With almost ten years of blogging experience behind me (and just typing that makes me feel old) I think it’s time that I found some ways to cash in all the time I’ve wasted on it to make a quick buck. Sorry, what I meant to say there was ‘utilise my extensive cross-platform social media communication skills to monetise my experience and provide a variety of value-added activities to my valued clients’.
The problem, of course, is that I’m not shameless enough to even attempt some of the con tricks that others use as a business model. As a councillor, I’m regularly bombarded with invitations to conferences on important policy issues, all of which appear to be the opportunity to spend several hundred pounds to sit in the poorly ventilated ‘conference suite’ of a mid-market London hotel while someone reads out a PowerPoint presentation of easily downloadable information at you, as the precursor to a limp ‘discussion of current challenges’ (aka ‘tell us what other issues we might be able to sell you a conference on’). If I was savvy and soulless enough, I wouldn’t be complaining about these, but creating my own company to do the same.
Rather than set up a company to do this, I could do it in the name of a think tank instead. That way, not only could I establish spurious conferences, I could publish reports and discussion papers on topics that were in no way determined by whoever wanted to sponsor me, and with robustly independent conclusions that just happened to coincide with their needs. I could even give something back to the next generation by creating a Junior Associate programme that would teach them all the skills they needed to be effective policy professionals, including the best search terms to put into Google, important errors to avoid when copy-and-pasting and just how much you can get away with charging people for admittance into this exclusive programme.
Has anyone founded the Michael Stone Institute yet? A few years ago, myself and another blogger (whose identity I’ll protect unless they’re happy for it to be revealed) did discuss creating a spoof ‘Straw Man Institute‘ with the promise that we’d ‘make the arguments no one else will’. We thought there’d be a ready market amongst commentators and other blowhards. ‘SMI (a noted liberal think tank)’ would happily have provided reports on why everyone in Britain should be forced to be gay Muslims for Peter Hitchens to bloviate against.
I think the project foundered on two problems. First, we didn’t have the enthusiasm to carry it on beyond the initial idea, and second, the market was far too skewed by existing companies. There’s no point in advertising yourselves as being willing to make the arguments that no one else will, when there are plenty of people willing to do that and actually mean what they say, often for free. When we’re living in a world where Demos not only has a ‘Progressive Conservatism Project’ but its director can write what amounts to ‘Iain Duncan Smith must destroy the welfare state in order to save it’, what hope is there for a mild and humble parodist to make a living?
In a world where an internet get-rich-quick mogul can make it into the Cabinet, I suppose I need to rebrand myself as an expert in hashtag virality. I can do you a quick seminar for £350, maybe even £250 if you want to use our special early bird booking rate.