Gini Dietrich

The Spin Sucks Inquisition: Darryl Robinson-Keys

By: Gini Dietrich | February 13, 2015 | 
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Darryl Robinson-KeysBy Gini Dietrich

My friend Joey Giangola is going to get his wish and I’m going to start doing these Inquisitions on video.

Why, you ask?

Because Darryl Robinson-Keys is another person who has such a great accent (he was born in England, raised in Australia, and now lives in Canada), you could listen forever (see Shonali Burke on last week’s Inquisition).

When I finally met him in real life last year, I made him say “spin sucks” at least 100 times.

I could share that amazing accent with you if I did these on video!

We met virtually when Darryl was a student in Martin Waxman’s digital strategy class at the University of Toronto. I like to Skype into Martin’s class once a semester and make new friends.

Darryl began reading—and commenting on—Spin Sucks and the rest, as they say, is history.

He has become a good friend and he is very wise and kind. That is why I asked him to sit on the Spin Sucks Inquisition hot seat.

What is the Biggest Mistake You’ve Made in Your Career?

If you had asked me this question 10 years ago, I probably would have rattled off a long list of errors in judgement,  failures to act,  or impulsive actions with less than desirable results.

Something like when I purchased a .com in 1999 [www.drksolutions.com]  and completely failed to promote myself effectively with it, or another where I left a very comfortable decade long six figure paying consulting contract to pursue my interests of becoming a full time kayak guide/instructor.  

I no longer interpret these decisions as mistakes. Instead, they are threads in the fabric of my life that I continue to weave.

Decisions, actions and consequences that have led me to this moment in this community [sitting in pajamas at home] typing this answer.   

The only actions that I would consider true mistakes are if you intentionally hurt yourself or another person.

What is One Thing about Yourself that Would Surprise Most People?

I was going to answer that I enjoy Shakespeare and can recite memorable sections from a number of his plays, but I don’t think that would come as a gigantic surprise to a few of the community members here.

So instead, I’m going with the fact that I enjoy musicals—West Side Story is a favorite—and I know all the lyrics to all the songs, same goes with Singing in the Rain, Annie Get your Gun, and many others.

If these songs were on karaoke would wouldn’t be able to pry the mic out of my hands.

If You Could Achieve Everything You Ever Wanted in Life, but Had to Die 10 Years Sooner, Would You Make that Trade?

When I was born…[don’t zone out, I’m not recounting my entire life story…yet] I was born six weeks premature and weighed 3lbs, 13 1/2 ounces.

I like to think I have a very strong self-preservation instinct to continue, so I can’t imagine wanting to die 10 years, five years, or five mins before it was absolutely necessary!  

Live long and prosper, and procrastinate if procrastination helps lengthen your life span.

No trade, no deal.  

What Industry Advice or Practice Would You Most Like to Cry Foul On?

A practice that I am sometimes guilty of, and has been mentioned here before. Is the practice of re-sharing or acknowledging content from sources without actually reviewing that content first.

I had a chuckle the other day when I accidentally tweeted a statement which consisted of a title to an article [which I had read] and I added a #digitallmarketing [hashtag or something like that].

Within seconds it had been favourited and retweeted, the problem was I hadn’t included the link to the article! 

A tweet indicating the toothpaste I use to brush my teeth would have had more substance to it. 

Sharing is great, however the intention to share should be motivated by a genuine desire, not just to gain brownie  points. 

What is the Best Book You’ve Read in the Past Six Months?

I haven’t read enough real books in the past six months to highlight a “best book.”  I think this question should be modified to include television shows.

I am currently reading Jeremy Miller’s Sticky Branding [only $1.99 at Amazon until February 16th!].  

I finished the last book in the Game of Throne’s series and am happy to offer spoiler alerts!

Why Does Spin Suck?

I have read so many amazingly great answers to this question.

Here is my approach: If you apply “spin” to the human body what is  the result? Disorientation, confusion, and—in some cases—the desire to heave.

[This does not apply if you are a figure skater or learned ballet at an early age [insert Gini Dietrich’s name here]. 

Spin applied to information has the same effect, it changes the orientation of that information and thus distorts and confuses the meaning of that information. 

Where You Can Find Darryl Robinson-Keys

Darryl is on nearly every social network so you can connect with him where it’s convenient for you.

Find him on Twitter, Facebook, LinkedIn, Google+, Instagram, and YouTube.

You can also find him blogging at The Joys of Paddling a Kayak and featured here a time or two.

Though he has a great internship with Parleview right now, he is looking for a full-time gig doing digital marketing. If you know of something in Toronto or a virtual position he’d be perfect for, please connect with him!

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, the lead blogger at Spin Sucks, and the host of Spin Sucks the podcast. She also is co-author of Marketing in the Round, co-host of Inside PR, and co-host of The Agency Leadership podcast.