she was such an ideal mentor for me at the time - She is noted for her exceptional analytical skills, super-logical way of thinking, and great attention to detail, which were all areas that I was previously weak in. On the other hand, I have always been and always will be a humanities person through and through, with a knack for thinking outside the box and finding connections in seemingly disparate phenomena, coupled with a deep understanding of human nature and what makes people tick.

As a junior employee, this seeming clash in personalities was actually great for me, because my boss only put me in roles which matched my unique strengths, and so I was able to continue honing those strengths in my day-to-day work while gradually shoring up my weaknesses, as I continuously received often-harsh but always-useful feedback from my boss and then worked relentlessly to implement those lessons in the next go-around.

Similarly, in Batman Begins, Ra's al Ghul's view of justice was very different from that of Bruce Wayne. Ra's al Ghul believed that there are criminals in this world without decency, who must be fought without hesitation and without pity. On the other hand, Bruce Wayne believed that this kind of compassion is not a weakness, but rather is the only thing preventing heroes from becoming villains themselves, which is why later on Batman had a strict code of conduct in which he swore never to use guns and never to intentionally kill an adversary. The latter rule was the one Joker tried to repeatedly get Batman to break in "The Dark Knight" (2009).

That's why, even though I was able to learn so much from my boss, it was this same clash of personalities that made me realize that our mentor-mentee relationship would inevitably have to end, in this case because I would end up leaving the company, not unlike how Bruce Wayne ended up leaving Ra's al Ghul and the League of Shadows so that he could fight injustice in the way he saw fit.

Interestingly enough, my boss seemed to know from the start that I was not meant to continue working in a traditional corporate environment, and she let me know early on, even though I myself did not quite realize it yet. Sometime in late 2010, I was having a conversation with her over coffee about what I might want to do over the next 5 to 10 years. Even though I wasn't exactly sure at the time, I told her that I might want to go into consulting, because I could learn a great deal while I was figuring out what I really wanted to do, while gaining valuable experience across many different industries.

However, she replied by telling me outright that I am not fit to be a consultant, and that working in a "more creative" field would be much more appropriate. At first this caught me off guard, and I remember feeling quite insulted because I thought she was trying to tell me that I wasn't "good enough" to work at a top consulting firm.

But it's very interesting looking back now and realizing that she was totally right, because nowadays I couldn't even imagine myself as a consultant, given how set I've become on becoming an entrepreneur and trying to create something radical and new that could change the world. This is something that's simply not possible within a finance or consulting context.

In a way, I think the nature of almost all mentor-mentee relationships is that they must eventually come to an end. Once the mentee has learned enough from the mentor, then it's time to move on and make your own path. This was the case with Bruce Wayne & Ra's al Ghul, as well as with Mark Zuckerberg & Sean Parker, Warren Buffett & Benjamin Graham, etc.

As detailed in the movie "The Social Network" and in other media, Sean Parker was instrumental in the early expansion of Facebook, but eventually Mark Zuckerberg learned enough and gained enough confidence to take over the reins at Facebook and come into his own as a CEO.

And as demonstrated in this video clip from Batman Begins, Bruce Wayne eventually had to part ways with Ra's al Ghul when he realized that his philosophy regarding justice and crime-fighting was simply too much at odds with that of the League of Shadows.


So starting on September 22nd I will be starting down that new path, one that is sure to be very stressful and full of uncertainty but more rewarding and fulfilling than anything I've ever done before.

I am leaving behind the corporate world and the world of finance and banking, and I am starting from complete scratch to try and become an entrepreneur, i.e. someone who changes the way people live and the way the world works, for the better.

It's funny, I always talk about how I'm Batman, but in fact if I were to measure my own life against Christopher Nolan's Batman trilogy, I am not even at the halfway point of the first film, Batman Begins. Which means I'm barely 1/6 of the way through my superhero journey.

There's still a long ways to go, but I can't wait to find out what the remaining 5/6 holds in store for me :)

Monday, July 30, 2012

Batman Was An Entrepreneur

Many of you reading this have probably already seen the highly anticipated movie "The Dark Knight Rises," which is the third and final chapter in Christopher Nolan's Batman trilogy.

I assure you I won't be spoiling anything in this entry, but I will be talking about Batman and why his thought process and journey to becoming "The Bat" are no different from that of any aspiring entrepreneur.

A lot of people I know seem to misunderstand exactly what an "entrepreneur" is.

"Entrepreneur" is not synonymous with "business founder" or "small-business owner." Opening your own restaurant means you own your own business but it does not make you an "entrepreneur" per se.

There is no single, universally agreed-upon definition for the term "entrepreneur," but in my mind a true "entrepreneur" is someone who is extremely dissatisfied with the way things are in the world, has a compelling vision for how that world could be made better, and dedicates his/her life to trying to make that vision a reality, while taking on huge risk and making many personal sacrifices in the process.

And that is what Bruce Wayne did.

In "Batman Begins," Gotham City, the city that Bruce Wayne had grown up in and called home, had been completely overrun by corruption and injustice. Criminals were running the city, and the very people who were supposed to be fighting these criminals (cops, lawyers, etc.) were accepting handsome bribes from them to stay quiet so that the criminals could stay in power.

Bruce Wayne became Batman because he hated what Gotham City had become, and he hated the fact that no one was willing to do anything about it. No one was willing to take a stand, and everyone was too scared of what might become of them if they did so.


By becoming Batman and becoming a symbol of strength and defiance against injustice, Batman was able to bring hope to Gotham City - hope that there was indeed light at the end of the tunnel and that the darkness that had enshrouded the city for so long may one day eventually pass.

And by being the one person bold enough to openly fight injustice, he was also able to inspire others to be like him, and inspire others like him to join him in the fight against criminals and the corrupt. He showed the people of Gotham that by joining together and fighting together, that a better world was indeed possible and that they (and not some "future generation") could be a part of it.

That is a big reason why I want to become an entrepreneur, and why I want to continuously document my journey via this blog.

