As an ignorant European, contaminated by American TV shows and movies and anti-american press, it was easy for me to grow up with a distant and cold hate and fascination of the US.
But after having lived there, I would say that the US does a lousy external PR job. They make it easy for non Americans to hate the US. And I can understand why, and, don’t get me wrong, I still believe there are many wrong things about the country – but not any more than about any other country.
Visually, the US can come across as arrogant and corny. Yes, corny. All the stars and stripes, and the anthem always present, and the icons of freedom, the Eagle, slow motion cowboys… yawn…
But once you live there, you start seeing through the corny surface and start understanding what those icons represent. And let me tell you, what they represent is pretty cool.
As in Marketing, being considered the generic in a category is a huge achievement. Kleenex being the generic for paper tissues, Walkman for cassette players…
Well, the US has become the generic for values like freedom, opportunity, can do spirit… And after having lived there, I can see why.
If you want to set up a business, in the US it takes you no more than 500USD and 20 minutes online and you are set. Off you go! Be prosperous, do business. In my native Spain, the hassle of paperwork, fees, notaries, lawyers and queues is so annoying that you desist after a little while.
The US helps you achieve things, start things… But it comes with responsibility. You better be good and behave or they will come hard on you. A fair agreement I would say.
Everything is easy, there is a lot of choice for everything. Hence the image of freedom, of land of opportunities. There is a lot of land, space is vast, choices are numerous. You feel free to chose your path. And you feel you can make it, there is always a chance of success.
And as a marketer, if you want to learn, grow and be in the middle of where everything happens, it is the US where you should be. Let alone if we are talking about Digital Marketing…
All I am saying is that nowadays it is easier to hate the US than to love it (if you are a non US citizen). I am just advocating the loving variant, based on my experience.
I am just being grateful for what the US gave me.