No this is not a reference to the Chesapaeake Bay in our backyard or the delicious crustaceans within . It is a football story. Back in high school in the land of Squanto and The Pilgrims, my partner recalls playing football as a teenager and the brutal practice routines devised by his maniacal coach. Many a tough offensive or defensive lineman from his Cape Cod town were brought to the depths of their despair when these words were hollered during practice…… “CRAB IT””
“CRAB IT” meant hell for any offensive or defensive lineman looking straight up the steepest hill on the practice field knowing they would not have the luxury of running like the backs or receivers but would be faced with an all fours crab walk at full speed in both directions. Try it in your living room sometime, keep your head up and your butt down, walk on all fours for a few steps. Now you are getting it. Oh yeah, did I say you needed to put on full gear and a helmet.
THE SEGUE: You have to be tough and tenacious to behave like a media company. Feeding the social content beast is hard work taking years and dedication. A digital, interactive platform takes all you have, all your resources and all your intelligence to support and nurture. You gotta “CRAB IT” most days and be patient on all others. Suffer, smile, work, give, connect, collaborate, deliver, drive, interact, influence, learn and grow.
We believe Seth Godin and Gary Vaynerchuk. Meaningful work is tough but worth it, risky but rewarding…….and it helps to have a partner who can “CRAB IT” with the best of them!