“Stewarding other people’s money as if it’s our own.”
We’ve been around for over ten years now, and this motto is one we still hold to. I first came up with this simple mantra after meeting one-on-one with 50 business owners with the goal of understanding two simple questions:
- What keeps you up at night?
- How do you do marketing and advertising?
The answers to these two questions have served as a backdrop to my strategic approach to building 434, and ultimately created my “why.”
But it wasn’t the answers people fired back at me about various marketing and advertising tactics that really shaped the ethos of 434. We developed our mission based on the answers to the follow-up question:
“Why do you do marketing and advertising?”
The array of ambiguous responses was common across all types of business leaders. Most of the answers to why were “a gut-thing” or “something we have always done.” The answers were rarely data-driven or objective-oriented.
There has to be a better way.