Emmy-award-winning entrepreneur Will Stewart has been helping businesses grow and tell their stories since he was in high school. In 2013, he founded 9/8 Central with a clear objective: to produce marketing content that not only looked impressive but also delivered tangible results.
While he has garnered awards and collaborated with major brands on national TV campaigns, Will's present-day passion mirrors that of his early entrepreneurial days. His focus remains unwavering—to assist businesses of all sizes in achieving online success and generating revenue.
Describe the journey of founding 9/8 Central.
I've previously owned companies and worked as a creative director for a marketing agency. I witnessed the democratization of video with the introduction of the Canon 5D Mark II camera, which inspired me to form a video team within the agency. The urge to start my own company resurfaced, leading to the creation of 9/8 Central.
My passion for video and expertise in branding and marketing motivated me to focus solely on video production. I enjoy telling the unique stories of businesses and entrepreneurs, recognizing that they may excel at their products but struggle to articulate their identity. This became my strength and the unique value proposition I offered.
Despite financial constraints, I invested in my passion for cinematography by attending a class in Charlotte taught by a prominent member of the American Society of Cinematographers. This experience was transformative; it allowed me to see light in a new way.
An opportunity to work with this cinematographer on the West Coast arose, and I seized it, adding more layers to my expertise. The experience was instrumental in building my skills. As my
proficiency grew, I started landing major jobs, contributing to national campaigns for prominent brands like Volkswagen, John Deere, and Michelin. However, with the arrival of our first child, I felt the need to slow down and prioritize staying closer to home.
Starting the company with my wife right after getting married was challenging. In our first year, we earned only $25,000. But we persisted, and I still have the tax return from that first year to remind me how far we’ve come.
After exploring and filming around the world, I decided to concentrate on building my company in Greenville, becoming an integral part of the local community, and contributing to its growth.
Initially, I assembled a team of contractors due to some hesitancy about hiring full-time employees. Eventually, I took the plunge, hired my first employee, and the growth was explosive. The demand had surpassed what I could handle alone. At the time of hiring my first employee, I was coordinating with around 60 contractors and managing five editors working on seven projects
simultaneously. Juggling the workload, overseeing the process, and trying to film became exhausting. However, hiring that first employee marked a turning point, and our growth trajectory soared from there.
Who was your target audience? Are you still serving that audience now?
From the beginning to now, our primary goal and objectives revolve around serving businesses that struggle to articulate their stories and market themselves effectively, particularly those navigating the challenges of entrepreneurship. I have a genuine appreciation for the daily grind and the journey of small businesses.
While working on high-profile projects is really exciting, there's a unique satisfaction in witnessing the growth of the smaller businesses we collaborate with. It's rewarding to see them hire more employees and experience tangible expansion. We don’t claim sole responsibility, but being part of a team that contributes to their success is immensely fulfilling.
Did you have a growth mindset from the beginning? Has that evolved?
My approach to business has evolved over time. Naturally inclined to take risks, I recognize entrepreneurship as one of the riskiest endeavors. Initially, I had a limited, finite mindset—somewhat of a lone wolf mentality, independent and less community-oriented. My growth mindset now, shaped by wisdom gained over time, emphasizes openness to the universe and a commitment to continuous learning and expansion.
In hindsight, if I could speak to my past self, I might have encouraged a more open and community-oriented mindset. For me, a growth mindset means being willing and able to adapt, learn, expand, and avoid defensiveness, embracing an offensive approach to growth.
My current perspective is that business is an infinite game with infinite resources and boundless creativity. While there are competitors in the field, I prefer to view them as worthy rivals, echoing Simon Sinek's concept. There's ample opportunity for everyone, and I focus on what winning means for my company.
My criteria for success extend beyond mere revenue. Culture and the impact we make play crucial roles in defining success for us. It's not something you can max out on; instead, it's a continuous pursuit that becomes more fulfilling the more you chase it.
What other criteria do you use to measure success?
To me, winning means creating meaningful work with good people, having a culture that honors God in the way we love our team, clients, and community, and paying a fair wage with benefits.
Personally, I aim to create a company where I'd want to work—a place that values and respects its employees. As the CEO, I see my primary role as cultivating a positive culture. I believe that by taking care of our team, they, in turn, take care of our clients, fostering an environment where everyone can do excellent work.
What advice would you give other founders who are experiencing burnout in the face of rapid growth?
Experiencing rapid growth—doubling, tripling, or quadrupling—is among the most stressful challenges for a company. While it might seem counterintuitive to find it taxing when there are numerous opportunities and increased financial resources, the reality is explored in Jim Collins' book, How the Mighty Fall. The number one reason for company failure is identified as having too many opportunities, leading to the risk of spreading resources too thin. It's a cautionary perspective on the dangers of unchecked growth.
