Juanita loves making an entrance. She’s shameless about it. And depending on the circumstance, it can involve a floppy, over-the-top outfit that can only be described as almost clown-like or, on the other hand, as ultimately soignée. Or it may be a knock-out all black sheath, bright red shoes, even more brilliant red lipstick, and black eye shadow. Or it can be as simple as a pratfall entrance into a crowded room, amplified by a flying Champagne glass. In short, Juanita come across as a bit of a character. She’s been called frivolous, an exhibitionist, superficial, an airhead. But, despite those bad reviews, there happens to be a very serious person behind it all. And also, a very serious marketing effort. Juanita makes a very nice living by playing the role that she has purposefully carved out for herself. She writes and stars in a weekly podcast that has close to half a million subscribers. She uses it to promote herself and her particular viewpoints on feminism, style, business, self-promotion, and sex, among other topics. She also appears on television as an expert on “self-branding” and business building. Then, there are lectures, seminars, and, most important of all, product endorsements. She claims that it all started for her when she got fired from her job at a high-tech gaming company. She got that job right out of grad school. Back then, she claims, she was a “mousy little thing,” a “geeky tech-nerd” with a talent for game development and programming, a penchant for hip-hop music, and a fascination with witchcraft. She had graduated high school a year ahead of her class and gone through college in three years. It was always clear that she was pretty smart. What was less clear was how shy and naïve she was back then. If she were interested in a boy (which was often), she would never let on. Too scared and socially inept. She says, back then, the idea of being attractive gave her the creeps. In fact, she says, “I made an effort to be as unattractive as possible. And apparently, I was pretty good at it, wearing these strange, baggy, usually all-black get-ups that made me look even skinnier than I really was. And I was pretty skinny when I was a kid.” She kept this up during and after college and also in grad school. “In a way,” she says, “‘the look’ helped to get me that first tech job. It marked me as a “true geek.” It also kept her a social outcast. That and a tendency not to look anyone in the eye and to mumble. And then, suddenly one day, it all went up in smoke. It turns out she wasn’t fired. She was attacked. Violently. An attempted rape. It happened in a company meditation room. On a workday. At mid-day. Initially overpowered, she fought back, kicked free, and ran screaming, out through the office, her clothes ripped, bleeding from her nose from being punched half unconscious. She made it to her car and was gone. She never went back. There was a hefty settlement. She brooded for a year, went back to live with her parents for a while, and, then, pulled herself together. It took time. How she went from spending days looking out the window in her childhood room to now is difficult to piece together. She got some counseling. She decided to change her look from weird to sort of “normal” which for her initially meant a sweat suit and high-fashion running shoes. She got some freelance jobs. She met a man, Paul, about ten years older than her. At some point, she says, she decided she’d been living an extended childhood before the attack and became an adult in the weeks and months after it happened. That’s when she started to write about growing up and anything else that struck her. Her therapist had suggested it. Paul encouraged it. At first, it was just for herself. But she started a blog. And one thing seemed to lead to another. Thinking back, she was very pleased with herself having fought off her attacker. “I guess I’m tougher than I’d have guessed.” And she found she liked being an adult. So, she wrote about all that. After a couple of years together, she and Paul broke up. She wrote about that. She met Andy and that was it. He was fun. And caring. And inventive. The blog turned into her now-famous podcast series, the lecture tours, the seminars, the TV appearances, and the endorsements. And who knows what else. There are going to be children.
