INNOVATORS VS COVID 19
Mike Weinhouse of Logical Position Tells Us How the Digital Marketing Firm is Navigating Through the Pandemic
First of all, how are you and your family doing in these COVID-19 times?
Mike Weinhouse: We are doing very well, given the circumstances. Adjusting to both school and work from home has been challenging at times, but we feel fortunate to do that.
Tell us about you, your career, how you founded Logical Position
Mike Weinhouse: We started Logical Position in 2010 after I’d personally worked at several digital marketing agencies. The focus was on profits first and customers second. At the time, the data wasn’t readily shared with the client but rather hidden behind pitch decks and reports based more on trust than hard numbers. Things like account access, breakdowns of ad spend and management fees, or even performance reporting was kept out of the purview from clients. We recognized the opportunity in the market to build a digital ad agency with customer longevity and retention at the forefront. So, after creating a business plan, I reached out to my now brother-in-law and co-CEO, John Ganey, a statistician with a masters degree in IT and business administration, to help create a new type of digital marketing agency – one focused on the client and founded with transparency in mind. It was three employees, a tiny office, and one client – the rest is history!
How does Logical Position innovate?
Mike Weinhouse: LP’s employees, our clients, and our relationships with agency teams like Microsoft, Google, and Facebook allow us to evolve and grow in the digital marketing industry continuously. While our agency partnerships allow us to test new products before they’re released to the public, our employees are truly the key – they are constantly bringing new ideas to the table to get better results for our clients. We do the same with our clients as a company: When they express pain points, we develop product solutions that scale between industries.
How has the coronavirus pandemic affected your business, and how are you coping? Did you have to make difficult choices, and what are the lessons learned?
Mike Weinhouse: The biggest lesson learned is that in difficult times you have to step up, make decisions you can stand by, and be transparent every step of the way. As CEO, my job is to protect the company and the people I employ. At Logical Position, our decision-making process is usually democratic – we often rely on collective feedback to inform decision-making. However, in February, the first case of COVID-19 was discovered in Lake Oswego, Oregon, where we’re headquartered. Rather than wait for everyone’s buy-in, I decided to go with my gut and move our nine offices fully remote in less than a week. Thankfully, our team performed amazingly well through the transition. Looking back, I realize that in emergencies, people want someone to step up, lead, and be transparent. Our small business clientele took the hardest hit, which hurt because that’s where we got started 10 years ago. At the end of March, we did incur some layoffs in a few departments, but the business absorbed most of the impact.
How do you deal with stress and anxiety? How do you protect yourself and Logical Position in the future?
Mike Weinhouse: When I’m apprehensive about a big decision, I intentionally talk things through with people I trust. That might be my wife, my brother-in-law, who is also my co-CEO, or Logical Position’s leadership throughout the ranks. Externally, I’ve gotten some sage advice from fellow business owners in the Young Presidents Organization.
Staying nimble is critical to our continued success. We openly embrace this by creating new product features based on feedback from clients and employees or deploying work-from-home infrastructure across seven states nationwide in less than a week. Organization size can be a hindrance to some, but we tackle that challenge head-on.
Who are your competitors? And how do you plan to stay in the game?
Mike Weinhouse: Our biggest competitor is probably business owners trying to figure out digital marketing on their own. People can have modest success and think they have it all figured out, but they don’t realize the landscape is constantly changing – and that the business gains made from digital marketing can be massive. The only real way to understand shifting trends or strategies is through the big data that comes with broad implementation across nearly all sectors.
Your final thoughts
Mike Weinhouse: It sounds cliché, but none of this would’ve been possible without everyone on our team rising to the occasion. Our employees absolutely took ownership of their clients and each other – this has been the most community feeling we’ve had since our inception. Everyone is looking out for everyone, and I think that’s something to be proud of.
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