It’s time to tell the full truth about the business I made up.

Three years ago I started writing the story of a fictional advertising and idea agency. I dreamed up the details of the business and then wrote them down in a notebook. I would fire up my laptop, open a google doc, and fill it with vivid descriptions of this company that only I could see. In the same way that children have imaginary friends, I had an imaginary ad agency. I thought about that agency all the time. I was obsessed.

The more I thought about it, the more I wrote about it. And the more I wrote about it the more vivid this fictional business became to me. So I did something crazy. I started talking to other people about my imaginary agency. I described it as if were absolutely real. I told people what kind of services it offered, what kind of people worked there. I talked about its culture and why it was the perfect agency. I even gave it a name.

Then a funny thing happened. Other people began talking about this completely fictional agency like it was a real business. They started asking questions about it. Smart, talented,  sane people wanted to know if they could work there.

So I began talking to marketing professionals and business owners about my imaginary agency. Then something unbelievable happened. Someone asked if they could hire this imaginary agency to create some real advertising.

Suddenly, this agency that was completely made up had a real client, a real project to work on, and a real deadline. I quickly filled the imaginary roles within the agency with real people, who did the real work and delivered real ads to a real business for real money.

From that moment on, this fictional story of mine became non-fiction. People started referring to my imaginary agency by name. They called it The Weaponry. The United States Government started sending it mail. Businesses started sending it money. People started listing it as their employer, and banks started calling it to make sure it was ok to offer applicants mortgages. How crazy is that?

Key Takeaway 

If you want to create a real business you start by creating a fictional business. Imagine every detail. Write it all down. Paint a picture so vivid it feels absolutely real. Talk about it in such detail that others start to see it too. Give it a name. Others will start calling it by that name too. Talk about your fake business to real customers and clients. It will be weird and surreal. It will warp and bend your sense of reality for a while. But if you believe in it enough, others will too. Then suddenly, and undeniably it will all become completely real. I know it sounds crazy. But it’s true.  

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Can you guess the shocking cost of the first airplane?

We all know the story of Orville and Wilbur Wright, right? These brothers from Dayton, Ohio were the first humans on Earth to build and fly an airplane. They launched their original Flyer in Kitty Hawk, North Carolina in 1903. Their airplane forever changed life on this planet. It opened the possibility of space travel, next-day package delivery, and complaints about spotty wi-fi on transcontinental flights.

The Invoice

Do you know how much they spent to get that first plane in the air? It took them four years. Over that period their expenses included all the materials needed to research, build, test, modify and repair their prototypes. The price tag also included all of their travel between Ohio, where they built their machines, and the Outer Banks of North Carolina, where they attempted to fly them. Remember, this was before Southwest Airlines made it cheap and easy to fly about the country.

wright_bros2

So how much did they spend?

I’m adding fluff to this story to prevent your eye from catching the number below.

It’s my attempt to add suspense.

But now it is time for the number:

All in, they spent less than $1000!

Less than $1000!  That’s unbelievable, Wright?!?  It is so ridiculous that it wasn’t even one of the multiple choice answers!

The Wrights found that the actual inputs were not crazy-expensive (my words, not theirs). They invested more in elbow grease and developed sweat equity in their innovation. They were remarkably frugal with their travel. And as a result, they changed the world for less than $1000.

You can do the same.  Put your own work into your greatest idea. Create an inexpensive prototype. Offer the service yourself. Write that script in your head. Figure out how to develop a minimum viable product. See where things go from there.

Great ideas have a way of taking on a life of their own once you give them the push they need to get started.  So don’t let that great idea in your head shrivel and die. Feed it. Water it. Grow it. Put in the effort. Then watch your idea take off.

Just like the Wright Brothers did.

Epilogue 

*I know this was 115 years ago, and there has been inflation since. So I pulled out my trusty calculator and mathed-up the inflation. In today’s dollars that would be $26,000. But still, it is a frickin airplane! On today’s airplane the barf bags probably cost more than that. The numbers were found in David McCullough’s amazing book, The Wright Brothers, (which I would have titled The Wright Stuff). 

