From the very beginning of my career I wanted to start my own advertising agency. I dreamed about it for years. I envied those I knew who had done it. And I had wise counselors tell me that starting my own agency was the only way I would be able to control both the path and the length of my advertising career. I figured it would also make it harder for my coworkers to tell me to turn down my music.
I began making concrete plans in the summer of 2015 after a couple of former clients strongly encouraged/challenged/incentivized me to launch a new agency. My cousin Brooks Albrecht and I began formulating plans to launch the new venture from opposite corners of the country. I was in Atlanta. He was in Seattle. We had a lot of late night phone calls fueled by sweet tea and coffee. We were like the Rumpelstiltskin Cousins, trying to spin straw into gold while the world slept.
Brooks was working at Amazon at the time. He was amazing at developing a smart, scalable infrastructure. We devoured the book The E-Myth, and were determined to build our machine the right way from the start. We thought we had a solid plan in place, and even performed some early ‘proof of concept’ alpha testing with two clients, one in Boston and the other in California.
I couldn’t believe how much fun I was having and how excited I was by what we were attempting to do. Then, in the spring of 2016, I filed the paperwork to make it official. Two years ago today on April 12th, 2016, The Weaponry was born, and the adventure began.
Our First Client
Our very first client was Global Rescue. On an early trip to Boston to meet with the GR team, I stayed at the home of their Founder and CEO, Dan Richards. When you are first starting off you do things like stay at your client’s home. Both because your first opportunity often comes from someone who you know really well (Dan is one of my closest friends in the world). And because when you are a lean start-up you’ll do anything you can to save money.
I had helped Dan with some foundational branding and marketing elements when he first launched his business in 2004. At the time, Dan was the only employee. But by 2016 Global Rescue had hundreds of employees, millions of members, and six offices around the world.
Dan and I went for an early morning workout before we got down to business. As we snaked through the empty streets of Boston at 5:30am on our way to the gym, I asked Dan,
“How long after you launched your business did it no longer feel like a startup?
Dan responded quickly and confidently (the way he does everything). He said, ‘2 years.’ At two years he had clients, cashflow, systems and employees. It no longer felt like a victory just to be open for business. I filed that away, and wondered if that would hold true for The Weaponry.
Joining the 2 Year club.
Now that we are officially at the two-year mark, I can say with great confidence, that The Weaponry no longer feels like a startup. As we have approached this milestone, many of my friends who are entrepreneurs have pointed out that a startup’s life expectancy is barely longer than that of a fruit fly. They have emphasized how few startups actually live to eat their second birthday cake.
But I think about it differently. I don’t care what the average is. And I don’t think making it to two years in a major victory. My goal wasn’t to build a business that could break the 24-month barrier. It was to build the perfect advertising agency that could stay in business forever.
The first two phases of a new business are like the first two phases of motor boating (snickering). In phase 1 you are happy to be moving forward and not hitting rocks or docks. But you are plowing through the water with a lot of resistance, and very little speed or elegance. Then you transition to phase 2. In phase 2 the boat builds enough speed that it actually climbs on top of the water and planes out. The ride smooths out, speeds up, and becomes a lot more fun. The nose of the boat (or bow) comes down, and visibility improves dramatically. At two years old, The Weaponry feels like it is planing and gaining speed.
6 Reasons The Weaponry No Longer Feels Like A Startup:
- We have a real office.
- We offer our employees insurance benefits (from companies you actually know).
- We have retainer clients that provide predictable work and cashflow
- We have systems in place to organize, produce and deliver everything we do.
- We have a steady stream of new opportunities.
- We need to hire more great people
I am thrilled that this perfect agency project is now two years old. Starting my own business has been the most exciting chapter of my exciting career. Thank you to all of the clients who have trusted us. Thanks to all of our team members who have made the magic. Thanks to my family for having faith. And thank You for taking the time to read about it.
If you are thinking about starting your own business and have questions, I am happy to share what I know. If you are looking for an exciting, growing and positive place to work, let’s talk. If you are looking for a date to the Marketing Prom, give us a ring (this isn’t a real thing, but if it was, we would totally go with you). And if you are looking for an interesting story to follow, consider subscribing to this blog. The next 12 months are sure to provide plenty to read about.