Over 22 years in business, we’ve learned a few things.
Mint CEO and Co-Founder Eric Schoenfeld shares 22 of them.
When you’ve spent as much time as we have offering Fresh Thinking to clients large and small across a wide range of industry categories, you pick up a lot.
Not just about what works and doesn’t work in marketing and business. But about life beyond work. If you know me at all, you know I have lots of lists written down on paper. I’ve pulled the following from a variety of those lists…and am sharing in the hope that you’ll get something out of one or two. Maybe find a mantra of your own among them.
Regardless of whether or not you’re a Mint client — or if we even know each other — I’d love to hear if any of these musings resonates with you. Or not. Drop a message at eric@mintadv.com.
1. You need a Brand Voice.*
And you need to review it every once in a while to keep yourself accountable and true.
*An essay on Brand Voice by President and Co-Founder Al Navarro is available upon request.
2. Passionate clients lead to better work.
If you’re into it, we’re into it. Whether you’re an emerging brand or a household name, we feed off the energy clients put out. I often say, “We match our clients’ passion.” So bring it.
3. Nobody is perfect.
In the words of the immortal Freddie Mercury, “…mistakes, I’ve made a few.” While we aim for 100% quality and have set up various safety nets (like having a dedicated proofreader), sh!t happens. It’s essential to learn from your mistakes and, more importantly, keep moving forward.
4. You can’t have a “one and done” strategy.
A lot of people are looking for a “magic bullet” when it comes to marketing. Spoiler alert: It doesn’t exist.
5. Great creative makes a difference.
If we didn’t believe that Fresh Thinking can make a difference, we wouldn’t have started Mint or kept it going for 22 years. We’ve seen the impact great creative can have, and so have our clients.
6. Test. Test. Test. Otherwise, how do you know?
This is especially true for digital, where it’s relatively inexpensive to test a few options — either simultaneously or serially.
7. Good ideas can come from anywhere.
Senior staff — at the agency or client — don’t have a monopoly on good ideas. And neither do creatives.
8. Make your own luck.
Al (my business partner and co-founder) and I have used this phrase since day one. And here we are, more than 8,000 days later.
9. Since we don’t micromanage, our employees are self-motivated.
We never liked being micromanaged ourselves, so we try not to do it to others. Of course, a lot depends on having the right people. We think we do.
10. We continuously strive to be nimble.
Being nimble isn’t just about being quick. It’s also about being agile. Able to shift from client to client, from medium to medium, from idea to idea.
11. Sometimes, it’s ok to go with your gut.
While we advocate testing (see #6 above), we also know that our business is very subjective. Sometimes, you just need to trust yourself and your partners.
12. Young people bring energy and inspiration.
Some of the recent college graduates we’ve hired in the past are now in their 30s and 40s. And I appreciate their contributions to the work and culture of Mint. Not only our employees but clients too — and even our kids.
13. Collaborating in person wins every time.
Since COVID, so much of the work process has gone virtual. And while it’s good, it’s really not as good as face-to-face collaboration.
14. Holiday parties are fun!
No explanation needed. Sometimes, you just need to have fun together.
15. Good client relationships can last a very long time.
The two clients we launched our agency with are still clients today.
16. When you build a relationship with a client and/or partner, they become friends.
And it’s nice to have friends.
17. People need time to think.
Technology has dramatically compressed creative development and strategic processes, but it’s still important to give people time to develop ideas.
18. You need at least one vacation per year where you fully unplug.
Like, no email/Slack and phone only in case of emergency. Try it sometime.
19. We are not a shiny red ball.
We’ve met with prospects who were looking for this. We are not a good fit. Honestly, we’re too humble.
20. What we do is not a science, it’s an art.
Don’t believe anyone who tells you otherwise.
21. We don’t like to do the same category or media over and over — variety is the spice of life!
Just because we haven’t worked in your category before (though chances are we have) doesn’t mean we can’t.
22. Life is short.
We work hard. But also understand that there’s a lot more to life.
About the author
Eric Schoenfeld is the CEO and Co-Founder of Mint Advertising. Our fearless leader for 22 years, Eric continues to leverage his wide range of marketing skills for his clients and, most recently, the agency itself through Mint’s recent rebrand.