in 1,000 different ways ,” Mike recalled . “ Digging a spring cellar , putting in fence posts , running electricity , doing basic plumbing — this whole apprentice-expert relationship was suddenly unfolding in front of me at my desk .”
At that moment , Mike created the first show he knew his grandfather would be proud of . He listened to Gene and didn ’ t force being the host or expert on the show . He let the real worker speak instead .
The viewers of San Francisco were a different story . After the segment aired that evening , hundreds of letters poured into the studio . Half of the viewers were upset that their dinners were ruined , but the others were much more excited .
“ The other half of the letters were from people who were saying , ‘ Oh my god , you should meet my brother , my cousin , my uncle , my sister , my mom — wait until you see what they do ,’” Mike said . “ I got into my head that there was a possibility to do nonfiction television in a different way .”
He was right .
The Authenticity Of Hard Work
Mike ’ s idea landed him at the Discovery Channel , which bought his pitch to turn from TV host to apprentice who just happens to have a camera following him to the jobs that keep America functioning .
That ’ s how “ Dirty Jobs ” was born , and today , the eight-season show , its reruns , and its spin-offs continue to amass fans . Mike has transformed his talent of selling , pitching , and hosting into a platform for America ’ s workforce , teaching him and his viewers along the way the value of authenticity , acknowledging your discomfort , and finding satisfaction in the opportunity to work .
But it wasn ’ t so much the strange and creepy jobs that had America watching ; it was the people Mike featured . With an innate sense for storytelling and an ability to get people to listen , Mike let those he featured on “ Dirty Jobs ” — and today on his Facebook show , “ Returning the Favor ,” which gives back to those helping their communities — command the attention of the public .
Today , Mike ’ s personal Facebook page has more than 6 million followers , with interactions on his post ranging anywhere from 50,000 likes to more than 3 million views . ( For the record , Peggy ’ s Facebook page is quite popular , too .) Unlike other users in today ’ s politically charged landscape , Mike veers into the controversial without choosing a side .
Last year , Mike ’ s foundation , mikeroweWORKS — which advocates for trade jobs and funds scholarships to lessen the skills gap in the U . S . — began creating and selling masks to
raise funds for scholarships . Mike didn ’ t choose to endorse masks , other than to say how politically charged they had become and how much he hated those conversations . Instead , Mike did what he has always done : He steered the narrative into the benefit of purchasing the mask . The funds go directly into the workforce and help fill America ’ s skills gap with qualified , young , excited workers . That narrative drove thousands of buyers from Mike ’ s Facebook page to the ordering page , credit cards in hand .
Today , “ Dirty Jobs ” and the legacy found in the sewer culminates on Facebook in what Mike believes is the single most important thing he does .
“ My Facebook page is the single most important thing I do because it allows me to create the news I want to create ,” Mike said . “ It allows me to respond to headlines that are good for my brand and foundation … I realized along the way that I never actually worked for Discovery Channel . I worked for the people who watched me , and that ’ s where they are . They ’ re on my f--- ing Facebook page .”
It ’ s actually not far off from what Mike has done with his entire career since he began “ Dirty Jobs .” When Discovery Channel wanted to create a chat room called The Mud Room , Mike was hesitant at first . But as he had more conversations ,
real and knowledgeable conversations , Mike realized he had stumbled into a gold mine .
The balance , Mike reiterated , is that his authenticity cannot be the sacrifice he makes for his sanity . Toeing the line between authentic and personal has made it easy for Mike to deliver his message without alienating hordes of people or the pursuit of his own goals .
“ On the one hand , you ’ re saying to your customer — your boss — ' I want to know what you ’ re thinking . I want you to know that I understand this is the most important relationship I have with you ,’” Mike explained . “ But every once in a while , you have to log off .”
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