Reinventing Brands

Robin Fisher Roffer

with Robin Fisher Roffer

Founder and CEO of Big Fish Marketing, Inc.

Reinventing Brands

Reinventing Brands 387 500 33Voices

Moe and Robin Fisher Roffer talk about branding, how to deal with the ambiguity of a startup and the most important principles of selling.

When You Know What You Truly Want

I had an intriguing conversation today with a good friend who’s contemplating a career change.  He’s a highly compensated senior executive with a prominent investment bank – he has enviable perks, a huge upside, and the potential to have a lifetime pension when he completes 15 years; still he’s less than satisfied.   Having gone through a similar transition, he wanted my thoughts on whether one ever knows the right time to change a career?  What I shared with him was something I wish I had known much earlier in my professional journey.

Contrary to popular belief, the right time to leave a job isn’t when you’re miserable, it’s actually when you’re happy – sounds counterintuitive, I know, but think about it for a moment – when you’re happy, you know your job.  You know exactly how to do it, so you’re not as challenged and energized.  Monotony sets in, which for any high achiever, is an immediate cue that something needs to change.  Often, it’s a bigger challenge or a higher purpose that will reignite your enthusiasm, energy and propel you forward.   

Harry said it best in When Harry Met Sally when he said “Once you figure out what you want to do for the rest of your life, you want the rest of your life to start right away,”  which is exactly what Robin Fisher Roffer did when she left a high ranking position with Turner Broadcasting to launch her own consultancy, Big Fish Marketing in 1992.  In the 23 years since, Robin has worked with an A-list roster of Media and Lifestyle brands on their image and message; but her greatest achievement is following in her dad’s footsteps and fulfilling her childhood dream.   Listen between the words and you’ll know why she’s true to her core.  

Here’s what we discuss:

  • The one pillar, above others that has guided her climb

  • Dealing with the ambiguity of a startup

  • Acknowledging and learning to deal with fear and doubt

  • The mindset and disciplines of a successful rainmaker

  • The most important principles of selling

  • The structure to develop a compelling positioning statement

  • Are all happy companies different or more similar