Tammy and I had dinner the other night with my longtime friend, speaker/author Jeff Slutsky, his fantastic wife, Helene, and their charming and awesome daughter, Natalie.
I couldn’t wait to see Jeff, because there is a national television spot for a major company using one of his signature stories — a real show-stopper Jeff has been telling for years, and has featured in his works, such as the bestselling, “Streetfighter Marketing!”
It seemed obvious to me that Jeff had probably secured a pretty hefty licensing deal for his story. He had copyrighted it…he is known throughout the speaking industry for the story, as much as Sinatra was known to the world for “New York, New York,”…and, he’s presented the story as a part of his paid presentations for years and years.
Guess what? I was wrong.
Ironically enough…and I’m saying that sarcastically…not long after Jeff presented a keynote program to the National Association of Office Suppliers…and told his story…lo and behold, Office Depot came out with a strikingly familiar commercial.
Look for yourself. Here’s Jeff telling his decades-old signature story on YouTube TWO YEARS before the commercial:
Here’s the Office Depot spot:
You may be thinking, “OK…they stole it. What’s the big deal?”
Here’s what makes my blood boil about this — 1) Property; and, 2) Integrity
Jeff Slutsky copyrighted the story. It happened to HIM…at the barbershop in Ft. Wayne, Indiana where he got his hair cut that was fighting Fantastic Sam’s.
All authors have as stock and trade are the ideas, concepts, and stories we create and then relate.
Sure, there may be no new concepts…but there are innovative, creative, and unique ways that authors and speakers can create to EXPRESS those concepts so they have traction with an audience. That’s what we do. That’s all we own.
You think if I put a Rubik’s Cube looking thing with the word, “Smarter” on this site as my logo, and used “Taking Care of Business” as my catchphrase, Office Depot would just let it go?
And, to add insult to injury, Jeff can no longer tell his terrific story from the platform at his presentations. Because if he does…a large percentage of the audience will think HE stole it from Office Depot!
Jeff told me the legal team representing Office Depot’s ad agency, Young & Rubicam, feels there are substantial content differences. When you watched the video…did you notice many?
Y&R’s website says they have 186 offices and 7000 colleagues. OK. Then, come up with your own stuff. Do you really believe you can convince ANYONE your team — after perhaps attending a convention where Jeff spoke and told this story or reading one of his bestselling books — just magically invented that advertising copy?
Which leads into the next point…
Second…Integrity.
Office Depot runs a spot about how their product helped a little guy beat the big, bad chain store…by lifting a little guy’s property and obscuring the fact THEY are a big, bad chain store hiding behind the lawyers of their advertising agency.
Maybe that’s what drives me nuts here. You KNOW what will happen. Sooner or later, they will offer a settlement. By the time it’s done, Jeff (a small businessperson with a family that includes young triplets) will have spent more money on lawyers than Office Depot is willing to offer. His story is shot. The attorneys make the money. And, Office Depot just smiles and says they are “taking care of business.”
If you want to show you have integrity as an organization…honor the spirit your commercial (and Jeff’s story) portrays.
Until then, I know where we are buying our back-to-school stuff and office supplies. Thanks, Office Depot. You screwed my friend…so we’re going to Staples.
When imitation isn’t flattery…it’s theft…
August 12, 2010 · 51 comments
Tammy and I had dinner the other night with my longtime friend, speaker/author Jeff Slutsky, his fantastic wife, Helene, and their charming and awesome daughter, Natalie.
I couldn’t wait to see Jeff, because there is a national television spot for a major company using one of his signature stories — a real show-stopper Jeff has been telling for years, and has featured in his works, such as the bestselling, “Streetfighter Marketing!”
It seemed obvious to me that Jeff had probably secured a pretty hefty licensing deal for his story. He had copyrighted it…he is known throughout the speaking industry for the story, as much as Sinatra was known to the world for “New York, New York,”…and, he’s presented the story as a part of his paid presentations for years and years.
Ironically enough…and I’m saying that sarcastically…not long after Jeff presented a keynote program to the National Association of Office Suppliers…and told his story…lo and behold, Office Depot came out with a strikingly familiar commercial.
Look for yourself. Here’s Jeff telling his decades-old signature story on YouTube TWO YEARS before the commercial:
Here’s the Office Depot spot:
You may be thinking, “OK…they stole it. What’s the big deal?”
Here’s what makes my blood boil about this — 1) Property; and, 2) Integrity
Jeff Slutsky copyrighted the story. It happened to HIM…at the barbershop in Ft. Wayne, Indiana where he got his hair cut that was fighting Fantastic Sam’s.
Sure, there may be no new concepts…but there are innovative, creative, and unique ways that authors and speakers can create to EXPRESS those concepts so they have traction with an audience. That’s what we do. That’s all we own.
You think if I put a Rubik’s Cube looking thing with the word, “Smarter” on this site as my logo, and used “Taking Care of Business” as my catchphrase, Office Depot would just let it go?
And, to add insult to injury, Jeff can no longer tell his terrific story from the platform at his presentations. Because if he does…a large percentage of the audience will think HE stole it from Office Depot!
Y&R’s website says they have 186 offices and 7000 colleagues. OK. Then, come up with your own stuff. Do you really believe you can convince ANYONE your team — after perhaps attending a convention where Jeff spoke and told this story or reading one of his bestselling books — just magically invented that advertising copy?
Which leads into the next point…
Second…Integrity.
Office Depot runs a spot about how their product helped a little guy beat the big, bad chain store…by lifting a little guy’s property and obscuring the fact THEY are a big, bad chain store hiding behind the lawyers of their advertising agency.
Maybe that’s what drives me nuts here. You KNOW what will happen. Sooner or later, they will offer a settlement. By the time it’s done, Jeff (a small businessperson with a family that includes young triplets) will have spent more money on lawyers than Office Depot is willing to offer. His story is shot. The attorneys make the money. And, Office Depot just smiles and says they are “taking care of business.”
If you want to show you have integrity as an organization…honor the spirit your commercial (and Jeff’s story) portrays.
Until then, I know where we are buying our back-to-school stuff and office supplies. Thanks, Office Depot. You screwed my friend…so we’re going to Staples.
That was easy.