Jimmy Warren
Business Name: TotalCom
Website URL: totalcommarketing.com
Email Address: jwarren@totalcommarketing.com
Year Founded: 1983
Number of Employees: 12
What does your company do?: We are a marketing communications firm. We help our clients strategize, plan and execute comprehensive and coordinated marketing communications. That includes advertising, PR, internal communications, web applications, collateral, social media, etc.
Was there a specific turning point when you realized your business was moving to the next level?: I think it initially came when our clients started recommending us to others. Right behind that came the ability to attract outstanding talent, even though we were a small company in a smaller community. And finally when I would hear executives and experts from some of the largest agencies in the country speak and give seminars and realize we really know what we are doing. Even though we are a much smaller company, our thinking and our work are just as strong and as good as “the big boys”. And often, even better.
What processes or procedures have you implemented that have helped grow your company?:
Two things. Implementing a more sophisticated traffic, workflow and financial system. It has helped us be more productive, more accountable and has given us access to so much more information that is helpful in managing the company. The second thing is a concerted, consistent business development effort. That sounds obvious but it’s easy to spend all your time doing those things that are urgent and not devoting enough time to what’s important.
What is most rewarding about running your business?: The first thing is to know that our work has been successful for our clients. It has gotten results and made them more successful. After being in business for several years, to look back and see the work you have created and see the impact it has had and to realize how successful it has been is extremely rewarding. The other thing is the association with some wonderful people who have toiled with you and given so much to contribute to your success. To see how much they have grown and what they have accomplished is a great feeling. Many of them who are not with you any more but who have gone on to be extremely successful in their careers is very satisfying.
What challenges have you faced and how have you overcome them?: From the beginning, trying to grow the business and build credibility is hard work. Being in a smaller market and trying to create a regional presence is difficult. Attracting and developing excellent talent is always an ongoing process. Remaining fresh and current and relevant requires constant effort. And there are the normal things like cash flow, controlling expenses and managing a business while delivering a high level of service to clients is always challenging.
If you were starting over today, what would you do differently?: That’s a good question. I don’t have many regrets. We are not the largest company in our industry or the most well known but there is a great satisfaction in the relationships we have with our clients and our business associates. If I knew in the beginning what I know now, I wouldn’t have been so scared or would have worried so much. But then those emotions are great motivators. If I were starting over today, I would be less hesitant and bolder.
What advice do you have for other business owners?: First, follow your passion! To be ultimately successful you must have a passion for what you do. Associate with the very best people possible. That means hiring the very best people. People smarter and better than you are. But people who share your work ethics and values. Seek clients who share your values and who demand the best. Those clients you are proud to be associated with and who make you better. And never forget or slack on the business side of the business. Many talented people with a passion for their craft or work do not succeed because they they don’t blake care of the best side of the business.
Please list any favorite books, tools or resources (software, website, etc.) you would recommend for others: Instead of any particular books or resources, I would suggest always be a learner and always seek knowledge. Read, study, and expose yourself to a broad range of information and topics. Be well read and well rounded.
What is something that people might be surprised to learn about you?: I don’t have very many surprises. Maybe the fact I worked on my family farm on the weekends growing up. Or that I was accepted to Law School twice and declined both times. Or that after I received a bachelor degree in business I earned a master’s degree in biblical studies. Life has a lot of interesting twists and turns. Owning your own business certainly contributes its fair share of unexpected turns. But they all provide interesting adventures and contribute to an enriching life.
