At least, that will be the consensus opinion from anyone reading Deadspin's description of the way that NYU Professor Scott Galloway totally disproportionate flaming of a student who tried to take his class at NYU Stern. Story on Deadspin (also picked up on New York Magazine) is here. The full exchange is copied below.
There are two lessons here for would-be marketers. First, be self-aware. In sending the email to his students, Galloway possibly thought the typical student response would be something like, "hmm, kind of harsh, but I appreciate that this professor cares about my professional reputation enough to really tell it like it is." The reality is, his students opened the email, thought "what a self-important d**k," then tried to make the email as viral as possible to maximize Galloway's embarrassment.
The second lesson is tough for Galloway: negativity in a small brand (e.g. a university professor), is more hurtful than it is in a large brand and much more difficult to repair. No one would be surprised to find a web site or yelp comment bashing a huge consumer brand (say, Ford) or individual (ex. VP Biden). The criticism comes with the fame. But if you were to come across a web site, news article or yelp comment trashing some unknown brand, you'd probably be more influenced by the negativity, since you're less likely to have had a personal experience with whatever is being reviewed (ex. "stay away from Foster's Frosted Flakes, they taste like soot!). Galloway is a small brand.
To close with a healthy dose of irony.... Professor Scott Galloway teaches brand strategy.
Sent: Tuesday, February 9, 2010 7:15:11 PM GMT -08:00 US/Canada Pacific
Subject: Brand Strategy Feedback
Prof. Galloway,
I would like to discuss a matter with you that bothered me. Yesterday evening I entered your 6pm Brand Strategy class approximately 1 hour late. As I entered the room, you quickly dismissed me, saying that I would need to leave and come back to the next class. After speaking with several students who are taking your class, they explained that you have a policy stating that students who arrive more than 15 minutes late will not be admitted to class.
As of yesterday evening, I was interested in three different Monday night classes that all occurred simultaneously. In order to decide which class to select, my plan for the evening was to sample all three and see which one I like most. Since I had never taken your class, I was unaware of your class policy. I was disappointed that you dismissed me from class considering (1) there is no way I could have been aware of your policy and (2) considering that it was the first day of evening classes and I arrived 1 hour late (not a few minutes), it was more probable that my tardiness was due to my desire to sample different classes rather than sheer complacency.
I have already registered for another class but I just wanted to be open and provide my opinion on the matter.
Regards,
xxxx
—
xxxx
MBA 2010 Candidate
NYU Stern School of Business
xxxx.nyu.edu
xxx-xxx-xxxx
The Reply:
—— Forwarded Message ——-
From: scott@stern.nyu.edu
To: "xxxx"
Sent: Tuesday, February 9, 2010 9:34:02 PM GMT -08:00 US/Canada Pacific
Subject: Re: Brand Strategy Feedback
xxxx:
Thanks for the feedback. I, too, would like to offer some feedback.
Just so I've got this straight...you started in one class, left 15-20 minutes into it (stood up, walked out mid-lecture), went to another class (walked in 20 minutes late), left that class (again, presumably, in the middle of the lecture), and then came to my class. At that point (walking in an hour late) I asked you to come to the next class which "bothered" you.
Correct?
You state that, having not taken my class, it would be impossible to know our policy of not allowing people to walk in an hour late. Most risk analysis offers that in the face of substantial uncertainty, you opt for the more conservative path or hedge your bet (e.g., do not show up an hour late until you know the professor has an explicit policy for tolerating disrespectful behavior, check with the TA before class, etc.). I hope the lottery winner that is your recently crowned Monday evening Professor is teaching Judgement and Decision Making or Critical Thinking.
In addition, your logic effectively means you cannot be held accountable for any code of conduct before taking a class. For the record, we also have no stated policy against bursting into show tunes in the middle of class, urinating on desks or taking that revolutionary hair removal system for a spin. However, xxxx, there is a baseline level of decorum (i.e., manners) that we expect of grown men and women who the admissions department have deemed tomorrow's business leaders.
xxxx, let me be more serious for a moment. I do not know you, will not know you and have no real affinity or animosity for you. You are an anonymous student who is now regretting the send button on his laptop. It's with this context I hope you register pause...REAL pause xxxx and take to heart what I am about to tell you:
xxxx, get your shit together.
Getting a good job, working long hours, keeping your skills relevant, navigating the politics of an organization, finding a live/work balance...these are all really hard, xxxx. In contrast, respecting institutions, having manners, demonstrating a level of humility...these are all (relatively) easy. Get the easy stuff right xxxx. In and of themselves they will not make you successful. However, not possessing them will hold you back and you will not achieve your potential which, by virtue of you being admitted to Stern, you must have in spades. It's not too late xxxx...
Again, thanks for the feedback.
Professor Galloway
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