What Can You Learn from a Chief Big Ass?

October 26, 2012

The Unconventionals: Episode 1: Big Ass Fans' CEO Carey Smith“My first impression, when I heard of the company,” notes a current Big Ass Fans employee, “is that I would never work for this company in my life.” A bold name does hold some risks, even for a company that makes gigantic industrial fans. CEO Carey Smith found, however, that his decision to commit to the name yielded tremendous rewards.

Mike O’Toole, President of PJA Advertising + Marketing, talks with Smith in the first episode of PJA’s new radio show, The Uncoventionals, which our Center on Global Brand Leadership is proud to be sponsoring.

In a wonderful and frank conversation, CEO Smith talks about:

  • How the name was inspired by listening to the customer
  • How it differentiated the company’s communications in a traditionally bland industry
  • How it created a purpose that drives his tribe of nearly 300 employees to live up to this moniker, with a focus on R&D to build the best fans possible

As Smith notes, “it peaks interest, but that isn’t building a business…. It has, though, given us an opportunity to build a company that is substantial.” It starts with the name, but it can’t stop there.

Listen to Carey Smith for insights that you can apply to your business.

Subscribe to The Unconventionals podcast on iTunes as we help support upcoming shows on IdeaPaint, Relay Rides, Dollar Shave Club, and Converse.

One Response to “What Can You Learn from a Chief Big Ass?”


  1. […] [NOTE: originally posted to the Brand Leadership Blog] […]


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