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Justin Kingsley, VP Strategy and Partner, Sid Lee (Montreal) #iabmixx

Guest Post:  Tara Kelly is a contributor with, she has worked with organizations such as Maple Leaf Sports and Entertainment, Research in Motion, Mosaic and Mattel in various marketing capacities. You can connect with Tara on LinkedIn or Twitter.

Justin Kingsley, VP Strategy and Partner, Sid Lee, presented a dynamic session at the 2012 IAB MIXX Conference. He reflected on what he learned during his time spent working with international icon, Georges St. Pierre (GSP).

7 Lessons from working with Georges St. Pierre

1. Foster the Greater good

  • Yes vs. No: Easy to say yes, much harder to say no
    • Said “No” to deep fried chicken sandwich as Georges sandwich

2. Empowerment is good

  • Best team in the octagon from the coach, managers, marketers
  • Science of MMA
  • Built a team of people better than him

3. What gets measured gets done

  • Keep track of progress
  • GSP signed with NOS energy drink (Coca Cola). Gives him duality

4. Just be Yourself

  • Honestly –tell the truth

5. Love the Haters – let them hate

  • Fans will come to the brands defence
  • People want to feel they are a part of something

6. Courage

  • ACL surgery
  • Respect Yourself, Respect Others. Anti-Bullying campaign

7. Be thankful – stay humble

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