Introduction
On the latest episode of the Mission Control Podcast, host Paul Schmidt, owner and creative video strategist for Introduce Multimedia, welcomed Aaryn Richard, a long-time collaborator and friend. Aaryn, the Director of Marketing and Communications for the Burgess Institute for Entrepreneurship and Innovation at Michigan State University, shared insights into his journey, the mission of the Burgess Institute, and the evolving communication landscape.
The Mission of the Burgess Institute
Paul began the podcast with the fundamental question: What is the mission of the Burgess Institute?
Aaryn explained, “Our mission is to prepare Michigan State University students for the real world by equipping them with an entrepreneurial mindset and supporting them as they build their businesses right here on campus.” This mission emphasizes fostering innovation and entrepreneurship among students, providing them with the tools and resources necessary to succeed in their ventures.
The Role of a Communicator
Aaryn’s role at the Burgess Institute is multifaceted. While his title might suggest a straightforward marketing and communications role, Aaryn views his job through a broader lens. “Communicators in marketing and communication see themselves as storytellers,” he said. This storytelling approach is central to his work, allowing him to craft compelling narratives about the institute’s student entrepreneurs, known as makers, shakers, and change-makers.
Storytelling: The Heart of Communication
When Paul asked if storytelling was his main focus, Aaryn confirmed, “Yes, absolutely.” His primary goal is to craft vivid and compelling stories about the institute’s students. These stories not only highlight student achievements but also engage Spartan alumni for philanthropic donations and guide aspiring entrepreneurs toward valuable resources.
Aaryn’s background in storytelling has deep roots. Initially aspiring to be a secondary education English teacher, he discovered his passion for storytelling during his Master’s of Fine Arts in Creative Writing, Poetry. This passion eventually shaped his career path, leading him from academia to professional storytelling.
From Academia to Professional Storytelling
Aaryn spent several years teaching courses like Women in Literature, Advanced College Composition, and Beginning College Composition at Front Range Community College. However, in 2011, he returned to Michigan with the aim of leveraging his storytelling skills in a new capacity. This opportunity came in 2014 when he joined the Michigan Biotechnology Institute (MBI).
Transition to MSU: Leveraging Storytelling Skills
At MBI, a nonprofit focused on commercializing Michigan State’s technologies, Aaryn worked on a fascinating project called APX, which aimed to transform agricultural waste into animal feed. His role involved branding and storytelling to bring this technology to the global stage. “It all started from a point of humanity,” Aaryn explained. By highlighting how this technology could improve milk production in developing nations, he crafted a compelling narrative that resonated with philanthropists.
The MSU Research Foundation Experience
Aaryn’s next chapter was with the MSU Research Foundation, where he became their first communicator in 43 years. The foundation has a vast portfolio of subsidiary companies, many of which focus on students. Moving to MSU and telling stories about students and faculty members who shape the future of the marketplace felt like a natural progression for Aaryn.
Joy in Communication: What Keeps Aaryn Motivated
When asked what brings him joy as a communicator, Aaryn responded, “Every day is unique. I love stepping into the office and working with students from all over campus. Watching these students grow and succeed, being part of their journey, even in a small way, brings me immense joy.”
Burgess Institute: Telling Entrepreneurial Stories
At the Burgess Institute, Aaryn’s role involves communicating as an entrepreneur. He drew parallels between artists and entrepreneurs, noting that both groups see problems and seek solutions. His experience as a storytelling artist aligns closely with the entrepreneurial journey. “We may approach problems differently, but we end up in the same place,” he said.
With around 800 students in the minor and 1,200 in venture creation programming, Aaryn focuses on telling the stories of underrepresented voices. His days are diverse, involving tasks like developing video series and crafting editorial calendars, all aimed at producing quality work and inspiring the public with their stories.
The Bigger Picture: Communication Challenges in Large Organizations
Paul inquired about the unique communication challenges Aaryn faces as part of a large public university. Aaryn described his team as bridge builders, working across campus to benefit students regardless of their major. His role is to ensure their stories celebrate the achievements of students and faculty across various departments. This cross-campus collaboration complements what’s happening in other departments and highlights student successes.
The Future of Communication: Insights and Observations
Discussing the communication skills of today’s students, Aaryn noted, “Students today grasp the immediacy and power of communication. However, they often lack patience and an understanding that meaningful connections take time.” He highlighted the influence of platforms like TikTok, where rapid results can create unrealistic expectations.
Embracing Technology: The Role of AI in Communication
Aaryn shared his views on the advancement of technology, especially AI, in communication. “We live in a groundbreaking era,” he said. AI is transforming how we communicate and trust information, requiring us to be more discerning and critically aware of what we consume. Despite the challenges, Aaryn believes the positives will outweigh the negatives.
Unwinding and Finding Balance
To unwind, Aaryn enjoys reading, gardening, and beekeeping. “Working with tiny animals that produce sweet honey is a great way to get out of my headspace,” he shared, emphasizing the importance of balance and finding joy in simple activities.
Conclusion
The episode wrapped up with Paul encouraging listeners to follow Aaryn on Instagram at ADRAwake and learn more about the Burgess Institute for Entrepreneurship and Innovation at Burgess Institute MSU. Aaryn’s journey and insights into the power of storytelling and communication left a lasting impression.
Paul thanked Aaryn for sharing his journey and insights, and thanked the listeners for tuning in. He reminded them to subscribe on YouTube or their favorite podcasting platform and to leave a review.
Connect with Aaryn Richard and the Burgess Institute
For more information, follow Aaryn on Instagram at ADRAwake and learn more about the Burgess Institute for Entrepreneurship and Innovation at Burgess Institute MSU.
