A leap of faith

Born in 1958, Kevin Bacon, qualifies to speak to Millennials as an influence to their parents who were in their 20s in the 80s

This video is catching on virally and resonating with people who lived during the 80s in Kevin Bacon’s message to Millennials on Kevin Bacon explains the 80s to Millennials.


Kevin Bacon starred in 1984 film Footloose 

I thought I’d add my commentary, as I’ve written before on how the 80s really was for those born in 1960-65 — the ones graduating from high school, the unsettled world around us (Cold War threat), corruption, but a strong sense of optimism.


No, we didn’t even have “GOOGLE” to check out a person we were considering to date, a company to work for, or an employee for hire… we had to take our chances yet we were eternally optimistic.

Millennial Children

Many of us are caught in between in more than one way:  not just the year we were born, but also as cheerleaders for our Millennial children.  We want them to learn from us, pave the way to success and financial freedom and a keep them safe.

We were born when we could set out at dawn and know we had to be home by the time the sun was down.  There wasn’t any text messages with excuses on why we were late, not home, missing curfew.  We just knew that was the expectation.  We knew the repercussions if we failed.  We would be grounded, cut off from our outside world of friends, bike riding, and so on.  The most we can do for our kids to send a message is suspend their phones, cut off their connections.




A culture of work ethic and optimism


Any smart employer or start up would be smart to consider an Inbetweener (1960-65) for hire.  Just take a look at what The New York Times said dispelling the myth that older workers are less productive and generally are weighing down the economy.

I agree with their observation.  Why?  Simply because I’m an older worker and I was hatched when there was a lot going on.  In fact, the first cold war, economic downturn not experienced since the 1920s depression.  There is a strong likelihood that my parents were children of the Great Depression, and raised me to be able to cope with such an event.

Think about it, the next recession to hit occurred just as I was graduating from high school, completed college, ready to get started with optimism and a strong work ethic bestowed by my parents.

Employers are missing the key element that brings the younguns the right example and proper expectations to reality.  We were born to be responsible, accountable and soldiers of work.



This same group that is debated also worked through the optimism that emerged in the late 1980s.  Some of the greatest discoveries and technological wonders impacted the world just as we were getting started.  There were no fancy training courses or charts to reference, we simply had to have a “can do” attitude to survive.  If we survived the prolific foreclosures of that era, unscathed, it was likely because we capitalized on others’ misfortune and scraped our pennies together to buy our first house.  Our aging parents were perplexed as to why were were putting home ownership before having children.

Not really surprising, looking back.  Almost anyone could have a child, but mostly everyone was uncertain whether the economy and opportunities were going to get any worse.  So we had to seize the moment and dive in.




We were fueled by the fear of not wanting to have to face what our parents’ childhood did, nor did we want to be victim of what was circulating around us:  doom and gloom.  Not just economically either.  There was a cold war going on.

I watch CNN’s series on the 80s and it sometimes makes me wonder if I was asleep during this period?  However, the biggest news stories of the day did register on my radar.  Yet I was simply too busy buckling down and working to keep from drowning from economic disaster.



One could take a look at that period and extrapolate a culture of survivorship, strong work ethic and ingenuity that came along with that era.   We weren’t afraid to start at the bottom and work our way up from the bottom.  So different from the sense of entitlement expounding today.

So, if I happen to be surrounded by Millennials, they should be so lucky.  Anyone in their 50s, born of the 80s careers, has an element of work ethic and the right attitude that an employer should want to sprinkle into their workforce.



Today’s employers think they’re pretty nifty to use technology to prove who is producing and who should be perished to the unemployment line.  Metrics have displaced instinct and doing what is right for their business and their customers.  Why, because they have strengths that are likely not acknowledged, never mind recognized:

  1. They know how to get it done right the first time – slower does not mean stupid.
  2. Speed and agility is aligned with accuracy – what happens when it’s done wrong?
  3. They have pride in their work and are often overlooked because employers want to fast track the younger workers to ensure that they are cultivated to perform.
  4. Beauty is often disassociated with age.  When there are so many beautiful people that are aging and setting strong examples for the youth.
  5. They avoid sitting around feeling sorry for themselves because they were not brought up to think that way.
  6. They were taught that if things aren’t going your way, it means you have to work harder.

Can you think of other attributes that the aging workforce contributes?  I certainly can think of at least a dozen more.  But I’m more excited to write this commentary and send it out into the universe to capture others that agree and stop the downward spiral of misinterpreting value that should be embraced, not shuffled off into obscurity.



Then again, there are some of us that write a Blog to expel our wisdom to the masses.  To head off mistakes that surely are happening from this mistaken philosophy.  There are simply so many of us that began our careers at the worst time in decades, until recently, that can be learned from, not banished.  We’re survivors, we’re really smart, and we have the “can do” attitude that no metric or test can uncover.




The 80s is our decade

The 80s is our decade



As a child of the early 60s, one can’t help but reflect what has been going on for the past little while.  For some of us, we can sense our world coming unhinged and return to the earliest hidden formative memories we probably have stifled.  Imagine?  Think so?  I certainly do.

Now where does one start to make the greatest impact where the reader will be captured to read on?  Certainly, an eye-catching title that says it like it is, tell what it’s about, and may target and attract a very select group of influencers, disposable income earners, executives, go to?

