What’s your backstory — how did you end up starting (or joining) an agency?

We started as the marketing department of one of Canada's largest information publishers. After we grew their online traffic over 800%, we decided that we could take our expertise and help other companies too. Hence the birth of Numero Uno Web Solutions.

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What was your first entrepreneurial moment as a kid or teen?

When I was in high school, me and two classmates decided to start a home painting company. We posted flyers all around town and went door-to-door trying to drum up business. We wound up getting one job for the entire summer that took us 3 weeks and we probably netted out $50 each!

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What’s a belief you’ve changed your mind about in the last 3 years?

Empathy and understanding and kindness to others, even in a cutthroat business world, always beats the alternative!

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When do you feel most energized at work?

When I get off the phone with a client who is need of help for their business and I've imparted some ideas that I know will help.

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What’s a day in your life really look like (no filters)?

Wake up at 5:00am, go to the gym and work out. In the office at 7:30 and work solid until 1:00pm. Usually after that is a lot of reactionary work (dealing with client and employee issues). Get home around 6:00 and spend time with the family and the dog. Love to watch a baseball game on TV and in bed by 9:30 where I'll read for 3 minutes before conking out! Weekends are family time and maybe some golfing with friends.

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What’s a personal ritual or habit you credit for your success?

Getting enough sleep. Forgoing the lure of the night to let my body and brain recharge has been key.

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What’s one mistake you made early on that taught you something lasting?

Not acting fast enough. Executing an idea is key. I like to take a ready, fire, aim approach. In the past, I would get paralysis by analysis and never get things done. Now, I like to move fast.

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What’s something people get wrong about you?

Since I'm a big guy, I've been told I intimidate people with my physical stature and booming voice. But in reality, I'm a gentle giant.

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What do you do to recharge outside of work?

I love to play golf but my number one thing to do is wake up early on the weekends and drink coffee on my front porch with my book and watch people stroll by.

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What’s your definition of “success” right now?

Success for me is making sure that my kids grow to be healthy and happy adults whatever they do.

What makes your agency different from others in your space?

We started in publishing, so we really know the content marketing space. We are also small enough to understand the pain points of  our ideal clients: the small business who just need that boost of a few more customers per month to turn the corner.

What type of clients or projects are a 'no' for you?

Any client that is impatient. SEO takes time and I'm upfront about that. If a client wants to get instant results, they need to spend money on ads. If they don't (or can't) do that, then they need to trust the process. Any client that complains about SEO not generating leads after month one is someone who didn't listen to me to begin with and someone I'd prefer not to work with.

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What’s a principle or value your agency lives by?

Our clients are our partners. We want to be an extension of their business and know everything to help build a solid relationship that lasts for years.

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How do you hire? What do you look for in people?

Creative thinkers who don't just do what their told but offer other options. The old cliche is an "outside the box thinker" but that's what I like. Add value to the team. I don't want someone who just agrees with my viewpoint. Give me options to help the clients!

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How do you foster creative thinking on your team?

I like to schedule regular meetings to go over client needs, or even ideas to help grow our business. I encourage the team to send me their ideas in the form of "What would you do different" kind of documents.

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What trend in marketing/advertising do you think is overhyped?

The death of SEO. SEO isn't dying, it's evolving and agencies and businesses need to evolve with it.

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What’s a trend you’re betting on long-term?

Social search. I think more social will show up in the search results and companies who are focusing on growing their channels will win.

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What’s one small decision that led to a big result for your agency?

Saying no to smaller customers who wanted a la carte services. We used to surrender to clients who couldn't afford us to do half the work for half the price. The problem was they still wanted all the results. When we stopped doing that, we got better, more committed clients.

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What advice would you give to someone starting an agency today?

Surround yourself with a good team. Even if you know everything, you cannot do it alone. Don't skimp on talent!

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What’s something you’d do differently if you were starting from scratch?

I would've networked earlier. I never got my name out until just a couple of years ago. I also didn't do a lot of social media until that point too. I wish I would've self-promoted more.

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How do you approach pricing — any rules you live by?

Don't devalue yourself. Set your pricing based on the value you give the client and don't waver from it. You can offer some discounts but be careful not to fall into the "my price is too high" trap. If you get your clients results, they should be happy to pay your rate.

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How do you prioritize growth vs. sustainability?

I'm always giving each the same attention. Constantly checking to make sure my existing clients are happy and networking for new clients. IMO, sustainability helps foster growth as referrals usually come from happy clients.

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Who’s one founder or operator you really admire — and why?

One of my client was constantly telling his boss how to improve the company. His boss replied snarkily "If you're so smart, why don't you start your company?" So he quit and did just that and is now extremely successful. I love stories like that.

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What software or tool do you swear by?

Right now I'm loving Canva! So many uses from proposals to social media. It's so user friendly.

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What’s one resource (book, podcast, etc.) that changed how you work?

Gary Vaynerchuk's Day Trading Attention.

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Remote, hybrid, or in-office — what’s your ideal setup and why?

I'm an in-office guy but due to a recent health issue, I've been remote one day a week and it's fantastic. I think getting one day to work at home is great. Two days maximum for me but I know people who thrive at home and others who thrive in the office.

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What is your most controversial or unpopular belief?

That a full day's work is 8 hours minimum. There have been days I've been at the office for 10 hours and feel like I got nothing done. Other times, I can accomplish a lot in just a couple of hours. Productivity is measured by  results, not time.

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What’s one thing you wish clients understood better about agency work?

We need your input! A client can't just disappear after the first meeting. We need constant feedback and strategy to be successful. Like I said, it's a partnership.

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What’s your favorite thing about being in this industry?

Dealing with some nay interesting people. We don't have a niche so I get to see so many different kinds of businesses and the people that run them. It's fascinating.

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What is one (1) fact or statistic about your industry that most people don't know?

There are almost 10,000 digital agencies in Canada!