Inside The Career Guru-Industrial Complex

Magical ever-renewing fountain of inspiration, or intellectual pyramid scheme?

I'm currently enrolled in a six-month online course with women's leadership expert Tara Mohr, who purports to help women find their callings, overcome both external and self-criticism, "take a leap," and "build their success architecture." Mohr, a Stanford MBA and published poet, struck just the right blend of New Age wisdom and hard-nosed career advice, and I happily forked over just under $1,000 for a series of biweekly conference calls and worksheets. It's been a valuable experience, too, even if it pushes my cheese meter at times.

But as I started participating in the classes' Facebook group I noticed something funny. It seemed that a huge percentage of the women in the class actually aspired to do exactly what Mohr herself was doing with her life. They were all wannabe life coaches or creativity therapists or social-media marketers or holistic nutritionists who dreamed of charging hourly for their services and promoting themselves and their ideas through websites, blogs, books, speaking tours, social-media platforms and email lists. I started to wonder if the course didn't resemble something of an intellectual multilevel marketing scheme.

In multilevel marketing, an entrepreneur builds a business, not by creating demand for the product directly, but by creating a sales force who in turn trade on their personal charisma and contacts to move the product. Some salespeople do very well for themselves, but the real cheddar goes to the CEO. (In a pyramid scheme, the criminal form of a multilevel marketing scheme, there is no real market and no real product; the entire business rests on fees that the "sales force" pays.)

The modern mediapreneur, instead of Avon makeup or Cutco knives, is selling inspiration, focus, positive thinking, determination--on some level, success itself. Success is sold under many different brand names, many of which have been found in Fast Company's pages over the years:Tim Ferriss or Gary Vaynerchuk or Seth Godin, a tradition that goes all the way back to Dale Carnegie. (Popular business pundits like Malcolm Gladwell and Jonah Berger are, arguably, just over the line that separates media from preneur because instead of the majority of their business being direct-to-consumer, they have sidelines in major media and academia respectively.)

Carnegie just had books and speeches. Mediapreneurs's product lines have diversified in the age of the Internet. They have email, Twitter, Facebook, vlogging, Amazon affiliate programs, e-books, paid podcasting, and online live video-course platforms like creativeLIVE, a startup that just closed a round of funding from Creative Artists Agency, William Morris Endeavor, CrunchFund, Google Ventures, and others. They can charge huge fees to speak at conferences or run their own in-person workshops and training programs. Their audience, aka their sales force, doesn't just invest money. They invest attention--"likes," clicks, and retweets that multiply the power of the mediapreneurs' brand.

If you're considering joining a multilevel marketing scheme, the FTC suggests you ask the person who's recruiting you: "What percentage of your sales were made to distributors?" By the same token, if you're considering investing your time, money, or energy in a self-described thought leader, it's worth asking: What percentage of your audience is actually hoping to "redistribute" your ideas and thereby become exactly like you?

Mohr says about 49% of her audience falls into the loose category of "entrepreneurs," while the other half are employed in organizations. The wannabe mediapreneur contingent, she says, not surprisingly just happens to be much more visible on social media. "A lot of mediapreneurs who start out with another content, mission, or message end up training other entrepreneurs to do what they did. It’s something I've tried really hard to stay away from," she says. It's a catch-22, because she has much more credibility and a larger potential audience as a general expert in women's leadership, yet targeted mediapreneur content, she says, "sells like hotcakes, because it's connected to peoples' livelihoods. But it's not my calling."

To say that multilevel marketing is the name of the game here is not to cast aspersions on the quality of the "product." Mohr, in the mold of Sheryl Sandberg, is part of a cultural wave helping women to reinvent their lives and become leaders. You can learn a lot that's useful from any of the mediapreneurs mentioned here.

But the problem with all multilevel marketing is that it tends to oversaturate the market. It's only a small percentage of people who have the charisma and skills to succeed as a mediapreneur.
The rest of us are just hucksters and wannabes, doomed to a Twitter following in the low four figures, pursuing the dream on nights and weekends for the rest of our lives.

[Image: Flickr user Arne Halvorsen]

Add New Comment

4 Comments

  • Robertcosta88

    Hi Molly,
    I completely agree with you that success needs long term investment of time, money and energy. To succeed in any business you need hard work and a coach who can lead you in the right direction. Most of the people try to imitate their coach and want to be like them and in this process they actually acquire good habits that helps them in long run.

  • Alexis Neely

    Anya, it's true that "only a small percentage of people who have the charisma and skills to succeed as a mediapreneur".  Those are folks I identify with a "Star" archetype.   The rest (prob with a Sage archetype) can take the skills they are learning in the course and apply them to build a business model that is in alignment with their own "entrepreneurial archetype." 
    I do see that quite a lot of people get frustrated trying to follow a guru to build a business because they don't understand this part of business building.  I first learned of it from a gal named Beth Grant who helped me see that many of her friends and clients were failing trying to follow the big name gurus, but that if they could identify a model that worked for them and apply the skills they learned from their guru role model wisely (and sparingly), they could build businesses that would be successful.

    I thought this was so important that I built upon it and now help people awaken to their own archetype and the right business model for them based on that knowledge.  If you want to learn more about the archetypes, you can listen to the call I hosted on New Year's here: https://soundcloud.com/alexisn...

  • Tea Silvestre, aka Word Chef

    Thank you for writing this one. As a marketing coach/consultant of the digital age, it's extremely challenging to be heard above the noise of the Internet Marketers (those selling information to others who also want to learn how to sell information). I started my career before the internet was even an inkling in Al Gore's brain, so I've got a solid and well-rounded marketing background -- but it's challenging to teach new entrepreneurs when they get drawn into programs promising blueprints or roadmaps to 6 or 7 figures (usually in less than 60 days). It's why I helped start the Slow Marketing movement (see http://slowmarketing.org) and it's why I'm bound and determined to help "newbies" see the light before they go down a path that may only lead to a lighter bank account.

  • Molly Gordon

    Excellent article, and I say that as someone who has lots of coaches as clients. Not only can the market become saturated, wannabes can be left with the mistaken impression that all it takes is a bit of insight, a touch of charisma, and a blog to become profitable. My own overnight success took three years, and that was to reach the low six figures. Succeeding in any business, coaching or otherwise, takes enterprise, courage, and a long term investment of time, money, and energy.