Chris Dessi - Vice President zanox, Inc

When I was in college I remember sitting with my advisor/mentor Dr. LoPresto. He sat with me as we chatted about my career options. At the time I was graduating in a few months with a degree in Psychology. I had spent my Junior year studying in Leuven, Belgium, and I had the "business bug". While was in Belgium I took core business courses next to University of Chicago business students: and I was getting straight A's. Now what?

I remember vividly Dr, LoPresto asking me what I wanted to do: and I said "I don't know".

Not the best answer to give to the man that had helped to make my Senior year at Loyola College so special. He pushed back and asked me

"where were you for the first two years at Loyola?"
"Who did you spend time with?"
"Who did you learn from"?

I had no answer. At this moment it dawned on me. Did I make an effort to get to know everyone that could assist with my career decisions? Had I consulted with students that were studying Psychology? Had I exhausted all resources in the Psychology Department - or had I waited until the last minute for the reality of graduation to set in.

What had happened here?

I hadn't set Goals
I didn't get to know EVERYONE
I didn't listen

How can these lessons translate in business?

Dr. LoPreso helped me with many things that day. He helped to point out a few things I did wrong, but he also let me know what I did right. I was on the right path to business - but I had to cultivate that path. I couldn't just aimlessly wander into a business interview with an answer like "I don't know"....

Set Goals - know what you want, and go get it. I eventually realized I needed to further my business education before I could succeed after graduation. I applied to NYU, and went on to earn a MS in Direct Marketing
Get to know EVERYONE - I put myself out there, and didn't hide. I tried to get to know everyone I could, and I picked their brains. what did they do on a day to day basis? How did they get there? Did they love it? Since then I've cultivated a network of colleagues I can say are friends as well. Life's to short to use people as stepping stones. Who am I to say I'm better than anyone?
Listen - I shut my cocky mouth and started to listen. I realized I had so much to learn - and I still do. So I shut up and listen, and it will pay dividends.

Working with a performance based ad network can make you a superstar, or can get you in the hot seat quicker than you can say Vonage.

Here are a few tips that will help you as the advertiser get back into the control seat. Networks have a tendency to promise the moon, and deliver a hunk of cheese. Don't let this happen to you. Work closely with the right partner and you'll reap the rewards. Give up that control, and they will send you a bag full of useless leads that will kill your entire marketing budget. Be smart - understand your allowable acquisition and get in front of a few different networks. Ask lots of questions and insist on the following - and you'll be fine.

1. Demand full disclosure and transparency - If your brand is large enough they will offer it. If not, find a partner that will. You need the control of knowing where your ads are running.
2. Request certain hand selected publishers receive a higher payout (at the networks expense - reduced margin) to drive more volume.
A. Make sure payouts are listed privately - so you don't anger other publishers running the offer
3. Insist that the appropriate checks and balances are in place
A. List the number of leads you're willing to pay for in a set time frame - ie, if a publisher generates 2000 leads over the weekend, but you've capped the offer at 1000 leads - you're not held responsible - PUT THIS IN WRITING IN THE CONTRACT
4. Set weekly conference calls - If you think there's nothing to discuss, think again - something ALWAYS comes up
5. Don't be bullied into unfavorable payment terms - Networks are HIGHLY competitive, and they need your business.

Go get em!

Randy Pauch talked during his last public speaking appearance not about beating the "reaper" by living longer - but beating the reaper by living "better"... He advised the audience to find your PASSION.

I want to hear from others what you think your passion is?

I think I've found that passion in my family. My love for my daughter is indescribable. My love and respect for my wife - unsurpassable. I strive to be thought well of. I seek my passion, and I hope that you all do as well. I believe that passion is grounded in PEOPLE - and what they will think of you when your gone. Make a connection today. Talk to you cube mate about their family. Seek out that kind of passion, seek out that kind of love.

it's not the things we do in life that we regret - it's the things we do NOT.

Live well today.