Monthly Archives: December 2010

Interview with Scott Gerber, Author of “Never Get a Real Job”

I recently interviewed Scott Gerber, Author of “Never Get a Real Job.” Gerber is starting an amazing movement among Gen Y and I am so honored to be part of The Young Entrepreneur Council. In his book, Scott shares powerful statistics and a strong argument for why now is the best time for young entrepreneurs to start their own businesses (as long as they are not trying to become the next Facebook).  Gerber’s book hits close to home for me as I am part of this growing movement of entrepreneurs who started companies straight out of college. Why add your resume to an endless pile when you could create your own company and stand apart from the rest? I believe in Gerber’s movement and think that his book represents a powerful view of the job market in the US and the way things are heading in this country. We need to become innovative in tough times and develop concepts that are built to last, regardless of age.

What made you decide to write Never Get a Real Job?

For too long we’ve been told the mantra “work hard, get good grades, and go to school to get a job”. But the fact is that hand-out, resume driven mindset no longer applies to generation Y. Someone needed to stand up to the antiquated social norm and help these young people thrive despite unprecedented unemployment and underemployment. In Never Get a “Real” Job, I do just that–teach young people how to build income generating businesses from the ground up without finances or resources in the same way I did. The book details my failures and successes and offer nuts and bolts, practical advice for Gen Yers as told by one of their own.

What are your tips for people looking to start a business?

Keep it Simple… Don’t try to reinvent the wheel or you’ll be doomed to be run over by it. Be unoriginal to be profitable. Build with what you have, not with what you’d like to get (or don’t have). And, most importantly, make sure that your business is capable of generating immediate revenue. Stop thinking Facebook and start thinking lawn care and pool cleaning companies.

What role do you think female entrepreneurs play in the new economy?

As you can tell by my Young Entrepreneur Council, entrepreneurship transcends gender, age and ethnicity. It is a universal practice that should be adopted by all. Women on my Council–and not on the Council–have been responsible for game-changing companies. I still think women are smarter than men (but don’t tell anyone I said that).

How can entrepreneurs brand themselves effectively via social media?

The key is not to undo what you’ve done in the real world. I’ve watched many photos of partying and stupidity destroy people. Be aware of what you put online. You might be on your way to becoming a captain of industry, but photos and videos have a way of surfacing with success and knocking people off their pedestal.

What are some statistics about entrepreneurship in the US as well as job stats for recent college graduates in the job market?

There are over 81 million young people unemployed worldwide with hundreds of millions more underemployed. In the US, youth unemployment is nearly at 20%–a historic high. Default rates for college loans are at 7.2%–also an historic high. Only 24% of recent 2010 college graduates had a job lined up after college. These are insane times–which is why we as a society must overcome these epidemics by retraining ourselves to create jobs to keep job–instead of thinking we can just tale them.

About Scott Gerber

Scott Gerber Scott Gerber is a serial entrepreneur, angel investor, media personality, public speaker and the most-syndicated young entrepreneurship columnist in the world. He is the founder and CEO of Gerber Enterprises, an entrepreneurial incubator and venture management company that invests capital, management expertise, and marketing services into innovative early and mid-stage companies. Founded in 2004, the company has since launched a diverse portfolio of businesses, including Yearbook Innovation, an end-to-end provider of print and digital media school memory products and services; and Sizzle It!, the expert in sizzle reel production for a global clientele of public relations, marketing and advertising firms. Scott is also the Founder of the Young Entrepreneur Council, an advocacy group made up of many of the world’s top young entrepreneurs that works to help young people overcome the devastating effects of youth unemployment and underemployment by teaching them how to build businesses, and the author of the book, Never Get a “Real” Job.

