Are You a Marketing Sheep, Wolf, or Sheepdog?
February 21st, 2012 | 
Author: 
Hi everyone! My wise mentor, Craig Desorcy, always sends me things that make me think. Sometimes they’re lengthy, so I let it sit in my inbox for a few days until I have time to get to it and then when I do, I marvel at how wise he is for just somehow knowing what to send me to reinforce who it is I want to be in this business.
Recently, he sent me a 4-page PDF reading by Dave Grossman titled, “On Sheep, Wolves and Sheepdogs.” It had nothing to do with marketing – in fact, it was all about life, being prepared and proactive, not being a victim, etc.
But as I read it, since it came from my mentor, I instantly related it to our industry. I want you to read it here – I found a PDF online of it. That will open in a new window, and then finish reading this post. (Go on, I’ll wait.)
As I read it, I saw myself in life (forget the career for a second). I’m the type of person who owns a gun, who knows how to use it (no, I don’t leave home with it, but I’m not registered to carry yet). After reading that piece I may go get registered though, because although I’m vigilant about not putting us in precarious situations, there’d be nothing I could do if we were in a restaurant (for example) and some shooter walked in.
I’m the kind of Mom others refer to as “helicopter moms.” My kids have a great life, but I’m cautious with their safety and well-being. I read all sorts of news each day. I don’t spend all day on it, but I like to know how the world and its wolves operate. To bury my head in the sand, to me, would make me feel SO much like a sheep.
But my friends and family giggle at me. “Oh she’s so overprotective. Oh Tiff, you’re always reporting news stories.” Um yeah, I am. I know not to let my 7 year old daughter wander off in Wal-Mart from me because a predator might find her in the aisle alone. I know to show my kids news stories from an early age so that THEY know that life is full of wolves – but that I’m their sheepdog and they need to be one, too.
I make no apologies for not being a sheep as a parent, as a wife, as a citizen, or as a woman in general.
As for marketing…
I read this piece and instantly had visuals come to mind. I know the wolves. When I read the piece, I literally pictured their faces with wolf ears and fangs. LOL! Unfortunately, I know the sheep too – and it’s a majority of newbies.
As you migrate from newbie to frustrated failure, you start to turn into more of a sheepdog. You get protective over other newbies with the lessons you learned the hard way. You start to pick up the scent of a wolf marketer because you can now recognize him (or her) and you snarl if they encroach on your space (email).
You might even get so fed up that you bark and bite and really fight back (being vocal on your blog about their scumbag ways, or emailing them to let them know what they really are).
But the sheep – the poor sheep – those are the ones in the marketing world desperate, buying anything and everything – refusing to believe there are so many wolves in the industry. Never doing ANY background research to see who’s who before shelling out money they can’t afford. They just trust openly.
Now when they get bit by the wolf, they run to a sheepdog marketer and tell on the wolf. “Lookie what he did to me! I can’t BELIEVE he did that! What are you going to do about it?”
And the sheepdog (like me) thinks, “Yeah – if you’d acknowledged that there are wolves out there earlier, you might not have gotten BIT!”
I’m not blaming the sheep. They almost don’t know any better. But it’s a choice, as Dave Grossman points out. You CHOOSE to be a sheep if you want to. You can also CHOOSE to be a wolf or a sheepdog. We all know what’s the most noble choice.
I like the part in the PDF about the sheep even being a little scared of the sheepdog. I get that a lot! People are a little intimidated by me. Some people call me a “guru” and since I’m successful, I must be similar to the wolf marketers, right? Just like a sheepdog resembles a wolf.
That’s okay. No one – not even being who can’t stand me – can say I am a wolf. You just may not like how I nip at your heels if you’re not going the right direction. I get that. But get over it.
Being a sheepdog means you do several things:
- Never assume the best in anyone. Yeah, sounds harsh. Too bad. I assume everyone’s a crook until they prove otherwise. To NOT do so would make me a sheep, assuming good in all until I get bit.
- Sniff out the bad guys ahead of time. I don’t wait for someone to screw me over – I keep my eyes and ears open to know who’s a scumbag. It doesn’t mean I always side with the sheep, either. Sometimes they’re just being too sensitive.
- Let it be known you’re a sheepdog. Many marketers steer the hell clear of me because they ARE wolves – and they don’t want to interact with someone who is willing to post a big blunt blog about them (possibly outranking them for their own name). This means giving up many lucrative JV deals, and I’m just fine with that!
