Meet Bill Ross

We were lucky to catch up with Bill Ross recently and have shared our conversation below.

Bill, looking forward to learning from your journey. You’ve got an amazing story and before we dive into that, let’s start with an important building block. Where do you get your work ethic from?

So, where did I get my work ethic from? It goes back to my childhood.

So, growing up in Upstate New York, my grandparents owned a big dairy farm. I was there most days growing up, and I would go there and work when I wasn’t in school. For those who know about farming, it’s a challenging job to say the least. We would be up at 4:30 to go to the barn and milk the cows, come back in, have breakfast, and right back out for more work. The hours were long, and they were difficult. This is where my work ethic was derived from. I knew that to be a customer-focused agency, I needed to be there when the customers needed me, regardless of the time.

As I got older and my company (and I) matured, I realized there were certain times when I was more productive. These were typically during the morning hours – which I attribute directly to farm work. After owning my own business for over a decade, I’ve realized that a lot of my energy comes to me in the early morning hours through lunchtime, so I focus and finish much of my work. This frees me up for afternoons to be there for my clients, family, or friends if they need me.

I don’t necessarily consider a work ethic the amount of time spent “working”, but rather the quality of work and focus for a certain amount of time. Coming from the corporate consulting and agency world, where we worked 8, 9, or 10-hour days, I realized I could get as much, if not more, work done in 4-5 hours in the morning as I could the whole day in an office.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

After graduating from Siena College in 2000 with a degree in Psychology, I knew I wanted to apply my knowledge in the digital marketing space but was uncertain how. My journey began in Raleigh, where I worked for Market Smart Interactive, an agency that unfortunately went out of business shortly after I started. This setback, however, ignited my passion and set me on a path to eventually owning my own agency.

To gain the necessary experience, I moved to Chicago and took on SEO roles for two massive content websites, Encyclopedia.com and Highbeam.com, each with over 40 million pages. This experience led me to the agency side, where I built the SEO practice at Critical Mass, a large digital agency. At Critical Mass, I developed strategies for major brands like Nissan, Infiniti, Humana, and Moen, which taught me the technical skills needed for digital strategy and valuable lessons in agency management.

Frustrations and experiences during this time shaped my vision for my own agency—one that would prioritize creating exceptional brand experiences, fostering trusted friendships, and focusing on client success rather than just the bottom line. After leaving Critical Mass, I was ready to start my own agency, building a client base through excellent service and strong referrals.

My journey took a significant turn when I was consulting for a website design and development agency in Chicago. That agency was acquired by PWC, a big four consulting firm, which brought me on board to develop their digital marketing strategy. Since 2013, I have continued to grow my agency by being relentlessly client-focused, working with great clients across various industries, and never looking back.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

To succeed in business and personal growth, it’s crucial to have a desire to continuously learn and evolve. One of the most significant issues I’ve encountered in companies is their reluctance to change, which often leads to them falling behind or going out of business. Consistency in following a plan is essential, but so is agility—being able to adapt your strategy as the market, users, and products change.

It’s also important not to take things at face value. Always question existing methods, think of new ways to do things, and strive for improvement. Businesses often fail because they become too comfortable with their routines and resist change, even when the data clearly shows a better way.

Meditation can be a powerful tool for those feeling overwhelmed, which is common in today’s corporate environment. Growing up as a three-sport athlete, I learned to meditate before basketball games, which helped me stay calm and focused amid the chaos. This practice has carried over into my personal and professional life, helping me prepare for presentations, client meetings, and public speaking engagements.

Thanks so much for sharing all these insights with us today. Before we go, is there a book that’s played in important role in your development?

So, this is the most impactful book I have read/listened to many times is Start With Why by Simon Sinek.

“Start with Why” has been incredibly impactful as a business owner because it taught me to shift my focus from simply selling products or services to inspiring through a clear and compelling sense of purpose.

Here’s why this approach has been so powerful in my experience:

Clarity of Purpose: Understanding and communicating the “why” behind my business has helped me clarify its mission and values. This clear sense of purpose guides my decision-making, product development, and marketing strategies, ensuring that everything aligns with my business’s core beliefs.

Inspiring Leadership: Leading with “Why” resonates deeply with my employees and customers. When my team believes in the company’s mission, they are more motivated and engaged, which leads to higher productivity and innovation. Customers who connect with our “Why” are likelier to become loyal advocates, choosing our brand for the service and what it stands for.

Differentiation in the Market: Articulating a strong “Why” has helped me stand out in a crowded marketplace. Competitors might be able to replicate products or services, but it’s much harder for them to replicate a clear and authentic purpose. This differentiation has made my business more memorable and attractive to consumers.

Long-term Success: By starting with “Why,” I’ve built deeper relationships with clients and took them from what some would label as “client relationships” to trusted friends. These relationships foster trust and loyalty, which are critical for long-term success,

Contact Info:

Image Credits

My photo was by Jessica Woodall Photography

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