Entrepreneurship is full of difficult decisions. Especially in the beginning. In fact, the decisions you make about expenditures early on determine whether your organization lives or dies. It sound dramatic. Like a commercial for the business board game Go! Gordon Gekko Go! But it’s the truth.
I have always been financially conservative. I believe leadership’s #1 responsibility is to keep the business alive forever. That’s why I have hired slowly, expanded slowly and invested slowly.
At my advertising and idea agency, The Weaponry, we have bootstrapped everything. Which means that we have paid for everything ourselves. No outside investors. No loans. No crowdfunding. No Ponzi scheme.
We started with the free version of every app and software until we knew it was worthwhile to upgrade. We made our first 3 desks out of countertops and legs we purchased at a used office furniture store. And we commuted to work uphill both ways.
Yep, I made that desk out of found parts. And it works as well as the most expensive desk you can buy.
Office Space
When I first launched The Weaponry I waited a year and a half until I decided we could afford an office. In hindsight I feel like I nailed that decision. Because we didn’t over commit in the early months when we were most fragile. We didn’t assume that our rate of growth was predictable or sustainable.
Cautionary Tale
I recently heard about another agency that launched the same time as The Weaponry. It just shuttered one of their 2 offices and laid off all but 1 employee in the other. (By shuttered I mean that they closed it, not that they added fancy, yet extraneous exterior window treatments).
The agency had invested and expanded aggressively. Too aggressively to sustain. Watching them establish beautiful offices with enviable appointments made me jealous. But it also made me concerned for them. Because those investments made them vulnerable. And of all the abilities your business can have, vulnerability is among the least appealing.
Doing It Right
Last month I saw an office that I absolutely loved. It was the office of an early stage human resources company. It had 4 desks in a space half the size of my bedroom. The density of humanity in that office equated to a very dense return on the investment in the space.
This is where my friend Amy Fallucca grew her human resources business, Bravent, into a thriving organization before moving it into a large fancy-pants space.
Idea of the Day
Calculate how much revenue you earn per square foot of office space. It is a much better way to think about your space than cost per square foot.
Key Takeaway
When considering office space for a small or new business think of the Tiny House movement. Consider the minimum space you need, not the max you can afford. Put the rest of the money you save in the bank as an insurance policy for future downturns and slow periods. Because they are likely to come. And you will be prepared when they do.
*If you know someone who could benefit from this story, please share it with them.
Where were you last night? Were you at home with family or friends? Were you decorating for Christmas? Watching a holiday movie? Watching football? Or maybe watching a holiday movie about decorating Christmas footballs?
Chances are that whatever you were doing it wasn’t very stressful. Because as Saturdays go, the Saturday night of Thanksgiving weekend is about as relaxing and as far from work as most people get.
Working For the Weekend
Last night I was at work.
Not working from home. Not catching up on emails or sending witty-but-heartfelt holiday notes to clients. I was in the office, downtown Milwaukee, taking care of real business issues.
Why WiFi? Why?
Last Tuesday afternoon the wi-fi at the Milwaukee office of The Weaponry, the advertising and idea agency I launched in 2016, was not properly wi-ing or fi-ing. It made for a frustrating afternoon. Wednesday morning was no better. So I called our internet provider and spent an hour and a half trying to get things fixed. But no dice. And no wi-fi.
The Repair
They internet company (what our forefathers and foremothers used to call the cable company, or the phone company) couldn’t get anyone over to fix our issue last Wednesday. But they could get someone over on Thursday afternoon, right during my Thanksgiving meal. I had to turn that time slot down or I may have been the turkey on the table at the Thanksgiving feast at my house.
I asked what the earliest available appointment was on Monday. They told me they didn’t have a business appointment opening until Thursday, December 5th!
The Internet Era
That just wouldn’t work. We are an incredibly busy business and need to be fully operational Monday morning. In the 2000s, internet access is as core to an advertising agency’s operations as Martinis were in the 1960s, marijuana in the 1970s, cocaine in the 1980s, Prozac and flannel in the 1990s, and coffee in the 2000s.
I asked the internet company’s scheduler, ‘Do you have any openings over the weekend?’ He replied that they had options on Saturday. Because nobody is actually working on the Saturday of Thanksgiving weekend. I was scheduled to be out of town on Saturday, so I asked for the latest possible appointment. Which was actually later than I expected.
Driving back through the woods and over the river.
