Issue 69: A Resolution for More New Years
From Serial Marketer: "The Cutting Edge of Marketing”

In a city like New York, it’s common enough to hear people wishing each other “Happy New Year” this week.

If your name ends in -witz, -stein, -berg, or other such suffixes, you might have people wishing you “Happy New Year” even if you aren’t Jewish. If you’re a doctor or accountant, chalk it up to an occupational hazard. It can still be considered a geographical hazard in a major city, or a marital hazard if you adopted another’s name.

This is the week of Rosh Hashanah, the Jewish New Year (literally “Head of the Year”), but even that can be considered a misnomer. There are actually four Jewish New Years.

The most widely known and celebrated is this fall holiday marking the start of the civil year. It's a big one, but it technically is in the seventh month of the calendar; the head of the year is not the start of the calendar year. And you wonder why so many Jews become lawyers. 

Another new year starts two weeks before the Passover holiday (around Easter) as the spring redemption holiday. This one is the start of the calendar year. Redemption comes first; repentance comes later. 

There’s also a new year for trees that falls around the middle of the Northern Hemisphere's winter. Finally, the least-known falls a month before Rosh Hashanah and is the new year for animal tithes; I never had to tithe my guppies or hamsters, so I had to look up what that was all about.

Even if practicing Jews might celebrate Rosh Hashanah and not think much about the others, it’s a treat to have an extra new year or two on the calendar. For Jews, that might entail celebrating a few days as new year holidays, such as Rosh Hashanah and Passover, but potentially also January 1 and one’s birthday.

But of course, this doesn’t need to be a Jewish thing. Other holidays could feel enough like a new year depending on how they’re celebrated, such as Eid, Easter, or Holi. 

There doesn’t need to be a religious component. Americans, for instance, might include days like July 4, Labor Day (with its back-to-work and back-to-school themes), or Thanksgiving in the mix. The first day of spring could be a good one for those who prefer to keep it secular and need a bonus new year in the first half of the year.

When I was talking to some people last week who were going through a rough patch, I said to them, “A new year is coming.” It didn’t matter if they were Jewish, and I wasn’t seeking converts. It was just a good excuse for them to give themselves a clean slate, take a breath, step back from everything that was consuming them day-to-day, and start fresh. If they could get a three- or four-day weekend in the process, all the better, but even a day of disconnection and reflection over the weekend would do them some good with the idea that when they got moving again, it would be a new year.

Most everyone is dealing with something in their lives personally or professionally, mentally or physically, intellectually or spiritually, objectively or subjectively where we can use an extra new year. Maybe we can learn from some of our ancestors and put extra new years on the calendar.

Treat an existing holiday as a new year, or come up with a new one. Maybe pick the birthday of your first relative or ancestor who immigrated to your country. Pick March 14 if you're a math wonk, or pick May 4 if your vehicle made the Kessel Run in less than 12 parsecs. Pick anything.

It’s a new year, at least for millions of people this week. To any such people reading this, Happy New Year. To anyone who’s adopting this week as a bonus new year, Happy New Year to you too. And if this isn’t a new year for you but you’re picking another day or week for such an occasion, let me know, and I’ll greet you then accordingly.

So that’s what I’m making of myself – I’m making the most of an opportunity to have at least one other new year, and three or four could work even better. What are you making of yourself?


P.S. First Wednesdays is back tonight. See below for more info, just show up at Royalton Park (29th St) tonight if you're around, and reach out if you want me to add the invite to your calendar.


Thanks to those who said they enjoyed the limericks last week. They will likely return in future issues, but we'll play it straight again... for now.

If you feel like you're too old for Snapchat, TikTok will make you feel prehistoric. That's why it might be even harder to understand. Try. This guide is terrific.  

I love 'what if' scenarios for brand planning, especially if they're based on a plausible future. Say you're mostly running TV ads; what if almost all TV viewership shifts to ad-free or ad-limited subscription services? That may seem obvious, but few prepare to adapt like that. In this version, Fiona Salmon explores what to do in a world without cookies.
It still makes me feel dirty to love a Philly team's mascot, but that's the gritty thing to do. Here's a retrospective in time for Gritty's recent birthday.

