Can I Be Known for More Than Hemophilia?

Be niche.

Differentiate yourself.

What makes you unique?

I took these directives to heart when, during my early-20s, I was trying to carve out a professional identity and path for myself. Most notably, in the summer of 2010, I was introduced to Jim Collin’s “Hedgehog Concept” as outlined in his corporate strategy book Good to Great.

Essentially, the hedgehog concept intends to help a person or company identify what he/it can be great (not just good) at by establishing three concentric circles, each driven by a question:

1) What are you deeply passionate about?

2) What can you be the best in the world at?

3) What drives your economic or resource engine?

For me, following this concept is what lead to the foundational mission of Believe Limited- producing entertainment that creates change.

Passion. The death of my brother and my own lifelong struggle with hemophilia drove a passion in me for how I could help others in similar positions.

Greatness. While there’s no shortage of actors, producers, or directors, I thought I had a shot at being the best in the world focused on this particular, worthwhile, mission.

Economics. At first, this was the biggest hurdle; and in many respects, still is. As I came to understand how pharmaceutical marketing and engagement initiatives worked, slowly but surely I saw a path toward building a story-driven creative agency focused specifically on content generation, and one that truly put the patient and caregiver experience at the center of its work.

Fast forward 10 years from my first “Yes” on Stop The Bleeding!, and by my own criteria, I’ve successfully used the hedgehog concept to create a thriving and integrous business that positively impacts patients and families affected by rare disease, all around the globe.

Cool! I did it! Mortal Kombat voice Flawless Victory, right? Well, not quite.

The truth is, while I am and believe-myself-to-be a bonafide filmmaker and content producer, 99% of everything I’ve put my energy toward in the last 10 years has been under this niche, rare disease- and mostly hemophilia- content umbrella.

Even while I was pitching Bombardier Blood to film festivals, sales agents, and distributors, I kept receiving feedback that suggested that somehow my film was not quite at a level of professionalism worthy of what I sought. A high-level decision maker at one major distributor told my primary contact there, “I just wish we had a place for something like this on our platform.” Something like what? Documentaries? You have that. What did you think you were watching? Did you even watch?

My only other feature film to date- Elsewhere- is a self-financed, micro-low budget indie that- don’t get me wrong, I’m immensely proud of; and grateful for, as it is basically that 1% of content I’ve produced that doesn’t fall under the “rare disease” umbrella- but it hardly sets me apart from other filmmakers.

When I first shared my idea for Stop The Bleeding! and this “entertainment to create change” mission in hemophilia with my dear friend and colleague Jim Fagan, I made sure to mention that I did not want to become “Mr. Hemophilia.” It was through the arts and development of my creative skills that I finally felt unrestricted by hemophilia; that I didn’t feel principally defined by it- and just because I had this grand ole idea, I didn’t want that to pigeon-hold me, personally or professionally.

With a wry smile, Jim has asked me more than once over the years, “How’s it going not becoming Mr. Hemophilia?” Comedy writers, amirite?

But let’s call it what it is — it’s hard to say that I haven’t become known, most notably, for being a person/advocate/filmmaker/content creator/whatever with hemophilia. That prepositional phrase is what’s helped me stand out; it’s what’s given me a niche profile and focused mission; it’s a foundational part of “my hedgehog,” and it’s very-much-so a major reason for my success.

That doesn’t mean, however, I’m at peace with it.

In the first ever issue of The BloodStream Newsletter, our cover story features blood brother Luke Pembroke as he, on the heels of being dosed with gene therapy, explores the idea of, “Who am I without hemophilia?” From an entirely different lens, I guess I’ve been asking myself the same thing, because while I don’t intend to stop doing that which I’m most uniquely well-equipped and positioned to do, and which positively impacts so many, it’s past time for my story to start expanding. I just don’t know what that looks like quite yet.