Chief Executive Officer of Rise Interactive, responsible for overseeing the strategic direction of the agency’s business.
getty
It’s hard to believe, but we’ve already made it halfway through 2021. While I’m all about looking ahead, I’ve found myself reflecting on 2020 and how it has forever changed my approach to life and business.
With a global pandemic impacting the entire world, we spent the better part of the year living in a state of extreme uncertainty. The lack of control was everywhere — spanning our health, our jobs, our kids’ education and our overall ability to live our everyday lives. And because of this, it’s only natural that we collectively took fewer risks and leaps of faith both personally and professionally.
However, even during these unpredictable times, I reminded myself that every challenge presents an opportunity to innovate, grow and learn. As a result, I’ve shifted my perspective, training myself to understand that even when life feels out of control, there is opportunity to focus on the things you can control — your outlook, your mindset and so many other things in between.
As a leader and CEO at a fast-growing digital marketing agency, I keep a pulse on how the pandemic has, and continues, to transform the digital space. Covid-19 has fast-tracked companies’ digital efforts and forced them to digitize both the customer and employee experience.
MORE FOR YOU
Simultaneously, we’re seeing a major change with the ability to access data, including Apple’s new iOS privacy policy and Google’s promise to do away with third-party cookies that track consumers. It’s been a time of acceleration, change and uncertainty in this industry.
While I admittedly have spent many nights trying to decipher these changes and predict what they mean for the industry and our clients, I’ve found the following advice to be helpful when that lack of control settles in.
Trade the ‘What Ifs’ for the ‘What Cans’
As us marketers learned more about the rollout of Apple’s App Tracking Transparency policy, I read countless articles ruminating on the “what ifs” — what if this new policy completely turns marketing upside down? What if we can’t continue to work in the same way? I quickly realized that there was an opportunity to turn these “what ifs” into tangible action — to put myself in the driver’s seat and help position our agency to be ready for these changes.
I made sure to do as much research as possible, read relevant information, set up calls with the right people and put in the work to get us ready.
While brands and agencies can’t control the policies that major technology platforms enact, we can control how we manage it, adapt to it and, ultimately, embrace it.
Build Your A-Team and Get Out of the Way
Recruiting and retaining a team of A-players is key to successfully navigating change. This applies to businesses in any industry. I make it a priority every day to invest in my team.
What does that look like? For me, it’s about trust and respect. It’s about knowing that the people I hire are experts at what they do, and while I want to be involved and collaborate, I need to let them do their thing. That means providing guidance but ultimately knowing when to get out of the way, even if that means that mistakes may be made along the way.
Whether it’s celebrating personal milestones, helping a teammate out or just letting them know that you’re proud of the work they do, finding ways to keep your team fulfilled and confident sets you up for success when industry changes occur and require commitment, dedication and patience from everyone.
Use Data to Make Quick Decisions
Anyone who knows me knows that I am data obsessed. It guides all of my decisions, both personally and professionally. I can’t stress the importance of data enough. In fact, data — and trusting in what data tells us — gives us the ultimate opportunity to let go of assumptions and information that might not serve us well.
The changes currently happening in the digital industry are a moving target, and it’s become increasingly clear just how critical real-time data is for sound decision-making.
It’s also important to remember that it’s not just about getting the data. It’s about figuring out how to use it in a way that creates a competitive edge. I’m excited that my team is working to bring data together in a way that no one else currently is. Pair that with a group of agile and nimble A-players, and we’re in a strong spot to face any changes head-on.
Remember That Big Risk Can Yield Big Reward
The last year — with all of its uncertainty — reinforced to me just how important it is to take the appropriate amount of risk in order to survive. Meaningful growth (and the ability to scale) requires it. But the difference between success and failure hinges on whether or not the risk is calculated with the right inputs. I had to make these calculations early on in the pandemic.
In March 2020, I stood in front of my company and asked them to trust me. Despite the uncertainties in the marketplace and clients scaling back budgets, Rise was moving full speed ahead with hiring new talent. It was risky, but I knew that when businesses turned back “on,” they’d need more help than ever. Today, we are at our highest headcount and business continues to grow. This is a shining example of taking a risk at a time when most others simply will not. Rather than thinking of 2020 as a time of professional loss and hardship, we chose to look at what opportunities it might bring for the long haul. Volatility can breed these opportunities if you’re willing to take the risk.
As we continue to explore the unknown in this new and transformative digital world, we have to remind ourselves daily that focusing on the things we can control will ultimately create better environments, better workplaces and better results for everyone.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Go to Source
Author: Larry Fisher, Forbes Councils Member