An accomplished public speaker, Scott has taught thousands of students and young professionals his lessons about entrepreneurship. He is an expert in teaching aspiring entrepreneurs how to start business on shoe-string budgets and offers compelling insight on a number of topics including: pitching, fundraising, marketing, business development strategies and political and economic issues facing entrepreneurs. His most recent speaking engagements include the Entrepreneur Magazine Conference and the national Collegiate Entrepreneurship Organization conference. Scott has been featured in news outlets such as FOX Business, WSJ, Entrepreneur, Inc., The Huffington Post, New York Post, Open Forum, Forbes, The Street, AllBusiness, Mashable and The Business Insider. His syndicated columns appear regularly in media outlets such as Entrepreneur, Inc., BNET, WSJ, MSNBC, and FOX Business. Follow Scott on Twitter @askgerber or friend him on Facebook at

RMG on The wall Street Journal – Creating a brand

Wall Street Journal Feature- Creating a Brand for a New Business- here are Kris Ruby, President & Founder of Ruby Media Group’s answers for how to effectively tap into social media to build a brand

“I’m a freelancer looking to build a company around my services. What tips can you offer for creating a solid brand?”

Create a new brand

Kris RubyCreating a brand for new business

You can create a brand for your business by effectively executing a comprehensive social-media marketing strategy that includes utilizing Facebook, Twitter, LinkedIn and blogging. Opening up a two-way communication channel with customers is vital for building a brand for your business in Web 2.0. Recommendations from bloggers and influencers in your industry are also critical to securing your “brand equity” online.

The best way to begin building your brand is to communicate and engage with followers, rather than by trying to market to them. Build “social engagement” into your company’s social-media strategy, as opposed to promotional tweets and Facebook posts, which can hurt your brand equity in the long run.

Here are my top tips for building brand equity in social-media sites for every business owner:

  • Set up Google alerts for your company.
  • Create a Facebook fan page, Twitter page and LinkedIn profile page for your company.
  • Secure a minimum of five recommendations on your LinkedIn profile.
  • Build geographically targeted lists on Twitter that other community members will want to follow.
  • Optimize all blog content for search-engine optimization visibility.
  • Guest blog for brand diversification.
  • Join relevant industry-related groups in key social-media platforms.
  • Lead a webinar on a newsworthy topic in your industry to distinguish yourself as an opinion leader.
  • Publicize your availability by creating press releases for speaking engagements.
  • Become a columnist to earn “Internet” brand equity. You’ll also gain inbound traffic to your company’s site if you write compelling content.
  • Respond to queries posted on (HARO) and for quick PR hits.

ABC Good Morning CT- Social Media During the Holiday Season- What Not to Post

New Haven, Conn (WTNH) – Social Media expert Kris Ruby discusses holiday dating on GMC Weekend.

Kris recommends being nice instead of naughty when it comes to social media.

Being nice means posting photos of skating at Rockefeller Center or running a charity Toy Drive for the children.

Being naughty includes posting photos from a workplace holiday party, photos of you kissing someone under the mistletoe, or you posting how much of a scrooge your boss is for not giving you the holiday bonus you wanted.

Naughty (Here is what you should not post on Facebook)- short term and long term benefits/ consequences
Do Not Post:
1-Company party photos (Don’t look glassy eyed) or be the girl with too much makeup, short skirts/dresses or appear flirting with a co-worker (this could get you in trouble)
(You don’t want to be the head of the rumor mill or water cooler conversation due to Facebook capturing from the office party)
What you wear at the office party is not what you wear at a business council event (in photos)
2- Photos of you kissing someone under the mistletoe
This may seem like a good idea in the short term, but will have negative consequences long term if he is a “holiday fling” Remember, what you post on Facebook stays there forever
(What you post on Facebook stays on Facebook)
3-What a scrooge your boss is for not giving you the holiday bonus you wanted (you may think this is funny to impress a guy you are seeing, but trust me it will get back to your boss or a co-worker eventually)

My Interview with Ivanka Trump-Ivanka Trump And The Art Of Being Underestimated

Read the full article here on

When it comes to women in business, there is a common assumption that being super-rich and beautiful, with long blonde hair and an elegant 5’11” frame, usually means you are not taken as seriously as your male or mousier colleagues. Some would consider that a beauty bias, but Ivanka Trump, a living embodiment of all of the above, says, “Bring it on.”