For those navigating growth, my advice would be to prioritize building
processes alongside revenue generation. Processes act like a conduit, allowing money to flow smoothly through the company. Without the right processes, you risk encountering significant challenges. Secondly, consider slowing down the pace of growth if possible. Unchecked, rapid growth can be destructive, as highlighted by Jim Collins. Ensure that the growth is sustainable and manageable rather than an uncontrollable wildfire.
The third piece of advice is to approach hiring with great care. While growth often brings increased revenue, it also places demands on the people side of the business. It's crucial to select the right individuals for key roles. In my experience, strategic hires played a pivotal role in our success.
What’s your process for hiring the right people?
When it comes to hiring, we start by clearly defining the role and understanding the specific problems we're aiming to solve. It's crucial to have a precise understanding of what the daily responsibilities entail. Secondly, we advocate for hiring proactively, before the need becomes urgent. For instance, even if a position is set to start in January, we initiate the hiring process months in advance, ensuring a thorough and deliberate approach.
During the interview process, once candidates pass the initial assessment, we introduce a paid assessment to gauge their skills. This is a real project related to our work, designed to assess their abilities. We're committed to respecting their time, ensuring the assessment is compensated, and we intentionally keep it separate from client work. This approach not only provides valuable insights into their skill set but also allows us to evaluate creativity and problem-solving within a specific context.
After the skill assessment, we lead candidates through three specific personality assessments. The first is the Enneagram, which provides insights into individual personalities. The second is The Working Genius by Patrick Lencioni, which delves into strengths and weaknesses in the workplace. The third is the Five Voices assessment, focusing on communication styles in the office. These assessments collectively offer a comprehensive understanding of each candidate's personality, strengths, weaknesses, and communication preferences, enhancing our ability to make informed hiring decisions.
What resources did you find most helpful as you grew?
In the early stages, I admittedly didn't tap into as many resources as I should have. Initially withdrawn, my primary sources of learning were books and podcasts. Anything by Seth Godin left a profound impact on me; his insights are incredible. I wish I could be him.
I've found several books invaluable on my journey. Atomic Habits by James Clear stood out for its practical approach to habit change, breaking mental barriers. Profit First by Mike Michalowicz was a game-changer for me as a freelancer.
As the company grew, books like The Lean Startup and Predictable Success provided essential insights. Patrick Lencioni's works are consistently excellent. However, as the demands of my business increased, I found myself becoming less connected to my community, family, and church, leading to potential burnout. The book The Ruthless Elimination of Hurry by John Mark Comer offered a
transformative perspective on the importance of slowing down and maintaining balance, which has ultimately helped me combat burnout.
What has surprised you most about your founder journey?
The power of not going it alone may sound like common sense, but it's a game-changer. Building a community and a team unleashes the potential for collective impact. Initially, fear held me back from taking on the responsibility of others' livelihoods, but once I overcame that, I realized the immense value of bringing in talented individuals.
It's a realization that the addition of people doesn't just result in a linear increase. With the right team, the impact can be exponential. From hiring my first employee in 2020 to now having a team of 11, the growth has been incredible. It underscores the transformative effect of having a team of highly skilled and
motivated individuals working together.
If you could hit rewind, is there anything you would do differently?
I wish I had leveraged community resources more extensively. In hindsight, there are incredible people willing to donate their time and energy to support entrepreneurs like me. Organizations like The Platform at Greer, One Spartanburg, and entrepreneurial incubators like The Nexus Group in Greenville have proven invaluable.
Regrettably, I didn't tap into these resources until later in my journey. It wasn't until this year that I fully engaged with these supportive networks. Asking for help and accessing these resources could have accelerated my growth significantly. Additionally, I realize now that hiring sooner would have been beneficial, considering the pent-up demand for our services. It's all part of the learning process.
What are you looking forward to in 2024 regarding growth?
We have a new studio called Pronk Studios, a cutting-edge facility spanning 10,000 square feet, featuring a groundbreaking 3,000 square-foot soundstage. What sets it apart is the first-of-its-kind LED wall in South Carolina–33 feet wide and 18 feet tall. This Hollywood-level technology allows individuals to stand in front of it and transport themselves anywhere in the world at any time. It’s the same technology used in filming Marvel movies and high-end commercials.
I'm eager to showcase it to the world, as it's an experience many haven't encountered before. Already, we're witnessing an influx of brands and even some A-list celebrities utilizing this state-of-the-art facility for filming. The collaborations and experiences happening at Pronk Studios are truly remarkable.
