In branded merch, most of what you learn doesn’t come from a handbook. It comes from watching how someone else handles a difficult client or keeps a project on track. Mentors matter in branded merch. If you’re new to the industry, you could probably learn some things from an experienced pro. And if you’ve been around for a while, someone could probably learn a lot just by watching how you work.
David Bethoney, who previously headed up The Muse, says that a formal mentor process puts a lot of pressure on both parties. A better way, he says, is to let mentorship happen organically. In other words, people who already work in proximity to each other can more easily learn from each other because the conditions support it. In this issue of PromoPro Daily, we dive into Bethoney’s thoughts on what works for both sides of mentorship.
Start with who’s already in the room. According to Bethoney, the best mentor candidate is always someone you can access. It might be a senior colleague or a boss. You don’t need to look far and wide, he says, but just notice who’s already influencing how you think and work.
Make a small ask, not a big one. If you’re seeking a mentor, don’t approach someone with, “Will you be my mentor?” This is a big ask, and most busy people will deflect this request even if they like you. A better ask, Bethoney says, is: “I’m working through a situation with X. Could I get 20 minutes of your perspective?” If you do that a few times with the same person, the relationship gradually builds itself, and you didn’t make it weird by labeling it.
Let it be informal. You might find that your most valuable mentors are never formally declared as your “mentors.” These might simply be people you admire and trust and those with whom you’ve cultivated relationships gradually over time. They’re not held together by obligation but by mutual respect.
Maintain it like a relationship. According to Bethoney, you shouldn’t just pop up when you need something. This is one of the worst mistakes you can make with mentors. Keep the relationship warm by sending a quick note when you see something that would interest them or send a one-line update on how their advice helped you in a situation.
Mentorship doesn’t only happen in formal programs. The best conversations usually happen naturally through quick check-ins or shared projects. If you’re new to merch, pay attention to people with experience. And if you’re a seasoned pro, be willing to help those coming up behind you. This is how everyone can grow and build their skills in branded merch.
Compiled by Audrey Sellers
Source: David Bethoney is the former president of The Muse.
