The Guy in the Chair

What superhero or fictional character would you like to hire for your organization in 2024 and why?

I love that question.

We use it almost every time we work with a new client to build a messaging foundation or strategic plan. These are always very collaborative meetings – we call them Messaging Summits – involving a few people from Active8 and the client’s key stakeholders (often a combination of leadership, staff and board members). We send out some carefully crafted questions to all the participants in advance. We reveal the responses (sent directly to us without copying anyone else from their company) during the workshop to jumpstart discussion and even steer the direction of the meeting.

The Superhero Question

This question is always the last one we ask but the first one we reveal…one by one, so the participants can guess which of their colleagues suggested each character. This exercise lightens the mood and gets the discussion flowing. But, it’s also very revealing. When a company leader explains why they chose a fictional character to hire, it often reveals frustrations, opportunities, staffing deficiencies, or organizational weaknesses. Every group is different, but they all offer great answers…even if we see an overabundance of Avengers (especially Iron Man).

“The man who knows all the answers hasn’t been asked all the questions.” – Confucius

We’ve probably asked the superhero question to 50 different organizations over the years, but we’ve never asked it to ourselves at Active8. It was time. I posed this question to our staff in preparation for our year-end strategy meeting. This may sound weird, but the responses to that simple question made me proud to be a part of this team.

First of all – and I mean no disrespect to the great responses we’ve received from all our clients over the years – I was blown away by the creativity and thoughtfulness that went into Active8’s answers to this question. Take a look at the group picture of our responses below. Talk about deep tracks – minor characters, a children’s cartoon, a supervillain, a sitcom from the 60s, and some cult favorites.

What superhero or fictional character would you like to hire for your organization in 2024 and why?

Left to right: Back Row: Dr. Strange; Middle Row: Dr. Spencer Reid, Dean Pelton, Leslie Knope, Darrin Stevens, Don Draper, Ned Leeds, Alfred, Data, Thanos; Front Row: Spider-Man, Bob the Builder

Just looking at that ensemble is a great representation of the Active8 creative spirit, and I love it.

But, my pride and appreciation of these answers goes much deeper than that. As we revealed and discussed the responses to the question in our team meeting, an interesting concept and term emerged – “The Guy in the Chair.”

This was a new term for me, and I was surprised by how it was being tossed around so casually in our discussion. Being a bit older than all of the Active8 staff, I decided to pretend like I knew what it meant and figure it out from the context of the discussion. It didn’t take me long.

Just in case I’m not the only one that needs to catch-up on this term, here’s what the internet says:

The Guy in the Chair – During tense moments in action,
this secondary character provides support and information
to help the main hero accomplish the mission.

It’s a perfect term to describe Active8’s job. We are a secondary character.

It’s not about us. We’re here to help our customers accomplish their mission, and that’s something we take very seriously by investing in understanding their culture, mission, industry, history, and goals. We want to know what success looks like for them and help them achieve it.

A former customer reached out to us earlier this month to discuss a new venture (this happens a lot!). Over a period of a few years, we helped this company with a rebrand, a new website, some new video assets, social media, product photography, and email marketing. Before we started talking about the new venture, he said something so encouraging and validating to me – “I would have never successfully sold my company without the marketing support I received from Active8.” Success can look very different for different organizations.

Deeper Meaning

We know our role, and love playing it with so many great commercial clients, but being “The Guy in the Chair” often takes on a deeper meaning with the numerous nonprofit organizations we’re fortunate enough to work with.

In 2023, we were able to help a group of Huntsville business leaders (and volunteers) launch The Bullpen Foundation to strengthen communities by supporting participation in youth sports at local parks. We held a Messaging Summit with the Board of Directors to build a solid foundation, created a logo and Brand Guide, and built a new website. The Active8 team then rallied to compete in The Bullpen Foundation’s first fundraising kickball tournament. Despite a few sunburns, some pulled muscles, and an x-ray or two, I think we had a respectable showing.

It’s also been a privilege to support the great work His Way Recovery Center is doing battling drug addiction, not just in Huntsville, but now in North Atlanta as well. When His Way Atlanta announced Jeff Foxworthy as the special guest at their first formal fundraising dinner this year, we were excited to get behind the Stand Up For Recovery theme by building a creative suite to support a full campaign and “comedy-club” style video that celebrates all the ways heroes in our communities can make a difference in this battle.

Huntsville Symphony Orchestra has been an important part of our city since 1955. As new entertainment options become available in Huntsville, we were honored to help tell HSO’s story with a new website that showcases the variety of high-quality performances and events offered at both the Mark C. Smith Concert Hall and around the city. HSO offers programs that appeal to all ages, as told in this HSO Date Night video starring our very own Savannah Rumage.

Another Huntsville icon is EarlyWorks Museums. Partnering with their team on a brand update, a new website, and new video assets has kept us all young. While it’s been great to continue to work with them this year and into next year (stand by for exciting news from EarlyWorks!), I never quite get used to walking into Bart Williams’ office and seeing the life-sized statue of George Washington hovering over his desk.

EarlyWorks Executive Director Bart Williams and a life-size statue of George Washington

Epilogue

If nothing else, I bet this blog has armed you with some excellent trivia fodder.

Did you know Alfred’s last name was Pennyworth? Alfred was played by 32 actors in film and television, including Michael Jackson (Sonny & Cher Comedy Hour – 1972).

And, Spider-Man is correctly written with a hyphen to better differentiate him from Superman. (source: Stan Lee himself in a 2010 Tweet!).

When and where did “The Guy in the Chair” originate?

This is mildly debated in several lonely corners of the Internet. While the term was definitely galvanized by Ned in Spider-Man: Homecoming (2017), The Guy in the Chair concept was popular long before that. Some notable examples include Riley Poole from National Treasure (2004), Spot the Cat from Hong Kong Phooey (1974), and Jarvis from Iron Man comics (1964). But, perhaps the original and most enduring Guy in the Chair is Alfred Pennyworth. Bruce Wayne’s loyal butler and Batman’s sidekick made his first appearance in 1944.