Well, I wrote about it on my other blog (of about 4, one mostly in pause mode) :: scientists, psychologists, media outlets, all speculate about what is the most bestest trait or gene one person can have?

The thought was provoked while reading a transformative blog from an unlikely source (for me) on Linked In.  I usually hoover around Twitter, Facebook, then Google.  Usually Linked In is on weekends :: I habit I formed when I first entered social media via LI.


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From Linked In, I was convinced to get on Twitter :: what an amazing world unfolded.  There were a lot of folk out there that I seemed to think were a lot like me, humbling so.  They were just plainly, simply smart.

Now social media skeptics are evangelists on the danger and murky waters of Twitter and Facebook.  Then there are a select few who were early adopters then invited to be early adopters under BETA initially for Google’s G+ long before KLOUT scores emerged or KRED established, Google was in a race to the finish line with our information and minds.  Google kind of identified some who were going to blast out into the stratosphere as multi-media socialpreneurs and innovators like Guy Kawasaki (one of these days Guy will acknowledge me as one of his first identifiers) with his historical superstardom meteoric rise that surpasses any movie or advertising budget or endorsement by anything but the shear number of followers, retweeters, likers, plussers.

A new form of currency emerges.  A #RT will cost a brand something, someone will create a PAYpal-for-social media-endorsers where your rate will be pre-determined by not only your KLOUT or KRED or following numbers, but captured by the greatest engine of imagineers:  Google who is leap years ahead with Google’s AdWorks.  (Which reminds me, I have to see if there is some sort of adoption of Google Alphabet?

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I’m sorry to say Apple, MicroSoft, IBM and HP are lost in Google’s dust.  What makes me say this?  Simple.  The greatest segment of influence right now are @InBetweeners :: those born between 1960 and 1965.  Lost for decades overclouded by the Baby Boomers and trying to stay ahead of being swallowed up by the Millennials who have already plastered GenXers.  Don’t you think?

If you really want to investigate what is making the world tick, just watch CNN advertising for the most part.  Makes me wonder who is behind the logistics of intelligence of determining their target audience revenue stream identification system ::

The greatest number of influencers are not from the washed up retiring Baby Boomers like so many agencies were feeding their big advertisers’ budget to deplete their funds on a misguided mission of empty promises.

The InBetweeners (1960-65) are THE most connected, intelligent, educated, hardship tested, boom or busted husslers.  I dare ya to contradict me!!


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What has gained my attention to get me all riled up?  By golly, it is the hardships and tests enveloping our friends and kin in Alberta northernest city:  Fort McMurray (insiders affectionately call Fort Mac).  First those incredibly resilient group of citizens were plummeted to unemployment when the price of oil took a nose dive and an under educated movie stud named Leonardo DiCaprio declared our neck of the woods undergoing an alarming rate of global warming :: when, in fact, he was just experiencing a unique weather pattern in our hemisphere that causes our atmosphere and weather to wander from cold tundra winter weather to baseball playing spring-like conditions in the middle of January!!

It got me to realize that while I watched the victims interviewed starting just last night, how many were in my similar age group.  And I thought “Good GOD, these poor people whom I don’t know but can relate to so humanely”.  I probably had a sneaky suspicion that it was the brotherhood and sisterhood of InBetweeners (1960-65) banding together under tragedy and survival with the same calmness as they did when they entered this very world.



Now, most of us wouldn’t remember that when we were born in the beginning of the 60s, the world had never been as settled as it has become today.  Our Millennial youngsters are watching our braveness and taking their cue from our response.  Most of who have survived numerous times, can clearly identify kinship with.  In the 60s people started to live in bomb shelters, not just build them.  If you ever want the best way to sense the panic, it reminds me of an episode of “Saving Hope”  that caught my instinctive eye only a few years ago when the premise was the mom stockpiling food, rations, in preparation of the end of the world.

If that isn’t enough to convince skeptics what we were surrounded by, think about what was going on when we were graduating from high school  in 1979?  Well, for sure I could say the 1980 Olympics in Russia was the first sign of the cold war ::  doubters go read back.  This was long before they had a Russian power that was homophobic leadership, they were in a power struggle with the United States.

Look at both those countries now?  The mirror opposite is astounding:  the US is burdened with military blight, financial cusp of ruin, mad political maneuvering.  Those of us hitting our 20s in 1980, witnessed the most non-political event in the world and in history:  turn into a political lobby for power.



It is only now that I can see through the fog with a degree of intelligence because I churn through so much information, read such varying articles from humanity to politics to the world :: that we are in a very delicate time and period in history.

I am almost laughing to myself as I recognize the labeling of being a conspiracy theorist could be just a few steps away.  I hold back because that is not who I am.  I really want the world to be a better place for everyone and every living thing our planet inhabits.  I want to drown out the noise by those dimwits that use a power from when people are zoning out and escaping reality by watching TV or movies.  We are under the influence of FAME.  Not the psycodellic (I give up on the spelling for now) drugs of the 70s that made Jim Morrison and The Doors famous, revered by our elders emerging at the time:: Baby Boomers.  Nor the mind-escaping, dangerous drugs the Millennials are darting around right now.




What biggest drug in the world that hasn’t even been identified yet is FAME !!  Just ask yourself:  who wants to be at the top of Twitter trending on any given day for free?  You are a fame-monger for sure.  They are far more destructive than a fear-monger, warlord, radical movement or druglord those FAME acclaimers and wannabes.

