‘CEO of fun’? Titles can reflect folks behind job
ALBUQUERQUE, N.M. — DuWayne Ordonez believes fun can change the world.
If you doubt his belief, look at Ordonez’s job title: “outdoor recreation CEO of fun” with the city.
“I just made it up,” said Ordonez, who also has the more formal, but far less used, title of outdoor recreation section head. “If you’re happy, trying to get along, looking for a way to solve the problem rather than blame somebody, I think it will be a better world.”
Like other professionals adopting out-of-the-ordinary job titles, Ordonez says the odd moniker helps communicate that his work is more of a personal mission than a collection of money-earning tasks.
The creative combination of words, he and others of titular distinction say, is a playful light: They elucidate responsibilities in such a way to reveal the soul behind the role, and, at worst, generate friendly responses of ice-breaking curiosity.
The distinct approach to a title has spread to Ordonez’s team of workers; as of three years ago, they’re “adventure leaders,” not “recreation staff.”
Looking beyond the chief executive of fun’s office, it’s apparent he and his crew aren’t the only ones with an interesting calling card.
Back in 2002, Albuquerque resident Amy Turner considered putting “Owner” on her business card but it seemed pretentious for a one-woman show.
She came up with “creative warrior,” a title flexible enough to fit her other work roles.
“I’m a graphic designer, I have a billboard company and I write,” she said. “It’s hard to summarize all that up in a little title that gets tucked under your name. I figured, put two words together that are memorable and instill a feeling of inspiration in the person I would be working with.”
At the Albuquerque economic development group known as Next Generation Economy, one’s title is a crown of description woven by the hands of co-workers.
“They lay your mantle on you based on what you do,” said Mike Skaggs, Next Generation’s “chief realization officer,” or president and CEO.
Some of Skaggs’ co-workers have titles such as “research evangelist” and “chief harassment officer.”
Skaggs says titles such as his are one facet of the movement of the U.S. economy away from manufacturing and toward businesses driven by world-changing ideas. It’s a “creative economy” that values innovation, he says, and labor’s labels are no exception to the change.
“When this creative economy started growing and blossoming, people are trying to create their own job title that expresses who they are,” Skaggs said. “Work is coming a lot closer to being an expression of who you are. That’s what we all desire: Let’s make our work experience look like my personal feelings and personal attitudes, because if you’re in a job where that’s not taking place, you’re not very effective.”