That's because Brian has just created the first 24×7 agency. So, if working 22 or 23 hours a day sounds good to you (and, why wouldn't it, since you can't sleep anyway?), then Brian's your boy.
Mandelbaum believes clients want a firm that will monitor and engage in social media while the rest of the country sleeps. And, he may be right.
Brian's firm intends to hang out the shingle in the third quarter. In the meantime, though, he's hunting for wide-awake employees and a name for his agency. I have a few thoughts on the latter. How about:
– The Salt Mine
– Eyes Wide Open
– White Line Fever
– The Meth Lab
I'm sure Brian will attract a few clients and a few insomniacs as well, but I doubt his embryonic firm will one day win a best workplace award. More to the point, though, his value proposition is a weak one since many firms, including ours, already provide 24×7 monitoring and engagement courtesy of our U.K. and San Francisco offices.
I wish Brian well, but I sure wouldn't want my kids to work for him. I see The Salt Mine (or whatever he ends up calling his shop) as a gateway drug to long-term physical, mental and emotional health problems. And, lord knows, the world has enough of all three already.