I digress, because the real FAME is being discovered and recognized and promoted by Google, Twitter, Apple and Facebook.  They are preselecting our viewing enjoyment by getting to invasive that they know what we may be looking for long before we even do.

Talk about the cloud::  we are sharing pretty much everything about ourselves online with the most vulnerable being those who think they are safe.  The InBetweeners are a smart bunch.  They are navigating and controlling the personality they are online to be close to a personal and professional match beyond an HR test or scientific analysis.



You do know that Steve Jobbs identified us?  Perhaps he feared our power?  He certainly spoke to us personally and at the heart:  the pioneers, the visionaries, the survivors I affectionately identify as the InBetweeners (born 1960 to 1965).  Sure we lost a few lost souls to GenX but those people get lost no matter what, and no matter anywhere.

Look at the politics:  Hilary Clinton is talking to the Baby Boomers who are dwindling but by sure size still are a dominable size; Ernie Sanders resonates with the Millennials, yet it is Donald Trump who zero’d in on the influence of the InBetweeners !!

Inbetweeners by their sure intelligence and karma and charisma are showing the Boomers and Millennials the survival and inspirational way.  Out of the dark dangerous murky waters of what is before us:  radicalism threat, privacy invasion, political prowess, global warming warnings.



I haven’t even started on the victims who fall in the cracks in this explosive environment through unemployment, endangerment (floods, wildfires, mud slides, earthquake) catastrophes.  What I am saying is this:  mark my words :: it will be the InBetweeners who uplift, help, support and use their influence to make our world a better place will implode their following numbers :: leaving FAME to the narcissistic imposters who are quickly sifted out by the force of the InBetweeners who claim who and what really is the #bestofeverything .  Simply because, as leaders, they will latch on to that hashtag and recognize and adopt it as their uncommon voice to what we think, how we think, and why we think what we do :: WITHOUT the influence of the media, advertisers, scientists, engineers, based on information, ourselves, independently consolidated, dissect and reject.   Emerging as the purist thermometre on how to solve most of our world’s problems by just listening to each other and acting upon the #bestofeverything .  Where brands can still be members, just by using the hashtag, and without monetary influence are held to the test of who really is the best, as defined by the uncommon voice.

God bless all the victims, families, workers, emergency, responders, donators to the devastation happening in northern Alberta where oil price is at the bottom of their concern right now!!







Go from the 80/20 to the 90/10 RULE

Go from the 80/20 to the 90/10 RULE


Smart smart SMART people at Apple ::  who has gained so much insights into me :: the books I read :: 90% of my reading is from iBooks music collection in iTunes and even a few Christmas carols I sent as gifts instead of a hand written, store bought cards and/or things people really don’t know. Apple was amazing in putting this collection together, whom I don’t have many songs in my musical collection, to show me who I am missing …… and fall immediately in love with the suggestions.

Jeannette Marshall @optioneerJM musical #bestofeverything

Makes the lightbulb go off!  :: I should assemble all this music on my YouTube Channel.

If you need help on downloading music for free:  I stumbled upon this link via Google to YouTube ::: the brotherhood has formed.

How to Download Music for Free Directly on Your #APPLE iPhone! -2015 https://youtu.be/mCH6yUeP9wY


….. I think Google is kicking Apple’s ass in data which holds consumer and business purchase patterns, where they spend money online, where they look tempted (comparison shopping), knows your travel habits based on you book online because banks and airlines give you rewards for your loyalty, who you talk to, connect with, professionally, friendly or romantically.

Which this blog came to mind, to apply what I’m learning about #socialmedia and the media.  How can you leverage the massive audience of traditional media and channel it into SEO overdrive or socialmedia expedientially?   Here are few of my favorite secret discoveries:

A few years ago (six years to be exact) I jumped into social media.  What unfolded should have been predicted in all those HR quizzes and behavioral Q&A, psychological profile for an employer to hire based upon …….. like yeah, how many of the brilliant social media personalities can say they’ve been forced to look at oneself, with all the B.S. behind you, and often more in store.

An unsuspecting, honest intellect began to surface : :  It was like a magnet :: most of the most creative, artistic, musical talent, author, writer, (p.s. journalists seem to jump on your radar, you connect, you gush, then you go on being per normal and by some accidental research find out they’ve unfollowed you ages ago.)

The bold, best communicators are emerging in this force field fueled by Facebook, Twitter, Google, Apple and HP who cast their net far and wide and help assemble an audience of epic proportions.

The fortunate cast in light are quite a few.  Surprisingly little.  Certainly there are brands (when I refer to brands, I mean personal brand and commercial brand).  Personal brand is you, your behavior, your habits, your favorite musical, entertainment, books, news sources, technically savviness without being able to be accused of as a nerd.

Whenever I am on Twitter, usually at least once a day for minimum 10 minutes to go check in on all my profiles – MAX.  I have figured out how to be intermittently dispersed about.  Never too much like some of those “consultant” that seem to have a lot of time to post pictures pooled from top photographic sources, that have read blogs like my earlier ones, that visuals was going to drive social media.  Misidentified as “visionary” … which is hardly the case because they have probably 3 hours a day dedicating to posting.