 

All of the best ideas are nuts.

The acorn is my favorite metaphor for an idea.

It is small. Cute. Harmless. Easily overlooked. The acorn is found everywhere. So common and simple. Yet it has the potential to grow and expand in phenomenal ways.

The acorn is actually a mighty oak tree starter kit. The plans for all of the tree’s complex systems are housed inside: the roots, bark, sap, branches, leaves and the alchemy of photosynthesis. The remarkable ability to create habitat, shade, support, protection and oxygen are all under that cute little beanie.

The acorn is a bomb. When detonated, it expands beyond all possible comprehension.  Its final form is no less of a mushroom cloud than a mushroom cloud.

Your ideas are acorns. Recognize the enormous potential they each hold. Create conditions where acorns can transform into forests of towering trees. Those trees will produce more acorns. Which produce more trees. Which produce more acorns.

 

What kind of phone are you?

Have you ever wanted to be someone else? I have that feeling every day. I want to be a better version of myself. I want to be the me that I see in my head. That version of me is pretty amazing. Which means that the today-me is pretty lame by comparison.

But that doesn’t discourage me. I am no Eeyore. You won’t find me feeling bad about myself. Because I don’t see myself as less-than.

I see myself as an iPhone. I am constantly creating a new, more powerful model of myself. I’m adding more features, capabilities, a longer battery and more memory.

I read as if my future success depends on it. I listen to audiobooks while I drive, podcasts about entrepreneurship while I eat lunch, and podcasts about real estate investing while I mow the lawn. Each day I become a little smarter, a little more capable and a little closer to the me in my mind.

My vision of me as a better model of myself is why I workout. It’s why I set goals.  It’s why I try new things that force me to grow. It’s why I travel and see and do as much as I can. It is why I am excited to meet new people. All of these help me grow, expand and improve.

As Founder of the advertising and idea agency The Weaponry, I am growing and learning on the job, every day.  The resistance that entrepreneurship provides works just like the weights at a gym. They are both there to help you develop a better, stronger version of yourself.

If the you in your head is an iPhone X and the real you feels like a flip-phone don’t be discouraged. Keep moving. Keep iterating. Keep learning and growing. There are thousands of versions of you yet to come. Each one gets stronger, smarter and more capable. And each new model of you is even more valuable than the one before.

My life-altering first lesson in professional problem solving.

When I was in college I spent my summers at home in Vermont working for a party rental company. I set up huge party tents with other college athletes, a few rugged high schoolers and a handful of experienced veterans who had real jobs, but would help set tents on the weekends for extra income (and presumably to show us what brands of jeans were cool a decade ago).

There was lot of beef on that crew. You had to be strong because the job entailed lugging tents that weighed more than you did and carrying all the tables, chairs and dance floors needed to get your party on.  You also had to be able to hammer 40-inch steel spikes into the granite of Vermont and New Hampshire.  This was not a job for the chess club.

Learning the ropes.

The first few tents I set up were in idyllic settings on lush, sprawling lawns. The tents were erected (snicker) in textbook fashion.  You laid the tent out flat. Pulled the ropes straight out from the tent. At each rope you drove a spike into the ground four feet from the tent. You tied the ropes to the spikes. Then you set up a side pole at each rope to support the perimeter of the tent. Finally, you set up the tall center poles in the (surprise…) center of the tent.  I was a pretty smart kid. I caught on quickly.

Then I went on what I thought would be a really easy assignment.  I was sent to set a small 20 foot by 20 foot square tent in a woman’s front yard with one of the veterans. I thought we would be done in twenty minutes.

Then came the problems.

When we got to the house I immediately began to worry.  There was no large field of green. There was what amounted to a small rug-sized lawn squeezed in front of a small house.  There was no 20′ X 20′ space to be found. There was no way to place the spikes back 4 feet from the tent so we could tie the tent down and anchor them properly. In one corner of the yard the porch of the house prevented us from driving any spike at all.

