Как быстрорастущий бизнес начинался с арт-проекта

Перед тем, как Kit Hughes стал основателем и управляющим партнером одной из наиболее быстро растущих компаний в Америке - № 408 в рейтинге Inc 5000 2015 года - он был одним из тех детей, которые играли на гитаре в панк-группе и ходил в художественную школу. Он думал, что реклама - это зло. Но потом он понял, что возможность платить по счетам - немаловажный аспект и для творческих людей. Сегодня компания Кита Look-Listen развивается в сфере разработки приложений, веб-сайтов и цифровых объявлений для таких компаний как Wendy’s, General Electric и the New York Yankee. Он рассказал Inc. о своем путешествии из панк-рокера в собственника компании.

"Во время учебы в художественной школе, я работал над проектом, где покупал продукты, которые рекламируются 24 часа по телевизионной сети. Вот, что я понял: реклама и маркетинг - просто куча рычагов и ручек, за которые тянули и поворачивали, чтобы создать эмоциональные связи. Я хотел показать власть в манипулировании этими эмоциональными связями. Это было как игра с с людьми в галерее - пытаться придумать способы, чтобы заставить их взаимодействовать с друг с другом и сделать их счастливыми.

Это было началом Look-Listen. После того как я закончил художественную школу, я встретился с моим лучшим другом из детства, Paul Sternberg. Мы играли в рок-группах в Кентукки, как подростки, и мы были хорошими сотрудниками. Мы решили создать рекламное агентство, рекламировать все, но по-другому. Мы чувствовали, что слишком много рекламных агентств были сосредоточены на идее, а не на том, как измерить ее эффективность. Не в обиду Don Draper, но мы хотели больше. Мы решили сосредоточиться на аналитике.

Я думаю, что я странный, потому что вы не встретите много детей в художественной школе, которые интересуются цифрами. Но я вложил свою сущность в свой бизнес. Я не всегда был таким. Когда я был молод, я был дискалькулией, которая влияет арифметическое понимание. Вы могли бы назвать мне четырехзначное число и через три секунды я не мог повторить его. Какое-то время я был смущен, но я много работал в финансах, и в настоящее время я могу уловить то, что наш контроллер не сможет.

В нашей группе, я был фронтменом и парень, который пришел с идеями, и мой партнер мог сыграть их на всех этих инструментах - он мог выложить трек на ударных или на ас-гитару и гитару. Когда мы начали бизнес, в 2007 году, мы решили, что распределим роли также. Я собирался быть парнем, будет находить клиентов и управлять деньгами, а он будет делать проектные работы в офисе.

В то время, я работал в проектном подразделении глобальной компании. По выходным и все мое время каникул я летал в Нью-Йорк из Атланты и без остановки занимался встречами. Я хотел бы оставаться в Бруклине, где жил мой партнер. мы постоянно спорили, он хотел, чтобы я работал полный день над нашей компанией. Мы посылали друг другу сердитые письма. Но мы были как братья, поэтому это испытание сделало нас сильнее в качестве деловых партнеров.

Я, наконец, присоединился к компании на полный рабочий день в 2011 году Мы наняли наших первых сотрудников в 2012 году, мы начали наш 2014 год с 15 сотрудниками, 2015 - с 35.

Я думаю, что панк принес мне чувство смелости и чувство честолюбия, и это помогло мне в запуске бизнеса".

Источник: www.inc.com

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