Who knows what they do for the remaining 21 hours.  Now before I get to far ahead, it should be known that my of my supporters and collaborators follow me, my page, @optioneerJM on Twitter, Pinterest, Reddit, StumbleUpon.  Those are the best generator of thoughts, likes, personality, who or what you are associated by (art, imagery, photography), that MASHABLE is my favorite source of information.  I would say, Canada’s GLOBE&MAIL, would be close behind in 2nd.  Then my source for info-magazines:  Entrepreneur, Inc., Forbes.

Google or Facebook probably know that I am a fitful sleeper:  insomniac of a creative thinker, who can fall asleep only to be jolted awake with this most fabulous idea.  Trying to fall asleep is lost, rewinding the idea to its beginning :: how did it formulate, what was the seed that was planted?  Then fast-forwarding to what your subconscious insists is your perfect Utopia.

We’ve seen a burst of energy and focus, but distracted by watching reality TV in the form of the United States’ unfolding reality docu-drama to hit the earth since probably, the first man walking on the moon.

There are some really talented people who can instinctively sense the next direction we’ll be forced to take.   Just imagine the panel of intellect behind the scenes, the image makers (I just noticed when I got home later than anticipated from work, to watch CNN to get a recap of the night’s events.  One of the authorities and experts somewhat startled me.   Title:  image maker.  How inspired is that?

There are certainly some very well knowns.  What-was-his-name who went up against Piers Morgan on CNN over gun control?  You know who I mean.  If not, you can probably find a constant reminder by Piers, who, in my opinion, was more worried about Twitter Followers than his guests on his honorary top spot upon the much-missed retired Larry King LIVE!  Piers was likely fired because he was offending the advertisers too much.  Having my first experiences in media via magazines in my 20s, I have a radar that acts like a cool-metal-detector.

Chuckle to myself.  Apple is showing how I can listen to Mettalica and Iron Maiden, whom most would take a double take as a music of my choice.  I’ve had this image since I was a wee child.   I have no idea if it was based on the fact that my father was in the military and we had to move entire homes and lives, every few to five years.

Most corporations today have a: PRODUCE or PERRISH mentality.  Grave mistake.  Restricted foresight.  Most likely, the ones that knew, the Baby Boomers are all retired and the INbetweeners absorbed all that learning, only to be passed over because some political junkie walzed in to ask for the dance just ahead of you.

You could almost call the Millennials the (PJs) political junkies.  They were brought up to believe that anything was possible, only to be outraged that the life they were promised is wrought with debt, ethical violations to humanity, steep mountain to climb for sure.

These PJs have pretty much run over the INbetweeners which for this purpose, could be the 30-55 year old.  Ironic to me.  When I was selling an upscale magazine in Western Canada, that was the then IDEAL demographic.  I forgot about this.  Huh.  Neato.

Getting back into the theme of collected intelligence.  You know how they made it into something groovy sounding?  I have no idea, but I’m going to find out:  who coined the phrase for the collection of data into the “CLOUD”?

The more time I spend online, the better I get to know myself.  I would have answered if someone asked me if I liked The Tragically Hip?  I wouldn’t have had to stretch for an answer :: it would be an immediate, resounding “NO!”

I came online because my husband was gaming :: yeah, I know, the Hunkster Hubster is over 50 years old and still actively talks to my 27-year-old son and same age fiancé to his daughter, all about X-BOX, trending games, especially “Call of Duty”.

So, I thought to myself :: you’ve got another 3 days off!  You’ve only used one day, what will you do differently?   Take care of me bubbled to the surface.  Go back to Apple and listen to the selection they’ve assembled for me.  Dusting off the headphones, disconnecting from the Marshall blue tooth speakers, I listened to music that I realized our INbetweeners learned best to listen to.  We didn’t have the fortunate ME generation that was so explosive and implosive loud and protesting habits.  Nor did we quite predict the “what about ME generation? The last 30-35 years had produced.


The irony is that we created the term “YUPPY”  that our kids have replaced with “Sweet” :: “Nice” :: and wear badges for standing up for one cause or another.  Which is startling to a parent who faded into the background, not because they themselves were shy, but to escape the noice those Baby Boomers were making.

The next big competition going on that only the PLAYERS know about is about gathering intelligence about us, to sell to the highest bidder or BETA test with a select audience.

MY GOSH, I haven’t even gone back to read this and even as a mental outsider, a quick flash back, this sounds very much like a  rebellious blog.   There are a lot of MEs around:  take US President Obama, return to the 80s in fashion.

It is ironic also that many that we gave birth to in the mid-80s to mid-90s fell in love with the 80s.  My girls, their cousins, couldn’t get enough of “Grease” starring Olivia Newton John and John Travolta.  Quite amazing, registering mentally at the time.  There are a few like me out there, besides just two.

The rebellious, vocal, demonstrative, period skipped over like us like a skipping stone, only to land firmly on our children :: the “what about ME” generation, attitude, culture.

So, my dear friends.  I hope that the very few online that are not looking for romance, can never get enough information into their brains, visual promotion abounds :: insult by having porn waved in their face with a huge aversion and need to avoid :: that believed there are happy endings, not by a GOD (whatever the religion or beliefs), but by sure determination, hard work and maintaining their morals.

Pretty hard to do?  I’d say YES for about 90% of the population.  The 10% is at the top, destroying the 80/20 rule to the massive proportion of the new 90/10 rule.   Like a diver into the ocean, who scrambles to the surface, with more need than just to breathe.

