This week on Own It we’re talking to Alexis Young and Danielle McNeill from Definitely Real. It is a creative marketing agency committed to delivering impactive creative solutions based in Vancouver, Canada. Alexis and Danielle started the firm in 2021 after meeting at a music festival in Toronto.
Definitely Real was recently featured in AdWeek as a Top 10 Indie Agency to Watch.
We had so much fun hearing about their journey to each other, then to ownership. They shared their ideas on the industry and how we can close that gender gap in agency ownership.
We had such a great conversation. We're glad to share it with you now.
I’m Christy Hiler. We’ll talk again soon … On Own It!
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Building genuine relationships and being a transparent, kind human being is paramount. People are more likely to work with and trust those they genuinely like, outweighing the impressiveness of a proposal or sales pitch. This approach helps to cut through the "bullshit" and fosters stronger connections.
Rebranding allowed the agency to not only change its name to better reflect its identity but also to refine its service offerings. By evaluating and removing services they no longer wished to provide, they gained clarity, boosted confidence in their offerings, and were able to price their services appropriately. This also helped them manage client expectations more effectively, moving away from being "people pleasers."
Early on, the agency tried to be an "all-in-one marketing agency," leading to misery and a diluted value proposition. Recognizing that they didn't excel at everything and setting clear boundaries on what services they offer (and what they don't) significantly improved their confidence, client trust, and pricing power. This shift allowed them to focus on their strengths and avoid overextending themselves.
Having a like-minded female business partner can make the entrepreneurial journey less daunting. A strong partnership provides mutual support, divides the workload, and allows for shared problem-solving and encouragement. This dynamic helps navigate the inherent risks and challenges of business ownership, making it feel less isolating and more achievable.
The path of entrepreneurship is inherently uncertain and filled with struggles. Learning to be "steady in the uncertainty" and prioritizing recovery after setbacks is crucial. It’s about building resilience, being flexible, and understanding that peace doesn't depend on everything going right, but rather on managing responses to challenges.