- Attack if anyone attacks you. An attack on you can be as simple as being lied to, in my opinion. If someone doesn’t respond to customer service issues. If someone sells me a shoddy product. All attacks on me that will result in a counter attack.
- Protect the sheep. I love this part of my job. I know not everyone can be a sheepdog. Some just simply don’t have it in them, and while I want to scold them for that, because I DO believe it’s a choice, I also understand that some people are just stronger than others, period. Personally, I don’t feel sheep should even be IN this industry – but I know they may not even recognize this in themselves.
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I am without a doubt a Sheepdog. It’s one reason why I homeschool my children. My Sheepdog tendencies are stronger where my family is concerned, but have been known to come out around others as well.
No apologies for it here either.
Traci
Was for me too Traci when I homeschooled. And it’s also why I now send them to the school they go to. Best education here, with ultimate protection and great kids.
I guess I know where I fall. I know I’m a sheepdog mostly because I am very protective of the newbies under my care. I am so protective of them that try as hard as possible to verify every product before I even recommend it to them because I know how vulnerable they are.
However, I do fail in one thing; I haven’t really been vocal about letting them know that there are wolves out there. But I intend to be. I know how to sniff them; I can recognize them because I’ve been bitten and I REALLY don’t want that happening to anyone.
So thanks for this post Tiff. I’m off to read the pdf (I know, I know…you said read first.) I may come back to comment again.
LOL That’s okay – at least you’re reading it
Love the analogy – Of course I am a sheepdog lol!
But I get so frustrated when I see people being sheep willingly lead to slaughter. No amount of barking or whining from my end stops them – off they go – most skipping and whistling the theme from the Smurfs!
I learned a while ago that you can only advise. Ultimately people have to do their own thing, but then we come back to the responsibility word again …….
Rach
Me too rach – it’s frustrating.
Love this line: “who is willing to post a big blunt bog about them”.
One of the many reasons we love you Tiff!
I’m known for being a Mama Bear with my children, family AND friends.
Thanks Pam – it’s the only way to be.
Hi Tiff,
Love your post today
Just have one comment though. You said that sheep should not even be in this industry.
We all have to start somewhere, and sheep is where we start because we don’t know anything. If we did not get started we would never learn and then there would just be wolves and sheepdogs.
What us sheep have to realise is that we are responsible for our own actions. Nobody else is accountable for us. That’s the way we grow and learn.
Di (who is a sheep and proud of it)
I disagree Di! I think you can come in as a sheepdog. Not all newbies are sheep. Sheep are just the people who blindly don’t believe in wolves and rely on everyone else to keep them safe. I don’t believe for a second you’re a sheep either. You’re probably well aware of scumbags and look out for yourself. But some don’t.
Way to go Tiffany!
I’m not sure if you are describing the IM or cosmetics/image industries (lol). I have tried really hard to become an IM for the past three years. You were the very first IM person I connected with – so you became the touchstone on which all the others were judged (poor things – they never had a chance).
After two years of total frustration, anger and unhappiness I realized I was trying to convert the cosmetics/image industries into the IM business model, which is impossible to do.
I have spent the last year doing what I do best – selling product, educating, informing, writing and publishing. It has been a very successful year and 2012 looks even better. I am finally joyful about my work, look forward to turning on the computers each day and have more exciting projects planned than I have life-time on this earth to complete.
So I have become a wonderful blend of a Sheep and Sheep Dog, thanks to that wonderful touchstone of a mentor I contacted three years ago.
Sincerely
Holly
LOL Thaks for that compliment. I’m glad you finally tapped into what wasn’t working so you could alter your path! ((hugs))
It depends on what hat I am wearing what I am. If I can help someone not fall into the traps I have, I will do it.
The reason that I say that I can still be a sheep is that I am rather naive in some things. I tend to be too trusting. I do check things out but apparently my interpretation of the situation isn’t always right. As is evidenced in my post http://blog.grandma-marilyns.com/beware-of-offers-to-list-products/ where I made a big bad business decision. I did check things out and they looked good. I even talked it over with other people. But, as is evidenced, it was not a good business deal. I hope that this post will help others not make the same mistake that I did.
Gma we all make mistakes but if a mistake happens after you were as diligent as possible, then it’s not your fault.
Very interesting article Tiffany. I’m sure it will open a lively discussion. I am most definitely a sheepdog. I’ve worked for over 25 years as a high profile security officer/bouncer and still work Fri/Sat/Sun doing just that.
