\\full interview
Today we’d like to introduce you to Alex Oger.
I'm the first American in my family. My parents came from the west coast of France to New York on a vacation. A mixture of opportunity, ambition and the unknown kept them in the states – a few years later I was born.
ProfessionalIy, I’ve always focused my career in companies founded on culture and human experience. My first initial stretch was with the Victory Park development where over 4 years I was part of the W Hotel and House of Blues opening team. School was fine but the real education seems to always come from life experience. It’s a balance with two things that, strangely, shouldn’t but always seem to conflict. Company culture and training is a lot like school. Painting the best possible picture knowing that life is going to bring things back to reality.
So there I was, taking it all in. “Lasting Moments” “Sensory Experiences” “Creating Value” “Dependence by Design”. As a concierge/event coordinator, you're given access to the events, openings, concerts and contacts to make things happen. But then there’s real life. The hours are long and often thankless. My integrity was challenged and patience tested. There was a point, probably after missing another birthday or holiday, when I said enough. If I was going to leave for something else I needed to make sure it aligned with my strengths and values.
Next was Apple retail. To everyone else, it seemed like a step-down. I distinctly remember a friend telling me “I can’t believe you’re leaving to go work as one of those little blue helpers.” But I didn’t see it that way. Yes, it was scary but any leap of faith is. Within a few months was given a “mentor” and onboarding position for new hires. There I learned the value of work/life balance. I felt really good.
One afternoon, in the middle of the holiday chaos, I helped a customer who later returned to hand me his card and say “I’m going to change your life forever.” I thought to myself: "Who says that?" This gentleman represented the automotive industry. Much like everything else, the car has become a computer and their new competition is the phone in our pockets. New territory for everyone.
So I set out to make vehicle technology approachable, with an ecosystem of support, and it was a hit. We were connecting customers in ways that just didn’t happen when buying a car. Loyalty and retention at an all-time high. It made sense that Lexus, a brand built on customer satisfaction, was the first to take notice. After a successful pitch, we worked closely with them to standardize the “Technology Specialist” position nationwide. The media caught the wind and I was featured in Forbes / Wall Street Journal / USA Today. Other brands quickly followed suit. You can now find a “BMW Genius’” or “Cadillac Product Specialist” at any of your local dealers. Clint Eastwood told his son that “It doesn’t matter what you do in life, just be the best at it.” 6 years ago, I went into the automotive industry with that mentality. In the end, we’ve changed the way you buy a car.
What were you like growing up?
In 7th grade, I had a Science project about “Pangaea” and an English project about “Romeo & Juliet” – everyone turned in papers. I turned in videos. I was dressed as a farmer in one of them, in my mom’s robe blowing up a globe in the other – reciting Shakespeare off a pool deck. So totally normal.
We’d love to hear more about your business.
I’d always had a creative vein and would find ways of applying that to my work. Digitally, there are so many ways to tell a story. To educate. To empower. My nickname at work was “Spielberg” and, because of the long hours, I would involve my team and colleagues in many projects. We were always making content. Videos for work, videos for fun and even other organizations, helping them share a message or build a brand. After hours, we would gather in the conference room to watch our work. We inspired each other. Their success was my fuel. Then came the tipping point.
I think a common fear is to plateau. You’ve done everything you can with what you’re given and room for growth becomes very narrow – then what? That’s where I was with the car industry. It took a series of signs, a book called “The Crossroads of Should and Must”, and overwhelming support to take a bittersweet leap of faith.
Last year, I resigned from my role as Managing Technology Specialist. On my last day, I had a film project to shoot to later that afternoon. I went to the bathroom to change out of my suit and by chance, the jacket I’d packed was the one I received on my first day at Apple. Small silver logo shining.
Last summer we partnered with The Marcus Graham Project. An organization that helps minority students prepare for, and find, careers in the advertising industry. July ’17 was their 10 year anniversary where, at the Oprah Ballroom in Washington DC, we premiered a video celebrating their past accomplishments and vision for the future. To create the video, we hit the road and drove from Dallas to Los Angeles interviewing all the success stories of the organization. 20 interviews in 7 days. That was my first work on my own and the beginning for me.
I now work as a Creative, Brand Consultant and Storyteller. Leadership experience in narrative, commercial and documentary film.