I rearranged my plans to drive home 3 hours from visiting family in Central Wisconsin. It snowed, sleeted or rained the whole way. I got home and dropped off my family. The Wisconsin vs Minnesota football game was on TV, but I had to DVR it, and avoid social media and texts to avoid spoiling the result. I then drove 30 minutes to the office, by myself, through cold, blowing sheets of rain, on a Saturday night, during a holiday weekend.
And I couldn’t have been happier.
Living The Entrepreneurial Dream
When I became an entrepreneur I signed up to do the hard things. I declared that I would take on anything and everything that needed to be done to make my business work. I had always dreamed of creating my own ad agency. I would work nights, weekends, holidays, or on my birthday to make the business successful.
I Gotta Go
I had to go in on Saturday night. We have 18 clients counting on us to deliver. We have loads of work to create. We have major projects due in December. We have new businesses requesting proposals. The demand for our thinking is high. Like a lumberjack must have a hearty breakfast, we must have robust internet access!
Rick
I met Rick, the Internet Magic Man, in the dark, rainy parking lot in front of my building. We went up to the office together. We were the only humans in the whole building. He got to work on our internet issue. I sat down at my desk and got busy with work due this week.
Me and Rick, making things right on Saturday night!
Rick Rolling
Within an hour Rick had the problem diagnosed, installed a replacement doohickey (we needed a new modem), and the wi-fi came flooding through my computer. You could practically hear the business roar back to life. All was right with the world. This business that I am responsible for once again had all it needed to make magic happen. And I had another example of the things you have to be prepared to do when you are an entrepreneur.
Key Takeaway
There is nothing better than living into your own dreams. The demands, the time commitment, the menial jobs, and the hoops you jump through are all worth it when you know you are doing what you always wanted to do. When you are living into your vision for your own life a holiday weekend trip into the office is a small price to pay. Because there are things worse than sacrifice. Like not having anything worth sacrificing for.
*If you know someone who could benefit from this story, please share it with them.
2019 has been great to me. My health is great. My relationships are great. My family is great. My prospects are great. And my go to word is apparently great. As I reflect on all that I am thankful for this is what I found.
15 Things I am Thankful For This Thanksgiving
1. The first laugh of the day. My friend Diana Keough, whom I share Milwaukee, Ohio, Atlanta and Columbia, Missouri connections with, introduced me to the concept of the first belly laugh of the day. I have since noted the first laugh of the day. It is something I am grateful for every day. And I try not to think too much about my belly.
2. Laughing until I cry. This is one of my favorite experiences in life. I have done it twice in the past 2 weeks. One of the times was when I found out that the number one song in America when my co-worker Sarah was conceived was Boys 2 Men’s smash hit, I’ll make love to you. (Thanks Paul and Debbie) You can find your own conception song here.
Laughing until you cry is better that pumpkin pie.
3. Travel. Travel is my favorite. It opens the mind, enhances creativity and empathy. And it creates life long memories. Or at least until the dementia sets in. My family and I did some really fun travel this year. Including a road trip that took us from Wisconsin to San Antonio, where I wanted to start a pie shop called Pie Alamo. We went to the Pacific Northwest. We visited British Columbia. Which I would have named Canadian Columbia, but nobody asked me.
4. Randomly seeing people I know far from home. I love running into people I know randomly. It makes the world feel smaller and full of surprises. This year I ran into friends totally randomly and unplanned in Seattle (Andy Bosley), Fort Worth (The Smith Family of Mequon), at basketball tournaments (college teammates Bobby Smith and Bobby Myers), at a hotel in Chicago (PJ Cannon) and at Ikea (Terry Schmitt).
My college teammate Andy Bosley ran himself into me in Seattle. We live a mile apart in Mequon, Wisconsin.I saw my freshman year college roommate, Terry Schmitt, for the first time in 25 years at an Ikea.
5. Great new books. I love to read and learn. I am thankful to authors who write great books. And I am thankful to discover those books. This year I have added some really great reads to my library.
6. Seeing my two oldest friends in the world. My first memories in life were when I lived on a farm near the shore in Lincroft, New Jersey. My bestest friend was Steve Withycombe. I saw Steve in Seattle this summer for the first time since 2002.
Me and Steve have known each other since we were about 3 years old.
My actual oldest, oldest friend in the world, is Andy Shirk who lives in Dallas. I thought we met on our own in Columbus, Ohio in 2010. However, soon after we met our parents dropped the bomb on us that we actually have known each other since I was born. Our parents lived in the same apartment complex at the time in Mansfield, Ohio, back in the 1970s. And they had pictures to prove it. I saw Andy and his hilarious wife, Megan in Dallas this spring. I am super thankful to have friendships that have lasted over 40 years.
