Its the day before the launch, and there is great anticipation about going out into the market as Livingston Communications, LLC. The result of five feverish weeks of work, this new corporate entity represents the distillation of my 13 years in the marketing and public relations business, the past seven in agencies. And with the launch email tomorrow, it truly begins.
This NewCo is an experimental mix of marketing excellence and ethical principles, similar to those that a classically trained journalist would deploy. The foundation is honesty in marketing and public relations, a dignified approach to doing business in the modern world. Mixed with aggressive, intelligent strategies, tactical marketing works better under these conditions.
With the marketplace becoming increasingly skeptical of marketing and PR messaging, honest communications may be the one of the best ways to succeed in the future. It will at least separate many companies from the mediocre marketing that is commonly used today. I believe in this theory because in my past practices it has worked with resounding success. As a sole proprietor, I can offer this kind of strategic and successful marketing all of the time.
There are challenges ahead, and the one that I am most focused on remains the team. Will a partner(s) present him/herself? What about teammates? Who will be interested in practicing this type of marketing communications? But already I am meeting people, building my cache of potential players. They will be the most critical components of NewCos successes, the heart of the company, and the most important assets. This business really is about the team that you offer.
The other critical component is getting the word out, but this is not something that I am too concerned with… sales and marketing are comfortable for me. The key will be measured growth.
Of course, there is accounting, legal and HR, but all of this can be outsourced. These functions are best conducted by professionals who know what they are doing. Legal is already in place, and accounting is actively being recruited.
Now it is time to build. Tomorrow it starts.