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A Blog Post

Jillian Michaels Turns Out to Be…Well, Jillian Michaels

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Jillian Michaels

Jillian Michaels

You cannot be yourself. You’ve got to be an actor—be someone you’re not to get the media’s attention.

If this isn’t one of the biggest lies some PR people feed their prospects, I don’t know what is. And it simply sends me up the wall. It couldn’t be more untrue.

So let’s poke this lie right in the eye.

You must be and show up as yourself – the best version of yourself – but still you. You have to be who you are. Go ahead. Try it the other way. It won’t work for long for a whole lot of reasons including it gets exhausting carrying around that other “persona” once you become successful as someone else.

We live by this. It’s our mandate at Krupp. And frankly, it’s led to much of our success. We will say “no” to an idea, a pitch, a client if we don’t believe. We strive to be authentic and bring the true nature of our client to the public and media.

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So I have to tell you we were more than a little nervous about our first meeting with Jillian Michaels, the scary, bossy, in-your-face fitness coach from “The Biggest Loser.” We sort of knew that was a “face” some TV exec decided Jillian needed to wear. If we were going to work with her, would she be willing to be the true Jillian or did she want…have to…carry that other “person” around?

Heading to that first meeting, I like everyone else was scared to death about meeting her. Not scared because I didn’t think we could do the job. (Hardly. Those who know me know that I believe I can create something that Nobel chemists think is impossible.) I was scared because we wanted the Real Jillian as a client. That’s who we knew we could help build her vision and multi-million dollar business.

We pull up our seats around the table. Gulp. Here we go. And then something funny and revealing happened. My Yorkie, Isaac, jumped out of his bag and onto Jillian’s lap. They began a five minute “doggie” conversation. Here was the real Jillian—caring, friendly and sincere. We could work together. And we are.

And you know what I can tell you about Jillian Michaels? What you see is who she is. Isn’t that really annoying?

She feels she can truly make people fit on the inside and outside and cares deeply and passionately about what she does. And she has the confidence she can do it – as herself. She may be tough, but she’s not the tyrant she’s made out to be.

Jillian “gets” this rule of marketing—be yourself. And we “get” a genuine person to build our work around, someone who fully meets one of our requirements for working together. And the results show. Jillian, her team and Krupp are well on the way to creating her $100 million dollar business on the foundation of Jillian.