This is how *I* see the world -

I see a world where too many young people around me choose to ignore their passions and neglect their god-given talents in favor of a steadier, more well-paying life. This, despite every research study on happiness consistently showing that prioritizing money in one's career is a one-way street to dissatisfaction and regret later in life.

I believe young people aren't meant to pursue stability and money while they are young. That is for when you are in your 40s and 50s and you have a spouse and kids that you need to provide for. Your 20s and 30s should be a time of adventure and discovery and taking crazy risks, but I see so many young people around me skipping over this stage of life and going straight to a middle-age mindset.

I see a world where many people want to pursue their dreams and want to try something new and exciting that could make an impact on the world, but find themselves unable to take the necessary risks and make the necessary sacrifices to do so.

I believe that entrepreneurship and the entrepreneurial spirit is an amazing force which is the lifeblood of a healthy society, and I believe that the more entrepreneurs there are in the world (especially compared to now), the better off our society will be.

But the problem is that becoming an entrepreneur is one of the riskiest and most difficult things you could ever do. It's a known fact that more than 95% of all entrepreneurs ultimately end up failing and are forced to dissolve their venture, or sell it for pennies on the dollar if they are so "lucky."

And it's also a known fact that entrepreneurship and successful tech companies are dominated by engineers and computer science majors, to the point that people like me who come from a humanities background and have zero technical background are told from the get-go that we have basically have no chance of ever making it in "their world."

But I want to show that it is possible.

I want to show others like me, others who have always wanted to make an impact on the world but lack the requisite skills and/or feel like it's "too late" and they're "too old" now to give it a shot, that it is indeed possible and it's never too late to do what you love. To do what you were MEANT to do.

If I could rewind my life, I would have taken more computer science courses as a kid and learned to appreciate earlier on the amazing work that goes into creating all the amazing devices and software that have become so ubiquitous in every facet of our lives. I WISH now that I had become a computer geek who knew how to build my own applications and my own websites from scratch, and who could drop out of college to start my own company in my early 20s.

But the fact is that that's not the case. Instead, I am nearing 30 years of age, I come from a humanities background, I've been working in an industry (banking) for the past 4+ years that I see no future for myself in, and I have ZERO prior knowledge of computers and how technology really works.

But I've fallen in love with technology (particularly the web) and its amazing potential to change the world for the better.

And I want to give this entrepreneurship thing a try, even if there's a greater-than 99% chance that I'm going to fail.

So I'm going to train myself. I'm going to learn coding and programming from scratch and study this stuff like my life depends on it, until it becomes all I can ever think about.

And I'm going to move back to the US and live poor and unglamourously for the next several years of my life, as I work to make ends meet during the day and then in my free time network tirelessly with other aspiring entrepreneurs as I slowly but surely work towards building my own tech product that could possibly change the world.

It's not going to be easy. In fact, it's probably going to be the hardest and most hopeless thing I've ever attempted to do in my life.

But I want to give it a shot.

Because even if I don't make it, even if I fail, even if I never end up making the type of impact on society that I had hoped...

...maybe I'll be able to inspire someone else out there, someone like me and who had the same thoughts and concerns as me. Maybe my example could be the "push" that that person needed to take the plunge and follow their dreams, and maybe that guy or girl will be the one who ends up changing the world.

Even if I couldn't...

Thanks for reading, and I hope you can join me on my journey :)

Saturday, April 28, 2012

Tell me your "Second Language Story"

Hello friends, here is my latest language "survey" which I've also posted via Facebook.

Would love to hear some of your stories ^_^

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I'd love to hear about what (second) language you've always wanted to learn (English? Spanish? Chinese? Japanese? Russian?), and hear your own personal story about WHY and HOW you came to want to learn that language i.e. what was the original motivating factor for you?

For example, was it a specific person(s) you wanted to be able to communicate with? A movie or book or music you wanted to be able to enjoy in the original language? etc.

Your story can be normal and straightforward, or it can be surprising and/or funny, but more than anything I'd love to hear from as many people as possible and get a broad spectrum of stories on WHY people chose to study the languages that they do.

I understand that sharing this kind of story can be a pretty private thing, so if you would like to help me out, please share your story via private message via my Facebook or my email (see below).

Facebookhttp://www.facebook.com/petershin45

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With that said, it's only fair that I start things off by sharing my own silly but all-too-true story haha.

I started learning Spanish since middle school (7th grade) not because I really wanted to but because everyone was required to take a second language back then, and between the two choices of French or Spanish, I chose Spanish because I figured it would be more useful since more people speak it.

But then sometime in high school, I found out about this woman named Adriana Lima (see picture below), a Brazilian supermodel, and I was in love at first sight. I had a large-size poster of this exact same image on my wall all throughout college.


I wanted to get really good at Spanish so that when I met her, I could really communicate with her and impress her with my mad skillz.

I would soon find out though, to my horror, that they don't speak Spanish in Brazil.

***CUE DRAMATIC MUSIC***

But fortunately for me, not too long after, I did some Google research and was relieved to learn that Adriana Lima actually is fluent in Spanish as well (WHEW THAT WAS CLOSE). Thus, my quest to learn Spanish was not all for naught, as I had initially feared.

Again, if you have your own language story you'd like to share, please let me know via private Facebook message or via email.

Facebook: http://www.facebook.com/petershin45

Email: pshin45@gmail.com

Thanks so much, it would mean the world to me! :)

Sunday, April 15, 2012

The Announcement - Where I'll Be Going to Business School This Fall

As many of you know, I recently applied for admission to several business schools in the US. I did so because after 4 years of working experience and everything I've worked on and experienced in that time, I felt like the time was right to take the next big step in my life and my career.

So I applied to 5 different schools, 4 of them in the Boston or California area, with the ultimate goal of entering the world of entrepreneurship and innovation. (California and Boston are home to the #1 and #2 largest entrepreneurial communities in the US and in the world, respectively)

So with all that said, I'd like to announce that beginning this Fall, I will be attending the...

