JOE DUFFY
(introduced in
Rule #2
)
Current job:
Before recently retiring, Joe ran
Duffy & Partners, his own fifteen-
person branding and design shop.
Why he loves what he does:
He worked on handpicked
international projects and was
greatly respected (and rewarded)
for his work. Between engagements
he spent much of his time at Duffy
Trails, a hundred-acre retreat he
owns, tucked away on the banks of
Wisconsin’s Totagatic River.
How he applied the rules
described in this book to get this
job:
When Joe was starting out in his
advertising career, like many at his
young age, he chafed at the
constraints of working for a large
company. He had originally planned
on being an artist and was
entertaining the thought of quitting
his job and returning to that
“dream.” Instead, Joe deployed
career capital theory. He realized
that the traits that define great work
are rare and valuable and that
therefore they require rare and
valuable skills to be offered in
return. He found a specialty within
his field—brand communication
through logos—and hunkered
down to dominate the skill. He was
hired away by a larger agency,
which gave him more money and
more freedom. As he continued to
build career capital, they appeased
him by allowing him to run an
independent agency within the
larger agency—providing Joe even
more control. Eventually, he left to
run his own shop on his own terms,
using the monetary rewards of his
expertise to buy Duffy Trails. Given
that before he retired he controlled
when he worked and what he
worked on, he was able to get the
most out of both his work and his
relaxation.
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