I can’t definitively say that these 10% fall solely in the INbetweeners age group.  More like a common attitude and language.  A beacon sends out a light to this community who truly want to constantly improve, bring value to those surrounding them, and disperse it to a much larger scale than would have been possible even five years ago.

I went from working for the top technology companies in the world, if always, with Apple in its dust :: to the telecommunications industry, recognizing the pop pop POP of smartphones everywhere.

ANOTHER DETOUR:  This just rose to the top in my most avid dislikes:

1)     Smart phone earbuds :: I waste my breath talking to you!!  I dislike having to first check for full attention and no wires hanging out of ears.  It brings back a valuable lesson ::  Don’t hire friends or family to work for you :: I had to fire someone who looked up to me as an older sister, when I first arrived in Calgary (fill in the blank ___ number of years ago).  I was creating my own team, and when you hire someone who thinks because they think they know you better than you know yourself and tests your limit, it can end up where you have to fire them.   A sense of entitlement yet faced with by me.  I remember having to tell her she had to take her iPOD earbuds out because she works in a manufacturing facility, however small, and safety won’t allow drowning out warning noise of any catastrophic event.  (Remember, I’m one of the few who was born in that very tense period of 1960-63, where fear prevailed, shelters, practice emergency alerts, alarms, were background noise to them drowned out even to their cries of birth.

2)    Chewing gum :: Just ask my daughters and stepdaughter.  If anyone noticed, I never accept gum.  I’m anti-GUM!!  I missed my calling to start an anti-GUM-revolution.

3)    Poor manners :: I came from the final generation where manners, gloves, napkins, hats were born from:  the very first year of the baby boomers 1944.  A period of exuberance after a horrific war that had so many victims besides soldiers, in the history of mankind.   There really is a formula.  What I can’t figure out where the precise recipe went awry.  My kids were taught all the same manners, often a source of pride on being hosted on soccer tournaments.  They were often made examples of by parents of their friends who wished that they had not forgotten the lost importance of etiquette and manners.   My kids and sometimes even my stepdaughter, forget that important parenting ingredient called respect.

4)   Being disrespected :: I emerged in the corporate world, one of only a few at the top at the time :: and I had to work harder to prove to my mostly male colleagues, that I had earned the right to be there at the same time, and equally as them.  I was of an era, and attitude that only in sales are you able to be paid for what you produce, regardless of gender.  Unfortunately, we swept over a great number of candidates of female pioneers.  Not the speckle few like Emelia Arhardt, but the victorious who floated up, peacefully, naturally :: to take prominence in a much more male-gender-geared occupation:  sales.

5)    Chewing with your mouth open :: GROSS!  Enough if you agree that this falls under both manners and being respectful.  When a guy really likes a girl, he can transform from belching and scratching places, to perfect gentlemen, who cut their meat with such elegance and precision.   Sadly, if you marry them, they can alter at an alarming rate, making you wonder what you first saw in them to begin with :: chewing with mouth open?  Why, I never ….. yes, I got over it and can still see the greatness I saw in the Hunkster Hubster, even if he doesn’t always recognize it.  Don’t confuse this writing as feminist rant.  It isn’t, someone has to talk with maturity and advice to this brilliant group of girls coming up in the world.  They need to mentor the very very VERY few who even want to pay attention to anyone older, they already have the answers :: you got it :: the what about ME generation.

Whoever is going to rise to the top of the TOP, is going to be because they dominate information.  They have the data readily available to create commerce from.  Fueled by social media, online profiles, of very well-adjusted, successful people.

Everyone is going to be one of them, or be like one of them.  Are you going to be a leader or follower?  I guess I found my own answer by writing this didn’t I?

I’m seeing some very interesting factors on my own knowledge base gathered from jumping in and participating in social media.  A natural, outgoing, positive, gregarious gal I have often been described as.  Heck, even APPLE gets me!  I’m the dutiful one who hit 50 and realized that I held on, restrained myself, self-disciplined self, and wanted to break free :: a rebel not by actions, but gathering knowledge that lifts us up, inspires us, and in turn, trickles to the audience (backspaced over “down”).

Pure motivation and wisdom is shared.  To keep it reserved, try to forget about it, or not share it is a grave injustice.   Let the hard times be far behind, with optimism scaling a very ominous wall of terror, fear, security loss :: evaporate.  POOF! :: gone.

Psychographics explained

The scientific, human behavioural name given for the study of characteristics, leanings, likelihoods, patterns, identifications was explained to me when I launched my career in magazine advertising sales back in the 80s.

Equipped with desire,  the right attitude, and positive outlook, the then Publisher, Gail C—-, hired me saying:  “I’m not so worried about your experience, as I am about your attitude and ability to learn.  I can teach you everything there is to know about the numbers that drive the magazine business”.

Gail drilled into me how important numbers are:  formulae, statistics, ages, and everything in between.  The first lesson was all about “demographics”.  You see, it was the 80s and consumption was exploding at a greater rate than the population.  My targeting an ideal demographic, you were almost certain to pinpoint who your message should be crafted towards.

