In case you don’t intimately perceive your main ‘doing self’ together with minor ‘doing selves’ you possibly can come throughout like marbles scattered throughout the ground
One of many true specialists in harnessing private picture for enterprise success is former BBC Dragon James Caan CBE. A pointy-suited, no nonsense operator.
I spent 7 years representing his PR and labored with Caan once more just lately on one among his tasks.
There’s a transparent dividing line proper on the summit of Caan’s media persona, which he instinctively is aware of tips on how to curate and ship.
He has Hamilton Bradshaw, the non-public fairness and funding firm as a company model – which he’s the CEO of. That’s one aspect of the dividing line.
However then he additionally has The Workplace of James Caan CBE staffed up and completely separate. And its this division that handles appearances, endorsements, and talking engagements.
He injects his private profile throughout a plethora of companies – not simply Hamilton Bradshaw on the very high, however an entire host of investments.
Beneath is the quick biography and outline of James Caan revealed on the web site of The World Financial Discussion board:
‘James Caan is a Serial Entrepreneur. He’s CEO of Hamilton Bradshaw Group, a personal fairness agency that focuses on buyouts and improvement capital and particular conditions, together with turnarounds. He’s CEO of ‘Recruitment Entrepreneur’ a seed capital funding firm, and Investor at Spacious’.
Arguably the ‘James Caan CBE’ private model is the last word definition of the serial entrepreneur having stakeholdings in the whole lot from canine treadmill, Match Fur Life, on Dragon’s Den by way of to recruitment corporations.
However you possibly can’t get anyplace within the media jungle by merely taking a ‘scattered marbles throughout the ground’ method with 100 completely different corporations who you by some means personify and endorse.
It’s not a canine treadmill, however can be a canine’s dinner.
What’s Caan in the end identified for doing? What does he really do, in easy converse?
You will need to undertake the tutorial construction of an American College, in fleshing out your ‘doing selves’.
In these universities, college students Main in a single explicit topic.
You will need to do that irrespective of how a lot you hate being ‘pinned down’ or ‘restricted’ and ‘outlined’.
Then you possibly can have a myriad of Minor topics. Plenty of different topics could make up your portfolio.
Caan instinctively subdivides all of his pursuits into hubs and applies communications emphasis and weighting to the completely different areas.
On the high he’s the ‘Folks’s Dragon’ and TV Entrepreneur, without end outlined by the standing his BBC Dragons’ Den stint between 2007 and 2010. ‘The Chairman of the Board’ is his catch-all persona. His publicity footage are sometimes shot at a Board room desk with him wanting like he’s approachable however severely means enterprise.
After I organised for Caan’s digital ebook rights to be given to Attain Plc to supply them as a giveaway to their readers in November 2020, the worth from James was hundreds of thousands for his or her readers who love him as ‘The Folks’s Dragon’. He did a Fb interview with Fleet Avenue Fox for the Mirror. However all of the Attain Plc nationwide newspapers ran the promotion from the Every day Document, the Every day Star to the Every day Specific. All of the Attain Plc regionals from the Birmingham Submit, to the Manchester Night Information additionally ran the promotion, some on their entrance web page. The joint attain of Attain Plc is 45,000,000 eye balls. That is very hearts and minds promote and was linked to Caan serving to folks out throughout the disaster of Lockdown with Caan positioned because the ‘Folks’s Dragon’.
I helped drive and outline his function because the Chairman of the UK Authorities’s Begin Up Loans scheme in Might 2012 when David Cameron appointed him to the function. Once more this tapped into him being ‘The Folks’s Dragon’.
It’s a really ‘catch-all’ ‘emotional’ promote.
This would possibly signify roughly 50% of Caan’s communications output.
Its attention-grabbing what number of high-profile personalities aspire to the definition of being seen firstly as a serial entrepreneur – however ultiomately they’ll’t.
Rapper Kanye West may be very a lot outlined as a rapper first and entrepreneur second. His enterprise Yeezy, was valued at US$3 Billion by Financial institution of America in 2019. Infact the majority of his US$1.8 Billion fortune comes from this sneaker model. But, nonetheless, Kanye West continues to be outlined as firstly, a rapper.
TV mogul Simon Cowell isn’t just a TV boss, which is his Main but in addition generally listed as an entrepreneur. JK Rowling can be thought-about an entrepreneur by many entrepreneurial Prime 10 or Prime 50 lists. However folks would clearly describe her as firstly an creator. That’s her Main.
Its determination time, when it comes to your daring method at glory.
What are you going to Main in?
Is ‘Serial entrepreneur’ turning into the masthead of your boat to energy ahead into the oceans?
When it comes to his suite of Minors, leaks break it proper down when it comes to James Caan.