In my case, its something that has been passed down. I come from a long long of cops, all the way back to the civil war. Although my family left the States in 1870 and came to Canada, some of us went back. My uncle fought in Vietnam and my great Uncle was the police chief of Niagara Falls N.Y. The sheep don’t understand us at all. That’s why they are probably freaking when you mention your gun:) In Canada, if you protect yourselve or your loved ones, you are likely the one going to jail. Very backwards. But that would not stop me from protecting family or even strangers on the subway. It’s just the way I’m wired between the ears.
Thanks for being a sheepdog James!
I have to say that I hate the wolf analogy. In the wild, the wolf is one of the noblest creatures on the planet. They have a code of honor.
It’s ashamed that kid’s fairy tales have made them into horrible creatures. {sigh}
I don’t know which category I fit in. Probably none of them, but all of them in some ways. I’m more of an overseer. I sit back and watch what all sides are doing. If I feel the need to step forward, I will. Otherwise, I’m like the old wise woman who lives off on the mountain away from the people—if you want my advice and assistance, you must cross the marshes and bottomless pit and prove your worthiness to ask a question. LOL
Oh wait, I think the fiction writer just came out. Sorry.
Seriously though, I just follow my gut and do what I feel is right. Sometimes that means calling someone out and sometimes it means picking another battle.
I “follow” a lot of different people. I never agree with everything they do. Some I follow because I don’t like their tactics and it reminds me to never use those tactics. One of them is considered a “god” in the IM world and I rarely agree with the methods used by this person. But he/she also offers some good food for thought once in awhile.
It takes a lot to get me riled up. But if I am attacked, I’m not going to sit here and lob cannon balls at someone. I’m going to sit here and figure out how to drop the atomic bomb on them and be done with it–but that’s just me.
LOL I love wolves too but it works with the sheep. Pick any predator you want (almost all animals are predators of something else) but the sheepdog has to be in there.
Definitely a sheepdog here. Only time I’ve been the wolf is when the wolves have needed to be confronted. Hey, what can I say?
I grew up in an area where if you went a certain number of blocks in any direction you might very well be in enemy territory. And the cops wouldn’t even come down the street I grew up on unless there were at least three of them.
So once again, sheepdog but wolf only when wolves had to be dealt with.
Works for me! There can be good wolves
Tiffany, Thank you for the wonderful PDF. I for one appreciate the way you carry yourself and treat your clients and peers. At least we know that what you say you mean and you aren’t afraid to ahemmm, eat a little crow if you are wrong. Good on ya! I am a veteran,(USAF, reserves, Vietnam era, Desert Storm and on) My point in this is as a Concealed Carry holder, I recognize the responsibility that comes with carrying a weapon. Here in AZ we no longer have to have the card in our pocket to carry concealed, but we still have responsibilities under Law when we do. To protect yourself, get your permit, whatever the law requires in Texas, because that process will expose you to the responsibilities, liabilities and requirements to carry. Then by all means be that sheepdog (for you I’d say Honey Badger) and carry. Thank you Tiff for all that you Do.
Thanks Tim – and thanks for being the sheepdog and hero to our country that you have been and continue to be! I appreciate our servicemen and women.
Great metaphor
The only problem is when what you think are sheepdogs turn out to be wolves. For example, the news services who spin the “facts” to fit their political views (and living where I do, I see a LOT of that!); the governments who do everything they can (including outright lying and rewriting history) to keep the sheep in the dark as long as possible and to disguise their own wolvish behaviour; the pharma companies that lobby to sell drugs that are known to be more dangerous than the problems they supposedly cure; and the congressmen/senators/members of parliament etc who don’t bother to check the facts for themselves but simply toe the party line or take the money and run.
Yep! And bringing it back to marketing, you have a trend of wolves pretending to be sheepdogs because it’s the “in” thing to do, but they’re really scumbags behind the scenes.
Hi Tiffany,
I know some people that I thought were sheepdogs and turned out to be wolves in sheepdog’s clothing-lol. I can think of one marketer in particular (I won’t name names) who has yet to follow through on their bonuses to people for instance after several months. Will I be a sheep with them and purchase any of their products in the future? You can most surely bet I won’t!
Most of the time I do consider myself a sheepdog. I try and help when and where I can. When it comes to my son, even though he is 32-I still am-lol!
Thanks for the PDF, and take care!
Cindi
I’m the same way Cindi!
Hi Tiff,
)
Interesting! I had known that the majority of Americans are sheep (and kool-aid drinkers) but I had never thought of myself as a sheepdog.
