I love picking on Will.i.am. Unlike other goofballs, it never feels sad or pathetic to pick on him. Partly that is because his music is pretty annoying. Partly it’s because he steals music and then doesn’t apologize for it. But mostly, it’s because I have a sneaking suspicion that he is actually incredibly smart, caring and acts as a positive force in the world.
For some reason, maybe based on that same sneaking suspicion, the Wall Street Journal brought him on a video segment they call “Tip of the Week” and which we should all call “what is that? I’ve never heard of it.” If you had heard of it, you would know that it is a business show meant to help emerging start ups with various hurdles they may have as they try to find their feet in a crowded market. It has the potential to be a thoughtful and useful series for people hungry for tips from people who have “made it”. Instead, it’s a shallow, contrived mess that seems like it could have been produced by the Onion to satirize the very show that it is.
In another segment I watched, a professor explains why communicating with your customers is a good idea. Don’t bother taking notes the first time, just let that truth bomb sink in first and then move to processing it.
Now here is Will.i.am taking a crack at it (or possibly on crack):
Will.i.am, for his part, does seem to try to say something interesting. For about half of the two minute video, he is explaining the benefits of having a versatile logo which is probably a good idea, albeit one that is, I’m assuming, something one learns on DAY ONE of business or design school. Then, perhaps sensing that he needs to spice things up a bit, he randomly veers off course into a discussion on how India is going to be super freaking important in the future because “we saw what Silicon Valley did, we know what China does, but what India is going to do for the world is…” and then he loses me. Something about English, a different alphabet, and symbolic language. I think. Will.i.am seems pretty sure though, so let’s just assume he’s right. He’s got a feelin’ wooohoooo, that India’s gonna play a big part, that India’s gonna play a big part, that India’s gonna play a big part.
With his advice firmly in mind, I think I’m ready to finally launch my very own start up!