Me and Andy on the day I was baptized. I was practicing my swim strokes because I thought there would be more water.
7. The Weaponry The advertising and idea agency that I started in 2016 continues to be one of the greatest chapters in my life. I love our team of Adam (Henry), Kristyn (K-Lil), Kevin (Lower Kayse), Sarah (Ice), Simon (The Harper), Jeanne (Genie), Calla (Super) and Sally (Eggs). Plus our like-family-members Diana, Sue, Gary, Julie, Monica, Tony, John and Todd.
8. Clients It’s awfully hard to play advertising agency if you don’t have clients. I am a volcano of thankful lava for everyone who has trusted us enough to work with us in 2019.
Nicole Hallada has been an amazing client and advocate of The Weaponry since the beginning. Here we are in 97 degree heat, 100 feet over Louisville, in a bucket.
9. My Family I am endlessly thankful for my wife Dawn and kids Ava, Johann and Magnus. I am at truly at home any place where the 5 of us are all together.
But wait, there’s more!
My parents, Robert and Jill, and my sisters Heather, Alison, Donielle and their families are amazing, and I got to see everyone this year.
We are family.
But it doesn’t stop there!
My Mom is one of 9 kids (The Spraus) and my dad is one of 12 (The Albrechts). And I am extremely thankful to have so much family to call my own. Heck, I am even thankful that my Grandma Albrecht passed aways this year at 99 years old, because it gave my family a great reason to get together, and let’s face it, she was really old.
My Dad, far left and his siblings and parents.This pic is of me and my Albrecht cousins (3 are missing) after my Grandma Judy’s funeral service, which tells you everything you need to know about my family.
10. My friends I am lucky to have wonderful friends from many different chapters of my life. I am thankful for how they have all added to my story. Here are just some of my special friend groups.
High School friends (Hanover High School, Hanover, New Hampshire)
Vermont and New Hampshire Friends
New Jersey friends
College friends and roommates from the University of Wisconsin
College track teammates
W-Club members
Milwaukee friends
Atlanta friends
Columbus Friends
Work Friends
People I met on airplanes
Quebec Friends
Dionne and Friends
College RoommatesChildhood Friend Greg RozyckiCollege Track Teammates and FamiliesAtlanta Neighbors
11. Enthusiasm I am extremely thankful that I have as much enthusiasm for life and its mysteries, adventures and challenges as I ever have. Sometimes I think I have too much. And so does Dawn.
12. Faith This has been a wonderful year of faith for me and my family. My daughter Ava and son Johann took their first communion this year. Ava is in Confirmation class. Dawn and I have taught Sunday School and generally feel both the joy of giving and receiving in our church community.
13. Entrepreneurs I am extremely grateful for all the entrepreneurs who have supported and advised me. Entrepreneurship can be isolating or it can be uniting. I am thankful to be united with so many talented, experienced and sharing entrepreneurs. I belong to a great CEO roundtable group through the Metro Milwaukee Area Chamber (MMAC). And I have a strong tribe of entrepreneurs who I lean on regularly (Richards, Hilimire, Bandy, Florsheim, Salamone, Wong). And I am always open to adding more.
Dan Richards is one of my best friends in the world. We grew up together in Norwich, Vermont. His company, Global Rescue, became The Weaponry’s first client. And he has been an important advisor to me on business ever since.
14. A Comfortable Home As the weather has turned colder, and the winter wind and snow have arrived in Wisconsin, I am extremely thankful for a warm and comfortable home. As Maslow’s knows, a comfortable home enables you to enjoy more joy in life.
15. Blog Readers Thank you to all of you who take time out of your busy day to read my blog. I appreciate your time, likes, comments and shares more than you will ever know.
Key Takeaway
There is a lot to be thankful for this Thanksgiving. The people in your life, laughter, knowledge and magical accidents are amazing gifts. If you have those things you can count yourself among the richest people on Earth. Happy Thanksgiving everyone!
When I was a kid I collected baseball and football cards. Today I collect something far more valuable: knowledge. I add to my collection every day by reading, listening to audio books and podcasts, and talking to experts. I tap into my inner Oprah, and ask questions to try to expand my knowledge, my abilities and effectiveness. Which is why every night I go to bed a little wiser than I was when I woke up.