“I never mind when somebody underestimates me,” she says. “I joke about this with my father all the time. If somebody has a meeting with Donald Trump, they will come in fully armed, whereas if they have a meeting with me, they are less likely to be prepared. That’s an advantage for me.”

One surprising advantage in a life full of many others. The 28-year-old Trump is the daughter of real estate personality Donald Trumpand socialite Ivana Trump, an alumna of the Wharton School of Business and wife of Jared Kushner, an executive at the Kushner Companies, a New York real estate firm, and publisher of The New York Observer.

She is also the author of this year’s The Trump Card: Playing to Win in Work and Life, vice president of development and acquisitions at The Trump Organization and principal of her own jewelry line and boutique. And, as the world knows, she also appears as a judge on reality shows The Celebrity Apprentice and The Apprentice.

That kind of brand diversification is one reason she’s fully embraced the social Web, where she has 828,000 followers on Twitter and a Facebook page that features her must-haves (shoes, handbags, jewelry) and must-gives. Providing funds for the United Nations’ “Girl Up” campaign through sales of a specially created bracelet (recently seen on the wrists of Wendy Murdoch and Indra Nooyi) is her current cause. She also took the time to answer several of ForbesWoman’s Facebook followers’ questions–“If you could ask Ivanka Trump any question, what would it be?”–when she sat down to talk with us last month about being a female entrepreneur, life in a fish bowl and her personal style.

ForbesWoman: What are traits of a successful negotiator and deal-maker?

Trump: Fundamentally you are born with an instinct to read people and to understand people. You need a sense of confidence, which you may be born with or develop over time. If you don’t develop this it is hard to command respect in a negotiation. The person who is most prepared and has the most information always has a competitive advantage. Do your homework. It is also very important to try to fully understand what the other party most values in terms of the outcomes of the negotiation. It is often things that you don’t value or give a premium to that would be an easy concession that you can still accomplish your goals by conceding.

I think it’s also important to define your own goals prior to starting to negotiate. A lot of my friends will say they want to ask their boss for a raise. I say, “What are you looking to get?” And they say, “I don’t know.” You should always walk into a transaction discussion knowing what your end goal is.

Do you believe negotiation skills are important in all facets of life, even outside of business, to get what you want?


Ask any married woman that question and she will tell you yes–and my husband happens to be a good negotiator too. The key in these marital questions is not letting the other one know when you have won.

I do think the No. 1 saying in a relationship is mutual respect for the other person, including the other person’s goals and aspirations, whether that is professionally geared or philanthropically focused. I think that is so important that you are with somebody who supports your ambitions. If you have somebody who tries to undermine it, it is a recipe for disaster. That really does narrow the playing field for people.

What is your vision for business opportunities in today’s marketplace, particularly in emerging markets?

I think there are tremendous opportunities, but they are harder to come by because more people are competing for distressed assets. Back in the days of 2006 banks were throwing money at you. Now they have their purse strings closed, and you have to do a lot more work on each deal to secure financing. This is exactly the time when people should be transacting–not at the height, but at the trough. It represents an opportunity for companies who have been conservative and didn’t expose themselves and now have the ability to be more predatory in terms of what they are looking for.

Ashlee Thames Woods, via Facebook: How would you advise businesswomen to reinvent themselves in a competitive market?

Businesspeople constantly need to be reinventing themselves. Naturally there are more challenges that entrepreneurs are facing today than in the past, and it is always more difficult in a depressed economy to grow and flourish. It’s important to get in the habit of growing as a human being, developing and refining leadership and management skills and entrepreneurial instincts and changing to accommodate the times. In a business such as ours, which touches so many different aspects of luxury goods, and bringing the entertainment element into it too, it is very important to remain relevant and a front-runner.

Faten Abdallah, via Facebook: How can women remain competitive in the business world?

I try not to think too much in terms of gender distinction. It is something we try to all get away from in America, although abroad it is more apparent. That said, often in real estate development and finance, as opposed to the sales and marketing, there are very few women. I joke with my brothers that we will be in a meeting with 10 bankers and we will all give our cards, and they tend to call me back first. I have never had a problem with standing out in a crowd.