I won't be going to business school this Fall.

I got rejected to all 5 schools I applied to.

If you want proof and/or you're curious what a business school rejection letter looks like, you can check out all 5 rejection letters which I've copied and pasted below at the bottom of this entry.

It's definitely disappointing, but it's certainly not unexpected. I knew going in that my chances were not that great - I was hoping for the best but prepared for the worst.

The goals and objectives of private universities are not that different from that of an asset management firm - every year they have to look at a pool of thousands of applicants and "invest" in the ones they consider the best assets i.e. large probable upside with minimim forseeable downside, in the hopes that they will maximize the return on their investment. This return comes in the form of post-graduation salary (which will help boost that school in the rankings) and alumni contributions (which are the lifeblood of a university).

I knew even before I applied that, on paper, I was definitely not the ideal "asset" for a business school. The most desirable business school applicants are those who have always gotten perfect grades and had a GPA above 3.7, who plan on going into a high-paying industry like Investment Banking or Consulting after graduating, and who come from a long family history of higher education and/or wealth (two factors which are highy correlated with alumni donations down the road). Like I said, large probable upside with minimum foreseeable downside.

In my case, I went to a pretty good school but I was never the greatest student academically, especially for an Asian (haha), as I've definitely gotten my fair share of C's and D's in my time. And because I have zero intention of going into Investment Banking or Consulting and instead want to become an entrepreneur, that means I'll be earning below-average salary for several years until I succeed (if ever) and I certainly won't be able to make any alumni donations anytime soon. I am more of a case of "possibly large but highly uncertain upside, with some clear red flags and signs of potential downside."

Even though I knew my chances of being admitted were not that great, I figured it can't hurt to try, and I liked the fact that I'd have to write all those essays about my "short-term and long-term goals" and my strengths and weaknesses, because all the time spent ruminating on these topics would force me to evaluate whether or not I really, truly want this.

And I'm glad to say that even after writing all those essays, and even after getting rejected to every school I applied to, I still want to become an entrepreneur more than ever.

Even though I didn't get into business school, my ultimate mission remains unchanged - I want to get back to the US by the end of 2012 (preferably in Cali, Boston, or NYC) , meet other entrepreneurs and aspiring entrepreneurs and really get inside those networks, and find a way to revolutionize the way people learn a second language.

Business school was just one (of several) possible means to this end. Simply put, it was the safest and by far most expensive option, but now that it's off the table, my next move is plain and clear - I will be taking the more difficult but also much less expensive road to becoming an entrepreneur. The silver lining to getting rejected is that I'm free of the 200,000+ dollars of debt that I would've been saddled with had I gone to business school.

Since finding out I got rejected to my fifth and final school this past Friday, I've been talking with my parents for hours on end this weekend, about my plans and aspirations to enter the world of entrepreneurship.

As any reasonable parents would say, they would much rather I stay in my stable, well-paying job instead of attempting to do something that comes with so much uncertainty and risk.

But I know in my heart that this is something I have to do and that now is the right time for me to do this, and I know that I can't take the passion and energy I have right now for granted. Passion and energy are two of the most finite and fickle resources known to man, and I have to strike while the iron is hot, and while I'm still young and healthy and not burdened by the responsibilities of being a husband and father.

But after hours of back-and-forth discussion with my parents on the subject, I managed to get their blessing, on the condition that I set a clear timetable and have a clear idea and plan for how I will spend that time.

So now my path is clear, and now it's all on me. Since I won't be able to go to business school and I won't have access to their vast resources and large networks of students and professors and alumni, I will have to go about making my own.

Right now I can count on one hand the number of established or aspiring entrepreneurs I know. But I'll contact them all, see if they can introduce me to anyone they know, and keep on growing and expanding my network from there. It won't be easy, but then again nothing worth doing in life ever is.

So that's the update on my situation, and the next big step in my life begins NOW. Wish me luck, because I'll definitely need some along the way :)

I won't give up~

...because I am the greatest.



========== Haas School of Business (University of California Berkeley) ==========
April 12, 2012

After a careful review of your application to the Full-time Berkeley MBA Program, we regret to inform you that we are unable to offer you admission to the fall 2012 entering class.

Each year, we are fortunate to receive an overwhelming number of applications from talented individuals. Although most of our applicants are qualified for admission, we are able to offer admission to only a small percentage of them each year.

Every application is reviewed thoroughly by a minimum of two readers. As we evaluate applicants, we consider their academic background, professional experience and accomplishments, and personal qualities as demonstrated by their written responses and record of involvement. Our applicant pool is highly competitive across all of these areas. Please note that all application decisions are final, and there is no appeal process.

Since you completed the interview process and/or accepted a place on the waitlist, we would like to offer you the opportunity to receive feedback on your application for admission if you intend to reapply to Berkeley-Haas. If you would like to speak with a member of the admissions committee about the strengths and weaknesses of your application, you may phone our office during the months of June or July to schedule a 15-minute phone appointment. We regret that we cannot offer feedback prior to June, as we must continue to read and evaluate applications for fall admission.

The time and energy that you spent completing our application and awaiting our decision have not gone unnoticed. We appreciate your interest in the Berkeley MBA program and your commitment to furthering your management education.

We wish you the best success in your professional endeavors.


========== Stanford Graduate School of Business ==========
March 28, 2012
Dear Peter Shin:

Thank you for applying to the Stanford Graduate School of Business. We have completed the review of applications, and I am sorry that we cannot offer you admission to the Stanford MBA Program.

We evaluated your application along three dimensions: (1) intellectual vitality; (2) demonstrated leadership potential; and (3) personal qualities and contributions. We assessed the overall quality of your written application, including the essays and letters of reference.

As we explain in our application materials, the admission process is not one in which we merely separate out those candidates with weaknesses and admit all the rest. Were we to do that, we would have a class several times its intended size. We carefully evaluate each individual file, and then review it in the context of the entire applicant pool. In an effort to create an engaging student community, we select those applicants who, collectively, represent a breadth of background, talent, and experience.