Pass It On
To return the favor to all those who have shared with me, I try to share what I know with others. That’s why I write this blog. It’s why I guest lecture to college students and why I try to make myself available to those who want to meet with me one-on-one, like Hall & Oates.
Johnny Requests
Because I have openly demonstrated a willingness to talk about the things I know, I get a steady stream of requests to discuss a wide variety of topics. I am happy to share what I know. However, there is one question I really dislike being asked when people want me to share my knowledge with them.
‘Can I pick your brain?’
Newsflash
No one wants to have their brain picked. The idea of brain picking conjures a variety of unpleasant images in my head, of my head. I see graphic depictions of ice picks to the cranium. And vultures picking at my lobes of squishy gray matter. I imagine someone picking my nose and really, really getting up there.
Brain picking makes me think of picking at zits and picking scabs. In other words, asking to pick my brain is not an intellectually enticing pick up line.
Reframe In The Membrane
Brain picking is really focused on the person trying to extract value. Not the person offering the value. Which makes it sound like a selfish request. So let’s not use this phrase anymore.
Pick Your Pick-Your-Brain Substitute.
The next time you want to pick up on someone else’s knowledge try one of the following pick up lines:
I would love to learn more about __________. And I don’t know anyone who knows more about it than you.
I would love to hear your philosophy on _________.
You are the smartest person I know when it comes to _______. Can I ask you some questions?
You are the Queen/King of ____________ and I would like to be your subject, of this subject.
If I bought you a Butterfinger would you drop some of your knowledge on me?
I am extremely impressed by how much you know about __________. Would you consider acting like Sonny, and share?
I want to learn how you _______________ because no one does it better. (Baby, your the best.)
Note: you are suppose to replace the ________ with the topic you want to discuss. So don’t actually say, ‘I would love to learn about line from you.’ Unless you want to learn about line dancing.
Key Takeaway
Think about what you are saying before you ask someone if you can pick their brain. There are much better ways to ask those you admire to share their knowledge, guidance and perspective. Including asking someone to share their valuable knowledge, guidance and perspective. Be empathetic. Put yourself in their shoes. Flatter, praise and respect those you would like to learn from. You will be sure to create a mutually beneficial exchange that leaves all brains better than ever. And potentially better than Ezra.
*If you know someone who could benefit from this message, please share it with them.
Earlier this week I filmed a video with a group of very talented health and wellness coaches. The work was for my client, StayWell, which pioneered corporate wellness programs more than 40 years ago. Today StayWell works with many of best companies in America, where they help improve lives every day. (Unlike Chick-Fil-a, who will not improve my life with a delicious Spicy Chicken Deluxe sandwich on Sundays.)
During the video shoot I heard inspiring story after story of how the coaches had a transformational impact on the lives of those they coached. But there was one particular story that really hit me in my profunditude receptors.
The Story
The last coach of the day told us a story about a man who she coached who had a variety of health and lifestyle issues to address. One of which was that he was an enthusiastic smoker. Which I translate to mean that he really liked standing outside, alone, by a backdoor that no one else uses.
The man knew he should quit. The warning labels on the cigarettes packs that told him that he was going to die if he actually smoked the cigarettes made that clear. But he had not yet summoned the resolve and a master plan to make it happen.
The coach suggested that he try just one day without cigarettes. It was a pretty small challenge. Much easier than really quitting. The man tried it. And succeeded.
At the end of the day he realized that it had been several decades since he had gone a full day without a cigarette. He was very excited about his big day. And he wondered if he could do it again the next day.
That was 2 years ago. And he hasn’t smoked a cigarette since.
Easy Does It
Too often we think we have to do something monumental to get results. But that is poppycock. All you have to do is start. Do something. Anything. The littlest step in the right direction is progress. It helps you build momentum. Because success builds like a snowball. It always starts small. But as it rolls it can become massive.
It Worked For Me.
I always wanted to start my own advertising agency. But entrepreneurship seemed daunting. Until I broke it down into small, simple steps. Then I simply started taking one small step after another. Today I’m the Founder and CEO of The Weaponry. Which sounds like a pretty cool title. Because when you start your own business you get to give yourself any title you want. The Weaponry now has 2 offices, 17 clients from coast to coast, and more on the way.
Key Takeaway
Big accomplishments start with small steps. So take the smallest, easiest step forward you can. You’ll find that it is so easy that you can’t help but take another step forward. When you do, the next step will reveal itself. When it does, you take that step too. You don’t have to be prepared for the whole journey. You just have to be prepared for the next small step. Knowing and believing this secret is the first and most important step of all.