Once you begin to adapt and understand all about demographics, it is then time to leap into “psychographics” which, according to this excerpt from WIKIpedia means:

Psychographics is the study of personality, values, opinions, attitudes, interests, and lifestyles.[1] Because this area of research focuses on interests, attitudes, and opinions, psychographic factors are also called IAO variables. Psychographic studies of individuals or communities can be valuable in the fields of marketing,[2]demographics, opinion research, futuring, and social research in general. They can be contrasted with demographic variables (such as age and gender), behavioral variables (such as usage rate or loyalty), and organizational demographics variables (sometimes called firmographic variables), such as industry, number of employees, and functional area.

Psychographics is often confused with demographics, where historical generations may be defined both by demographics, such as the years in which a particular generation is born or even the fertility rates of that generation’s parents, but also by psychographic variables like attitudes, personality formation, and cultural touchstones. For example, the traditional approaches to defining the Baby Boom Generation or Generation X or Millennials have relied on both demographic variables (classifying individuals based on birth years) and psychographic variables (such as beliefs, attitudes, values and behaviors).

When a relatively complete profile of a person or group’s psychographic make-up is constructed, this is called a “psychographic profile”. Psychographic profiles are used in market segmentation as well as in advertising. Some categories of psychographic factors used in market segmentation include:

  • activity, interest, opinion (AIOs)
  • attitudes
  • values
  • behavior

So, to understand psychographics you can, in theory, define who your target audience is based on the criteria described.  Digging further, I found this website that had a great simulation of the segments that the clever people can start to populate behaviour traits based on Demographics, which it often is confused with psychographics.  Nestled in an unlikely place on the website Exam Tutor  lay the valuable nuggets of information that can be extrapolated and defined by population trends: 

Psychographics can also be seen as an equivalent of the concept of “culture” when it is used for segmentation at a national level.

One example of a life style classification model, is that developed by the advertising agency, Young & Rubican, called Cross Cultural Consumer Characterization (4Cs for short). This classification model is presented in the table below

Rigid, strict, authoritarian and chauvinist values, oriented to the past and to Resigned roles. Brand choice stresses safety, familiarity and economy. (Older)

Alienated, Struggler, disorganised – with few resources apart from physical/mechanical skills (e.g. car repair). Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation.

Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big and well-known value for money ‘family’ brands. Almost invariably the largest 4Cs group.

Materialistic, acquisitive, affiliative, oriented to extrinsics … image, appearance, charisma, persona and fashion. Attractive packaging more important than quality of contents. (Younger, clerical/sales type occupation)

Strong goal orientation, confidence, work ethic, organisation … support status quo, stability. Brand choice based on reward, prestige – the very best . Also attracted to ‘caring’ and protective brands … stress relief. (Top management)

Energy – autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence and instant effect – the first to try new brands. (Younger – student)

Freedom from restriction, personal growth, social awareness, value for time, independent judgement, tolerance of complexity, anti-materialistic but intolerant of bad taste. Curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favouring natural simplicity, small is beautiful.(Higher Education)

See more 

Based on the diagram, as a student of demographics and psychographics, it was easy to color code and edit the categories:

  • GI generation
  • Baby Boomers
  • InBetweeners
  • GENx
  • Millenials
  • WHYers or Yers (unborn)
  • ANY (can be determined by more psychographics)

Back in the day …. when I emerged from childbearing, I began working in the early world of the internet and using it as a tool to help my business revenue grow.  I began working in digital print, document management segment that was at its infancy.    I learned to use the internet as a tool to solve problems, like:

  • time to market
  • quality
  • accuracy
  • tracking
  • sending
  • receiving
  • eliminating shipping costs
  • decreased errors when updating
  • approval to release
  • remove administrative headaches

As the budding student I was back in the late 80s, by the early 90s I became a sponge on this topic, more by chance than focus.  Likely, it was in the back of my brain, ready to gurgle forth, and go to the next level.

Thankfully, on a teleconference call with other top performers in our organization (which I became one, by understanding what needs drove organizations to choose their provider based on, where price point was almost eliminated), a very wise gentleman executive, challenged us all to learn more about demographics and population trends.


I became a new student of the “Boom, Bust or Echo” by David K. Foot who established and taught those who read it (which I have done numerous times) what predictive measures we could use to anticipate trends that were declining (or would decline) and the new ones emerging (or likely to emerge) based on the age of the population.  The basics, by cross-referencing your product or service with a defined target, your success was more likely.

To the dismay of the creative agencies out there, a lot of sales professionals and decision makers, could save on hefty research costs (or narrow them) if they read and absorbed the meaning of understanding population, and proved that anyone can predict the success, or design something that was destined to be successful, simply by understanding who the audience was or would be:



Interestingly, however, the identity “Millennial” was not coined by Foot as such but as Echo:  which essentially means the children of the Boomers to InBetweeners.

According to Forbes, it was Neil Howe and William Strauss who came up with the label to distinguish this population group from the rest, born between 1980 and 2000.

What has recently emerged has the prehistoric demogration which the Baby Boomers followed and likely grandparents of InBetweeners:  The GI generation. the group born between 1900 to 1920s.  Howe and Strauss suggest that the Millennials closely resemble the GIs.  Interesting, by all means.  Especially, as it links to the basis for establishing this blog.  It even identifies the “forgotten generation” as turning 30 when the 90s happened.



What I am projecting and predicting, based on real authority and research, as visualized above, is that we InBetweeners are a unique sort and what I lean towards saying:  that our children will more likely succeed as they more closely resemble the GI generation.  What a snap!