I am the one who reads and watches what is going on and had figured out early on that our government isn’t working for our benefit understatement!). I am the one who contacts my so-called representative and Senators (I have 2 RINOS) about all of the junk that is going on.
I forward newsletters and info about bills going up for a vote and out of 20 or so e-mails there is one, my aunt, who ever follows through. Most people don’t want to hear it because if they know they might have to do something!
When my son was home last weekend he started teaching me how to handle a hand gun. He has taken me target shooting a few times. Guns have never been my thing but as I have realize that our government is full of anti-gunners, while letting illegals and drug cartels flood into our country, I have decided I need to know how to use them.
I have always had a strong sense of right and wrong and I treat my customers the way I would like to be treated.
My kids told me, when they were about 11 and 13 that I was “so over protective” but I have always felt that I would rather anticipate a problem and prevent it than to say later “If only…”
So, I am proud to be a sheepdog over my children, my business and my country. I think I may be a “sheep puppy” in my online biz so will have to work on that
Sheep puppies are great
Interesting analogy! I’ve never heard of it before.
What’s funny is that sheepdogs are trained based on the exact natural hunting patterns of wolves anyway. They come in from the side and keep their head low to find the weakest among a group of prey. The sheep, not wanting to be the first to be eaten, then tries to ensure they they’re not the one closest to the sheepdog, and that’s how they are herded and controlled.
In the marketing world, maybe it’s the case that if there weren’t any sheep, the wolves would die off. The wolves are only the way that they are because there are so many sheep out there making themselves victims. If everyone upgraded to a sheepdog and there were no sheep, there’d be no one for the wolves to take advantage of. So everyone should stop being a sheep!
I quite like elephants so I’d be an elephant if I had a choice. I don’t know where the elephant fits into the equation though. Or the honey badger.
PS> I was once actually chased by a sheep! They’re really scary up close. And check out this movie where the sheep get their revenge: http://www.imdb.com/title/tt0779982/
It’s pretty silly but it’s funny. If you’re gonna be a sheep, be a vengeful one!
lol I don’t know where the elephant fits in but I’ll bet that honey badger would try to take it down anyway!
I’m a sheep dog for my children! Mother Lion is more like it! But not a true sheepdog because I don’t want to be society’s sheep dog. I want to run away to my own island where there are no wolves. But I don’t suffer fools or wolves in marketing at all. They get to experience blowback all over the net.
lion works for me!
I’ve always liked the mother hen analogy. Have you ever tried to catch a baby chick with the mother hen around? OMG! It ain’t happenin’!
I did that ONCE when I was a kid at my grandparent’s farm. That hen chased me all over the yard. I swear she was more scary than the time I was chased by the bull and barely made it under the fence before getting gouged in the backside. LOL
Hi Tiff!
I’m not sure I like the idea of categorizing people at all. Just like Patti, I disliked the analogy for the same reason. Wolves has been laden with a similitude of evil for far too long. I take a stand in their defence. I know this was an analogy and I respect its value for the behavioral parallelism but I’m certain it could have been done in another way.
So, ok, saying that makes me a sheepdog for the biological wolves in the exposition of this analogy, right?
I also froth on scammers and just like Patti, again, I’d love to nuke ‘em gone. I don’t mind chasing them down and send the authorities their way when I can. It has happened. I would have loved to see their faces when they realize that their believed online safety backfired.
I was a troll with the bank last week so I’m out of THEIR wolfy jaws as of friday. Phew. Being lojal to the bank? That just flew out the window. Feels good.
I’m enjoying the zoo of sheep, sheepdogs, honey badgers, mother bears, ducks, snakes AND wolfs here. I know I’ll become a sheepwolf online. Grrraaah, eh?
Thanks for bringing it up. Adds to selfawareness.
Have fun
Maybe we are hawks? Although I like hawks too.
Humans are the only species that prey by malicious motives. Us and the domestic cat, because they like to terrorize other critters for amusement—kind of like humans. LOL
In the wild there are distinct ways to tell a predator from a prey animal. I wish it were that easy with humans. However, since our eyes do face forward, it indicates we are predators.
A prey animal has eyes on the sides of it head; deer, horses, cows, etc.
Unfortunately, in the human world there are too many playing the role of predator and too many playing the role of prey. So, sheepdogs, honey badgers, hawks, elephants, wererabbits, wolverines—whatever it takes to keep it in check. Right? Cranky old crones and sages too.
