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How To Build A Top-Class Reputation In The Competitive World Of Media And Agencies

Darren McKinon’s clients and colleagues love him, as evidenced by his winning the Media Owner Rising Star Award at this year’s MOST Awards. Entrepreneur chatted to him about putting clients first, focusing on achieving your goals, and always staying positive.

Nadine Todd

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The MOST awards are voted for by the media industry. What does it mean to you to be voted Rising Star?

This was a goal I set for myself three years ago. To achieve this accolade is confirmation for myself that if you set your mind on something, anything is possible. It’s particularly important to me that my clients voted for me, because it means I’m consistently delivering on my promises and commitments.

I’ve built up long-standing client relationships over many years and at all levels. I believe you need to be willing to put your client’s challenges ahead of your own agenda, and to understand what really matters to their business. This is the key to building partnerships and trust.

Related: The Importance Of Business Reputation

What is your business ethos, and how has this impacted the way you operate, and how your industry, clients and colleagues view you?

Teamwork, humility, perseverance, and a whole lot of fun along the way. Whether I’m in a client meeting or at the office with my team, I’m the same guy. Being real is crucial. In business and life, people see through the BS.

I’ve always believed that you can get absolutely anything you want by going about it the right way.

Winning should never be at the expense of something or someone else. You should always have a sense of humour. This has worked well for me – if you’re having fun, not only does your best work come out, but people relate to you that much more.

If there’s one key lesson I’ve learnt, it’s that making people feel at ease is an important part of any negotiation and a crucial start to building a real relationship.

But the real magic lies with your team – surround yourself with the most dynamic people you possibly can, give them the tools to do what they do best, and then get out of their way. I have the best team in the industry, and I’m privileged to work with them on a daily basis.

What is your productivity mindset, and how does it promote effective and efficient work?

Make time for yourself and be selfish about it. This comes at a price as it means unplugging, switching off or tuning out. Work never ends, so manage yourself and your time in order to commit 100% of your focus to the task at hand.

Being connected has massive advantages, as everyone has access to information. This greatly benefits productivity as long as it’s used responsibly.

In general, my mindset is extremely positive – even on bad days. Having a great attitude is a fundamental force in driving productivity and achieving positive results. It’s also infectious. I surround myself with positive people. Time is too precious for negativity.

How important is a personal brand?

It’s a double-edged sword. Your personal brand is everything, but should never be the driver or reason for why you are doing something.  It’s the by-product of doing something meaningful and being honest and real.

Building your personal brand takes time, and time means consistency. If I could sum it up in one word, your personal brand is trust. And be humble in your wins – it’s almost never a solo effort.

What does success mean to you?

Balance. It’s not a destination. You’ll never arrive at ‘success’. Instead, I focus on being resent in everything I do, and enjoying the ride.

If I’m at work, I’m committed, driven and focused. When I’m with my family, they get all of me. Put everything you have into what you’re currently doing and you won’t go wrong.

Related: How To Manage Your Business Reputation Online

What’s the most exciting thing currently happening in the advertising and media world?

The fact that everyone has a voice. Consumers have taken the lead and brands are being forced to listen, change and adapt. I get to be an important part of that for a variety of different brands. Every day is new, challenging and unpredictable. I love it.

Out of Home (especially Digital OOH) is changing the media landscape, and allowing synchronisation and synergy between all other media types to take place. It’s forcing everyone out of their media bubble, to understand what clients are needing in the bigger media picture, and ultimately connecting with consumers on a more meaningful level.

I’ve witnessed huge innovation in the OOH space during my time in the media industry, from classic to digital OOH, mass reach to activations and experiential marketing. OOH has become both a mass reach, high impact media platform, as well as an interactive, experience-building opportunity for all audiences.

What big changes do you see on the horizon that you believe your industry peers should be keeping an eye on?

The answer has to be digital, but it’s in the way it’s applied. Digital allows for a more relevant, in-the-moment interaction that should lead to more meaningful connections, but I don’t yet see enough brands using digital for these reasons.

Some brands are getting it right, and understand the synergy between platforms in order to engage with their consumers at various times throughout the day and in the right way. They understand consumer mindsets and plan their campaigns and communications accordingly.

Digital has played a big role in the fragmentation of media, which is often used as a negative term.

Instead, this fragmentation, or niche opportunities as I’d prefer to call them, has allowed for far more meaningful and personal connections.

