About four weeks ago Vanessa, one of our youth workers, sent around an email to the team requesting we bring in old magazines for our youth creative program. The email coincided with a discussion I’d just had with Sahil Merchant (pictured above) the founder and Chief Magazinologist at Mag Nation, that wonderful home of all things magazine. Sahil and his team had just dreamt up Undies Monday, a promotion being run across the month of March. All you had to do is walk into a Mag Nation store in Australia or New Zealand in your underwear and you get to choose a magazine of your choice up to the value of $50.
So I suggested the whole STREAT team do Undies Monday and we kick-start the youth library together.
Every Monday this month I’ve unsuccessfully tried to round up the crew. Now granted we’ve had a few other things on the last couple of Mondays (big stuff like our youth arriving or us kick-starting our street cafe at Fed Square). But today wasn’t any better. Everyone was too busy. Or they weren’t wearing the right undies. Or they thought it was too weird to be in their undies with their boss. Or they didn’t want to inflict themselves visually on others. Or they hadn’t done the necessary manscaping.
Should I go alone? Yes, because I’d been the one trying to hype up everyone else to do it.
So I jumped on the 109 tram and headed into Elizabeth St.
Just as I was about to get off the tram a thought struck me. What if doing it backfired and somehow damaged STREAT’s reputation? Is it weird for the CEO of a youth organisation to walk into a shop in their underwear to get resources for the youth in their program? Would potential funders, particularly the more conservative ones, see such behaviour as highly risky leadership behaviour and be cautious about investing in STREAT? What would the Board say? Or would people just laugh if they found out? Did it make a difference that I’d decided to do it for STREAT and not personally? Would it be the act of the leader of a youth organisation showing they could embrace their inner silliness and hadn’t lost their youthful side? Or could it be distorted by others as just plain creepy?
Quite coincidently when I arrived at Mag Nation Sahil was sitting out the front of the store dealing with his own dilemmas. He was waiting outside for ABC radio who were doing a live cross to the store whilst he was simultaneously fending off a pervert who had found out about the promotion and had positioned himself outside.
So Sahil and I ended up sitting on the street outside the store (whilst keeping an eye on the perve who was still circling) and debating our various choices and dilemmas as CEOs. We discussed how little decisions can have unintended consequences, both good and bad. For Sahil it had been great that the promo had gone viral and lots of people had been made happy by getting their favourite mag free. It was also good that the ABC and other media wanted to give their listeners a laugh. And the free promo Mag Nation was receiving was worth gold for the store, even after factoring in the high cost of the giveaways. But how to deal with the unintended consequence of the media coverage drawing out perverts? And what to do when the promo goes viral and can potentially ruin the store? And what should one do when an 18 year-old school girl turns up in her school uniform for the promo? Or what to do when you get a call from a stressed staff member because a woman wearing see through plastic underwear is making everyone feel uncomfortable?
Yesterday I walked out of the store with the latest Semi-Permanent art mag in my bag. You’ll probably never know if I bought it or got it for free. Either way the most valuable take-home was seeing how easily little decisions can have bigger consequences.
I’d love your feedback about what I should have done.