Drawing on his experiences picking up roadkill, feeding swine, and castrating a lamb with his teeth, Mike Rowe, host of Discovery Channel’s Dirty Jobs, discusses how modern American culture belittles necessary labor. And, as he points out, not only is the labor these people do necessary, but many of the people doing it are actually–wait for it–happy. Fascinating to think how we all may still get it wrong in our marketing strategy endeavors to understand “target markets” and psychographics in so-called blue collar industries. How refreshing to think that social networking can just mean grabbing a beer with some buddies. All lessons this copywriter will try to always pass along.

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