Was Rob Guth Right About Positive Coverage?
Frank X. Shaw says Wall Street Journal reporter Rob Guth was right. The job is getting interesting stories that showcase the company and stick in memory, even when they are less positive. Wanting only positive coverage is the easy mistake in a role like his.
Shaw and Rob Guth had a knockdown fight about a story Shaw can no longer name. Shaw was driving through Madison Park and pulled over because they were yelling. His daughter, five at the time, thought the name was Rob Guthback, since Shaw kept saying he had to call Rob Guth back. Shaw had seen him at the PCC in Fremont, and Rob Guth now ghostwrites for Bill Gates. Rob Guth said Shaw was bad at his job for thinking the job was positive stories. Interesting stories that showcase the company are more memorable, even when they are less positive. Shaw told Rob Guth he was so wrong, then thought about it and realized Rob Guth was exactly right.
Shaw hopes anyone reporting on the company will illuminate part of it in a memorable way. Tension comes with the work 100% of the time, and he says you have to embrace it. A product invented, built perfectly, and loved by everybody is boring. An unimpeded march to greatness is dull, like a plane that landed safely. Nobody cares, except the people on the plane.
