Laurie Reuttimann came to my attention a couple of years ago when I was looking for gamechangers in the HR field and her blog, Punk Rock HR (tagline: “Teamwork is for suckers.”), snagged my attention. Her stuff was hilarious, honest, and in an envronment that can be obsessed with compliance and normative behaviors, breathtakingly contrarian. She retired Punk Rock HR in June, 2011, and today, goes by the handle of Cynical Girl. 
I could give you a million reasons why Laurie Reuttimann is a gamechanger, I’ll give you one. She understands the difference between business objectives and business outcomes. So often, we muddle the two, and think they are the same thing. They are not.
Laurie’s objective with ‘The Cynical Girl game’ is to,”build a portfolio career. You should build one, too,” she writes in her last Punk Rock HR post.
The outcomes will be things like people changing their own games, finding work, passing her links around, friending and following her online, sharing an occasional smile, and using our newfound cynical outlooks to not automatically buy into the bullshit, especially our own.
Objectives are singular. Outcomes are infinite. Focus on objectives to realize outcomes.
Or don’t. The Cynical Girl doesn’t give a damn. She’s too busy babysitting cats to babysit you.
Once upon a time, I met Clem Flickinger, 93 years old, who was the same age as his neighbor, Walt Disney, when they were boys growing up in Marcelline, Missouri. Clem told me that when they were six years old, Walt had an idea for the two of them to stage a circus in the basement of Walt’s house. “The only act we had was Walt’s mom’s cat, which Walt could get to sit on a stool,” Clem said. “The only customer was me. Walt charged me a dime, which was the only money I had. When Walt’s mom found out that he had taken my dime, she made him give it back to me.”
When he was working at Twelve Horses Interactive (now part of 
Wieden+Kennedy’s client for the Old Spice brand, Procter & Gamble, “couldn’t be more pleased,” according to McBeth. “They see it as a new paradigm for brand marketing. We should be seeing numbers soon that will show tremendous results for both awareness and sales.” With the success of the Old Spice Guy campaign, Wieden+Kennedy’s other clients are, naturally, clamoring for viral brand mojo of their own. One thing is certain, the ability to improvise will be key.
Leroy Stick authors the brilliant 
If your brand has an ounce of artistry to it, an iota of creative mojo, you will see, as DHL-Africa and Special Olympics have seen, 
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