How do you deal with people who may underestimate you because you are a young, attractive woman?

I never mind when somebody underestimates me. It often means they are not well prepared. I joke about this with my father all the time. If somebody has a meeting with Donald Trump, they will come in fully armed and fully prepared, whereas if they have a meeting with me, they are less likely to be prepared, which is an advantage for me. It is always better to know more than the person you are speaking with.

How does it feel to have the media follow your every move?

I don’t think I have ever known anything other than living in a fishbowl most of my life. Even prior to The Apprentice my parents were very public figures, and that was my childhood experience. My parents did shelter us to the best of their ability, and any decisions we made to be more public were done so understanding the consequences of that behavior. One of the things I went into with my eyes wide open was the disadvantages of trying to maintain a personal life when you become a public figure building and extending the brand.

How have you used social media to market the Ivanka Trump Collection and the Trump brand?

Social media is something I started exploring in a more focused way around a year ago. It was Tony Hsieh, the founder and CEO of Zappos, who introduced me to the possibility of being able to push your company’s core values and core beliefs in a personal way, and also get you to have real time personal feedback. For example, I noticed theForbesWoman tweet this morning asking your readers what they would like to ask me if they could ask anything.

Through my social media efforts, I try to show a personal side to my brand, because people want the authenticity. Showing who we are as a family is a credence good as a family brand. I will post a rendering of a project’s lobby that is under renovation or in a design phase and ask fans, “What do you think about the conceptual design for the lobby in the soon-to-be-open Trump Toronto?”

Do you ever power down?

Technology is a tremendous asset but can also be very destructive. While you have to be available all the time today, it is so important to prioritize bigger-picture initiatives. I spend a lot of time on the weekends reflecting on what I want to accomplish and seeing if my goals are being met. Mornings are also a great time to reflect before the phones start ringing.

Kara’s A King, via Facebook: Do you purposely dress in a muted, low-key way to not attract too much attention?

My top three style tips for women at work are context, modesty and femininity. If you work in a law firm, you can’t wear the same thing you would wear if you worked at an ad agency. Understand what is appropriate for your industry and in terms of how much skin is being shown. Dress modestly. My office style has changed pretty drastically, and a lot of it became being comfortable with expressing femininity in a way that, when I was younger, I was nervous about. I was almost afraid to be feminine on the job, which in retrospect was probably a mistake. I wear pink to the office now, whereas when I was 22, I was nervous to wear anything other then a black pinstripe suit.

How can young women today avoid “concealing their femininity”?

You have to grow into your confidence to express yourself. Self-expression in some form isn’t always appropriate in the office–overly funky styles or multiple tattoos–but it is in the form of being feminine. We should embrace that as women. The instinct is to suppress our femininity, which is rooted in a concept that we should blend. But how you get there is not through shoulder-pads or pinstripes. You gain the respect of your colleagues. If you have their respect, they will not criticize you for dressing like a woman.

Kris Ruby is the president & founder of Ruby Media Group, a public relations, personal branding and social media agency. Kris also leads national speaking engagements on branding for Microsoft and the ABA has been featured on MSN Money, AOL Small Business, ABC Good Morning CT, NBC and News 12. She is the youngest ever to be chosen for the Business Council of Westchester’s “40 Under 40” Rising Stars.
Follow Kris Ruby on Twitter. Read Kris Ruby’s Blog.

For Immediate Release: 85 Broads Forms a Joint Venture with Ruby Media Group

Ruby Media Group is proud to announce our partnership with 85 Broads!


85 Broads forms a JV with Ruby Media Group!

Fact: Women in our network are launching exciting new businesses every day.  To survive and thrive, they need to move at the speed of light to capture market share, brand buzz, and investor capital.

Founded by 85 Broads member Kris Ruby, RMG develops and integrates social media strategies for clients who want to generate greater top-line revenue growth.

Email or if you’re interested in learning more about our joint venture and how your biz or non-profit org can benefit from RMG’s services.