What inspired you to start your company?
I got tired of repeating the same phrases and answering the same questions with clients. The first phrase was telling clients they’d notice results after month three–there’s some truth to that, which I’ll get into in a little bit. The second was actually answering the question, “What kind of results can we expect?” That’s normally a very reasonable question, right? For instance, if I ask my financial advisor the same question, they might confidently say I can expect a 7% annual return
on my investments.
In the marketing world, it’s more of a wild guess. And I hated not having an answer.
So, I wanted to find out all that information and bring it into one place for people to reference. It blew my mind that it didn’t already exist. There wasn’t a single place where you could do your planning by checking out the return on ad spend and those types of things. I wanted to build a tool that would help calculate, for example, how many clicks an ad campaign would generate so marketers could plan their campaigns.
Any lessons learned that you would like to share?
The biggest piece of advice I would say would be to be super empathetic. That means constantly listening to feedback from customers and employees. If you've got an angry or combatant client, that's actually somebody you can learn a lot from. Yes, they might be an asshole, but they also
might be an asshole with really good advice that nobody else is telling you. So, radical empathy would be lesson number one.
Beyond empathy, being disciplined is the second lesson. The root word of discipline, disciple, means ‘to teach.’ So, discipline, therefore, means ‘teaching yourself.’ Working on yourself, making yourself better. I literally keep a list of things that I want to change about myself. I’m always looking
for self-improvement. And empathy and discipline go hand-in-hand. You want to be empathetic so that you can learn what needs to change and then be disciplined to work on and change those things.