Please be assured that our deliberations are neither quick nor effortless, and many involve difficult choices. We typically receive well over 6,000 applications for our class of 396 students. Because there are many more qualified and deserving candidates than places available in the class, there is necessarily a subjective element to the selection process. This is why there rarely are precise reasons for an applicant's denial. The final results simply reflect our best efforts.

I am sorry that I could not bring you better news, especially since we know that you have invested considerable time and effort in your application. We appreciate your interest in the Stanford Graduate School of Business, and thank you for the privilege of reading your application.

Sincerely,
Derrick Bolton
Assistant Dean for MBA Admissions


========== MIT Sloan School of Management ==========
March 26, 2012
Dear Mr. Shin:

The Admissions Committee of the MIT Sloan MBA Program has considered your application and has regretfully concluded that we cannot offer you a place in the incoming class.

As you no doubt realize, the MIT Sloan School is comparatively small, with approximately 324 MBA students entering each year. While our size offers advantages to both our students and faculty, it also creates an extremely difficult selection process––this year, over 4,000 candidates will compete for the 324 places in the class. I think it is no exaggeration to say that the majority of our applicants would be good students for our program. Since we have so few spaces to offer, the problem is not only choosing academically and professionally qualified applicants, but also choosing the very strongest candidates from a field of extraordinarily talented individuals.

We realize this news comes as a disappointment. I do hope, however, that you will accept our best wishes for your success.

Sincerely,
Rod Garcia
Senior Director of MBA Admissions


========== The Wharton School ==========
February 28, 2012
Dear Peter,

Thank you for your application to the Wharton MBA program. I regret that the Admissions Committee is unable to offer you a position in the Wharton MBA Class of 2014.

Each year the Wharton MBA program receives thousands of applications from highly qualified candidates. The Committee's job of selecting the entering class is extremely difficult as virtually every candidate demonstrates significant professional and personal contributions and potential. We are left with the unpleasant task of denying admission to many fine individuals who would, no doubt, succeed in the program and contribute to Wharton's standard of excellence.

Let me assure you that your application received a thorough review by the Committee and your candidacy was given full consideration. The fact that you did not receive an invitation to interview in no way reflects your intellectual abilities, personal achievements, or potential for continued success.

Please know that we have many successful re-applicants each year, and should you choose to reapply in a future year we provide ample guidance on our website to assist you. The Admissions Office will keep your application on file for two years. Please follow the procedures that will be included in next year's application (available online in July 2012). All reapplications will be reviewed within the context of the overall applicant population at that time.

Thank you again for your interest in Wharton. I wish you success in your graduate studies, as well as in your personal and professional endeavors.

Sincerely,
Ankur Kumar, C'00 W'00 WG'07
Director


========== Harvard Business School ==========
February 14, 2012
Dear Peter:

The MBA Admissions Board sincerely appreciates your interest in our program, and recognizes the considerable potential and strength evident in your application. Unfortunately, we are unable to offer you a place in the MBA Class of 2014. I am sorry to convey disappointing news.

In reviewing this round of applications, we saw a great deal of talent, accomplishments and energy. Please know that composing a cohort with maximum texture and range in experience, backgrounds, and perspectives is an extremely difficult task. Ultimately, it is a matter of numbers -- due to the large number of applications we receive, we are unable to admit many strong candidates -- candidates who have excellent credentials and who demonstrate strong promise for careers in management.

We thank you for considering Harvard Business School. Please accept our best wishes for future success.

Sincerely,
Deirdre C. Leopold
Managing Director, MBA Admissions & Financial Aid

Saturday, March 17, 2012

How to Make Your Own "Kony 2012"

Unless you've been living under a rock or you are just intentionally (or unintentionally) living off the grid like a modern-day Rambo of Facebook, you've probably seen or at least read about this "Kony 2012" video that's been making the rounds and has managed to earn more than 80 million views in just two short weeks.


Since the video went viral and exploded all over the Internet (and all over people's faces), there's been a whole lot of controversy over how accurate the information is and about the shady management practices of the organization (Invisible Children) that made the video, with many saying that perhaps the rampant sharing and popularity of the video is doing more harm than good. I won't go into details here, but this Harvard Business Review article sums up the issues (and my own personal take on the controversy) quite nicely.

For the purposes of this entry though, all that is besides the point. I'll let people argue those issues elsewhere, because what I want to discuss is the video itself. This video is a an absolutely perfect case study in how to make a great viral video, i.e. one that can get people excited and emotionally invested in an issue they'd never previously known or cared about, and I want to dig deeper into *why* so many of us were compelled to share that video, beyond a simple "because it was well-made." This video was not just well-made, it managed to touch us on so many different emotional levels throughout the course of the video's 30-minute run time in a way that very few videos have been able to in recent memory.

The viral success of the Kony 2012 video is all the more remarkable when you consider that it had two major things going against it.

The first is that the video is a whopping 30 minutes long. THIRTY MINUTES LONG. For a video that long to go viral is absolutely unheard of in today's day and age, in our chaotic, fast-paced, on-the-go world of 140 character limits, on-demand everything, instant everything, and never having a moment to sit quietly and reflect about anything. Most videos that go viral are between 2 to 3 minutes long, and even 5 minutes is pushing it. But THIRTY minutes? The only way you can get a 30-minute video to go viral in today's world is if the content is just that well-crafted. And Kony 2012 is indeed that well-crafted.

The second amazing (or perhaps shocking) thing about this video is that it's about a charitable cause and produced by a charitable organization. Charities have been around since the beginning of humanity, ever since people started wanting to help other people who could not help themselves, and I think it's safe to say that all human beings support the idea of charity and are in favor of good, well-run charities receiving consistent and sufficient funding. But the biggest thing that prevents charities' PR efforts from truly going viral is that these charities often are battling some very serious and depressing problems in society, problems that will not go away anytime soon even despite our best efforts. Problems like genocide, millions of children dying of starvation and disease, the AIDS epidemic in Africa, etc. which make us very, very sad. And these types of problems are of such a large and overwhelming scale that we feel powerless to do anything about it, and we end up not wanting to think about it at all, because what's the point?

