Interested in starting your own entrepreneurial journey in business development but unsure what to expect? Then read up on our interview with Kenneth Gal, CEO of Shiny Objects Group, located in Los Angeles, CA, USA.
What's your business, and who are your customers?
Shiny Objects is a traditional ad agency, but like many companies, we've seen our value proposition morph and evolve. Client interest in our strategic work product has soared in the last 36 months. We've evolved to become a complete branding and strategic resource. In fact, for clients like Fuerza.Ai, my role goes beyond ad agency principle - I also function as their Chief Marketing Officer. Several clients have found both added value and cost savings by engaging Shiny Objects as their ad agency and me as their CMO.
Our clients are in diverse categories and vary from start-ups to more established brands. They include an artificial intelligence start-up Fuerza.Ai, Japan's most popular weight management company Rizap [launching in the US very soon], South Africa's hottest topical analgesic, WintergreenSport.com [now in the US], and booming internet service provider, Althea.net.
Tell us about yourself
I've been in the advertising business for 30+ years. I started working at big agencies and always assumed I would simply work my way up the corporate ladder. Back in the day, I was working at a PepsiCo [now Yum!] agency, and we were fortunate enough to win a couple of PepsiCo brand competitor clients. Literally, during one of the new client/agency orientations, I received a phone call from my management telling me to resign from both accounts because of their conflict with PepsiCo brands. Being a good corporate soldier, I went with it. When I informed the clients we could no longer be with them, they suggested I start my own agency to continue the relationship. It never dawned on me until that moment to "go solo," but that's what I ultimately did, and I never looked back!
I'm personally motivated by the chase for the BIG IDEA - solving a huge client problem with an elegant, powerful solution. A solution that is so impactful that competitors must react. Coming up with a great idea is hard work, but honestly, what you're paid to do. But coming up with a BIG IDEA is rare and infrequent. Over the years, when you've led lots of teams responsible for the BIG IDEA, there is nothing more rewarding and, frankly, more addictive!
What's your biggest accomplishment as a business owner?
Leading our transition from a traditional ad agency to focusing on driving our client's shareholder value. It is more than creating a clever ad or social post – it's about creating enduring long-term revenue. As evidence of this transformation, in the last 48 months, three Shiny Objects clients [Global Cash Card, Stratford Schools & The Beast 980] have had liquidity events totaling over $1 billion dollars!
A close second is that after decades in the ad business and tons of successes, I honestly believe that my best work is still in front of me!
What's one of the hardest things that comes with being a business owner?
Improving year after year (especially when you reach a certain age!). I believe that in any profession, you're either getting better or you're getting worse. No one "stays the same." Getting better requires both a commitment to learning and a strong will to excel. Whether you are a business executive, a professional athlete, or even a TikTok influencer, improving every year at your craft is hard work!
What are the top tips you'd give to anyone looking to start, run and grow a business today?
- The artful crafting of a simple, powerful strategy will impact revenue more than anything else your company will ever do. Never lose sight of this!
- Create a business culture that clearly lives this credo: "if you're not changing, you're not trying."
- Focus on customer experience. Providing an excellent customer experience is vital to retaining loyal customers and attracting new ones.
Where can people find you and your business?
Website: https://www.shinyobjectsinc.com/
Facebook: https://www.facebook.com/shinyobjectsgroup
Instagram: https://www.instagram.com/shinyobjectsinc/
LinkedIn: https://www.linkedin.com/company/shiny-objects-inc-/
If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.
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