Bonin Bough About Career And Its Impact

Bonin Bough shares his thoughts about career and what impact it should have

Why did digital marketing inno­vator Bonin Bough ditch Triscuits forTV? Snack-food giant Mondelez’s chief media and e-commerce officer left in August to star in CNBC’s Cleveland Hustles, a business-focused re­ality show created by LeBron James, according to Fast Company magazine.

Bough also recently released a book, Txt Me (646) 759-1837, about how technology is changing modern life (yes, you can message him at that number). “I just started think­ing that these moments might not present themselves again,” says the former PepsiCo social media guru, who is still doing consulting work but wants to devote more of his energy to content creation.

He’s especially intrigued by how Snapchat and other messaging apps are reshaping behavior. “[I wanted] to be at the beginning of a whole new way consumers are going to engage and interact,” he says. “I was a part of it. but I was on the other side.”

Cleveland Hustles premiered in August and has already been renewed, but Bough says he’s most excited by the first season’s impact on both the participants and the city of Cleveland (part of James’s goal for Hustles was to help revitalize neighborhoods in his hometown).

Bough says Hustles has helped create 60 jobs and yielded $2 million in investments for the winning businesses, which include a bagel store and a yoga studio.

“At the end of the day, I’m not doing this because I want to be a reality-TV host,” says Bough, who also steers several other projects, including an investment firm and the talent incubator Brand U. “It’s because I do actually think this can have a unique and interesting impact.”

Advice Bonin Bough would give his younger self: “When people say no, that’s when you know you have something really good.”

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