And that goes against everything that makes content viral. It's possible for a sad or disturbing video to go viral if it's really shocking and unexpected (think 2 Girls 1 Cup), but for the most part, videos that make people happy will go viral much more then those that make us sad. There's a great talk online by a well-respected professor of marketing at Stanford named Jennifer Aaker in which she talks about her research on happiness and meaning and how these concepts relate to a successful and powerful social media campaign. The key takeaways from her research are:
  • Human beings are wired to understand stories much moreso than logic. The power of stories is what makes people act, and even the most logical, well-argued arguments are not as persuasive as a powerful story that resonates with others.
  • Content is mostly likely to be shared when it:
    • Is surprising, mysterious, and/or makes you very curious
    • Makes you happy and/or fills with you emotion
    • Makes you feel like you're a part of something bigger
    • Enables you to connect (or re-connect) with others
Think about the craziest or the most recent viral video you've seen, and it probably had most if not all of these characteristics. In the next several paragraphs, I'm going to be breaking down the Kony 2012 video and highlighting all the ways in which its creators were able to form and shape the message and content in a way that would virtually guarantee it would become a viral hit. My hope is that through this analysis, we will all be that much better-equipped to create our own viral content as well one day, so that we too can bring some meaningful awareness to a cause that we feel strongly about.

Make your audience feel like they are a part of something bigger
If you watch the original video (embedded at the top of this entry), right from the get-go there is a beautiful shot of the planet Earth from outer space, with a voice-over narration talking about how "Humanity's greatest desire is to belong and connect. And now we see each other, we hear each other, we share what we love and it reminds us what we all have in common," accompanied by images of people both young and old using the latest technologies and social networks to communicate, and followed by clips from several well-known viral video examples. BOOM. Human beings ar Right from the beginning the creators are laying the groundwork for a story of epic scale that has relevance for each and every one of us, no matter who you are or where you're from.

...that is, unless you are living in a third world country in a ramshackle hut with a dirt floor and no Facebook or Internet, no electricity, and no running water. In that case, this video will have no relevance to you whatsoever, and in that case it sucks to be you. But I digress...


Use Social Proof
I don't know how big an organization Invisible Children is or how many members they have, but they certainly made it seem like they had millions of followers in every major city and every corner of the globe (see 16:30 to 17:30 of the video). For all we know, many of those followers featured in the video may have been paid actors, or the producers could've been taking the same group of a few hundred people and filming them over and over in different poses and settings and while alternately holding up banners with different city's names printed on them.

But regardless, if you want people to be interested in what you're selling, you have to make your product or service look cool by demonstrating that lots of others who are already onboard, and social proof is a great way to do that. It's not unlike a street performer taking some spare change and dollar bills and "seeding" their collection hat/bin before they start performing.

When faced with any kind of decision big or small, it's human nature to want some reassurance that what you are about to do is normal and is something that others in your situation would do or have previously done. Facebook realized this a long time ago, and it's why nowadays on many sites you'll see social plug-ins like the one below showing your friends and other people who also "Like" a particular brand or product or service.

The rise of social networks has changed the way companies and organizations advertise and promote themselves. In the past, people would gobble up corporate messages and buy the latest products and services simply based on ads they saw on TV and other mainstream media, because they trusted those ads and the companies that produced them. But that's obviously not the case anymore, and in today's world, our friends have become (or some would say re-become) the key influencers of the consumption decisions we make and the people we trust most when making these decisions.

If the makers of this video had instead said "We are a new movement, we are few in number, and we need your help," it would raise some major red flags in people eyes. First, you'd wonder why they have so few followers if this is such a worthy cause. Second, you'd feel hesitant and reluctant because you'd quickly do the math in your head and realize that volunteering your time and energy will not be enough to give this organization the numbers and influence it needs to make a difference. But if you are the 1 millionth member of the 10 millionth member of a movement, then you are lending your help to a force that is likely to make a difference, and you can exert minimal effort to participate while fully reaping the benefits and feel-good happiness when they succeed.

Use a small, innocent child to shamelessly tug at your viewers' heartstrings
Anyone who's familiar with Youtube will know that the most surefire way to get people, especially women*, to click on a Youtube link or thumbnail is an image of a cute little kid. There are countless videos on Youtube of cute little kids doing various cute things like laughing and biting another baby's finger and doing his best Darren Criss impression that manage to garner millions of views and shares.

*As for guys, we will instinctively click on any and all video links showing cleavage in the thumbnail image in the hopes that we get to see a hot chick and her double Ds exposed. This applies to every guy on Earth, with no exceptions.

Starting from the 2-minute mark of the Kony 2012 video, we see stock footage of the birth of the director's own son Gavin, followed by scenes of Gavin blissfully playing around, being silly, saying cute things, and just overall being cute in general. The director then contrasts the happy and innocent image of his young son with that of a young Ugandan boy named Jacob, who has dreams and goals of one day becoming a lawyer but is emotionally scarred from having witnessed the murder of his brother, breaks down sobbing when talking about it, and even talks about wanting to die because there's nothing left for him to live for, the way his life is going.

The great Steven Spielberg is actually the master of using children and the parent-child relationship to tug at people's heartstrings and get viewers emotionally engaged in a story. Think about "ET: the Extra-Terrestrial," "Jurassic Park," "AI: Artificial Intelligence," etc. Most of his movies feature a young child or children whose vulnerability and ability to survive in a scary, hostile world is the focal point of the plot and as a result the fate of all humanity is symbolically hanging in the balance. The need to protect young children from harm is a universal human instinct, so showing an innocent child suffering is something that will produce an emotional reaction in people every time, guaranteed. Because many people have children but more important everyone has been a child at one point, and it's a common experience we all share, and is something that is precious and pure and should not be tainted by suffering and injustice. It's why abortion is a never-ending topic of controversy, it's why dead baby jokes are so repulsive and frowned upon, and it's why pedophiles are the most reviled category of criminal across the world.