*If you know someone who could benefit from this story, please share it with them.
Last night I was supposed to have a nice dinner at a nice restaurant in Minneapolis. I was supposed to stay at a great hotel too. And this morning I was going to have an easy start to the day before we rolled cameras on our video shoot at 10am.
Instead, I woke up in Milwaukee this morning at 4am. I quickly got ready and hurried off to the airport to catch a 6am flight to Minneapolis. But don’t cry for me, Argentina. The truth is I am living the dream. My dream. It’s that dream where you get to enjoy all the most important things in life.
Orchestral Maneuvers
I rearranged my travel plans and took the pre-dawn flight because my daughter Ava and son Johann had a school orchestra concert last night. And in my perfect life, I get to play creative advertising guy, entrepreneur, business traveler, AND, involved father and husband. I get to attend my children’s events in person, instead of seeing them on video, in photographs or while supervised in the prison visiting room.
That’s my daughter Ava, to the right of the violin in the middle of the photograph.My son Johann is the 3rd from the left.
The Talk
Last week I had a speaking engagement to over 120 marketers, sales people and small business owners. I was the 3rd of the 3 speakers to talk to the group about storytelling. Apparently they were saving the least for last. When my talk was finished it was time for food, beverages and networking. All of which I love.
But as soon as the applause quieted after my talk (which took seconds), I grabbed my work bag and Usain Bolted for the door. There would be no food, no drinks, no meeting of new people. No spoils of public speaking. No attaboys as I hurriedly exited the venue like the Von Trapp Family Singers.
Good Reasons
Meeting new people is one of my favorite things. But my 9-year old son Magnus was performing in a school choral concert that night, honoring America’s Veterans. He had a speaking part, and I worked with him to prepare for his concert as I prepared for my own presentation. I wasn’t going to miss his concert for all the appetizers in Milwaukee. And Milwaukee knows how to appetizer. #CheesilyTheBest.
So I left the swanky downtown socializing event to race to the folding chairs of the Wilson Elementary school gym, 30 minutes away in Mequon. And I couldn’t have been happier.
My little guy Magnus is the boy in the back row, in the white shirt, with the long blonde hair.My son Magnus is the 3rd from the right. His big line was, ‘N stands for Never Give Up!’
Today
This morning I was up at 4am. I will have a full day of filming on location in Minneapolis. And my plane will land back in Milwaukee tonight at midnight. It will be a long day. But it’s a small price to pay to get to maximize my time at home.
Key Takeaway
For working parents, and especially business owners, it is easy to feel like work is your most important priority. Because keeping the business in business and earning a living is also important to the rest of your family, whether they recognize it or not. But don’t miss your family events if you can possibly help it. Those concert years go by in a blink. The sports years sprint by. And the cats in the cradle and the silver spoon say we need to set great examples for our kids too. So get creative. Problem solve. And whenever possible, be there for the things that are meaningful to those who mean the most to you.
*If you know someone who could benefit from this story, please share it with them.
On Sunday afternoon my wife and I went on a rare date to the grocery store. It must have been a thing that day because we ran into our friends Tricia and Dan Kane who were also on a grocery date. The four of us talked for a few minutes until we were interrupted by some grocery store drama.
The Incident
Another couple, apparently on their own grocery store date, was walking down the aisle, when one of them knocked a large bottle of cooking oil off of the shelf and onto the floor. True to its name, the shatterproof bottle did not shatter. But when the bottle hit the floor (let the bottle hit the floor), the flip cap lid flipped open.
Suddenly, cooking oil, in all of its golden glory, glugged onto the floor in the grocery store’s busiest intersection. It was like the grocery store equivalent of the Deepwater Horizon well spewing oil into the Gulf of Mexico.
A crowd of Sunday shoppers stopped to watch the drama unfold.
As the oil continued to pulse out of the bottle, the corn oil slick grew larger and larger. You could practically hear Florence Henderson’s heart breaking over this loss of perfectly good Wesson. Would it ever stop?
Paralyzed
The couple that caused the oilcident stood motionless over the oozing mess. Then the man said, ‘We need to tell them there has been a spill.’ Then he repeated with more concern and more volume, ‘‘We need to tell them there has been a spill!’ As the corn oil continued to flow like midwestern lava across the grocery store floor.