Nadine Todd is the Managing Editor of Entrepreneur Magazine, the How-To guide for growing businesses. Find her on Google+.

Lessons Learnt

SA Entrepreneur Takes First-Of-Its Kind Business To An International Level

Jo Farah shares some insights on his entrepreneurial journey as Global Entrepreneurship Week (GEW) gets underway.

Entrepreneur

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South African-born entrepreneur and creator of the world’s first environmentally friendly sneaker care product – Jo Farah says entrepreneurship has always been part of his DNA, and making a valuable contribution to society his ultimate goal.

The founder of Sneaker LAB – an innovative business that’s managed to create a first-of-its-kind, biodegradable sneaker care product, delivered his sentiments on entrepreneurship and his entrepreneurial journey as Global Entrepreneurship Week (GEW) kicked-off in 170 countries around the world this week.

Farah, who’s been mentored and groomed by his entrepreneur father, says developing a successful business has always been part of his life’s plan. And while he managed to establish a few start-ups during his entrepreneurial journey, which includes founding a guerrilla marketing agency in South Africa, and producing ads for the likes of Adidas, New Balance and Puma it still wasn’t enough.

After returning from the United States in 2008 with just one thing on his mind – to help cure South Africa’s conundrum by creating jobs for the unemployed, and in-turn fostering economic growth, Jo invented a one-of-a-kind sneaker care product, and put shoulder to the wheel to establish his business in 2013.

Related: How Lorenzo Escobal Bootstrapped His Way To Competing With Titans And Attracting Top-Tier Clients

sneaker-lab-founder-jo-farahStarting a sneaker care product range was a natural choice, especially considering Jo’s passion for sneakers, street wear and urban culture. He also wanted to create a complimentary product to accompany the list of sneaker brands that has inspired him over time. Jo’s work behind the scenes commenced in earnest and in no time he conducted enough research to support his theory – there was a gap in the market for branded sneaker care products. He knew that he was on a good wicket.

“There already was a range of non-branded products on the market, but my research revealed there was a healthy appetite for branded, environmentally friendly sneaker care products. That spoke directly to my business model,” he says.

Today, Sneaker LAB has placed Cape Town on the map with its premium global status – it’s the only sneaker care product range in the world to be Green TAG certified, environmentally friendly and biotech driven. Its products are water-based, readily biodegradable, and the packaging is suitable for recycling. The business also operates internationally, in 50 countries across Africa, with an experiential brand store in Braamfontein Johannesburg; as well as downtown Los Angeles in the USA; Asia and Europe.  The business is growing by the day, with a store in Tokyo set to open soon.

As an entrepreneur he’s grown in leaps and bounds, and despite many changes along the way, his sentiments on entrepreneurship remain.

“Inspiring potential entrepreneurs to develop an entrepreneurial mindset and embark on an entrepreneurial journey is one way of solving some of the world’s most critical problems, and freeing the economically marginalised,” Jo says.

Related: Two 20 Year Olds Reshape Entrepreneur Landscape With New Social Investment Platform

He urges young aspiring entrepreneurs with an entrepreneurial mindset to take the plunge and to channel time and energy into developing their business ideas into something tangible and workable that could generate good long-term financial returns.

“People will tell you that it can’t be done, but believe me, it can. All you have to do is to believe in your idea and to work hard and smart and you’ll reap the benefits,” Jo says.

 

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9 Ways Successful Entrepreneurs Spend Their Weekends

All work and no play makes for a very dull entrepreneur.

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Successful entrepreneurs have a passion for what they do, so working hard is part of their DNA. But anyone who is successful also recognises that life and work are a marathon, not a sprint. Even they need downtime on the weekend to ensure they’re up to the task of being creative problem solvers and innovators Monday through Friday.

Sure, they may spend some time catching up on administrative work. They may spend time on a big project that needs special attention. And they should definitely spend time thinking about the future and considering the big picture.

But what successful entrepreneurs don’t do is spend the entire weekend buried under work. We all need a break, and entrepreneurs are no less immune to burnout than anyone else. Their weekends are spent restoring their bodies and minds, and getting prepared to function optimally come Monday.

Here are nine things successful entrepreneurs do over the weekend to unwind and re-energise for the week ahead.

wake-up-routine

1. Wake up at about the same time

Successful entrepreneurs understand that staying on track for the week ahead means keeping the same sleeping patterns, even on weekends. That means going to bed and getting up at about the same time all week. This is because your circadian rhythm will stay consistent, so your body will naturally know when it’s time to sleep and wake up.

