Only official student organizations were allowed to advertise in the Memorial Student Center at Texas A&M, but we found a bona fide way to hang multiple banners promoting our comedy band's upcoming concert.

Twelve months earlier, my friend Bryan Cox had encouraged me to learn some guitar chords, hoping we could collaborate on some funny songs and perform at open-mic nights around town. When we started playing together, it was clear that we shared a gift, but not one of musical talent per se.

Bryan and I both had a gift for performance and method acting. We had mastered the art of deadpan delivery when it came to lyrics and subject matters that would break almost anyone else. Our comedy songs and storytelling interludes covered a wide variety of ridiculous topics, without resorting to foul language or slapstick punchlines. Our band was named Cox’s Primate Jubilee, CPJ for short, and we were joined by friends Alden, Josh, and Chad to round out the group's musical and comedic needs.

During our rapid rise in popularity, we moved past the small coffee-shop shows and started playing on the bigger stages in town. Our concerts were legendary, serving as a shared experience, and we loved delivering new memories and uncontrolled laughter for all who attended.

When it came time to fill up the hundreds of spots for our Bullwinkle’s show, I started asking myself how we could up our marketing game as well. Having been involved in several student organizations on campus, I knew the value of having your event promoted on the giant banners in the Memorial Student Center (the MSC). There was only one problem: we didn’t qualify as an official part of the university.

That is where most college bands would stop trying and continue with the hanging flyers method for promotion. Instead of accepting the rhetoric that “it isn’t possible to promote your band at the MSC,” I took an entirely different mental approach and just kept asking, “How can I promote my band at the MSC?” In my mind, until I prove that I cannot do something, it is always still possible.

Enter the United Way Pack of Texas A&M, a student organization affiliated with the local United Way of Brazos Valley, which held a few annual events to raise awareness and funds. I served with this group during my freshman and sophomore years, so I met with Kenny, one of their current leaders, and pitched my idea.

“My band will give 100% of the proceeds from our next concert to the United Way student group in exchange for on-campus promotions and at least one banner in the MSC.”

Kenny loved it. In fact, he was so grateful that we handled all the event brainstorming and logistics for one of their key fundraisers that he was more than ready to put the team to work on promotions.

The unique approach to marketing paid off for everyone. The United Way team hung two giant banners in the MSC in the very best spots, both visible back-to-back in the CPJ & United Way picture provided. The event was also a huge success with a sold-out crowd, great publicity for both organizations, additional donations to the United Way, and an unforgettable night of laughter and community building for a cause.

I have always been someone who wants to follow the rules. But I also want to understand the rules so I can work with them to create better outcomes. As an agent of change and a catalyst for breakthrough growth, I am fueled by the times I am told, “You can’t do that.” When faced with those moments, I am like a two-year-old, asking “why” over and over until I can dismantle the false truths and fixed mindsets that stand in the way.

Instead of breaking the rules. Learn the rules and use them.