I would have to say in marketing I am a sheepdog. I think being taken advantage of online in the past helped to hone my skills to sniff out bull crappers. I am not the same naive newbie who thought you can take people at their word. I believe that there are more dishonest marketers than honest and it’s my goal not to connect with the wrong type of marketers or to become one myself. If you aren’t careful “wolves” will eat you alive.
Yes, you can come into IM as a sheepdog and not be such a newbie that gets eaten alive as soon as you enter the IM pasture. Great post and tips to help the sheep become more of sheepdogs than they are. Even sheepdogs need to be alert at all times and not get complacent so as to protect oneself and the rest of the herd.
Before, I used to look at internet marketers all as wolves. Lol! That’s because my email gets so jam packed with emails offering this and that, get it for free and once you click it, you have to pay this and that,and when you leave, here comes a pop up message asking you if you sure wanna leave. It’s a bit irritating sometimes. Until I met some really nice and good guys doing IM. So, there are indeed sheepdogs in this virtual world. Nevertheless, virtual world or not, all three do exist. Guess we should all play our roles very well and never let guards down, as necessarily. As for me, I would want to be a sheepdog no less.
I am definitely a sheep dog now – but when I first started in IM I was probably more of a sheep – until you know what’s what, you do tend to just blindly follow here and there looking for bright new shiny objects that will make you rich!
I think if you are generally confident in life the sheep dog comes back eventually!
Hello Tiff et al,
Well, I’m a sheepdog in life. My husband calls me his nuclear weapon LOL. That makes me sound awful. I am a very gentle and kind person, but I will stand no nonsense and am highly protective. I have taught my children to not be sheep.
What surprises me is how many people are happy to be sheep. I get frustrated with sheep, but have realised that people will be what they choose to be and that I can only show an example and they must decide for themselves.
Angel cuddles,
Sarah
Isn’t it weird how the kindest people seem to be sheepdogs?
Tiffany, get your concealed carry permit. I have one and I don’t leave home without it – my gun. I, too, am prepared.
= = =
Seems a guy makes a rolling stop at a stop sign, and gets pulled over by a local policeman.
Guy hands the officer his driver’s license, insurance verification, plus his concealed carry permit.
“Okay, Mr. Smith,” the officer says, “I see your CCW permit. Are you carrying today?”
“Yes, I am.”
“Well then, better tell me what you got.”
Smith says, “Well, I got a .357 revolver in my inside coat pocket. There’s a 9mm semi-auto in the glove box. And, I’ve got a .22 magnum derringer in my right boot.”
“Okay,” the officer says. “Anything else?”
“Yeah, back in the trunk, there’s an AR15 and a shotgun. That’s about it.”
“Mr. Smith, are you on your way to or from a gun range…?”
“Nope.”
“Well then, what are you afraid of…?”
“Not a damned thing…”
lol love it Sydney!
Sydney, Thanks for the story…will have to share it with my son and his friends – all card-carrying (AND gun-carrying 20-somethings who have no issue standing up for the underdog and what’s right).
Tiff, I love wolves too, and the analogy is great. We’ve not been “Sheeple” in our house for a very long time and, as weird as I find it to be the case, have gotten used to people (friends, family & strangers alike) who look at us and ask if we’re paranoid or over-protective or just plain nuts…we call it being diligent and willing to take a stand for what’s right even when the majority thinks it’s wrong or not worth standing for at all!!
Keep guarding the flock gal!!
Debi J
I’m the same way – I don’t care anymore what others think of my mindset lol
Tiffany,
This is great. I came into this IM world last September, 2011, and have gone nowhere as quickly as I can. Now, I am glad I’m broke.
I am not a sheep (I’ve spent exactly $47.00 unnecessarily + the $19.99 for the book. Since then, I am slowly accumulating the tools I need and finding the sheepdogs to hide behind until I can stand alone, join the pack, or, whatever.
I don’t have a carry permit, either. I have a 12-gauge Remington 1100. Does that count? I don’t have to even aim…just point. Hey, I’m an old lady…eyesight isn’t as good as it used to be.
Counts for me!
P.S. There are NO children at my house.
I am a wolf and will eat any sheep that cross my path. I do have compassion though. So would say there is many half decent wolfs out there.
That includes moi.
Sorry, I’m none of the above. How do you like them apples?
Bet you are and you just don’t know it. lol. Unless….you’re a shepherd?
Lamb chops are yummy! HOOOOOOOOOOOOOWWWWL!!!