GRIFFEN 2024 | 26 In the ever-changing landscape of the digital age, carving a niche in the marketing realm is not straightforward. That being said, this challenge was what inspired me to start Hook Digital. While juggling a demanding full-time job, I embarked on the journey of establishing this digital marketing agency. In marketing, we always ask: “What’s your Hook?”. Ironically I was asked this several times whilst starting Hook itself. Throughout the strange lockdown years, I saw that many businesses, and business owners, had recognised the need for digital upgrades and additions to their marketing; the only issue was that the big London agencies would not be able to understand their business and work with them. Hook was going to offer a one-to-one consultancy to delivery approach. After work hours at my job with Breckon & Breckon, evenings turned into planning sessions and weekends into workshops. I slowly but surely built Hook Digital’s foundation – from conceptualising branding to setting up the online presence. The initial clients were secured through my personal network and word-ofmouth referrals. As the agency began to gain traction, I inevitably faced the critical juncture of transitioning from my full-time job and dedicating myself entirely to Hook Digital. As Hook Digital’s client roster expanded, the decision to go full-time became more tangible. An honest and realistic approach was adopted: gradually reducing hours at my job and scaling Hook Digital’s operations. Transparency and trust with my employer at the time was vital. This allowed for a seamless transition, ensuring that existing clients continued to receive quality service and new prospects were still pursued. The pivotal moment arrived when Hook’s workload paralleled my corporate career. With a solid foundation and a ‘promising’ projection, I bid farewell to the team at Breckon & Breckon. This transition was not just about leaving a job; it was about getting back to doing something I had wanted to do since I left Abingdon in 2017. I have always felt stifled in the corporate world. It might sound strange when I tell you that I still work within it to this day. Except now I am the boss, and that was always going to be the only way it would work out for me. I would describe myself as an original thinker. I never managed to conform to the traditional mould of a ‘worker bee’ even though I did manage to find myself in highly skilled roles at global organisations. They never lasted too long however, and I ended up getting fired for not fitting in with their way of working. Even when I was a student at Abingdon School, I participated in legitimate business ventures. I enjoyed the Young Enterprise Scheme during which I helped run the tuck shop, but I loved being a bit of a Del Boy on the side. Needless to say, I also found myself sailing close to the disciplinary winds just as often as getting pulled into review meetings later on in life. Now, there is no one much to tell me what to do (well perhaps bar the bank and my professional bodies; one can never escape it entirely). I run my own independent firm of chartered accountants. I have done so for 12 years and I have no plans on stopping any time soon. I define my own success, although I am proud to say we have achieved consistent growth year-on-year since I first started. I have fond memories of my time at Abingdon School. I truly believe the school’s academic and sporting excellence kept me on my toes and shaped me for my future. For those of you with children there now, do not be disheartened if they are not on the path you have pictured for them. It could well be that they are natural born entrepreneurs, destined to be leaders, not followers. If I were to give advice to anyone looking to start their own business, it would be this: do not get involved in an industry whose problems you do not want to solve. Additionally, before pursuing a business idea, ask yourself if it is something people truly need. Why Entrepreneurs Forge Their Own Paths Simon Thomas (1993) What’s Your Hook? Charlie Landells (2017)
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