Caan’s very a lot a Property entrepreneur, revered by property journalists particularly on this vertical. Property Week did an enormous characteristic on him once I represented Mailbox REIT. They know he’s bought credibility within the property sector as he has an enormous property portfolio and wished to listen to his views.
This would possibly signify 10% of his communications output.
However he’s notably massive on being ‘The Recruitment Entrepreneur’ additionally. A lot so he’s even created sub-brand known as ‘The Recruitment Entrepeneneur’, to harness and energy ahead his picture into a minimum of 30 completely different recruitment companies which he has a monetary curiosity in.
He’s properly revered by recruitment sector journalists.
He’s bought to watch out the tail doesn’t wag the canine on this recruitment sector vertical due to the sheer monumental again story he has on this having based each Alexander Mann and Humana Worldwide, right this moment with joint turnovers of over US$1 Billion between them.
It will be notably simple for Caan to grow to be ‘lead’ by Recruitment.
Actually, numerous his media requests mechanically are available for Caan to speak about office satisfaction, the Furlough scheme throughout Lockdown, the four-day working week. Journalists typically see him as ‘Mr Recruitment’.
However that’s not what he needs to in the end outline him. So a cautious steadiness needs to be maintained.
This could signify as much as 20% of his communications output.
The Asian ethic minorities champion is one thing I helped developed as a excessive profile Pakistani nationwide residing in Britain. He was Chairman of the British Muslim Affiliation. He invested in a Sharia fund. He encourages younger folks from Asian backgrounds to excel in enterprise.
This could be a ten% focus.
The Philanthropist is the fifth strand to his communications matrix. When the Pakistan Floods struck in 2010, it was pure for me to assist James converse to Britons about digging deep financially for his residence nation which was in disaster. He flew with ITV to Pakistan. He paid to construct the Abdul Kashid Khan Campus, through the James Caan Basis, for 400 underprivileged younger folks in a rural village in Pakistan simply outdoors Lahore.
For a time, he primarily turned the Pakistani Bob Geldof as I had him throughout BBC Breakfast, Good Morning Britain and in all places else calling out for Brits to assist out in Pakistan’s hour of want.
I additionally steered him in direction of turning into Chairman of The Large Concern for a time, the journal which helps the homeless, which underlined his Philanthropic credentials properly and really.
This philanthropic facet can be about 10% of his focus and communications output.
So, that’s 1 Main and 4 Minors that make up James Caan’s communications combine.
The sixth hub is much less glamorous and one that’s not emphasised by any means, though apparently, it was picked up on by the World Financial Discussion board in them bearing on him as specialising in ‘turnarounds’.
That’s primarily the acquisition of distressed belongings. Caan typically invests in corporations which have gone bust and actually phoenixes them from the ashes. However this isn’t so glamorous and subsequently Caan has consciously chosen to not give attention to this facet of his enterprise dealings within the media by any means.
So the weighting right here is 0%.
With this all labored out, you then have to weigh all of it up when it comes to the emphasis you place on them when it comes to the amount of content material you create round every of the ‘themes’ and the hassle you place on getting traction within the media towards every of them.
When you’ve outlined what you, watch out to not step outdoors the grid.
One of many greatest blowups I’ve ever seen in my time as PR was the time in 2010 that I occurred to be representing, for a time, the PR for each former Dragons’ Den star Duncan Bannatyne and James Caan concurrently, however dealt with very individually.
The competitiveness amongst the Dragons’ was very fierce, and although Bannatyne was pleased with it on the floor, the very fact Caan employed his PR, Richard Hillgrove, in all probability didn’t go down too properly.
Bannatyne lastly had a meltdown when Caan ‘bought completely on Bannatyne’s turf’, from Bannatyne’s perspective, when it comes to him proudly owning the well being membership area.
Caan acquired Nuyuu, a well being membership, which he offered to Energie group in 2010.
Banntyne’s principal enterprise was and nonetheless is Bannatyne Health.
This off-brand ‘hostile act’ by Caan was sufficient for Bannatyne to refuse to speak to Caan ever once more, fairly actually, and he began sending dossiers to nationwide newspapers to attempt to destroy Caan.
The final collection of Dragons’ Den they have been on collectively, Bannatyne refused to take a look at Caan or speak to him even as soon as.
All their earlier investments collectively – together with ChocBox – have been all thrown into chaos, as Bannatyne precipitated there to at all times be two separate Board conferences – one with Bannatyne current, and one other one with Caan current. It bought ridiculous.
Bannatyne took umbrage to Caan stepping off his verticals and into his well being membership area.
So outline what you do and don’t deviate.
Always, each facet could be tweaked and up to date as we collect extra knowledge and suggestions.