A Very Good Thing

Thursday, February 26, 2004 – In almost every issue of ADWEEK, I come across an article or two that’s particularly relevant to my career. Sure, the magazine doesn’t feature as much local news as it used to back in the day, but it’s still a must read in my book. For instance, a column written by Tony DeGregorio about what it’s like to go small after a career at the big agencies caught my eye this afternoon. This guy’s further down the road in his career than me — I probably have at least another two decades left in the tank! — but his take on the feeling of relative emancipation that comes with working at a small shop certainly resonated with me. Tony claims infrastructure is highly overrated, and I couldn’t agree more. He says he has never felt more in control of the process than he does now, and I say hallelujah. Finally, he claims “clients want better solutions, [that] they want them faster and cheaper, [and that] small startups are perfect for that.” Well, Yellowfin is not a startup (it was founded three years ago), but it sure looks – and behaves — like one. We’re fluid, focused and innately free of any barriers or bureaucracy. Which, in my humble opinion, is a good thing. A very good thing.

Headfirst

Tuesday, February 24, 2004 — In the last 24 hours, we sent my press release out to nearly 200 clients, prospects, industry colleagues, friends and members of the media, announcing to this pond in which Yellowfin swims that the new employee has been granted his fins. Talk about diving into the water — headfirst! Already I’m working on a couple of direct mail packages for one of our nonprofit clients in the academic world. I’ve never been one to dilly dally, though. So bring on the deadlines. It’s not like I haven’t been there before. Sarah — she’s our Art Director — and I held an invigorating brainstorm session today. And tomorrow I owe her headlines and key copy points. But that’s not all that’s on my plate. I’m looking at an incredibly long list of business goals and objectives that David and I agreed to use as our road map during my first three months here. We’re like two peas in a pod. I don’t know who’s more ambitious, me or him, but between us, we can match ideas — and ideals — with anyone.

Long Walk, Long Pier

Friday, February 20, 2004 — At lunch, I took a long walk around the Boston Design Center, the building in which Yellowfin is located. Wow! Like clockwork, one monstrously large plane after another flies directly overheard, jet engines roaring, negotiating their way in and out of Logan Airport. Like a lost tourist, I found myself meandering down a long South Boston pier, where I noticed just how spectacular our view of the city skyline is across the harbor. Our building itself is an incredible sight, looming some 1,638-feet long and 126-feet wide, having been built in 1918 as a military supply depot. Today, it is home to dozens of fancy showrooms chock-full of fabrics, furniture, lighting, art, antiques, kitchens, baths, you name it. It’s a veritable candy store for interior designers. And for Yellowfin, it’s one sweet location.

My Alter Ego

Thursday, February 19, 2004 – I realized today just how entrepreneurial an environment it is here at Yellowfin, which is a reflection of — and credit to — my boss, David, who is the president and CEO of this agency. His open-mindedness and seemingly boundless vision go a long way toward reaffirming my decision to join forces with him and his crew. On at least a half-dozen occasions today, I found myself engaged in conversation with him over new ideas for taking Yellowfin and our clients to the next highest level. It is mutually advantageous to have such a direct and immediate pipeline. In him, I have a kindred spirit, an alter ego, someone whose passion for business is exceeded only by his commitment to his wife and children. In him, our employees have a fearless leader, and our clients, a tireless steward, someone they can count on to look after their success.

A Beautiful Day

Tuesday, February 17, 2004 — Today was my first day on the job as Senior Creative Director of Yellowfin Direct Marketing. And it couldn’t have gone better. It really was, like the U2 song that I woke up to in the morning, a beautiful day. Of course, the fact that I’m working in an agency that is smaller than the department I managed at my last job will be an adjustment for me. But that one difference promises to be offset by the many similarities between Yellowfin and everywhere else I have worked. I see this as my opportunity to put it all together, to take the best of the rest and help build the prototypical work place. Our relatively small size will allow me to focus on championing client expectations in a proactive manner, given that I shouldn’t have to worry about getting too caught up in the machinery. Today, I spent most of my time unpacking my business-related belongings, mostly books and files that have traveled with me from job to job. When I got home tonight, I told my wife, Barbara, that I was confident that I was going to be very happy at Yellowfin, that I was feeling galvanized and ready to capitalize on this next chapter of my professional life.