A More Level Playing Field

The Super Bowl is a key date for any would be entrepreneurs. The milestone was a $12.95 student-shot commercial for Doritos. Not only was the commercial judged to be one of the best of the day, but this commercial officially levels the playing field between massive corporations and small entrepreneurs.

Let’s face it, for the last ten years columnists, career coaches and baristas have talked up the era of the “free agent.” Where we would all say goodbye to the shackles of corporate tyranny and strike out on our own.

But a funny thing happened on this overground railroad to freedom. It never really materialized. Sure Kinkos, Starbucks, Costco and Fed Ex have all made a lot of money catering to small businesses people. But as much as people have thrived outside of the corporate sphere, it’s still a David versus Goliath environment, where you had to avoid getting up the dander of any big corporation or risk being crushed. I’ve had a number of people write to me through the years to describe what it’s like when more attorneys show up at your door than you have employees, so it should be no surprise that big corporations have a unique ability to get their way. Or to get you out of their way.

That’s where the Doritos commercial comes in. For $2.6 million dollars Doritos ran an ad that cost $12.95 to make—to fully comprehend what you just read, you might want to consider rereading that last sentence. Normally such a miniscule expenditure would be referred to as a “shoe-string” budget, but having recently shopped for shoe strings, it’s even a notch below laces.

This commercial is important because it shows that the little guy or gal can come out on top. Part of the reason is obvious, technology. As a friend recently pointed out, the $500,000 editing suite that he used to work on at a network TV affiliate is now available on a midrange computer with relatively inexpensive software.

But there is an even bigger untold story here. Another part of the rise of the entrepreneur is the inability of many corporations to get the value out of all of the brains within their organizations. Like an elementary school class, I believe many corporations are more focused on discipline, litigation and compliance and not drawing out the genius of their people.

Think I’m exaggerating? Ask anyone in corporate America about their day. Most will tell you that they spend most of their time trying to stay afloat amongst hundreds of emails. In fact, today’s average corporate Joe or Jane is less connected to their coworkers than the average free lancer was ten years ago.

Take a bit of technology, throw in the under-use of employees in most corporations and you get an environment where small, feisty organizations can compete—and win—on even the biggest stage.

Tired of working for “the man” (or “the woman”)? Maybe it’s time for you to become one.


“Never follow the crowd.” Bernard Baruch

About the Author: Bob Rosner is a best-selling author and award-winning journalist. For free job and work advice, check out the award-winning workplace911.com. If you have a question for Bob, contact him via bob@workplace911.com.

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Madeline Messa

Madeline Messa is a 3L at Syracuse University College of Law. She graduated from Penn State with a degree in journalism. With her legal research and writing for Workplace Fairness, she strives to equip people with the information they need to be their own best advocate.