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

I continued to be frustrated at not being able to satisfy my clients' needs as a commercial banker, so I resigned & started my boutique strategic consulting firm to do so. I never looked back. My worst day in consulting is still better than my best day as a banker.

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

I started a skateboard manufacturing firm at 12 years old.

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

Meditation. I thought it was some sort of gimmick. It is not. I now meditate daily & it makes a difference in my life & relationships.

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When do you feel most energized at work?

The mornings are when I usually do my best work. However, occasionally I get a brainstorm at 430, bound out of bed & start creating. Crazy.

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

Every day is different. One day I am primarily writing; one day training, one day researching, one day riding (my bike) or everything on the same day.

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

1) Being disciplined enough to focus on work in blocks, as needed. 2) Following the daily ritual I learned from a friend & business colleague for GEMS (Gratitude, Exercise, Mediation & Stretching). I fell better today that 10 years ago.

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

I spent too much time with Level 3 people. Objectively assess the potential for a meaningful relationship (business or personal) and then focus on the small number of relationships that can/will be important to you.

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What’s something people get wrong about you?

They think I am an extrovert. Not.

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What do you do to recharge outside of work?

Read, relax, get fresh air here at the beach, spend casual time with friends & sleep.

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

Being in a position to only work with those firms/people I choose to & taking as much time with family as I want to.

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What makes your agency different from others in your space?

We listen to our prospects & clients to determine what they need. Then we help them where we can & refer them to others for elements outside of our core competencies. The combination adds value for the client. Oh, and the experience of working in 31 different countries with various cultures, approaches, values.

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

Retail & restaurants.

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

If we can't create more value within your firm for you than we cost, we won't take on the engagement.

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

Self-starters, self-managed, critical thinkers who are client-focused.

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How do you foster creative thinking on your team?

By using what we have learned from every outside sources, such as conferences, other client engagements, books, games, etc.

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

AI.

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

People putting value in the written word. That is why I continue to write (4 books published, 3 in the works).

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

To change the name of the firm to Build It Backwards. Now known world-wide.

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

Plan thoroughly, over budget, be patient, be disciplined, look for the fun in everything.

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

Be more selective as to whom I was marketing to, for & with.

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

Primarily fixed price engagements on all projects we can mutually agree on the timeline, milestones & expected outcomes.

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How do you prioritize growth vs. sustainability?

Capacity & quality of outcomes dictate these.

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

Henry DeVries, as he seems to have more fun than me.

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What software or tool do you swear by?

Excel... still.

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

My 3rd book. It taught me the benefit of concepts in instructional design. This improved my creative process & outputs more than anything else.

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

Hybrid. Our offices unless we are with clients at their locations.

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What is your most controversial or unpopular belief?

Don't know.

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

That we are facilitators. The client must continue to work the plan for them to continue to reap the benefits over time.

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

Making a sustainable difference in client firms that sometimes even saves them.

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

Most consultants struggle to make a living at it.