The Gearhead Project
Episode 23

TGP S01E23 | Ruston's Travels: Over-It USA

Brian Driggs published on

OMG. I am SO over it. ?

In the month leading up to Gearbox Magazine's 9th anniversary, I realized I no longer cared about all the magazine-related stuff. I took a month off—and nobody noticed.

I like to chalk it up to Facebook being the Walmart of the Web, simultaneously eroding attention spans and reversing nearly 20 years of the Internet effectively uniting the people of the world through common interest, but the fact of the matter is I'd spent too long trying to live up to labels. Labels I assigned myself ("magazine"). Labels I let others assign me ("car magazines are only about cars").

Turns out Ruston Smith was in a similar situation. ?

He launched Overlanding USA on a lark; a way of trying out the things he was learning in college related to marketing a brand. He did a damn good job of it, too. He was north of 80,000 followers on his Instagram account. Something was obviously working.

People wanted to see pictures of his highly modified Toyota 4Runner.

Ruston wanted to go in a different direction. A large part of his audience didn’t.

It takes guts to shut down something that’s working when it no longer works for you.

But ya gotta do what ya gotta do.

Check THIS one out.


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