Sometimes life gets in the way of my writing. Sorry. I try to spend an hour each day, five or six days per week collecting and sharing my thoughts here. My publishing goal is to share two posts per week. Which for the math-challenged is roughly 8-10 posts per month. But June came up significantly short. Like Emanuel Lewis. Or a Smurf.
I performed some June-y data analytics. By that I mean I counted some things. I only shared 5 posts. Or about 1 post per week. Then I tallied my travel over the past month. I was away from home for 17 days in June. Which means over half of my June was spent on the road. So while there wasn’t a lot of Doogie Howser-Style thought typing (comment if you understand this reference), there was a lot of travel.
In June I saw:
The COSI Museum
The place where the Kent Sate May, 4 Shootings happened.
The Statue of Liberty
The 9/11 Museum
The top of the Empire State Building
The Natural History Museum in NYC
The Maryland Mountains (yes this is a thing)
Lafayette, IN (#FathersDayVisit)
Athens, GA (twice)
People, People, People
I saw a lot of people in June. I visited clients. I saw my parents. I saw my cousin Tim in a random grocery store parking lot outside of Philadelphia. I saw former co-workers I hadn’t seen in 7 years. I saw the private equity studs that used to own Engauge, the adverting agency I worked at for 7 years. I got together with a whole gillooly of friends from my neighborhood in Atlanta. I even got to hear one of my doctor friends tell the story of how he learned to do pelvic exams.
When I set out to launch my perfect adverting agency, I wanted to build something that would 1. Create enough demand to keep me busy. 2. Provide enough income to be able to take family vacations. 3. Offer enough scale that I could step away from the machine for a few days and the machine would keep running.
Today, The Weaponry is delivering on all three points. But I need to stay focused on getting better, to make sure that doesn’t change. So while I may not have been able to share as often as I would like in June, I can share that what I’m working on is working.
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.
I am trying to become a better businessman. As Founder of the advertising agency The Weaponry, I look for any advantages, advice and examples I can get. To help my cause I regularly read books, blogs and magazines. I listen to podcasts and audiobooks. I meet with other business Founders, CEOs and CFOs. But lately I’ve been studying the tricks and techniques of a profession where many of the industry’s best never went to college. Of course I am talking about hairdressers. (I say ‘of course’ because it’s in the title of the post).
Hair and Me
Since I was a teenager I believed I would go bald. I wasn’t afraid of it. I just believed it would happen based on the extensive foreheads of my forefathers. For 15 years I prepared for the inevitable by shaving my head each year from March until September. Then a funny thing happened. When I turned 35 my doctor told me my hair wasn’t going anywhere. After my ‘Whatchutalkinbout Willis?’ reaction, I celebrated by letting my hair grow for an entire year. (I really know how to party, right?) At the end of that year I had to clean up my new mop. It was then that I met Angie.
Angie Eger in Columbus, Ohio is an amazing hair-ess. She cut and styled my hair well. She was really fun to be around. But she also had tough conversations with me. Everything she suggested, that I initially resisted, I eventually did. She was right about everything from long layers, to leave-in conditioner, to eyebrow taming. As I studied Angie’s approach, I recognized that our businesses are a lot alike (aside from the ear trimming). And I started using a hairdresser’s model for service with my business.
5 things great hairdressers and barbers do that you can apply to your career.
1. They listen well.
This is an essential skill in the hair game. You must listen to what your client or customer is looking for. Once you start cutting hair it is really hard to glue it back together. Make sure you are clear on the objectives and the vision up front. At Red’s Classic Barbershop in Indianapolis and Nashville, they take notes on each customer. This helps them accumulate knowledge about individual preferences, products, clippers, shave notes, and general do’s and don’ts.
Any profession can do this with their clients. Do you?
2. They always offer their professional advice.
Hair is too important to get wrong. So when the customer makes a clearly flawed request, the hairdresser must explain the downside to the ask. Or the upside to other options. Unlike missteps in many other industries, you can’t quickly recover from a bad haircut. Alexandra ‘Red’ Ridgway of Red’s says,
“The customer is not always right or reasonable, and they need to know that we have a vested interest in making them look their best.”
Do you have the fortitude to tell your clients they have asked for a mullet, and that it is no longer 1989?
3. They make you look and feel more attractive. This is the whole point of the profession. To make you look and feel great. Advertising and marketing works exactly the same way. At The Weaponry our mission is to make our clients more attractive to their most important audience. If they don’t look good, we don’t look good. Vidal Sassoon taught me that. Your happy customer is the best marketer of your work.
4. They are trustworthy. When you get your hair cut you put your self-image in the hands of another person. This can be very scary. Alexandra said,
“The sense of self related to image is precious and requires great trust. The major transformations that happen when people shave their beards, cut off a ponytail or dreadlocks are very personal. The trust involved in helping a customer through those transitions is huge.’
Do your clients have a metaphorical beard, ponytail or dreadlocks? If so, the necessary changes they must make to cut them off can be very personal. Not any old hairdresser will do.
5. You enjoy spending time with them. Above all else, I looked forward to seeing Angie. Getting my haircut with her was fun. We talked. We laughed. We developed a great relationship. This is a what separates the pros from the amateurs. You can get all of the other points right and still starve if you don’t nail this. It’s a simple fact that getting your haircut is an intimate act. The hair professional washes your hair. Touches your hair, your ears, your neck. And maybe the top of your toes (we all have issues). If you don’t have great interpersonal skills this becomes a super awkward interaction. If you have great skills in this arena you will book all the hours you are willing to work.
I will continue to encourage the team at The Weaponry to study great advertising minds like David Ogilvy, and great marketers like Richard Branson. But they will also learn lessons from Angie Eger and other great hair people. If your hair professional does something great that others could learn from, let me know in the comment section. If you are a hair professional I would love to hear from you too. If you are Angie Eger, I would love for you to set up shop in my new hometown. Because my hairdo is overdue for a redo.