This was not good. A woman was expecting a tent for her party, but we weren’t going to be able to set it up in this space. The backyard had even less lawn. So that wasn’t an option either. I turned to Dave, the veteran, and said, ‘This is bad! We can’t set the tent. It doesn’t fit here.’ Dave was completely unfazed. He said, “Come on Greenhorn.  Let me show you how it’s done.’

The Eye-Opening Transformation

What happened next changed me in ways that will impact my clients for the rest of my career.  Dave found solutions for every single problem. Instead of setting the tent in the standard, follow-the-manual way, he set it in the way the situation allowed.  Dave mapped out a plan that I had completely missed.  He tied the tent ropes, that normally get tied to spikes in the ground, to anything that would hold them.  We tied ropes to the fence. We tied ropes to trees.  We tied ropes to the railing on the front porch of the house. The bushes and flower beds I thought prevented us from setting the tent in the front yard simply ended up under the tent, adding ambiance. And everything looked perfect.  The tent pulled straight and tight and clean, despite the fact that half of the anchor points had been improvised to accommodate for the environment.

It felt like my brain grew 500% that day. I quickly learned to love the challenges of compromised conditions. Over the next three years I became so adept at problem solving I believed there was no problem I couldn’t overcome.

 

Putting the lessons to work.

Today I use the mindset I developed setting tents in my advertising career. At my advertising and idea agency, The Weaponry, we deeply believe there is a solution to every problem. We don’t focus on what we would have done in the best case scenario.  We explore what can be done given the reality. What can be done with the hand we have been dealt.  That means no excuses. We always work to maximize the outcomes given the current situation. Because the key to life is a good plan B or C or D.

Don’t spend a moment thinking about how things should have been done if the situation were different. Focus on how to bake the best cake with the ingredients you have right now. It’s the only way.  Put all of your time, thought and energy into solving the problem in front of you. Recognize your assets. Make them work for you. Just like Dave showed me how to make that tent work in that small yard back when I was just a Greenhorn.

 

Do you have a Think Well?

The most valuable asset on the planet is a new idea. The surprising new solutions to old problems. The reinventions that change our lives and disrupt the way business is done. Ideas make money. And save money. They create competitive advantages, differentiation and wide motes out of model-thin air.

So why is it that a small handful of organizations seem to have a monopoly on great ideas? Nike, Google, Apple and Facebook all seem to pump out new ideas like Kardashians pump out selfies. While other organizations are simply one-hit-wonders, too busy dancing the Macarena with Rico Suave and Mickey to have another 99 Red ideas.

At The Perfect Agency Project we think the problem is simple. To generate great ideas you need two things.

  1. Time to think.
  2. A place to think.

I won’t get into the time issue here. Time is the most precious and most wasted commodity on Earth. Wait, I just got into the time issue.  Backing out now. Beep. Beep. Beep.

To make sure you are creating the best ideas possible you need to have a great place to think. I call this a Think Well, because:

  1. You think well in that space.
  2. When you find your place, ideas flow like water from a well.
  3. It sounds like Inkwell.
  4. I like a good triple entendre.

Does your office have a space people can escape to, that is quiet and relaxing?  Where people can think uninterrupted for a long stretch? Sure, senior executives usually have offices where they can close the door, put their feet up and imagine things like John Lennon did.  But what about the rest of the team?  Maybe you have a Think Well at home. If so, work there more often.

The downside to the open concept work environment, which eliminate offices, is that you decimate the natural thinking habitat. Which threatens the thinking population. Despite their popularity and low-cost per square foot, cubicle farms are not good at growing ideas.

There is a simple way to discover if your office has Think Wells: ask your employees. ( I thought of that in my Think Well). If they say they have such a place, encourage them to spend more time there.  If they don’t have one, send them on a mission to find one. If they can’t find a Think Well, you need to create one.

