He didn't believe in marketing beyond word-of-mouth, and this mindset cost him his small business.
While my grandfather was well-liked with a great sense of humor and an inventive mind, he didn't have a finesse for business development or revenue operations. Like many self-made entrepreneurs, he opted to work long hours instead of investing in systems and processes to move tasks to others within the company. This business miscalculation became fatal due to his serious health complications later in life.
His business faltered when word-of-mouth referrals and loyal customers slimmed over the years. Then, as if a lack of pipeline wasn't enough, he could not keep up the work on the books as health problems set in. Without any operational plan, his business permanently closed while he fought for his health. I watched the rise and fall of his company, and when I was 20 years old, he passed away.
Fast forward to a 30-year-old me. I was crushing my career. I had spent my early years proving the ROI of my marketing strategies and winning awards. I had landed in the still very traditional building industry after an early career in publishing. Between an economic downturn and a male-dominated work environment, I didn't receive the respect, responsibilities, or acknowledgment I deserved for the results created.
I felt like I had checked all of life's boxes. I had a high-profile career, house, and master's degree. I'd always been able to visualize what I wanted, but was this it? I felt stuck and unhappy. Working for someone else, I wasn't being true to my roots.
I pondered how my grandfather mustered up the courage to do what he did. How did he start his own company? I wanted to do the same, but I sat on the idea for three years. He quit his job on the spot.
Above all, I wanted to help honest, hardworking entrepreneurs like my grandfather align the marketing systems and processes that allow their businesses to thrive. I wanted to help small companies level the playing field between them and the giants that outspent them in marketing dollars. My work benefited my past employers, now I wanted to take what I learned and share it with small businesses to make a big impact.
