Friday, November 17, 2017

The art of self-promotion

It is not just bad taste, poor manners, lack of empathy - or simply just being a jerk. Self-promotion is a crime. 
And especially so in Japanese culture! I am not kidding: a poor Japanese craftsman would rather commit a harakiri than post a message on Facebook about the knife he hand-polished for 3 months to perfection. He would rather take 40 lashes with the cane for failing, than one compliment for achieving perfection. Strange.  
It is funny, but while the Anglo-Saxon culture has almost nothing in common with the oriental one, self-promotion is a sin even in our little colony.
Crocodile-wrestling-tough-as-nail sun burnt Aussies crawl under the rock at the very thought of even being in the same room as a self-promoter. Nearly a hundred years of exposure to Greek-ism, Balkan-ism and Latino-sim (the cradle cultures of macho-self-promotion) made our good Aussies even more resistant and more sceptical to any form of advertising with even the slightest hint of 'yeah, sure, we can do this'. 
"Wait until they discover your talent" say Mosman mums to their daughters as they jump out of mega-monster 4WD’s, being dropped in front of $40K per year schools. "Wait until they discover your talent" say dads dropping off boys at multi-billion dollar ovals. And make no mistake, like mums and dads, these very kids are already driving their own E-class Mercedes and wearing gold watches – and they play great cricket. But to tell anyone how good they are would be totally inappropriate. "Wait until they discover your talent" is what every 12 year old surfer hears every time he eats his vegemite. Be modest, be humble, be invisible; let others see what you are really worth and give you the credit you deserve. 
But life is no longer as it once was. "Others" are no longer a passive audience quietly waiting for the next Sir Bradman. "Others" are us: posting selfies on FB, Instagramming, chatting, and simply being alive; connecting, talking and sharing.  
You see, I don't mind modesty. Actually, I much prefer to wait 'to be discovered' than to self-promote myself. But on the other hand, I am not a big fan of posthumous awards either. 
Right now, as I type this, we have a great need for a 10 tonne forklift to move some equipment; we need an energetic and reliable office assistant; a smart and hard-working apprentice keen to learn about watches; a photographer who won't charge an arm and a leg; a reliable local server to host our new website; a 2KV petrol generator (not too loud!), an oven for steel hardening, a polishing machine - which comes with expert advice and the right polishing compounds. And we are not any different to other small Australian businesses. Yet somehow, those who are experts in their fields are often hard to find - because they have always been told the same old thing; "wait until they discover you". 
This week a rebelde-owner brought in his 3 year old watch for a minor adjustment. However, he wore that watch daily so it was heavily scratched. So we decided to surprise him:   We pulled the watch completely apart, serviced it, polished the case, fitted a new winding crown and seals - and even fitted a brand new leather strap.  Total charge: zero. Why? Because we simply want to show him what we can do, and how proud we are of our workmanship. And how much we appreciate the fact that out of hundreds of brands he put his trust in rebelde.
And here we go - I just committed the worst crime ever: I self-promoted.  
Guillotiner, make it quick.
Completely overhauled relbede I09 ready to be returned to its owner

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