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I Want To Start The ‘Self-Competition’ Movement, With Steve Dolson, Founder and Editor-In-Chief of LXRY Magazine

“If I could start a movement that would impact the most amount of people, I would promote the idea of ‘Self-Competition’. It’s something…


“If I could start a movement that would impact the most amount of people, I would promote the idea of ‘Self-Competition’. It’s something that I think matters now in the digital world with most people comparing themselves to others more than ever before. This demotes self-confidence, puts people above other people and is unhealthy for the masses. If I could introduce ‘Self-Competition’, where people are constantly focusing on bettering themselves from before, I feel that they will find themselves more happy, achieving more than they have before, facing limitations and improving in all areas of your life.”


Steve Dolson is the Founder and Editor-In-Chief of LXRY Magazine, the premier online luxury magazine for Canada. He was on the shortlist for the Top 30 under 30 from Marketing Magazine and has helped raise funds and awareness with over five national charities. Steve has also worked in the social and digital media field for over 8 years now. With his experience working with over 100 lifestyle brands, he started a new digital agency called BenchMRK, focusing on helping lifestyle companies that feel directionless focus their digital marketing efforts and be more competitive in their industries.

Thank you so much for joining us! Can you tell us a story about what brought you to this specific career path?

Thank you for having me. Great question, I love to talk about what brands stand out and why they stand out. Why they are an outlier in their industry. I started noticing that brands that stand out more have more passion, detail, enthusiasm, innovation, spirit and competitive nature. They want to shatter the status quo and do things differently. Working with luxury brands have this mindset as well, which is what attracted me to write about them. But, there was a large void, where no one was talking about Canadian luxury holistically back in 2011. I took it upon myself to start my journey there. To educate myself and others on luxury that was available in Canada. To showcase those who want to raise the standard for luxury in Canada, enough to be able to compete on a world stage. I have been proudly been promoting luxury brands, products and services ever since.

Can you share the most interesting story that happened to you since you started your career?

When I started LXRY Magazine in Canada, I would have never expected to be covering what I have covered in the stories that I have written. The most interesting story would come from British Columbia, a vast and mountainous province in Canada. I was with Porsche Canada for their Porsche Driving Experience, where we drove all around the large province in Porsche 911 sports cars. The most interesting thing that happened was while we were driving, out of nowhere, there was a huge, heavy rainstorm where you could not see a thing. Sheet rain and hail completely covered the road and view in front and behind us, rare for the area and time of year. Sounds of it pelting down. I had rely on a small area of the windshield where the wiper came up to see anything in front of me. As soon as the rain lifted, we then drove through a carved out snow flow, barely causing huge piles of snow to cover the person behind us. It was probably the most scary and exhilarating drive I have ever been on!


Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

I can think of one mistake that stands out. I’ll start by saying, you are your brand. At the beginning, when I just launched the online magazine, I used to dress poorly for events. Dressing poorly for events where the organizers, PR teams, fashion designers and guests care about their environment is unacceptable, in my opinion. For me, when I showed up in a polo shirt and shorts, looking like a ball boy from a tennis court, I had people treating me like I was a server instead of a journalist. If I recall correctly, I had someone actually hand me their drink to clean it off their table. I learned very quickly from that, if I want to talk to a subject I represent, I will have to do what I can to be that subject.

What do you think makes your company stand out? Can you share a story?

I think what makes me stand out compared to others is my feeling that I have no competitors, because no one does it like me. My writing, my photos through the camera, my viewpoint about products, differs from everyone else. I have noticed a changing of the guard from traditional magazines having to make space for bloggers and influencers. I think because my background comes from traditional qualities, but mixes technology, new media and passion for consistent innovation and improvement. I think that’s what makes me stand out, through my values, heritage and use of new media.


Which tips would you recommend to your colleagues in your industry to help them to thrive and not “burn out”?

There is a quote from Brené Brown that I love, which states, “If you don’t want to burn out, stop living like you’re on fire”. Life isn’t about rushing projects, it’s about creating and developing projects to completion, the way you envisioned it. I don’t like to rush creative projects. I do have deadlines and push myself under time constraints, but my best work relies on more thinking about new ways of doing things, then the execution of them. I would just constantly be trying to find new and better ways of doing things, than tasks will feel more like a reflex, than a labour.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?

I would have to say, the one person that started me off on this project was my friend, Greg Darkeff. I believe a single conversation could change your path in life and a conversation I had with him, changed my thinking to make me want to start LXRY. He said. “Just because you don’t have it, doesn’t mean you can’t write about it.” That statement got my wheels turning and set me off on the journey of LXRY Magazine. I wanted to know more about it, but I didn’t know where to start. This sentence was the catalyst and I am very grateful for that conversation.

Are you working on any exciting projects now?

Recently launched WORLD LXRY, a new online publication that covers more international luxury. Also, the addition of Instagram TV and YouTube for LXRY will be used for more media, storytelling, video and multimedia productions showcasing luxury in different and unique ways.

How have you used your success to bring goodness to the world?

I have used my success in Canadian luxury industry to connect representatives with other brand representatives, to either get better coverage for something I think is important, expand their brand, partner on events, create brand partnerships or further brand and charity relations and awareness.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂

If I could start a movement that would impact the most amount of people, I would promote the idea of ‘Self-Competition’. It’s something that I think matters now in the digital world with most people comparing themselves to others more than ever before. This demotes self-confidence, puts people above other people and is unhealthy for the masses. If I could introduce ‘Self-Competition’, where people are constantly focusing on bettering themselves from before, I feel that they will find themselves more happy, achieving more than they have before, facing limitations and improving in all areas of your life.

How can our readers follow you on social media?

You can follow me on Instagram and Twitter at either @stevedolson and @lxrymag.

This was very inspiring. Thank you so much for joining us!

Originally published at medium.com

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