After the man shouted the second time that a report had to be made, I realized he was not in a state of mind to be able to put an end to this crisis. Visions of the Exxon Valdez disaster filled my head. I thought, not on my watch…
Taking Action
I was standing 20 feet away from the epicenter of the oil spill when I lightly sprang into action. Where others may have fled from the disaster, thinking only of their own safety and cleanliness, I walked toward the expanding oil spill. I was running on instinct and adrenaline. When I reached ground zero, I reached down, grabbed the bottle, and set it upright.
Suddenly, the oil stopped spilling. The disaster was contained. And shoppers resumed shopping. It was the simplest and most effective thing anyone could have done to mitigate the issue. A toddler could have recognized the solution and had the mental capacity to upright that fallen bottle to stop the flow of corn oil.
Yet the adult male at the center of the crisis could only think that someone needed to be told there was a problem. While the woman stared, motionless, unable to process her next move.
Responsibility
When you see a problem, or create a problem, don’t just pass it along to someone else. Act to solve it. Work to reduce it. Do what you can to prevent it from getting worse. To watch a preventable problem spread without lifting a finger to stop it is irresponsible. Don’t simply announce that there is a fire. Throw some water on it.
Take responsibility for the problems you face. Imagine you are the only one who can address them. Then do so. Develop a bias towards decision making and action. Those biases get things done. They solve problems. And they make you a more valuable employee, friend and neighbor.
Key Takeaway
When things go wrong, don’t just report the problem. Be part of the solution. Diagnose quickly. Think quickly. Act quickly. Focus on what you can do. Then do it without delay. It will help prevent a small mishap from becoming a massive problem.
*If you know someone who could benefit from this story, please share it with them.
Life doesn’t always go according to plan. As frustrating as that may seem, sometimes we just need to go with the flow and see where it takes us. I was reminded of this lesson on an ordinary Saturday last winter. Here’s the story.
The Plan
On January 19th, 2019, my family and I had our day all planned out. We were craving some Swedish meatballs and snap-together furniture. So we decided to check out the new IKEA in Milwaukee. We would do some shopping and eat lunch at the big blue and yellow box. Afterward we would head to my daughter’s basketball tournament in nearby Oak Creek, Wisconsin and watch 3 basketball games for just 3$ per person!
Tossing Wrenches Into Plans
Right out of the gate our plan started to fall apart. First, we got bit by a serious overnight snowfall. I had to pull out our snow blower and clear the driveway before we could get our car out.
Then, as we got into the car, my kids started arguing over who was sitting in which seat. For context, there were 5 seat options for 3 kids. If we had been playing musical chairs no one would have ever been eliminated with our bountiful collection of automotive seating options. And there was no backseat middle hump to avoid like when I was a kid. Yet, they argued.
In a moment of parental frustration, I told everyone to go back inside. There would be no saucy meatballs, no lingonberries and no Swedish Fish for the Albrecht family today. We were not going out for lunch, shopping or to a basketball tournament acting like this. #MeanDad
Compromising
An hour or so later, with our plans for the day blown, we decided that we would take my daughter to the basketball tournament, but we wouldn’t stay to watch it. Instead, the rest of the family would go to Ikea.
We drove slowly over the 25 miles of snow covered highway to the school where her games would be held. We dropped my daughter off in front of the school, and I cooly told her good luck. But before pulling alway, my wife couldn’t bare to have her baby girl feel athletically abandoned. Because Dawn is nicer than I am.
So we changed our changed plans, again. We parked and went into the school to watch her play her first of 3 games. Following the first game, Dawn and I decided to drive to the IKEA with our two sons.
Yikeskea!
At IKEA we got seriously turned around a few times. I think we were visiting before they had put up all their wayfinding signage. Then again, IKEA is Swedish for the devil’s maze. So we were doomed either way. Eventually, with an employee escort, we found the restaurant, which was tucked at the far back of the store. The whole Ikea experience took far longer than expected.
As we approached the checkout lines to purchase some souvenir frozen meatballs, a crush of shoppers appeared out of nowhere and jumped in line in front of us. It was like an episode of Punk’d. And I was ready to pop Ashton Kutcher in the beak.
The Shortest Long Line
We picked what looked like the shortest line, but it wasn’t moving. At all. So we left the line and moved to another line, which moved faster. That is until the people right in front of us got to the cashier with what looked like hundreds of pieces of shelving. Their checkout process took forever. Like forever-ever.