I’m a big fan of the quiet section of the library.  I’ve always gotten a lot of work done there. The no-talking mandate simply means I start talking to myself, in my head. Which is exactly what thinking is. That’s why every organization should have a quiet, comfortable space where you can go to let your mind jog. Innovative thinking requires pumping the thoughts and ideas from deep in your mind, into your conscious brain, where you can process them, and translate them into physical form.

As Napoleon Hill wrote in Think and Grow Rich:

“More gold had been mined from the mind of men than the earth itself”

So find your personal Think Well. Create a space for others. Then enjoy the ideas and the value they produce. Oh, if you know anyone from Baha Men, please forward them this post. I’m dying to finally know who let the dogs out, and if they ever came back.

 

How to make your dreams come true in 3 easy steps.

Do you have dreams?  I do. I dream all the time. You could say I’m dreamy. And I wish more people did. But I also know how to bring my dreams to life. I don’t just blow out birthday candles or wish upon stars or listen to Hall & Oates. While all of those activities may help, I use a simple technique that has proven effective thousands of times.

You may ask yourself why a guy who works in Advertising! would know how to make dreams come true. Well, my job as a creative is to dream of new things and then bring them to life. My proven Adam Albrecht Approach To Creating Things (I just made that up) follows a simple 3 step process. And this process applies to anything you want to create. A commercial. A home. A business. An invention. A baby. Or even a commercial about a home business that invents babies.

Today, the Perfect Agency Project hopes to make the world a better place and help make more of your dreams come true by sharing our process. So without further ado, here is how you can create anything you want through Adam Albrecht’s 3 Steps of Non-Religious Creation (I just rebranded it).

Step 1.  Envision The Dream.  

This is as simple as it sounds. This step is about letting your brain run and play. It is about building castles in your head. It is dreaming up the perfect cookie or car wash or app. Picture your ideal fill-in-the-blank. Create a clear image in your head first. Get it in HD if it is available in your area. The more detail the better. This should be fun. And remember not to dream too small.

Step 2.  Write it down.

This too is about as simple as it sounds. However, 99.9969% of dreams/ideas/visions never happen because they don’t make it to this step. They never get written down. They never get described. The never take any form in the physical world.

Simply talking about your dream doesn’t cut it. Talking is like dreaming aloud. So that still falls under Step 1. To make your dreams come true they have to make it to paper or pixels (this will now be known as The Paper or Pixel Principle). Writing the idea down creates the recipe, the blueprint, the formula, the instructions, the map. You get it.

I have notebooks throughout my home that are filled with dreams. I am certain that these notebooks are the most valuable items I own. Because in them are the descriptions, plans and sketches of great things just waiting for step 3!

But before we move on it is important to note that the more time your spend acting in step 2  the easier the final step is. In step 2 you can start small with a few notes and descriptions. But come back early and often to flesh out your idea (please don’t flush it out).

For example, if you’re making a recipe write down the ingredients and the place you plan to go shopping. If you’re building your dream home, sketch out a crude representation (not in oil). Write down the specialist you’ll need to help you. Write down the materials. And the resources you need to find in order to fill in the gaps in your knowledge or abilities. If you need help financing your dream this step is critical. Because it makes the dream real enough for others to see. This is the plan that others can support too.  Which is what makes KickStarter work.

Step 3.  Make it real.

Despite what you may think, this step is also easy when you follow the process. That is because your dream has already been created, twice.  First, in your head when you created your vision. Then when you wrote it down and created the recipe. Now you simply start cooking. Or moving. Or building. You should see the steps and functions required to make progress from step 2.  If not, bounce back to step 2 for a moment to write it out.

Keep moving. Dreams are like sharks: if they stop moving humans will make up sayings about them both. As long as you are working on one of the 3 steps you are making progress. Although the goal must always be to move forward to the next step in order to complete the process.

So there you have it.  Whether your dream is to build a great BLT, create a hilarious video or put a human on Mars the steps are the same. See it. Write it down. Make it for realsies. So get started today. Keep Moving. Create something great. And then send me a note to tell me all about it.