How to make your dream business real.

Every business starts off as an idea, dream, or vision. You probably have a great business idea lounging in your brain right now. Or maybe you have a conglomerate-worth of business ideas up in your noggin. What entrepreneurs know that others don’t is that businesses are just ideas that someone decided to make real by simply living into their dream.

My Dream

In the summer of 2015 my cousin Brooks Albrecht and I started talking about opening our own advertising agency. And the first step was really fun. Because all we had to do was dre-E-E-E-eam, dream, dream, dream. There are absolutely no constraints, no budget limitations, and no reality check at all in this phase. Just ideas and fantasies.

IMG_0262

The E-Myth

Brooks and I bought and devoured copies of The E-Myth by Michael Gerber. (It was delicious). Then we followed the book’s advice. We wrote down all the details we dreamed up about the business, its processes, procedures and culture. We thought about all the crazy things our business would have. Like Thinking Showers and Thinking Beds, because those are where people come up with many of their best ideas. And I wanted my imaginary HR director to have something real to worry about. #AmIRight

51MPu8oSjcL
Read this book.

Impractical Jokers

The whole thing was just a dream. And totally impractical. I lived in Atlanta and Brooks lived in Seattle. Yet we kept calling each other late at night to talk more about our fake little advertising agency. We were playing business, like kids play house. Which is to say we were grown(ish) men, imagining and pretending. But through all that pretending we seemed to have envisioned and imagined everything. And this ad agency we were pretending we owned seemed totally real to us. Like realer than Real Deal Holyfield.

What If…

We could have stopped right there. We could have told our friends, family and professional network that we had thought of a great agency idea. Like so many of my coworkers had done. And we would have wondered for the rest of our lives what would have happened to that idea had we brought it to life, like Pinocchio, Frankenstein, or that hot chick from Weird Science.

11173671_ori

Don’t Stop, Get it, Get it.

But we didn’t stop at the dream, the vision, or even the janky police sketches we made of the business. We took the next step. And we told people what we were trying to do. And we talked to potential clients as if the business really existed. Because in our heads it totally did.

Then, one day, we decided to go online and register The Weaponry LLC as a legal business entity for $120. And the business got realer.

Then we sent for a federal tax ID number. And it got realer.

Then we opened a bank account and transferred $16,000 into it. And it got realer.

Then I took the day off of work, and flew to Boston to spend the day working with our first customer, Global Rescue. And shit got really real. Because Dan Richards, Global Rescue’s CEO and one of my best friends in the world, told me he needed what The Weaponry offered.

It’s Getting Realer!

Throughout the fall of 2015 and the spring of 2016 my favorite line to Brooks was, ‘It’s getting realer!’ Because that is exactly what was happening. The business I dreamed up was becoming realer every day. Because Brooks and I believed it into being. And this little figment of my imagination literally became a business because we pretended it was a business. And like visionaries and people suffering from serious mental illness, we could no longer separate reality from fantasy.

Soon, perfectly sane humans started referring to The Weaponry as if it was a real thing. Or even better than the real thing. #U2  In meetings people introduced me as ‘Adam Albrecht, from The Weaponry.’ And suddenly real business were working with The Weaponry. And it just got realer and realer and realer.

All Rights Reserved
I’m just living the dream.

Today

It has been 4 years since Brooks and I started dreaming about our advertising agency. And things keep getting realer. We have offices in Milwaukee and Columbus. We have 17 clients from coast-to-coast. Yesterday I saw advertisements The Weaponry created on TV, on billboards, on my mobile device, and on my computer. I saw packaging we created at the grocery store last night. I saw a trade show booth we designed. And I saw logos we designed for our clients on Facebook and Instagram. And the dream felt realer than ever.

Key Takeaway

Don’t just dream your dreams. Make them real. Envision your vision. Then live into it. Don’t quit your job. Just take one step forward. Taking that first step makes it realer. Then take another step. And another. And another.

Before you know it other people will call your made up idea by name. Fiction will become reality. Because a business is just a made up idea that someone began treating as if it was real. That’s all it takes. If you have a dream to create a business, organization, event, product or service, all you need to do is live into it. And it will get realer than you ever imagined it could.

*If you know someone who could benefit from this story, please share it with them.

There is an exciting new trip on my entrepreneurial journey.

My career in advertising has been an amazing adventure. The interesting experiences I’ve had at work could fill a book. Or at least a blog. I have never taken any of this for granted. And I always look forward to what each new project will bring.

Travel

One of the great benefits of my career is that I have done a lot of travel. I have spent more time in New York City, Los Angeles and Chicago than I can count. I love each of those cities, and feel at home in all three. But these great American cities represent a small sliver of my business adventures.

My work travel has taken me to Alaska where I was awed by the Northern Lights. I have snowmobiled on glaciers and ATV’d on black sand beaches during the summer solstice in Iceland. I have worked with 100 men in pink bodysuits in Buenos Aires, Argentina.  I spent a week in a camper in the Baja peninsula of Mexico while filming trophy trucks bombing across the desert. I have ridden a 1500 foot zipline in Whistler, British Columbia. I have flown to Quebec City on a private jet to ride a secret snowmobile on a 50 mile long private trail. And I was being paid to do it all.

My Entrepreneurial Journeys

When I launched my advertising and idea agency, The Weaponry, I wondered how long it would be until I added to noteworthy travel. Over the past couple of years I have certainly traveled a good bit. My journal says that work for The Weaponry has taken me to the following places:

  • Boston
  • San Francisco
  • Montreal
  • Cincinnati
  • Columbus
  • Atlanta
  • Miami
  • Las Vegas
  • Fort Myers
  • Minneapolis
  • Madison
  • Salt Lake City
  • Athens, GA
  • Albany, GA
  • Houston

Taking It To The Next Level

Today I am thrilled to share that I have some really exciting new travel coming up. This Saturday I am going to India! The Weaponry is filming a fascinating global business based in Bangalore, which for those of you who don’t know, is the Silicon Valley of India. Bangalore may be the largest city you’ve never heard of. At a population of 12 million people, it is 12 times larger than any city with 1 million people! (I did the math)

I have never been to India. So this is an exciting new experience for me. The travel itself will be an adventure. Total travel time each way will take 25 hours. I will be in India for just 75 hours, because I need to get home for my wedding anniversary. Which means that my ratio of traveling-time to being-there-time is nothing to envy.

Shots! Shots! Shots!

Last week I got shots for Typhoid Fever and Hepatitis A (which I thought is what Canadians call Hepatitis). I received Malaria medicine and anti-diarrheal medicine. This is the first time anti-diarrheal has appeared in this blog. You know you are embarking on an epic journey when you get counseled on Malaria and diarrhea strategies.

I also called Global Rescue to cover me while I am traveling. This membership-based organization is a life saver. Because if you become ill or injured when traveling internationally, they will come and get you, and bring you home to the hospital of your choice. Even better, Global Rescue was The Weaponry’s founding client, and we are thrilled to be members today.

ball ball shaped color earth
This is a globe. You can tell it’s not a picure of the Earth from outer space because it has words on it.

Key Takeaway

Once again, my entrepreneurial journey is presenting an opportunity to do, see and learn new things. Thanks to this business I launched, I am going to visit a new continent, a new country and a new culture on the other side of the world. From the beginning, I expected The Weaponry would enable me and my team members to do amazing things together. And it has. But this upcoming trip takes the proverbial cake.

*I will share updates throughout my experience. If you want to follow along, consider subscribing to this blog.