As an entrepreneur, small business person, or artist/musician looking to get themselves or their business more exposure, there’s no single tool greater than YouTube. I’m sure that you’re already familiar with YouTube for funny and silly videos, as well as other things, you’ve seen here or there, but the hidden benefit to YouTube is making your own video, and using it to bring a greater awareness to your work or business.

For instance, let’s say you own a dry cleaners. You might think that nobody could have any possible interest in the business of a dry cleaners on YouTube; you’d be wrong. The Web is filled with just this kind of stuff, these minor curiosities that folks would love to spend a few minutes watching while they’re eating their lunch.

Take this video, for example, with almost 76,000 views… what if you made this video, and promoted your company simply by including a small logo in the bottom corner, or having the people in the video wear shirts with your logo, boo-yaa! I guarantee business would increase:

Then there’s this one, which, Paula Berg from Southwest Airlines talked about at the Digital PR Next Summit I recently attended, and it made me laugh out loud. This is a video of a jet engine being washed, basically, three minutes of water being blown through a jet engine, almost 97,000 views:

Anyway, I think you get the point. YouTube can bring great awareness to your work whether you’re an entrepreneur, small business owner, artist or musician. Surf around YouTube, and look at folks in your business are using it. You’ll be amazed at what you’ll find.

Or as a plaque in my grandfather’s office read: Don’t let the bastards grind you down. You can read more about the origin of the quote here. The funny thing about that is that I read that quote so many times through my childhood that I started to use it whenever people were in a bad spot, or a tough position. The earliest that I can remember using it was when I was 13 in my first band, and a friend was having trouble with his parents, and unable to make practice.

I don’t recall my father or my grandfather ever saying that quote to me, or around me, but I certainly remember that plaque that hung in my grandfather’s office. I would say that quote is as timely as ever now. It’s easier than ever to take a look around at unemployment, bankruptcies, home foreclosures, and think it’s someoneelse’s fault. Somebody else is to blame for my situation, or my predicament, but the only thing that we can control is ourselves, and to some extent our situation.

I believe that through attitude, and foresight we can create the trajectory for our life. If we want to be bummed out, rejected, and unhappy with what life gives us, we can, but we’re in charge of that. That’s not to say that this is about some kind of happy, happy, joy, joy affirmation perspective, but it is to say that if we want to ride the suck express, then all aboard, because there’s always room. However, it’s the hope train to tomorrow that’s going to get you off on the right foot and creating a trajectory that’s going to keep you moving forward towards life-enhancing opportunity and joy.

In fact, that’s one of the craziest things that I’ve noticed in life. When I start doing something, and I’m working at it, the endeavor takes on a life of its own. It becomes less about you and more about taking care of the thing that you’ve created. The first couple times I realized this it threw me, because I was on a trip and I wanted to get off. Sometimes, though, there’s no getting off. You have to ride the whole trip. Which, on the one hand, prevents you from beingwishy -washy with the things you build, but on the other hand a sort of synergy is created where the process of what you’re doing intersects with some kind of unseen energy, or current that just keeps flowing out from the thing you created.

The take-away is that if you want to put yourself on a positive life trajectory then be prepared to build something. Even through the tough times, don’t let the bastards grind you down, and eventually things will take off on their own.

Some of my regular readers may have noticed that the site has been changing over the last month or so. This really started with the merging of the Digital Imperative blog and my music/design site. I wanted to bring my career workinline with my creative and artistic work here at mattborghi .com. Since then I’ve been reading some of your comments, emails and past posts (of which this is post #90) and thinking about the editorial direction and content overall of The Digital Imperative. This week it became clear to me that while I might talk about Google, Twitter or Yahoo, or Web and Digital Strategy or communications, as well as posting videos or Mp3s of recent work at the core of my message is that of entrepreneurship. Whether you’re a corporate entrepreneur working inside the walls of a Fortune 500 company, the small business owner who’s reach is much more local than global or a Do-It-Yourself artist trying to gain a broader audience for your work — Entrepreneurship is an attitude.

It took me talking to a trusted colleague this week for that to become clear to me. We spent a good amount of time talking about what it means to be a small business and a small business owner. Entrepreneurship encompasses a series of soft skills, including ambition, persistence, organization, attitude and most importantly a belief in one’s self, but there are many other words that describe what an entrepreneur or entrepreneurship is.

I plan to spend more time talking about entrepreneurship and what it means to be an entrepreneur. Keeping in mind that my definition of an entrepreneur is looser than most. I define an entrepreneur as someone who works to put something together and is willing to take the risk for it.  This goes together with the newly-crafted editorial statement that I crafted for this site: The best investment you can make is in yourself.

So that’s the plan, and the direction I plan on taking with things. I’ll still be talking about social media, Web strategy, communications and the like because of course it’s absolutely the entrepreneurial spirit that drives one to undertake these things, especially as best practices are being written as we go. As always, I welcome your feedback, and look forward to the continued conversation.

We get opportunities,
however irregular
to make a difference.
Sometimes,
we’re able to step up
and take it on,
other times
life circumstances
are too much to bare
and we must stick with
what we’ve got
and where we’re at.
Life is a circuitous and
mysterious
journey will all kinds
of twists and turns,
experiences
and opportunities.
When your moment
comes,
will you be ready?