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I was once interviewed for a two-part feature interview in an industry
publication. Industry publications are the niche publications for people in
specific industries. For instance, there are home-decorating magazines for the
general public. Those magazines may have the occasional article about laying
tile, or painting sheds, or growing flowers for people who may have a passing
interest in those topics.
But there is a different kind of magazine, an
Industry publications are niche magazines that
cater only to a specific niche. There is a magazine for only tile layers and
another for painters. There are niche publications specifically for flower
growers, and one for people in the motivational-speaking industry.
down side is that niche publications don’t have the same distribution numbers.
But the up side is that they are more likely to be read by people who actually
know their stuff, whatever it is. Those are the people who are more likely to
contact you or hire you if you appear in an industry magazine they
So, when I learned this interview was for a magazine targeting
financial institutions – a niche magazine read by banking executives across the
United States – I was pleased to be interviewed.
After a really fantastic
hour-and-a-half interview, the reporter let me know that it was so good that the
magazine publisher had agreed, for the first time, to split it into a twopart
serial. This would not only give me a tremendous amount of additional exposure –
which, when combined with my unexpected look and intriguing background – it
would be tremendously valuable to me.
The editor-in-chief of the magazine
asked me, “Would you rather we put it in this month or next month? The cover of
next month’s magazine is someone extremely popular here in the USA. That
guarantees that next month’s issue will be well-read and
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That sounded good to me, so I said yes. But, the following
month, I wasn’t in the magazine. I called to check on the status of the article,
but no one returned my calls or emails. At the time, I was counting on this
tremendous piece for credibility in the banking sector so I could get consulting
gigs and speaking engagements in that market.
But it didn’t
It later turned out that the magazine hadn’t paid the staff in
several months. Not only were they not paying their staff, they would constantly
hire new staff every time the old staff left due to nonpayment. The writers had
written the article, but they were holding it hostage, not releasing it to the
magazine owners until they were sure they would get paid.
They didn’t get
paid and my two-part spread was never published.
I once read a quote,
which if I remember correctly was: “Some people wait their entire lifetime for
their 15 minutes of fame... and when their time finally comes, they are not
ready to take advantage of it.” I was ready for my 15 minutes of fame, but it
didn’t come. I could have blamed the magazine or the writers, but I realized
that at whichever stage you are in your life, it’s time to stop sitting on the
fence and waiting for someone or something else to “pull it all together” for
you. The excuses we feed ourselves about why the time is not right for a major
life change are for the most part, exactly that: excuses! Baruch Hashem, I could
have thrown up my hands and given up, disgusted or dismayed that the one
interview I expected to launch my career never happened. But I
Today I’m constantly speaking and consulting for entrepreneurs
and corporations of all sizes. I’m lecturing at events of all kinds and doing
all the things I dreamed would happen once that article was
Looking back I learned my lesson, and I’ve tried never to
believe that things outside of us control our future. While it seems quite
concrete and inflexible, time passing can lead to a tremendous amount of
unexpected change... and, as the expression goes, “a bird in the hand is worth
two in the bush.”
I never did get that article published (although in
hindsight the lessons I learned from that made the experience worthwhile). I
learned to never put things off for next season, for better weather, for more
money, or until you achieve this or that, or until someone else comes along to
help you, or makes you a promise. The time to act is NOW. The person controlling
your life is YOU, and your rocket ship needs to leave now so it doesn’t miss the
window of opportunity that awaits.
Whether you read these lines the date
the paper gets published or in 30 years’ time, today, the first day of the rest
of your life, is the day to get moving.
Ginzberg is a rabbi, businessman, public speaker and marketer.
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