Recently, we "virtually" sat down with James Johnson of Virco to get a better idea of who this highly-involved EDmarket leader, member, and contributor is as a person, not just his professional identity or through his EDmarket involvement. There's an unexpected comedic side to James's humor whose subtle insights are a part of his work, family, and career. Gain "nuggets" of wisdom, combined with a sense of practicality when delving into who he is, while enjoying some of the more interesting perspectives he offers in all those spaces.
How many years have you been in business?
Too many to count, and to those of you who know me, shouldn't betray that "secret".
What motivates you?
I like to tinker with new things. For some people, the saying “Jack of all trades, Master of none” is an insult, but not for me. I have often told my teams that the number one trait I like in people is “intellectual curiosity.” Trying new things (and sometimes failing miserably) keeps us growing and evolving.
As someone in the business of focusing on the education sector, how does EDmarket help you?
Prior to entering the education furniture industry, I spent more than 20 years in the office and school supplies market. During that time, I saw the large associations and related industry shows, come apart and fail. As that happened, it accelerated the consolidation of the industry. It also made it harder for new products and new businesses to gain traction. I’m extremely excited that EDmarket is capitalizing on these opportunities and is strong and evolving to meet the industry changes. It will keep our market robust in the long run.
What’s an interesting fact about your business most people don’t know?
You always think of Virco as being a "typical" business model, utilizing distribution channels that most in the industry do. The funny thing is Virco has a following on Pinterest, it starting out small, but seems to be growing, it went from two "pins" to over a dozen recently.
When you’re not working, where do you like to spend your time?Hands down: traveling. I love to spend time in new places with my family. Hence the picture; there's always some new adventure awaiting, you never know what you'll walk away with when you go with family.
What's your current job?
I’m currently Senior Vice President and Chief Marketing Officer for Virco Manufacturing, Inc., it's a large hat to wear, but it's highly rewarding.
What EDmarket benefit/service(s) is most important to you and your business?
For me, EDspaces has always been a vital benefit and over the years, it's evolved into a sophisticated education vertical. It really has become the best place to showcase our new products. In the past, NeoCon often served that purpose, but our best was often lost in the contract furniture noise. Our product development cycle now centers around launching at EDspaces.
How long have you been a member of the EDmarket? What’s your best EDmarket experience?
You know, I’ve only been a member of EDmarket for 4 years, although Virco as a company, has been involved for a very long time. My first real experience with EDmarket came when I sort of unexpectedly backed into a role on the Supplier’s Council. It was really the first time I had met Jim McGarry, CEO. He asked a pivotal question: What we, as suppliers could do to get more end-users and customers to come to EDspaces. I quickly responded “Why would I want to bring my customers to see my competitors? That’s not my job. It’s the job of EDmarket. The organization should attract so many of my customers to attend, that I have no choice but to come to EDspaces to augment my business.” Shortly thereafter, I was elected to the EDmarket Board and Executive Committee, thus making it my job - so speaking up has its benefits.
Tell us about your morning ritual.
I commute 39 miles each way in Los Angeles traffic. So my morning ritual is mostly dodging cars on the 405. I’ve gotten pretty good at timing conference calls for my morning and evening commutes. It works pretty well, as long as I remember to mute my line. Otherwise, the other participants may hear some of my prolific driving advice I freely give to my fellow commuters.
What's your favorite moment of your career so far?
Why serving on the EDmarket board and councils of course!
What was your first "real" job?
That’s such a funny question, since "real" can mean so many things; by “real” I assume you mean “professional.” But my first “real” job was at age 12, cleaning out dog runs at the local boarding kennel. If you don’t think that is a “real” job, just try it in the summer…you learn quickly to deal with lots of challenges.
Honestly, my first professional job was selling men’s suits for Dillards and then moving on to work in sales with Neiman Marcus, while I returned to school and earn an MBA. There's something about working in that environment, I really loved commission retail sales. I, laughingly say, it took me several years after I finished graduate school to make as much money as I did selling suits; plus, I came out with a great wardrobe.
Guilty Pleasure: What can you not live without?
Comedy. Plain and simple. When I can’t take the news or traffic anymore, I flip my Sirius radio to the comedy stations and listen to stand-up. It's also a great way to come off any conference calls during the commute, I always end up at my destination with spirits lifted...or laughing.
If Hollywood made a movie of your life; who would you like to see play the lead role as you?
I think Mike Meyers would be the best fit. I think he could do justice to the “bad dad” jokes I’m frequently known to unleash…also, his dry-martini style of comedy suits my personality and preferences well. I tried thinking of a humorous movie title, but nothing beats "Austin Powers: International Man of Mystery", that whole international man thing describes me well...NOT! But really, I've always admired his being able to put things in perspective and remain humble.
"I still believe that at any time the no-talent police will come and arrest me." --Mike Meyers
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