Have you seen the commercial where the boy laments, "Why doesn't anyone ask me what I want to be when I grow up?"
His friend helpfully suggests, "Maybe it's because of your name." The lamenter looks at him, puzzled, and says "Richard?" to which his pal replies, "No, Smucker!"
The announcer goes on to say that of course, if you're named Smucker, it's obvious you're going to be one of the jelly kings, because "with a name like Smucker, it has to be good."
With all due apologies to the Smucker clan, this commercial always gets me down. As a coach, I hear little Richard's musing as the start of the conversation, not the conclusion, but hey, it's a 30-second spot. I want so much to ask, "So Richard, what DO you want to be when you grow up?" And I would love to hear the answers.
Why should young Richard's future be pre-determined just because he was born with a lip-smacking last name? Maybe he wanted to try something else. Maybe he wanted to get out of Orville, Ohio, Smucker's hometown.
While this commercial might represent a fictional character, it turns out there actually IS a Richard Smucker, who is now Executive Chairman & Co-Chief Executive Officer of J.M. Smucker Co., great- grandson of the Smucker founder. (Note: can you really "co" the CEO post? Even with your brother, as Mr. Smucker does? That's a post for a different time.)
So I'm sure Mr. Smucker's living a great life, working hard in the successful family business that creates quality, well-known brands like Folgers and Jif in addition to its famous jams. I have no connection to the company or Mr. Smucker, but the TV ad made me wonder if Mr. Smucker ever wanted to do anything else.
A few Google clicks tell us he serves on the board of Sherwin-Williams--maybe dabbling in paints and not jams was his dream? He just became deputy chairman of the Cleveland Federal Reserve Bank Board--maybe a stint on Wall Street was in his sight? Or maybe he just wanted to get out of Ohio and be an international playboy, living off the family name (although I'm not sure if Smucker translates in San Tropez.)
Could he have been something other than a Smucker? Can we be something beyond our family label? Our professional label? Our business or community label?
A few years ago, I became "something other" in a way I didn't think possible years earlier. I became a leadership coach, speaker, and writer, which wasn't exactly a 180 from my work as a business leader and communication strategy consultant, but sometimes it felt like it. I became an entrepreneur instead of a corporate businesswoman. No one was asking me what I wanted to be when I "grew up"--I found I had to ask myself. And then make it happen.
So, Mr. Smucker (and all the Mr. and Ms. Smucker's out there), it IS possible to be something other than a Smucker, or whatever label you're using. Even if Smucker "has to be good," maybe you want something better.
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