Why Blindside Communications?

In the marketing communications industry, there is a predictable tendency of naming webpages and even companies, after their founders and branding them as such. While I could have chosen a name like JeremyLutgenComms.com, it did not resonate with me for a website. To me, the essence of effective communications—whether it is marketing, public relations, media buying, or other areas—should not be solely dependent on the creator’s name. It should be founded on the connections you establish, the responses you elicit, and the lasting impact you create.

In my opinion, compelling storytelling often emerges from unexpected sources—untold moments, unseen perspectives, overlooked opportunities. During the early 1990s, I started skateboarding. My approach was different, known as “blindside skating”, or “goofy-footed". This involved riding with my right foot forward, a technique employed by 40% of skaters, including Tony Hawk. Skating “blindside” requires a different viewpoint, quick thinking, and unwavering trust in one’s instincts. This page is the space where I intend to express diverse perspectives, challenge conventional thinking, share achievements and rely on my intuition—this is Blindside Communications.

This mindset permeates every aspect of my two-decade career in communications. In a fast-paced and competitive environment, success is not about adhering to pre-determined scripts. I firmly believe that winning lies in shifting perspectives, reframing challenges, and engaging with audiences from unexpected angles. Achieving success in communications, akin to skating blindside, demands creativity, courage, and the conviction that there is no singular “right” approach—only the approach that aligns best with a brand’s identity, narrative, objectives, and target audience.

While naming a website can enhance the author’s recognition, creating something that stands on its own merits and fosters enduring distinction.

That is the core philosophy of my page, Blindside Communications.