The most valuable product my business produces shocked me.
In 2016 I left a salaried position with a large, stable advertising agency. I had amassed almost 20 years of experience as an advertising creative. Over the course of my career I had developed a clear vision of what the perfect ad agency looked like. And like Bob The Builder, I believed I could build it.
1 Year Later
A year later my startup ad agency was buzzing with activity. So I joined a CEO roundtable to surround myself with people who knew things I didn’t know. My Council Of Small Business Executives (COSBE) group meets once a month to compare notes, discuss issues and serve as a thought-provoking sounding board.
At the first meeting I attended back in August, the group asked me to take a couple of minutes to talk about me and my business. It was like the introductions you make at an addiction recovery group. You know, ‘My name is Adam, and I am an Ideaholic.’ Welcome brother Adam.
I told the group that my business, an advertising and idea agency called The Weaponry, had attracted ten clients in the first year. Those clients stretched from Florida to Atlanta, Boston, Montreal, Milwaukee, Salt Lake City and San Francisco.
Then I dropped this fun, and almost unbelievable footnote:
We did this despite the fact that we were a brand new business with:
- no logo
- no business cards
- no website
After I finished my quick overview on my business, the guest speaker that day said something that I will never forget.
‘There is only one way you could build a business like that. People really trust you.’
This guy was a total stranger. We had been in a room together for 15 minutes. Yet he gave me an amazing insight as to why my perfect agency project was working.
I knew I had clients that liked me. I knew they had good experiences with me. I knew that some of them thought I was funny or smart or creative, or perhaps a non-alchoholic cocktail of all three. But the only reason my business stood a chance of succeeding is that people I have worked with in the past, and those I meet today, trust me.
It’s a matter of trust. (Like Billy Joel said)
Trust is the key ingredient of a successful entrepreneur. It is the most valuable product that you will ever deliver to your clients.
- My clients trust me with their money.
- They trust me with their confidential information.
- They trust me with their valuable time.
- They trust me to reflect positively on their personal reputations.
If you want to increase your value to other people, increase your trustworthiness. Do what you say you will do. Deliver what you say you will deliver. Meet the timeline you said you would meet at the price you quoted. Always demonstrate that you’ve heard and care about the concerns of others. You’ll find the rewards far exceed the cost of doing business.
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Originally published at theperfectagencyproject.com on March 8, 2018.