Frustrated and late for Ava’s next game, I put our merchandise on the conveyor belt and asked Dawn, my wife, to pay for it. I was going to get the car, and pick up Dawn and my 2 sons by the front door.
I started off in a rush. But I only got 10 feet beyond the end of the checkout stations when I heard someone yell, ‘Adam Albrecht!’
Surprise!
I turned to see who was calling my name. And standing just a few feet away was Terry Schmitt, my college roommate from my freshman year at the University of Wisconsin. I hadn’t seen Terry in 25 years! Terry doesn’t live in Milwaukee. He lives in his hometown of Kaukauna, Wisconsin, near Green Bay, which is 2 hours away from the Swedish Meatball Palace we were standing in. He had driven down to Milwaukee for a spur of the moment shelf project purchase.
Me and my original roomie, Terry, whom I hadn’t seen in a quarter century.
What Are The Chances?
Somehow, with my totally fouled up day, and his random Ikea road trip, we ended up in exactly the same place at the exact same time. Each one of my delays throughout the day helped make this happen – his random run to Milwaukee to avoid a significant shipping charge, the snowstorm, my kids arguing about the seats they were sitting in, the line that built while I picked up the meatballs, the extreme shelfers in front of us in line, and my decision to run ahead to get the car and meet my family at the front door. All of the unfortunate events, turned into good fortune when I got to see Terry in real life for the first time in 25 years.
The Alchemist
In 2015 I read the book The Alchemist by Paulo Coelho. It taught me that the universe conspires to give us what we want in life. It taught me to listen and watch for the signals and messages that the universe sends me.
The universe wants you to read this book. And no, it is not about a chemist named Al.
Prepare Yourself
Because I read The Alchemist, I was ready the day in August of 2015 when 2 former clients called me and asked me if I would consider starting my own advertising agency. Just months later The Weaponry was open for business.
And on a snowy day in the winter of 2019 the universe conspired, through a seemingly random collection of signals, to reunite me with my college roommate, Terry Schmidt. And I was suddenly thankful for all those little things that had gone wrong throughout the day.
Key Takeaway
There are forces at work that are far beyond our control and our comprehension. Whether you are suddenly put in just the right place at the right time, or oblivious to how a delay or a mistake kept you out of other trouble, there are forces that contribute mightily to the course and story of our lives. Maybe it’s magic. Maybe it’s God (of course it is), and maybe it’s fate. But it helps create your adventure. And sometimes, like a lazy tube ride down a river, you just need to relax and enjoy the ride.
*If you know someone who could benefit from this story, please share it with them.
Fun Extra: Terry said that he saw my wife Dawn first. He had never met her before, but he had seen her in my social media posts. So when he recognized her at the cash register he immediately began looking for me. Which means a small thanks for this Swedish reunion also goes to Mark Zuckerberg.
I started writing The Perfect Agency Project blog in 2015 as I was preparing to launch by own advertising agency called The Weaponry. After 2 decades as a salaried employee, I wanted to document and share my experience as I attempted to transition to a self reliant entrepreneur. I wasn’t sure if I was writing a how-to story, or a how-not-to story. But I figured it could provide value either way.
Entrepreneurship
Along the way I have learned a lot about being an entrepreneur. Including how to spell it. I learned that the word in german is unternehmer. Which I think is hilarious. Because it can be literally translated as undertaker. So you should be careful before signing up for that Unternehmer Conference in Stuttgart.
Content Creation
I have also learned a great deal about blogging. And content creation in general. Although I’ve never liked the term ‘content’. Content sounds like ‘stuff’. And no one should just be creating stuff. But alas, the masses have spoken, and they have adopted content, like they adopted VHS over Betamax.
Positive Feedback
When I began sharing my blog posts with friends and family I began getting positive feedback. It was nice to hear those close to me say that they thought a post was good, or funny or interesting.
I shared my posts more broadly on social media, and I started hearing people I didn’t even know say that they learned something. Or were inspired to act by something they read on my blog. I appreciated the feedback and was happy to know others were gaining some value from my writings.
New Feedback
But lately I have heard something different from readers of my blog. It’s not that my posts are interesting, funny or inspiring. It’s not that they are insightful or informative. The new comment that I have heard lately is short and sweet. Just 5-words in total. But those words are extremely meaningful to me.
The 5 Words
The 5 words that I have been hearing people say a lot about my blog lately are:
‘I look forward to it.’