The director also cleverly uses his young son Gavin to "lay out the facts" of the case for why Kony should be stopped. It's one of those storytelling devices where we know the director is obviously and shamelessly pandering to us, but we still fall for it because we just can't help but lower our guard when a child asks us to do something for them with a quivering lip and their puppy eyes, you just can't say no. You just can't. We all know that this Kony/LRA is probably an extremely complex issue with many shades of grey, but when a child tells you in such black and white terms that Kony is a bad man, that he doesn't want Jacob to die, and that he wants you to do something about it, no sane parent (or viewer) will be able to say no to that. It's also a great way to simplify the issue and cut through all the BS, to drive home the point that though we all might disagree on the particulars of this very complex issue, none of us will argue that Kony (or Saddam Hussein or Osama bin or Kim Jong Il) is a terrible person and should be brought to justice as soon as possible, all things being equal.

A great example of the clarifying and simplifying effect of a young child is the closing scene in the movie "Moneyball" when **SPOILER ALERT** Brad Pitt's character has just received an offer from the Boston Red Sox that will make him the highest-paid General Manager in the history of sports, but would also mean he'd have to move out of California and essentially give up custody of his young daughter. Even though logic and common sense tells him that this is a once-in-a-life opportunity that he can't pass up, he can't help but start welling up while listening to his daughter's heartfelt acoustic guitar song recording which she personally made for him, and he decides to stay, money and fame and recognition be damned. He knew that was the right decision from the start, but seeing and hearing his daughter say it made the decision so much more plain, clear-cut, and OBVIOUS.


Create a "Visible Victim"
One of the biggest hurdles for any charitable organization out there trying to do good in this world is the fact that human beings are fundamentally wired to avoid, tune out, and forget things that are tragic and which make us sad, because let's be honest, that's the only thing keeping us sane in this crazy world. If we became continuously and deeply emotionally invested in every tragic thing that we saw or experienced, be it 9/11 or the death of a family member or breaking up with your girlfriend or boyfriend, we'd all become permanently depressed and society would not be able to function. It's our ability to quickly overcome and move past such sad events that keeps society going and prevents us from all becoming post-tramautic stress disorder sufferers.

Unfortunately, it's this same survival instinct that also prevents us from being able to really stay invested in a worthy charitable cause for very long. There are so many people suffering out there in so many terrible ways, and thanks to the massive scale of the Internet we've never been more flooded with stories of rape, murder, starvation, disease, genocide, natural disaster, etc. to the point that we simply become desensitized to it all and end up being unable to deeply empathize with any of those causes.

As the COO of Facebook Sheryl Sandberg details in this great talk at Stanford, economists have this concept called the "Visible Victim," which basically states that for us to actually care about a victim they have to be tangible and visible to us. Take the 2004 Indian Ocean tsunami and earthquake, for example. Every year between 5% and 10% of Americans give money overseas, but when that tsunami happened some huge percentage of Americans (over 70%) opened up their wallets to try and help the victims. It's interesting because while the tsunami killed an enormous number of people (as much as 300,000), every 6 weeks the same number of children in this world die of unclean water, believe it or not. And every 5 and a half weeks or so, the same number of people in this world die of AIDS. The difference was that the tsunami was just so visible. Day after day we saw it on CNN and BBC and every major newspaper and television news outlet, and we all watched in horror the mass devastation it caused to so many people's lives. But stuff like unclean water or AIDS are epidemics that have been around a long time and which we no longer see very often in the news, if at all.

So how do we get people to care about these age-old issues? The answer, though it's obviously much easier said than done, is to make the victim visible. People don't get desensitized to the specific, but they do to large numbers. For example, it's simply impossible to mentally process the image or the thought of 6 million children dying. It's just too sad and it's just too hard. As Sheryl Sandberg says, "I don't know what 6 million ANYTHING looks like."
It's hard to process millions of children dying and it leads to cognitive dissonance and inaction, but if you were walking along one day alone and with no one around and you saw a child who was bleeding to death before your eyes, you would not just walk by. No one would. You would drop everything and do everything in your power to try and help him or her. Because while we can't save millions of people, we are all capable of saving an individual.

The makers of Kony 2012 realized this problem early on. Hell, the name of their organization is "Invisible Children" and their goal is to take these children who have been invisible for so long and make them visible for everyone to see. And for the purposes of the Kony 2012 video, the visible victim they chose was the young Ugandan boy Jacob. He is someone we can focus our attention on, and by saving him we can know we made a difference and did our own small part towards helping solve a larger problem.

Introduce an antagonist that everyone will love to hate
In this great PDF summary of the book of the same name, "The Presentation Secrets of Steve Jobs," there's a section talking about how in order to tell a great story, you should always introduce a clear villain that everyone can hate and rally against. In every classic story, there is a hero who fights a villain. Take Apple in the year 1984, for example. Back then, the "villain" was IBM, known as "Big Blue" at the time. Before Jobs introduced this famous TV ad to a group of Apple salespeople, he created a dramatic story around it. "IBM wants it all," he said. Apple would be the only company to stand in its way. It was very dramatic and the crowd went crazy. Great brands, great movies, and even major religions all have something in common: the idea of vanquishing a shared enemy. In order to get people to rally around you (the hero), you need to create a single hateable villain for them to focus their collective energies on.