Twenty-five years after graduating business school, Sheila was between jobs. She had left one job to take another. But there was some sort of delay in when her new job would start. So, she did something she hadn’t done since graduation. She took a vacation. Not that Sheila could not have taken a vacation before. She just couldn’t get herself to do it. As she would readily admit, during much of her business career, she had been a bit of a workaholic and very much a control freak. And an anxiety junkie. “No one can figure out how to do my job. So, if I take time off, there’s just going to be double work and a big hassle when I get back. It’s just not worth it. And, anyway, I’d just worry all the time.” But somehow, being between jobs, things seemed different. So, after sitting around her apartment for two days, she packed a bag, got a cab, headed for the airport, and grabbed the first plane she could to San Francisco. Why San Francisco? Sheila had no idea. Her friend, Christine, had been there and had what she called an “interesting time.” Sheila wasn’t sure what Christine’s “interesting time” might have been. Christine had always struck her as a bit odd and. anyway, didn’t seem too keen to explain. It turned out that Sheila had a terrific time in San Francisco. Not that she did anything much except wander and just look around. Sheila was like an invisible, visiting Martian, looking but not really touching. And after three weeks, she headed home, called her new job and told them that she needed to start as soon as possible. She had had about all the vacation she could stand. Or so she thought. Six months in to her new job, she quit. And, when they asked whether she was going to another company, she said, “No. Not going anywhere else. Nope. Nowhere else.” Everyone told her she was nuts. She had a great job. They loved her at her new company. And quitting seemed so self-destructive and out-of-character for her. Her friends and her human resource director pointed out, if you leave a job after six months, there’s no severance or anything. And it’s something hard to explain to anyone who might think about hiring you in the future. Her boss suggested that she take a couple of weeks off, get a physical, maybe see a therapist, and come back to start again. And like everyone else, her boss, who was genuinely concerned, asked, “What are you going to do?” But Sheila knew exactly what she was going to do. She was going on vacation. This time for good. Over the years, she had built up a decent pile of money. She had no obligations. No family. She did some figuring and budgeting and realized that she really didn’t need to work anymore, if she didn’t want to work anymore. And she didn’t. First off, she went to France. Paris. She liked it. She did pretty much what she’d done in San Francisco. She wandered around. Talked to hardly anyone. Came back three weeks later. Headed to Houston. Left after two weeks. Then, she went to Montreal. She met a man there. Stayed for two months. That, Sheila would agree, was “interesting.” But unusual for her. And never repeated. For the most part, wherever she went, she remained an invisible, visiting Martian, just wandering and looking. One vacation after another. But on one trip – her last trip, it turned out – something happened. She wouldn’t say what. But when she got back, she bought a house in a small town in Vermont. It was a sight-unseen, all cash sale. Locals thought her, “Friendly enough but not very talky.” After a while, she got to be known as the “flower lady,” because every spring and all through the summer and early fall she would wander around collecting wildflowers in an old basket. And then, one day, they didn’t see her for a while. Eventually, they found her and her basket where she had sat down to rest during one of her flower-gathering walks. Her eyes were closed. Done with wandering and looking.
“This has got to be one of the worst jobs in the world.” That’s what Roger, Herman’s cousin concluded after Herman described what he did for a living. “It’s just a lot of crazy people and spending time and effort trying to do stuff that ain’t never going to happen.” To which Herman kind of smiled with half-closed eyes and whispered, “Yup.” Herman reacted that way to a lot of things. It was easier that way. Herman is a big guy, one of those people who doesn’t say much and who seem to be somewhere else a lot of the time. Anyway, that conversation was five years ago. Herman hasn’t seen Roger since because their talk happened about a week before it all went off the rails. Back then, Herman was Director of a 50-person regional planning department for a large midwestern state. His department dealt with issues like the location of a new shopping center, the impact of diverting a small creek on a wetland area. Or evaluating the effect of a new public works project on traffic flow. He got the job through political connections. And it suited him. He never got rattled when people got all hot and bothered, screaming and yelling, threatening law suits, or worse during planning meetings or public hearings. And within his department, he was a respected leader. Things could get stressful but the job was secure enough and if it didn’t pay all that well, there were a lot of benefits. He had a nice home, a wife, and two kids. In his community, he was somebody. But the thing about Herman is that while he might seem to be somewhere else when you talk with him, he really is in a way. That’s because, deep down, he sees himself as a complete fraud, his whole career built on good luck and deception. Others in his department had advanced degrees in economics, design, sociology and urban planning. There’s even a Ph.D. in anthropology. They deserved to be there. A Physical Education major in college, Herman never took a course in regional planning or anything related to it. He didn’t graduate either. Flunked out. Herman got his job through his childhood friendship with his state’s governor and on his ability to get on with people. His previous jobs were in sales. As he saw it, he was nothing but a faker and glad-hander. A pretender. And he went through every day fully expecting to be exposed and chased out of the building. So, when some irregularities in his expense accounts and a few ill-considered acceptances of gifts – including a paid vacation for his family – came to light, he figured his best bet was to resign before he became an embarrassment. Which he did. And which led him into a deep depression. He couldn’t see his way forward. He couldn’t see himself going back to selling stuff. And he expected that his career in regional planning was over. He was terrified. Even suicidal. But a few weeks after he resigned, he got a phone call. It was from a large, highly respected architectural and urban planning consulting firm. They needed a front man, someone who knew how to attract and manage clients. They had their eye on him for years. They knew all about him and his background. It took a big chunk of his adult life, but, right then and there, Herman was beginning to understand that if he were a fraud, at least he was good at it.