DAN WILKINS - CO FOUNDER - VTWO
Can you provide a short work bio. Where you started and where you are now?
When I look back, I was a classic “not sure what I wanted to do” twenty-something, or maybe “I know what I want but don’t know how to get there” twenty-something. I always enjoyed selling things to people, and I was more interested in how to get their attention and keep it, than how do I sell this or that, quickly.
I think it just takes time. You have to go through a process. I went through mine, and now I'm doing what I want to do.
Andy Gooding and I founded VTWO just over three years ago. A digital agency, VTWO focus on creating things that entertain people. That’s what it should be about, right? Entertaining people enough they want to keep that feeling going. People focus on the transaction. You've got to focus on how to get people there, first.
Tell us a little more about VTWO. What inspired you to start this company and what is your day to day role?
It really started because Andy and I thought we could do things differently. We saw ‘marketing-land” as a fancy management-heavy industry, where customers felt afraid to ask why things cost ‘x’ and how do we make things better? We thought we could answer those questions before they came up… and we hold ourselves accountable for how things performed. That’s really important for this team, enjoy the victories, but we own every aspect of a project and always aim to improve.
What do you believe are the benefits for clients to work with a boutique agency?
No wasted time.
We don’t have to run things by a considerable number of people. Clients ask for the work. We do the job. Clients get the work. You don’t have to complicate something to justify it.
In a world that is so flooded with branding images, content and messages how do you suggest a client makes an impact?
URGH, cringe - but just be honest. If you try to be something you’re not (company or personal) you’ll get found out, and that will impact you far worse.
What do you look for when hiring for your team?
Someone who genuinely wants to be here, in this team, in this industry. If we feel the same, then pow, they’re in.
What advice would you give someone looking to work in the marketing/content creation space?
Take a long hard look at yourself and what you want to do. Do you want to be in this industry because you think ‘it’s cool’ or are you actually good at this? Just because you’re 20, 30, 40 and can work a phone/ camera, an app- doesn’t mean you can create things for people on behalf of companies.
Who is someone you admire and why?
I admire Jocko Willink (retired United States Navy SEAL – great books and podcast FYI). If you actually LISTEN to him talk, he’s measured, well thought-out. When interviewed, he pauses, thinks, then responds. I’m working on trying to be more like that.
“If you listen, you know twice as much. You know everything you know, and you know everything that the other ‘guy’ knows” - Hal Moore
What’s one thing people at work wouldn’t know about you?
Ryan (Design Director at VTWO), I do like you despite my Instagram stories (laughs).
If you weren’t working at VTWO. What would you be doing?
Something I wouldn’t have wanted to be doing.
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