I completely disagree with this depiction of Millennials, which more closely distinguishes the bubble within the bubble, to those born 1980-90, as children of Baby Boomers:  the greatest “ME” generation ever.

If we continue to study the phenomena among demographics, the trend and diagrams would mean this is what we have to look forward to the “WHYers” or Yrs generation:  the future is bright in that case.  Yet, it is still within every single one of us to help others reach their highest potential.  A little numbers can help us go a long way.  A lot of understanding can take us miles.






There’s no place like a child of InBetweeners


I’m getting started on this blog which was begun to emphasize that there is a group of people that don’t fit into the mainstream’s interpretation of demographic group which I identified us as “The Inbetweeners” born 1960-65.

Lo and behold the image shown was shared on Linked In to help employers identify the likelihood of success based on the year they were born.  Huh?  Where are WE?  Especially those born 1960-63.  We don’t seriously belong as Baby Boomers.  We identify more with Gen X than anywhere, and these skills are clearly earmarked for us.

We stand out in areas such as

  • Generating revenue
  • Adaptability
  • Relationship Building
  • Problem Solving
  • Collaboration

It really shouldn’t be considered rocket science.  If you were the little sister or baby brother of a Baby Boomer, you’ve always had to rely on your personal resources, tenacity, relationships, solutions and collaborative ability to survive.

Like most parents, we pass on to our offspring the qualities we have while focussed on arming them with better skills than we were not fortunate to accumulate simply because our voice is muffled out by the former population boom, and the climbing noise coming from our children:  The Millennials.

I should not come off as a surprise that we would be forced to have the skills we’ve been identified by.  If you are at the tail end of a big blob of consumers, employees, siblings we have only gotten those skills like “adaptability” “relationship building” “problem solving” and “collaboration” in order to survive.

Add gender, race to the mix, and you fall further to the bottom of the heep.  Not from lack of trying, but from lack of opportunity.  All the best jobs were clutched by the Baby Boomers and when we hit our prime with all those wonderful attributes, we’re being passed over for the savvy Millennials.  How depressing … perhaps.  Perhaps not.

On my second blob, I shared those Inbetweeners who have risen to the top and because of how far they had to climb, are solid contenders for greatness.  Not always because of their history or skills, but more likely because when they were starting out, there was a massive hill to climb.


Think about it.  Our Baby Boomer siblings and icons were born out of war, devastation and even poverty.  They created opportunity and optimism by force of will and the era unfolding:  you would get a job, regardless of education, likely work it for 40 some years, retiring with a plump nest egg and the least worry of all the generations combined.

Inbetweeners had to take the leftovers, make opportunity happen where it never existed, and try to live optimistically where we couldn’t feel entitlement, and were taught you had to work hard to accomplish anything and nothing was handed to us.

Not far behind, the children of Baby Boomers and Inbetweeners, have become the next population force called the Millennial generation.  The gap in between, called GenX, were the ones who survived in the 1990s and also likely passed over from Baby Boomers to Millennials.

Our current world is not nearly ideal as the Baby Boomers and not necessarily equipped for Millennials, who have glossed over Inbetweeners and GenX, formulated by entitlement.   Thankful maybe those Millennials born to the Inbetweeners, taught the right skills for survival:  relationships, flexibility, tech savviness, problem-solving with collaboration a distant finalist.   They didn’t have to rely on collaboration to get ahead.  Strong, smart, they forge ahead.  Prime for discussion by marketers, advertisers, educators and employers.

Our world is a rocky one.  Who is really equipped for survival?  I am biased, certainly, to think Inbetweeners will be because of what life had unfolded for them.  Born in the consumerism of the 1960s, the political upheaval and uncertainty of the 1960s, the background noise fluttering with a Vietnam war.  Our formative years clouded by the “ME” generation that said “US” to this population group.

We are the years of observers:  we got to watch how destructive drugs and alcoholism could be, the former by our siblings and the latter likely shown by our parents or authority figures.

Our greatest hope?  Our Millennial children.  Not the ones yet unemployed.  They saw their parents flux between employment and layoff multiple times.  They heed the importance of education, to give you a lift in a competitive, combative world of employment where nothing was guaranteed anymore.

The InBetweeners were not shown a world of constant optimism.  A struggle to be skeptical because we were born in the wave of anything is possible.

The hardships that befall many, are likely cast with the InBetweeners, but their resolute nature can be found inspiring.

The next successful bubble within a large bubble will befall the resolute children of InBetweeners … to those who heeded their parents’ struggles, promising to leverage the period of renewed optimism, sprinkled with reality.


Fear will be a strong motivator.  Whether that fear stems from world chaos and violence, or poor life choices dulled by drugs and alcohol, the out-of-control adoption of online presence.  The winners will be that very small segment of Millennials who absorbed the wisdom of the InBetweener  which will allow them to soar.  Like generations before them, they will take what history has taught them, with renewed vows to make the world a better place, for all, regardless of race, color, religion or education.







#TGIF #Friday

#TGIF #Friday


I wrote this last night. Rarely would I think this reminiscing should appear on the more serious veneer of optioneerJM or expose a side of Jeannette Marshall, not many have seen. 

It does tend to fall into our twenties. Not important, the early or late years. Your career starts to take off somehow. You spin around, just to see everyone IS looking at you.

You are a model citizen, responsible adult with some post-secondary education that no matter how thick is a foundation you can pull forward in those wondering times. Was it work ethic, looks, personality, education or street smarts? That won many others over and where you were allowed to spread your wings.