As tempting as it might be to sleep in, doing so can throw off your sleep/wake cycle, disrupting sleep patterns and giving you a poor night’s rest. Make sure you aim to get seven to eight hours of sleep every night to avoid a sleep deficit. Also, getting up early means you’ll be ready for whatever the day brings and you’ll have time to accomplish all the things you hope to do.

Related: 20 South African Side-Hustles You Can Start This Weekend

2. Spend quality time with loved ones

It’s no surprise that weekdays can be hectic and filled with obligations. There’s a good chance you spent more time in front of your computer (and with co-workers and colleagues) than with the most important people in your life. Make sure you’re tending to the quality relationships in your life by making them a priority on the weekends.

Have a date night with a partner. Go for a long walk or enjoy a leisurely lunch with a friend. Make sure you’re building and maintaining those relationships by really listening to them. And then share what’s on your mind and how you’re feeling. The support and connection you feel with others will give you resiliency and can support you in stressful times.

3. Pursue a passion

Is there some hobby or activity you’ve been wanting to try but have never made time for? Dedicate some weekend time to pursuing a passion that’s outside of work and beyond your normal day-to-day obligations. Maybe you’ve always wanted to learn to paint, take up photography or write a novel.

Whether it’s a long-lost hobby or a labor of love you’ve dreamed of embarking on, stop telling yourself that you’ll get around to it “someday.” Set aside a quiet weekend morning or afternoon to work on it. Pursuing your interests beyond work improves your mental health and reduce stress levels. Plus, focusing on activities outside of work will improve your creativity and give you a chance to look at life from a new perspective.

Related: How To Work Less And Still Get More Done

camping trip

4. Find time for a mini-adventure

Weekends give you a chance to unplug from life, put aside your daily responsibilities and go have some fun! Let loose and break out of your rut by taking yourself on a mini-adventure. Get out of the house and find a change of scenery.

A mini-adventure means sticking close to home, so hiking the Grand Canyon may be a bit much, but an overnight camping trip or a day hike is totally doable. Spend an afternoon at the beach or take your bike out for a long ride. The point is to get out and make a memory that will give you a smile for the rest of the week.

5. Fuel their creative mind

Successful entrepreneurs make sure they take time to feed their creative minds by finding ways to connect with the arts. You don’t need a degree in art appreciation or music theory to enjoy the benefits of engaging with the arts. Simply visiting a local museum or spending time listening to music will suffice.

Viewing art can be like a mini-vacation for your brain. It activates areas of the brain that are involved in processing emotion and engaging your pleasure and reward systems. Listening to music can have an even more dramatic effect. In fact, music has been found to stimulate more parts of the brain than any other human function.

6. Relax, reflect and renew

Savvy entrepreneurs have learned that they must give themselves the space and time to decompress and mull over the events, issues or dilemmas they face. Giving yourself time for self-reflection allows you to link and construct meaning from your experiences. Reflection is one of the main ways we gain insight and foster complex learning and personal growth.

In our busy world, we are often dealing with packed schedules and juggling multiple issues. Make sure you find time on the weekend to disengage from your hectic schedule and just chill. Try journaling, going for a walk, taking in the beauty of a sunset or even just focusing on the present moment and being aware of all the sensations you’re experiencing.

Related: Get Your Weekend Started

hiking

7. Get outside and exercise

Whether it’s getting out for a walk through the neighbourhood, shooting some hoops or taking a run through the park, high-achieving entrepreneurs get outside on the weekend to stretch their legs and soak up some vitamin D. There are some great benefits to an outdoor rather than indoor workout (although the most important thing is getting exercise, however it works best for you).

Getting some natural sunlight may be a welcome reprieve from artificial lighting if you spend most of the week in an office. Studies have found that adults tend to exercise for longer when they’re outside. You also tend to burn more calories and work slightly different muscles because of the wind resistance and changes in terrain. Perhaps most important, you’ll have a chance to admire nature and the outside world, which is good for your mental health and well-being.

8. Socialise and network

Successful entrepreneurs realise that any event or gathering is a chance to get to know other people and learn something new from someone you haven’t met. Set aside time to socialise with friends and family or get to know colleagues and workmates. If everyone else is busy this weekend, look for other opportunities to socialise and do something fun and interesting.