We saw with the recent Occupy Wall Street protests how much latent anger and frustration there was among the youth of the nation. We had just experienced the worst economic downturn since the Great Depression, and there was a clear villain in the big banks and their executives, who in their greed had brought the entire system crashing down with their reckless financial engineering. Recessions and cyclical swings in the economy are a fact of life that we know and accept, but what got so many people upset this time around was the fact that, unlike for example the Enron scandal in which all the top executives involved were shamed and branded as criminals and forced to become social pariahs for the rest of their lives, in this case even two and three years after the initial downturn as the country was trying to pick up the pieces, the people who had engineered this financial holocaust were still left standing, wholly untouched and unaffected, with the government showing little to no willingness to prosecute any of them. That was what set people off, what got that feeling welling up inside many of us, that feeling makes you want to cry and yell out "It's just not fair!!!"

In the case of the Kony 2012 video, you may not have realized it at first but the US government is just as much of an antagonist as Kony is. The producers first introduce the tragic story of Jacob and how Kony and the LRA have destroyed tens of thousands of young childrens' lives. They then portray the US Government as being very apathetic towards this terrible tragedy, with scenes of various politicians stoically and matter-of-factly explaining that the US government cannot and would not help stop Kony and the LRA because this is simply not a priority and isn't in the national interest.

In the Kony 2012 video, the hero of the story (the Invisible Children organization) demonstrates its own heroism around the 15:30 mark by showing scenes in which they've successfully changed the mind of the US government and have successfully elicited government action towards Kony and the LRA. "We built a community around the idea that where you live shouldn't determine whether you live. We were committed to stop Kony and rebuilding what he had destroyed. And because we couldn't wait for governments or institutions to step in, we did it ourselves." Everyone loves an underdog, and these kinds of scenes act as great "proof points" of Invisible Children's competency and credibility, and allows them to position themselves as this scrappy underdog scoring major victories against the Evil Empire and the Evil Emperor in the US Government and Kony, respectively.

Create a sense of urgency and have a clear Call To Action
The first 23 minutes of "Kony 2012," is an emotionally engaging story of two innocent young boys named Gavin and Jacob, a bad man named Kony, and why we have to get rid of the latter in order to save the former. It's a touching and oftentimes very sad story that gets our attention and keeps our eyes glued to the screen.

However, all that emotion would be useless and wasted without a clear Call To Action i.e. specific instructions on what the viewers can do to to buy your product or participate in your movement. For a video like Kony 2012, without specific instructions on how to cope people can feel helpless, panic, and tune out.

That's why at the 23:00 minute mark they start talking about their plan to "make Kony famous," how you can help, and how little effort it will require for you to participate. In today's high-paced world with all its noise and distractions, you have to make it easy, simple, and instant in order to get people to participate in anything nowadays. Going along with what I said about social proof earlier, the makers of the video do a great job of giving viewers the sense that all the hard work has already been done, that they are on the verge of something truly great and transcendent, and that all they need from us the viewers is to share the video and maybe donate a few dollars a month. For the viewer, it's basically nothing to lose and a lot to gain if the whole Kony 2012 "experiment" pans out.

And by showing a countdown during the video as well as the later declaration that the video will "expire" on December 31st, 2012 they are creating a sense of urgency and delivering a clear deadline by which you must act, not unlike the "Time Left to Buy" countdowns you see on Groupon deals, where you know exactly what you have to do and by when you have to do it, so that if you look away for even a second you'll be missing out on something all your friends will be talking about tomorrow. It's what makes Groupon deals seem that much more desirable and tantalizing, and it's what gives viewers of Kony 2012 that extra little push to share, and share NOW.




Leverage the latest technologies to the fullest
This is probably the most important of all. The message of Kony 2012 would not have been nearly as engaging if they weren't able to offer a new solution to what was an age-old problem. They refer to the video as an "experiment" and right away they are acknowledging that the methods that they and other charities had been employing in the past to publicize their cause simply were not working as well or as quickly as anyone wanted.

"We have reached a crucial time in history, where what we do (or don't do) right now will affect every generation to come. Arresting Joseph Kony will prove that the world we live in has new rules. That the technology that has brought our planet together is allowing us to respond to the problems of our friends."

I don't think it's going overboard to say that Kony 2012 represents a revolution (or at least a very sudden evolution) in the way that charitable organizations publicize their causes. It's safe to say that charities are generally not at the cutting edge of technology, for a variety of reasons. But the Kony 2012 video has elicited a response we rarely see in pop culture and in the mainstream media, much less in charity.

The people behind the Kony 2012 were successful because A) they have a great understanding of what touches people's hearts and what types of stimuli people respond to on the Internet and B) they realized that social networks like Facebook had evolved to a point where they could finally achieve a level of scale in their message that would not have been possible even 3 or 4 years ago. This new culture of people wanting to share everything online and being able to do so at a click of a button did not exist before but has become an everyday reality thanks to Facebook.

Which brings me to my next point, that the entire Kony 2012 video is essentially one gigantic advertisement for Facebook. But there's nothing wrong with that, because all the great things that Kony 2012 has accomplished, i.e. huge awareness for a worthy cause and radical innovation in driving social change, would not have been possible without Facebook.

People are always suspicious when they sense the possible presence of special interests and corrupting influences, but in this case we don't have to worry because Kony 2012 and its message was not being manipulated by Facebook, but rather the makers of Kony 2012 were fully leveraging the functionality and power of Facebook for good, so that, if anything, it's Facebook who should be grateful that they can be the enabler for such a novel and inspirational movement.

And while it's true that Facebook and Google have evolved since their humble and idealistic beginnings to become large mega-corporations which are focused on generating a consistent profit (mostly via advertisements), that doesn't take away from the fact that they still provide a basic core service that is free, that billions of people use, and which makes the world a better place to live in. For Facebook that basic service is allowing people to to quickly and effortlessly share great content with our friends (for free), and with Google it's allowing people to instantly access all of the world's information (for free) with the click of a button.

Another awesome example of great storytelling and technology making possible what once might have been impossible can be seen in the Google ad below titled "Parisian Love," which many of you may recognize.