The Reward
I don’t need a million readers. I’m not trying to win any awards. I am not trying to quit my job and become a full time blogger. Although as an entrepreneur I think it would be funny to have to resign to myself. (It’s not you, it’s me. Just kidding, it’s you!) I don’t need to make a dime off of my blog. Because knowing that there are people who look forward to my next post is the greatest reward I can imagine.
These 2 readers, and that’s all I need.
I don’t need any other validation that what I am writing and sharing is worthwhile than knowing that there are readers who look forward to each new post. It tells me that the posts add value. I’m not sure if it is entertainment, education or inspiration that readers look forward to. Or if my blog simply provides a rich habitat for typo hunters. Maybe it is a combination of factors. I am grateful regardless.
Developing A Brand
When people look forward to the content you serve up it means you have delivered consistently. Which translates to a brand with value. Even on a very small scale, that is very rewarding.
Have you tried Blog n’ Coffee?
Sunday Coffee
Over the past 2 weeks I have had multiple people tell me that they look forward to The Perfect Agency Project Sunday morning post. They have told me that reading the post has become part of their Sunday morning coffee routine. I had no idea that anyone picked up on the fact that I always post on Sunday morning by 8am CT, before I rush off to church. And I couldn’t be more touched. At least not without having to press charges.
Key Takeaway
When others look forward to your content, programming, services or products you are doing it right. Because we only look forward to such things when they are good. When they offer value. And when they are enjoyable. The same holds true in our relationships. When others look forward to what you offer you are on the right track. So dig in and keep it coming. More good things will surely come your way.
*If you know someone who could benefit from this story, please share it with them.
I guest lecture to college students several times each year. Guest lecturing is like a box of chocolates. Because you never know which students will be surprisingly delightful and which will be totally nutty. Last week I spoke to Erin Napier’s marketing campaigns class at Marquette University (which I secretly call a Marquetteing campaigns class, because it’s kinda funny).
Good Evening
There were 36 students in the class. It started at 5:30pm. Which, in case you don’t remember, is not when college students are at their energetic or attentive peak. I decided to bring some extra energy to make sure no one fell asleep (and no one fell asleep).
Sharing Is Caring
I spoke to the class about advertising, my career journey, the creative process and networking. I talked about starting my own business. And about the value of sitting in the front row. When I was done I opened the floor for questions. Not literally, of course.
A Trick Of The Trade
The students asked many good questions. Although I give myself partial credit for the quantity. Because after the first 2 questions I told the the class that I always remember the people who ask questions. If we stopped right then, 2 out of the 36 of them had made a positive impression on me. After my commentary the questions came fast and furious. Like Ludacris.
The Questions
The students peppered me with the follow queries:
Where do your best ideas come from?
What do you do when you are stuck creatively?
What was your favorite project ever?
What is your dream project?
What has been the greatest challenge of your career?
The Surprise
But there was one very simple question that truly surprised me. Julian Wright, a freshman on the Marquette track & field team asked:
Why did you want to talk to this class tonight? -Julian ‘Lefty’ Wright
My Response:
I wanted to share my knowledge with you. I have learned so much from experienced professionals who volunteered their time that I wanted to pay if forward, or backwards, or however you like to think about it. And I hope someday you give your time to share what you have learned with the next generation.
But I also wanted to make a positive impression on you, so that when you are looking for internships or jobs after college, you think of Adam Albrecht or The Weaponry first. I am always looking for rockstars. And I want the next generation of rockstars to be looking for me.
Key Takeaway
Share what you know. Add to the body of knowledge of students and others who are hungry to learn. The greatest impact you will ever have on Earth is the impact you make on other people. Pass along your knowledge, experience and observations. And in the process you will collect even more. Better still, teaching expands your exposure to talented people. It grows your network, and increases the number of opportunities that come your way.
Speaking Of Which…
This afternoon I will be speaking at an event about marketing through storytelling, hosted by the Metro Milwaukee Association of Commerce. I am excited to learn from the other 2 speakers at the event, Tim Dyer and Richie Burke. Here is an overview:
WHAT’S YOUR STORY? USING STORYTELLING TO MARKET YOUR BUSINESS
Tuesday, November 12, 2019 4:00 PM – 6:30 PM CST
The Venue at Milwaukee Brewing Co
1130 N. 9th Street
Milwaukee, WI 53233
Behind every business is a great story. As new platforms for content marketing continue to grow, there’s never been more opportunity to use storytelling to strengthen your brand and find strategic ways to reach new audiences.
Adam Albrecht Blog 