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The Tale of Alexei Orlov and the Art of Specialization
The Tale of Alexei Orlov and the Art of Specialization

The Tale of Alexei Orlov and the Art of Specialization


by Adam | February 24, 2021

Alexei Orlov on Social Media Explorer

The beginning of our tale starts in late 2016. Alexei Orlov sat in a Florida boardroom with his colleagues. Amongst them, CEOs and other influential c-suite members of several world-renowned agencies that together created a global corporate marketing giant that housed over 5,000 clients in more than 100 countries. 

That particular day, Alexie Orlov was aloof. He stared out the boardroom window quietly in pursuit of something a little different than every other CEO around the boardroom desk that day.  Orlov’s colleagues focused on the day’s business and the tasks at hand regarding the global corporate marketing giant. Each of them had a small personal piece of the massive corporation that they were solely responsible for keeping alive and thriving. 

When questioned,  Alexei Orlov swiveled away from the window and back to the others in the boardroom. He kindly but firmly whispered two simple words, “I’m bored.”

Orlov immediately began to choose his next statements very carefully. He continued, “I want to do my own thing.”  Alexei’s boss at the time and CEO of this global corporate powerhouse quickly reminded Alexei that it was the wrong time to think about leaving as they were right in the middle of many overhauling changes and that they needed him to help facilitate those successfully.  

“Look,” Orlov continued, “ the world doesn’t need another giant marketing network as we’ve got here. It needs a highly specialist-targeted branding and marketing network. This business doesn’t have to be another four or five or six hundred billion dollar mammoth. Still, it will acquire agencies that specialize, and it will serve some of the finest brands in the world because of our specializations.” 

The men around the boardroom table almost visibly leaned in toward Orlov curiously and asked him to explain more about what he meant by specialization. Alexei fired back, “I’ve just happened upon this thing called bread, and you gentlemen wish me to give away the secret ingredients to the recipe formulating in my head. Each of you has certainly gone a bit mad to think I’ll share it with you straight away.”  The gentlemen’s curiosity was still piqued but left completely unsatisfied by Orlov as he rose, with an excited smile, from his chair and wrapped himself in the tailored suit coat that perfectly matched his astutely-tapered pants.

Alexei Orlov walked out of that Florida boardroom and resigned from his very prestigious post with the global corporate marketing giant the very same day. But what was this specialist-driven marketing empire that Alexei Orlov saw so clearly outside those boardroom windows in the balmy Florida afternoon sky? Alexei Orlov began to see the ‘Moments That Matter.’ That was the day that Alexei began formulating the concept for his new entrepreneurial adventure and his new company, MTM. Now, this is the end of the tale, but the very beginning of a wildly popular, much more exciting adventure story. Keep reading to find out where Alexei Orlov will take you now.

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