(February 2024) Welcome to ZENECIST™, the 7th business I’ve started over 50 years. Of course, that’s not counting the dozens–from Consumer Package Goods (CPG) to insurance to technology–I’ve helped clients start via my erstwhile branding agency of 30+ years, Thomas Marketing Services Corporation.
Here’s the thing. At the moment the business has one simple strategy: to be here now. We don’t have a firm revenue model, and we’re only beginning to fully crystalize ideas on the lifestyle products we’ll offer.
In fact, I only have a strategic (the what I plan to do) goal: to field value-packed (disruptor) products within a minimum viable (agile) brand. And to test, test, test before committing significant resources.
We’re off to a good start with a unique name/trademark (I created the word) for which we own the URL (zenecist.com). My lawyer is registering the brand name now at the USPTO.
Next comes positioning the business in a such a brutally narrow niche there’s no competition for a product or category, which I plan to drive via my P&G strategic marketing training.
I’ve tons of ideas; if you know me you know that’s never been an issue. In fact, I used to drive some clients crazy by giving them so many ideas. But I’m all about options.
You see, as a marketer I’ve always felt compelled to look at ALL of the complex variables, transactional and emotive, that affect the marketplace and how products and brands are perceived, aligned and adopted by fans and customers. And always on deadline.
I’ve decided ZENECIST will be far more chill than any of my erstwhile companies. Because today I know far better who and where I am, and importantly, my intentions. What I do is just the face of the brand; today it’s all about the ‘why” we do what we do, and why people should care. Because ultimately its customers that define the brand, and make it part of their own personal or professional brands. And that’s the real goal.
At almost 72 I’m enjoying the passage of time, grateful for my family and friends, my home, and now yet another business to build. I just love start-ups.
And to quote my grand-niece, Haven, who taught me my first lesson in zen when she was just 4 years old, I’m happy to be here.
New Products On The Way
I will continue with Deflector™, my Medium publication, as part of the ZENECIST product mix. Beyond that, my plan is to start to build the ZENECIST™ brand now, including our website and via social media, about 6-9 months short of our formal launch. I’m enjoying sourcing the second of our lifestyle products, to be named later, having tested the first, authentic semi-precious gem necklaces under the product name, The Zenecist™ Garden. I fielded a very limited Facebook Marketplace ad program over the holidays. While I gave more as holiday gifts than I sold, I learned a lot about pricing, distribution and merchandising in a very short period.
Fact is, this first exercise seemed like a walk in the park after 4 decades in the ad agency and CPG marketing business, where we “manufactured” our product from scratch upon every order. I loved it, but I’ve always wanted to be the marketer who ships an order from the shelf, and not just the brand marketing services support team for great brands such as Velcro™ (17 years), Thermo Fisher Scientific™ (15 years), Boston Whaler™, and Keurig™.
First and foremost I discovered I don’t want to be a crafter. I thought it would suit my semi-retired temperament; it does not. Only the design aspects interest me, not the production, so I’ll be partnering with crafters and the like as we build out the mix.. I’ll do one-offs, but only as gifts or templates for others to execute against.
The thought is to have all products sourced in the USA. Made in USA matters.
The plan too is to donate a fixed amount of each sale to a human cause that makes a difference.
So please, stay tuned. And if you’re so inclined, give me a peek on IG at @TomLanen, which (I swear) I’ll be posting with more regularity. Or at very least, as the spirit moves me.
Tom Lanen | [email protected] | (508) 475-9850