As in the Kony 2012 video, this Google ad tells a heartwarming story of a individual who is looking for love and how Google's various features enable him to get the girl and live happily ever after. I loved how the Kony 2012 video was able to weave in Facebook in a tasteful and relatively subtle way to tell their story, because it drives home the point of how Facebook connects us all, how each of our own Facebook profiles tells a story of our lives, and how our lives all interconnect to create this one one amazing epic narrative.

Some Closing Thoughts
At the end of the day though, the real reason I'm writing this entry is because I believe that this Kony 2012 phenomenon represents the next major step in the use of social networks to drive massive social change.

When Facebook and Twitter first started getting popular, they were roundly criticized as being little more than a vehicle for our own vanity and self-promotion, and that they were making the world even more shallow, narcissistic, and self-centered than ever before. But now that the novelty has finally worn off and social networks like Facebook and Twitter have become an accepted and unavoidable part of our everyday lives, people are starting to figure out the more practical applications of how we can utilize these platforms for good, and not just shameless self-promotion and vanity posts.

The first major milestones were the uprisings in the Middle East, followed by the Occupy [City Name] protests. These were movements that were started offline and would have become huge issues even without social media, but social media helped both of them spread faster and grow faster than they otherwise would or could have.

On the other hand, Kony 2012 is a movement that was conceived from the very beginning to be a social media campaign. Before this, no one had heard of Invisible Children or Joseph Kony, and had this video and this campaign not been initiated, none of us would've ever heard about either one. What's so great about Kony 2012 is that they learned from and improved upon the many mistakes made during the Occupy movement. Regardless of whether or not you agreed with the Occupy movement, you have to admit that it was pretty amazing to see all those young people all over the world mobilized and united, given how politically apathetic young people (especially in the US) have been the last few decades. They were able to tap into a powerful and brewing storm of discontent among the world's youth to great effect, but at the same time the execution and follow-up (i.e. what to do once everyone was there and occupying) was extremely lacking to say the least. OWS had no clear leader, its goals were too broad and aimless, there was no one villain to single out, and no clear call to action except to "occupy" places.

However, in the case of Kony 2012, they had a clear leader, a clear villain, a simple and highly focused goal, and they brought it all together with an amazingly-made video that was extremely shareable. Occupy Wall Street tried to be everything for everyone and that was its downfall, but Kony 2012 was able to really focus and choose its battles wisely. Sure, there are tons of terrible and sadistic people out there that deserve our attention, but Kony 2012 decided to focus on just one, Mr. Joseph Kony. And there are millions of innocent children out there suffering every day, but Kony 2012 decided to focus on just one, a Ugandan boy named Jacob who wants to become a lawyer someday. And by doing so, they were able to convince us that maybe we really could save this young boy Jacob and stop this bad man Kony, and by doing so save millions of others as well.

Last but not least, for all the cynics out there who criticize Kony 2012 and Invisible Children simply on the grounds that bringing Kony to justice won't solve anything, I'm sorry to say that you are simply missing the point. When John F. Kennedy declared to the world that he would put a man on the moon, it was so brazen, so patently absurd, and so seemingly unnecessary, but it got the country PUMPED and excited in a way no one could have predicted. Many extremely intelligent, logical, and rational people at the time criticized it as being a waste of time and funds that could be better allocated elsewhere, like education or improving the nation's infrastructure. But it was our ability to put a man on the moon that made people realize our endless potential as a nation, and that we are capable of so much than we had ever dreamed.

The most important lesson to take away from the Kony 2012 video is that in order to save the world, you have to start small and you have to start somewhere. Rome wasn't built in a day and it takes years of blood, sweat, and tears to create any kind of meaningful social change. It's the same for entrepreneurs starting their own company and it was the same for Invisible Children - the founder himself talks about how he's been working more than 9 years to build awareness for this cause but it's only now that he has achieved the level of awareness he once dreamed of.

Change takes time, but in today's fast-paced world of instant-everything and on-demand everything and a million different brands of energy drink and a million different trashy reality shows, we've lost our patience and our soul as a society and we've never been more out of touch with this fundamental law of nature, that change takes time. But seeing the reaction to Kony 2012 has restored my faith in humanity somewhat. What I saw with Kony 2012 was millions and millions of all people sitting through an entire 30-minute video, actually caring about an issue that doesn't directly affect them in any way, and taking the time to tell their friends about it and help out in whatever way they can.

Mother Teresa once said "In this life we cannot do great things. We can only do small things with great love." And it's so true. Even though Warren Buffett donated tens of billions of dollars of his personal wealth to charity, that is still just a teeny tiny drop in the enormous bucket of terrible problems the world faces.

It's a common theme in every great superhero story as well - They have these amazing superpowers which they use to fight injustice in the hopes of saving the world, but eventually they realize that no matter how much good they do it's just never enough and things always seem to get worse and worse. And not only that, people start hating them for trying to make a difference.

The makers of Kony 2012 are kinda like vigilante superheroes in that way, and they will have to suffer a similar fate. Just like Batman, Superman, and Spider-Man were hunted by the authorities for working outside the law and accused of doing more harm than good, the makers of the Kony 2012 campaign will be criticized, taunted, and ridiculed for a very long time, despite the impact they've already made on the world.

But people forget that superheroes are not there to save the world on their own, because that's just not possible. Superheroes are there to inspire others to save the world with them, and to help us imagine a better world where we won't need superheroes to come and save us all the time. Superheroes exist to set an example for the rest of humanity and to help unleash and unlock potential in people that they never even knew they had.

The true measure of a superhero is not by his own achievements, but by how many other superheroes he was able to create and inspire. And the same will be true for the makers of Kony 2012. People are criticizing their methods and ridiculing the founder of Invisible Children for his recent embarrassing run-in with the law. But Kony 2012 showed us what amazing things can be achieved through social media now, when it's done correctly, and I look forward to seeing the continuing evolution of social media-driven social change, led by people who were inspired by Kony 2012, whether they realize it or not.

In closing, I will leave you with this clip from the ending of the movie "Shindler's List," a touching scene that (I believe) sums up quite nicely everything I've been trying to say in this entry.