Yesterday I took the Career Leader test, and discovered that I am best suited for a career in marketing or as an advertising exec. I have some serious reservations about the Career Leader methodology which I will discuss below, but for the moment I will focus on being an ad man. A friend once explained to me that creative people work in theatre… slightly more talented created people work in film and television… but the most talented creative people work in advertising!
I have always been reluctant to go into advertising for two reasons. As an optimist in the intelligence of mankind, I have always been skeptical that consumers will actually fall for pitches– are women so naive as to really believe that Shampoo X will give them silky soft hair that will make them more attractive, OR are men so naive as to believe that Shampoo Y will reverse the effects of baldness and give them richer, fuller hair? Moreover, assuming that consumers will buy the message, I’ve always wondered whether convincing people to buy stuff was really the best way to use my intelligence and skills.
Kalle Lasn’s Culture Jam and Naomi Klein’s No Logo vilified branding and marketing for an entire generation, but a truce appears to have been reached under the rubric of socially responsible marketing. Marketers have raised the bar on ethics and nowadays promise not to advertise sugary cereals to kids, tobacco to teens, or SUVs to drivers. (Just kidding about the last one!) But seriously, were I able to satisfy my ethical hangups about advertising, would I be happy with a career in marketing?
My best friend quit his job as a brand manager because as he put it, he got tired of trying to convince people to buy more salad dressing. Obviously there are enough people out there who enjoy spending their careers trying to convince people to buy salad dressing, beer, automobiles, and shampoo to sustain the marketing industry. But am I one of them? According to Career Leader, the answer is “Yes”!
For the uninitiated, Career Leader is the Frankenstein offspring of modern management science cross-bred with those ridiculous career interest surveys that your high school guidance counselor may have administered. I remember taking one such test in 10th Grade by filling in oval bubbles next to yes or no propositions such as, “I would rather be an airline pilot than an accountant.” Back then I was pegged to be a salesman, so I must have tempted fate in pursuing my current career.
My beef with Career Leader and other pseudo-scientific attempts to determine career interest or aptitude, is their ignorance of subjective preferences and qualitative aspects of different careers. One might express an interest in becoming a lawyer, without an appreciation for the fact that lawyers spend most of their days reading and writing legalese with little client interaction or time spent in court. Others might think they want a career in non-profit work without realizing the challenges of constant fundraising and the organizational politics involved in NGOs or charities. In Kitchen Confidential Anthony Bourdain bemoaned the CIA-educated newbie chefs (yes Virginia, the other CIA) who hadn’t appreciated the 10 to 10, 7 day a week schedule imposed by the restaurant industry.
Career Leader is a miserable replacement for Vault guides, networking, internet message boards, talking to alumni, and reading up on an industry. As I reviewed my test report, I was overcome with a nauseating recognition of huckster techniques such as the Personal Validation Fallacy. If I had wanted astrology and fortune telling I would have stayed up late and watched an infomercial.



