Many years ago, back when I was still pre-Guinness and pre-book, I did an entire year’s worth of interviews with what I considered to be the “legends” of business—true entrepreneurs, best-selling authors, and some of the great experts of our time.
My most favorite encounter came in the form of Jay Conrad Levinson, the legend behind Guerrilla Marketing, the bestselling marketing series of all time and a series that taught me an enormous amount about business and marketing. I remember the day I sent the email asking Jay for the interview. It was formal and designed to show the recipient that I was serious and not some “rinky dink” operation. It was sent to “Mr. Levinson.” Those of you who knew Jay knew that he most likely laughed when he got my email. He wrote back, “Call me Jay. Mr. Levinson was my dad.”
Jay asked me to call him on the phone and I remember being terribly nervous to talk to someone who was so successful and knew so much. My palms were sweating. But he put me at ease right away. He said he loved the idea of “Business in Blue Jeans” and was so friendly and warm that I felt comfortable and my palms stopped sweating.
After the interview, I sent him a coffee mug with the Business in Blue Jeans logo and “Official Denim Expert” on it. He wrote to tell me that he loved it. And later, he told me he used it all the time.
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