This April it was an honor to accept Humboldt State's Distinguished Alumni Award. It was such a flattering experience and something that has been a goal of mine for some time and much earlier in life than expected. Back in 2012 Humboldt announced I was under review for the award and in early 2013 officially announced myself as a recipient. (read more here: Humboldt State Distinguished Alumni Award: Ellie Cachette 2006 Alum). The whole experience has made me proud of my alma mater and of the things I have worked most hard at. Below is my acceptance award speech given April 20th 2013 at Humboldt State University. INNOVATION AND ACCEPTANCE3/20/2013 IT IS OKAYMantra:
1) We want to f**k up the recall and health space 2) Change how fast information travels 3) Be respected by companies and consumers That's all. What is product market fit (PMF)? How do you reach it, how do you know and what does that look like in the process? We took all the project data and examined it against our business needs. $360k and three years later here is what we found. The winner? eCommerce monitoring.
Slideshare below can also be found at HERE The Journey to Product Market Fit, by Ellie Cachette How to Fight the SFMTA and Win: True Story (“Evading Fare”) SFMTA in San Francisco is well known for its tight rules, aggressive ticketing and even aggressive towing. Locals know towing zones are serious things which is why you often see people staying in cars or even double parking with the Hazard signs on or “San Francisco valet”, but what surprised me most was when 1/05/13 I got a handwritten ticket for “evading fare.”
The scene was something out of a horror movie: I used my Clipper Card to get on a train near Dolores Park, my card signaled it was low so I had planned to reload it upon arriving at the next station since my entry station didn’t have any machines. Upon arriving at Montgomery Station, all three of my friends exited the station and I get held back by an officer who said the machines were “broken” and to “come here” Upon walking near her she scanned my Clipper Card and announced that I am evading fare. Totally confused I try to reload the card with monies, or pay my fare in cash or even get the machine but she doesn’t let me, “You are evading fare.” I even open my wallet with cash asking to pay because I don’t understand the issue. “Its a $103.00 ticket not to mention my pride as a hardened criminal now that I am known to be “evading fare” I’m pissed but I also know that NO ONE FIGHTS THE SFMTA AND WINS. Click below for the full story ---->>> This is a great campaign on some BART trains which are local to the SF Bay Area. The ad is for Tahoe a few hours away and targeted to native or local Bay Area residents whom most have never visited large tourist spots like Alcatraz but have gone skiing or snowboarding in Tahoe.
Argument is: Tahoe is much better than anything like Alcatraz Other nice things about this:
This May it will have been seven years since I graduated from Humboldt State University with a degree in Political Science. Humboldt State was a phenomenal education and experience that I wouldn't change for the world. During my time at HSU I studied Political Science, English and US History. When I wasn't at work at Humboldt Merchant Services (now owned by Moneris Solutions) downloading Verifone Omni 3630's and setting up new gateways for ecommerce accounts, I hiked the hills of campus or raft guided on the seven rivers nearby. Humboldt was good to me and in my opinion one of the most underrated schools on the west coast. April 19th 2013 This April I will be presented with the same award as Ken Fisher at Humboldt State University which amazes me to think that in six years I accomplished a mere dream (which also is scary, be careful for what you wish for!). MY PRESENTATION HAS BEEN UPDATED ONLINE: https://www.slideshare.net/ecachette/the-hsu-experience-with-ellie-cachette-2006 The Power of Dreaming
Lastly, while I feel honored for this award I can't help but think about all the other milestones moving forward. 2012 was filled with personal and professional changes including my cross country move back home to SF. וִיהִ֤י נֹ֤עַם אֲדֹנָ֥י אֱלֹהֵ֗ינוּ עָ֫לֵ֥ינוּ וּמַעֲשֵׂ֣ה יָ֭דֵינוּ כֹּונְנָ֥ה עָלֵ֑ינוּ וּֽמַעֲשֵׂ֥ה יָ֝דֵ֗ינוּ כֹּונְנֵֽהוּ׃ “May the beauty of my Master, our God be upon us. And the work of our hands established for us, And the work of our hands, establish it.” Psalm 90:17 1/2/2013 #MARKETING FAIL: no roi, on purposeThis billboard is one of the worst Ads I've seen in a while, I actually thought of ways it could be worse and got lost for ideas. If it isn't obvious I will spell out why this is probably one of the worst spent marketing dollars to date and here is why:
1) There is no way to follow up with this add other than the QR code (which I'm sure was intentional to force people to use the QR code except not leaving any other options doesn't convert it higher but actually gives no other chance or opportunity to connect with this campaign. How so might you ask?
2) No Branding or Campaign knowledge is given other than a child and AIDS even worse its hardly branded for either
And this isn't an issue of women or not, there's three ladies on the panel below wearing pants. The difference? Panel topic. Let's stop dressing up as traditional women roles while trying to pretend to be rule breakers. Actions speak louder than words so put some pants on.
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