Frank O’Connell spent more than fifty years revolutionizing companies like Reebok, HBO Video, Skybox International, Gibson Greetings, and Indian Motorcycle. In his new book, JUMP FIRST, THINK FAST: An Unconventional Approach To High Performance, he shares his exuberant attitude towards business and life. Through his stories – from his childhood in upstate New York to a career that had him crisscrossing the country to work at a diverse range of companies – O’Connell serves as a mentor and business advisor, offering readers fresh insights to encourage them to charge ahead.
“I have found that most people creep along in their professional paths—and they don’t take the risks they should to JUMP into the next chapter of their business and career,” says O’Connell. Throughout the book, he reveals how he achieved happiness and success, moving from marketing and sales to operations and strategic leadership, from the food industry to footwear to video games, and motorcycles – growing with each win, loss, or misstep along the way.
Readers learn about such remarkable milestones in O’Connell’s career as overseeing the development and marketing of the Reebok Pump; launching Bran’nola (the first tasty, high-fiber bread); taking SkyBox public after an $80 million loss; starting Fox Video Games from scratch; riding the explosive growth of VCR video cassettes at HBO Video; and finally his unsuccessful – but passionate! – attempt to turn around the iconic American company, Indian Motorcycle. Throughout, O’Connell shares his stories of brave, bold moves; building networks; and embracing curiosity which are key ingredients of a successful career. Just a few of the book’s themes are:
• Mindsets vs. Skill Sets: An early pioneer in moving from company to company, O’Connell describes how he continually adapted his skill set to fit new industries – such as when he switched from baked goods to video games. “There is always something new to be learned from cross-fertilization of ideas between industries . . . this is the essence of innovation,” he writes.
• The Importance of Relationships: Wherever O’Connell went in his career, he built strong relationships. This translated into networking opportunities – including when a former boss at Hunt-Wesson Foods recommended him to lead the new electronics division at Mattel – as well as on-the-job management successes, such as when he needed to convince administrative staff to bake bread during a strike at Oroweat. It also meant his being able to work with a “grumpy old head baker” he’d been warned about – resulting in the launch of a number of new products.
• Know Your Customer: “Few people in marketing or business ever get the opportunity to sell directly to customers . . . You should always live where the consumer touches your product,” attests O’Connell. He describes his time in the field during a summer at Jewel Tea Home Shopping as the beginning of his recognition that there is nothing more critical than real customer feedback.
• Lay the Groundwork for Innovation: From devising new ways to develop video games to establishing the team that developed the Reebok Pump, O’Connell’s career is rife with successful new products. His stories shed light on how to rethink traditional approaches to create environments in which innovation can thrive.
“I wrote JUMP FIRST, THINK FAST hoping that the reader could discover how they can bring a proliferation of new ideas to any project, think differently about business, find their place, trust their instincts, and enjoy the ride,” explains O’Connell. His new book will enlighten, entertain, and encourage anyone looking to grow their career and take on new challenges.