David Markovich runs one of the biggest Slack communities, Online Geniuses. In this Q&A, here's how he built this bustling hub for 21,000+ marketers.  

There's a new Oculus virtual world coming. Prediction: Facebook will encourage brands to develop experiences there, and if Horizon's successful, brands will have to pay to reach the audiences they've already amassed.  

The inverse correlation between mission statement BS and stock performance is one of the best charts I've ever seen.  


Want to include your event below? Just reply with the details.

October 2, Royalton Park Avenue
New York, NY
After a trial run right after Labor Day, Serial Marketers is teaming up with First Wednesdays to bring back this long-standing tradition in NYC. Every month, we'll meet at the penthouse bar from 6-9. While Zack and Rachel will post the event links on Facebook, if you want the recurring invite on your calendar, just let me know, and I'll add you to it. 

October 14-18
New York, NY (also London, UK and Hamburg, Germany)
I've loved these events over the years and look forward to joining in NYC. And you get a code for this already-reasonable event:
Communications Week 2019 is returning to New York, London and Germany on October 14-18, 2019. This year’s conference will take on VALUE in PR, marketing and media. Now, more than ever, the PR, media and marketing industries are being called into question by key stakeholders. The value of each practice has been challenged over time and as we head towards 2020, a new approach is expected. As a result of increasing pressure and marketplace demand, we need to prove the value of our work in new ways. 
Join us to push the PR, Marketing and Media Industries Forward. Serial Marketer readers get 20% off when they use code: SERIALMARKETER. Buy tickets:

October 15-17
New York, NY
This should be a fun event that's packed with brand-side speakers from OXO, S'well, Jack's Links,
Bristol-Myers Squibb, and so many others, plus some strong agency execs. I'll be speaking about "New Social Media Platforms and Products Marketers Need to Know About" while emceeing some tracks. Want to join? Use a special 15% code: SERIALMARKETER15. And be sure to register before September 19 to take advantage of early-bird rates.

Deadline to enter: November 22, 2019
Event: March 11, 2020
Austin, TX
Attention Designers! Place by Design is a pitch competition aimed at showcasing innovative and invigorating design in the public sphere. Urbanists, artists, architects, and designers have the opportunity to present their scalable solutions for improving our shared landscape. Reach out to Brian Wallace if interested and for a code to get the entrance fee waived.


Reach out to me if you want introductions or any additional information, and let me know if you have other job postings you'd like to share. There have also been many job updates within the Slack community, so if you're part of that, be sure to check the #jobs channel for more. 

Client Strategy Consultant
Via Sharon in Slack, here's the overview: "You genuinely enjoy solving client problems and helping teams succeed. Asking critical strategic questions to keep people focused on client goals and achieving stellar outcomes is your jam. You’re also an excellent example to others in the collective when it comes to living your own story while growing your career with Apiary."

Senior Product Marketing Manager
Via a friend in the Slack group: The Sr Product Marketing Manager, Marketing Solutions will play a critical role developing the go-to-market strategy for the business, including amassing competitive intelligence, developing solution-specific strategies and building integrated execution plans.  The Sr Product Marketing Manager is a critical cross-functional role, serving as a strategic driver and partner to the product, sales and marketing teams, responsible for the overarching strategy to meet the business objectives of Neustar Marketing Solutions.

Director of People & Operations
Have you seen someone live-sketch a conference session on a giant board? If they were amazing, they were probably with ImageThink. Now, you can join their team. This is also one of the best job descriptions I've read in its attention to detail, and the illustrations don't hurt either.  

VP Marketing
Lebanon NH, Boston MA, Fredericton NB Canada
A friend of mine joined Appcast in the UK and absolutely loves it. They want the best of the best for this one in either of the three cities listed. "Appcast is seeking an effective, analytical, and creative leader to scale and enhance our marketing function as we enter a period of hyper growth."


David Berkowitz, publisher


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