Check out a local community event. It could be a great chance to learn more about where you live and network and make connections with others. You could also look for a volunteer opportunity with a charity or nonprofit you’d like to support, such as a local animal shelter, senior centre or food bank. If you enjoy active sports, join a local team or club. If you’re into less strenuous activities, consider a joining a bowling or bocce ball team.

9. Catch up on rest

It’s been a busy week, and you’re feeling sleep deprived and run down. While sleeping in isn’t a good idea, successful entrepreneurs know when they need to catch up on some much-needed rest. A 10- to 20-minute power nap may be just the thing to help you feel refreshed and alert – a short snooze is actually much more effective than a cup of coffee in providing an energy boost.

It’s best to keep naps short: 30 Minutes or less. Longer naps are more likely to leave you feeling groggy and can interfere with your nighttime sleep quality. So when that wave of post-lunch sleepiness hits, go ahead: Indulge in an mid-afternoon nap and enjoy the rest of your weekend!

This article was originally posted here on Entrepreneur.com.

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How Lorenzo Escobal Bootstrapped His Way To Competing With Titans And Attracting Top-Tier Clients

Inception Automotive Detailing was founded in 2011 by Lorenzo Escobal. He was only 18 at the time, and the business started small, but Lorenzo has grown it significantly over the last few years and aligned it with top brands. His secret to success? Being proactive and not being afraid to ask for what he wants.

GG van Rooyen

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Vital Stats

  • Player: Lorenzo Escobal
  • Company: Inception Automotive Detailing
  • Location: Toronto, Canada
  • Established: 2011
  • Visit: inceptionautodetailing.com

As is often the case in the world of entrepreneurship, Lorenzo Escobal launched his own business purely out of necessity. Attending university in 2010, he realised that finding a job shortly after North America had experienced a financial meltdown wouldn’t be easy. If he wanted to be sure of an income, he would need to create it for himself. So, having detailed cars for friends and family since he was 15, he decided to launch his own operation called Inception Automotive Detailing.

He bootstrapped the business — launching with just $1 200 — and grew it slowly. Today, the company boasts clients like Google and Tesla. Here are Lorenzo’s tips for bootstrapping a small business capable of competing against much bigger players and attracting top-tier clients.

1. Build a great website and market online

The fact of the matter is, your company is judged largely by the quality of its website and online presence these days, especially if you’re taking your product/service to the client. Even if you don’t have fancy premises, you can create a professional appearance by investing in a great website.

Most people are going to find you through your website, so make sure it instantly impresses. Also, invest time and money in creating effective online marketing campaigns on Google and Facebook. Funnily enough, Google approached us about detailing work by finding us on Google.

A good website and good online reviews got us a foot in the door. From there, we could prove ourselves through our work.

Related: Lessons From The Rich And Famous: Manage Your Money Like Oprah To Avoid Going Into Debt Like Nicholas Cage

2. Learn to network

Attracting clients online is important, but real-world networking shouldn’t be neglected either. There is immense value in joining professional organisations and attending conferences. It’s a great (and affordable) way to market, and you never know how the connections you make may pay off down the line. Networking and being in the public eye also builds credibility for your business. I’ve put a lot of time into getting my name and brand out there, but it’s been worth it.

3. Remember that no one is truly ‘self-made’

Every entrepreneur benefits from the wisdom and hard work of others. I’ve had great mentors who have helped me immeasurably in growing my business. I’ve also had the privilege of working with a great team who has helped me make the business what it is today. I do my best never to forget this, and I view myself not as a boss, but as a part of a team. Sure, I attend a lot of conferences and events, but I also jump in and help when there’s a lot of work to do.

As an entrepreneur, you need to be willing to get your hands dirty and do whatever’s needed — even if that means grabbing a mop and cleaning a dirty floor.

4. Make things happen

As an entrepreneur, you need to create opportunities, not wait for them to fall into your lap. I managed to get work from Tesla, for example, simply by asking for it. I filled out the contact form on the Tesla website and got a reply three days later.

Many entrepreneurs think that it’s pointless to approach large organisations because they’ll never want to do business with a small operation. Never simply assume that. Just ask, and see what happens. Sure, you’ll have to deal with a lot of rejection along the way, but that comes with the territory. Great entrepreneurs are never afraid to put themselves out there.

Related: How Matthew Piper And Karidas Tshintsholo Launched Their First Business From Their UCT Dorm Rooms

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