Nowadays, to get a foot in the door, you have to have heeps of experience, or make degrees into diplomas or walk out of the door. How lucky I am and even at the time I still did. How did magical things happen to this average ole kid.

Wait a minute. You were an average old kid? Like does that mean when you were a kid you seemed older, or as you got older you got hipper? I mean average. Really? Does that mean academics?

Should you be reminded how in grade school, your meanest toughest teacher on record, yet you don’t even remember his name. The one who pushed you above so many in leaps and bounds. So that the next year, away you sat with three other boys, working on math from the proceeding years, For those who may benefit. Guess that ain’t ole average after all.

I got on a tangent as I often do. Forcing my attention back to the matter at hand.

The 1980s were fab-tas-tic-u-lust. Opps, was that an accident or on purpose? I’d hazard a guess that what makes a writer creative is the disguise he or she wears creating characters that they could dream up while never would dare, do or try what their characters could.

Some call the 60s just outtasight. But wasn’t it the 70s that gave us our might? Skipping along with our brothers or sis humming or tap tap tapping like a drum.  To the music that made those a decade ahead, believe that peace, science and academics were what matters in stead.

I was born in the shadows of that rebirth, long before greed, politics, money because the currency of luck.  After all, our immediate forefathers, young enough and wise enough who we may have considered brothers.

Then what happened? We huddled behind our desks, cozied up on our couch, watching wholesome TV shows like Mr. Ed the horse, or the Mr. Ed before Sullivan.  Bewitched, Three’s Company long before Friends.

We were too young to understand all the fuss over four young men arrived on the continent on a bus, or was that an airplane?

Don’t laugh too hard but when we graduated from High School, it was all about Disco, lights and all that fuzz.  Agreeably, we were mostly ignorant about beer or getting a buzz.


That wasn’t our scene.  Do you wanna know what was?  Going to school, then getting all gussied up like those 50s gals, except with very high heels and more conservative skirts than the 60s, yet not abandoned like the 70s.

We were a generation when it was about life being about the basics:  having a family, going to Midnight Mass at Christmas, with newcomers at the table because it was unthinkable, while it was not at all that new yet authentic, for anyone from the neighbourhood, school or work be left alone on the Holidays.  Funny, some folks even went to church, more often than not, which was never a conversation at the

dinner table was religion a topic sought.

Yes, the 80s were rad.  You can’t disagree when all the Millinnials embrace the decade.  It was a time when life was pretty basic, much less controversies, scandals, violence in our sphere.  We pushed on, went to school, excelled in athletics or guide/scouts, year after year.

We weren’t in the years when what our peers did or thought, was more important than our home, our families, parents, siblings and such.

Now there was drugs, alcohol, and permiscuaty in talked in back alleys not permiated by media, television, radio, newspapers and magazines.  In fact, that is when I read and read.  Nothing felt better or safer than in bed, with a book.  Being called to set the table, dinner was ready, would nearly break the imagination captured, dreading to just put it down.  Then we skooted outside so the adults could breathe, instead of the chatter and noise four kids bring, when turning on the TV was the very last thing.

Whoop whoop to the 80s.  Think about it, that was when the computer and music playing instruments were being revolutionized.  Ignorant were we that it would only be a phase.


The emergence of drugs and crime started to hold us spellbound.  Theatrics and lies joined them as the norm in the 90s.

Then we hit a new century.  Brought on alongside sheer panic that we were doomed when the clock was to pass midnight 23:59 1999 to 24:00 2000.  Makes you think, maybe we were really that lucky.

We were into our 30s by then.  Usually happily married or two times past.  Consumed with a passion never before known:  the power of money over towered us, some cast in gloom.

Whoever said “money can’t buy you love” as a quote turned into a famous tune?  Wasn’t really far off when you consider how fast hatred, jealousy, terrorism, violence can grow. 

Our own children now in their twenties as we near closer to 2020s.  Mixed with fear, and far less optimism than we were allowed.  Where diseases as bola, violence created by religion long before born.  

Yet they are the children of the 80s youngsters born of the 60s, wherein lies as when the basics were born.  Long before when a child could ride a bike alone, and still make it home.   Long before millions became billions …. in debt.  Where politicians, not parents or teachers, became scorned.

We were brought up in a world where politics were faded in the background, until a corrupt President was ousted.  Scandals were drugs, pre-marital sex very private, and violence against women, far less, children was even known.

The faint dew drops of that optimism allows many to soar.  Behind them strong parents, with morals from when the ideal foundation was formed.

When searching for royalty free images to enhance this Blog, I thought it ironic what the iconimic image covering The Times would symbolize the new century.  When the horror in Paris would mark this year approaching its end: 2015 my friend.


Bowing my head over these keys, gives me pause as our refugees arrive in Canada today with the belief that ours is a much safer world, with opportunity, humanity and peace.  Let us remember that “our” means our world, our harmony, our hope, our peace is not your, mine, me, or I.  It takes a lot of people to keep us from harm.


Vincent Van Gogh “Sunny Meadow”

Can we get back to the basics?  Only personally and privately we may have to reflect.  Will we help others, the poor, the fearful, the aging, the lonely, to never neglect.  We do have the power to make it basic again.

Sunny camomile meadow – Margaret Raven Art Gallery