Over the last couple of years I’ve digi-penned a column called “Shoot the Donkey.” I’m am often asked, in disdainful tones, why I hate animals. How could I title any articles so “inhumanely gross.” I’ve even had hate mail about the ‘Shoot the Donkey” Logo – which is pretty inane since the articles have nothing to do with animal abuse. Or even animals.

Okay – some of the titles might be suggestive, like ..

Shooting the Donkey in the Complex Sale … Hollywood Style

Veni, Vidi, Tiré a dos burros. (I came, I saw, I shot two donkeys.)

Marketing & Advertising Donkeys … Shoot’em if You Got’em

Why Good Companies Go Bad … and How Great Leaders Remake Them — AKA The Donkey Goes to Harvard

My Darling, Is That Manure Stick You Have On?

But suggestive only if you don’t know what “Shoot the Donkey” actually means.

WHAT IT MEANS

The term “Shoot the Donkey” refers to a classic scene in the movie “Patton” (based upon a true life event) where the Third Army gets critically held up in battle on a bridge, by a cart-pulling donkey that had stopped and refused to budge, totally blocking the bridge. Life and death are at stake. An MP struggles with the donkey and the owner, trying to get them out of the way. But with no success.

The entire Third Army halts for this recalcitrant donkey.

General George Patton roars up, leaps out of his jeep, whips out his ivory-handled, shoots the donkey, and immediately has it hurled off the bridge, removing the obstacle.

THE GREAT LEADERSHIP PRINCIPLE

That classic scene not only revealed Patton’s character in a cinematic way, but also embodies the great leadership principle of taking decisive action to remove all obstacles to fulfill one’s mission.

Patton later had to address the situation himself. “It was either have my men strafed and killed or me shoot the mules.” Pretty clear cut to me. But …

DON’T WORRY

The Donkey’s real name is ‘Donkey O’Tee. He has not been harmed in anyway in the articles – in fact – he has prospered mightily. Donkey O’Tee reveled in the role and took advantage of it,  working his way up to the “Worlds First (confessed) Corporate Spokes-Donkey.

Donkey O'Tee Speaks to the Press

He also took the opportunity to get educated — at Harvard (he didn’t break any new ground here though – there have been a lot of other asses at Harvard )

After being featured in several PR & Marketing books, including”Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs,” by Craig Stull, Phi Myers and David Meerman Scott, Donkey O’Tee decided to take the plunge and write ( tougher than you think with hooves) his own book called “Pompously Obfuscating On Purpose.” (about corporate writing skills and trends.)

Since Donkey O’Tee  published his book “Pompously Obfuscate On Purpose,” he’s been getting a lot of press – and a lot of questions about the “violent, gun-promoting, animal-abusing Shoot the Donkey” Logo. He pointedly addressed this issue in the Hollywood Reporter quote below.

Quote Attributable to Donkey O’Tee, World’s First (self-acknowledged)  Corporate Spokes-Donkey

“Please, don’t contact me about having a gun pointed at my donkey head. It’s a cartoon gun — and I’m a cartoon metaphor.” – Donkey O’Tee

So there.

Steve Kayser is a seasoned Media Relations Director and an award-winning business writer. His unique (some say bizarre) approach to PR, Marketing and Media Relations has been documented in a marketing best practices case study by MarketingSherpa, profiled as a “Purple Cow,” by author Seth Godin, and featured in the best-selling books, The New Rules of Marketing and PR by David Meerman Scott and "Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs" by Craig Stull, Phil Myers, and David Meerman Scott. Steve has also been featured in the following publications: A Marketer’s Guide to e-Newsletter Publishing, Credibility Branding, Innovation Quarterly, B2B Marketing Trends, PRWEEK, Faces of E-Content, and The Ragan Report. Steve's writings have appeared in Corporate Finance Magazine, CEO Refresher, Entrepreneur Magazine, Business 2.0, and Fast Company Magazine – among many others.. Google+

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