Today we have selected Gareth Bain to take his Interview. He is the CEO of Got Legs Digital.
First of all, how are you and your team doing in these COVID-19 times?
COVID-19 has been an interesting time for businesses around the world. When it first hit, I think that we were in shock like everyone else, but we soon realized that we needed to act and pivot the business. We spent a good portion of 2020 focusing on what customers really wanted and how we could pivot the business to solve problems rather than sell solutions. It was time well spent and we have a new sense of energy about the company now.
Tell us about yourself, your career, how you founded or joined this company How does your company innovate?
I was born in South Africa and lived there a large portion of my life before selling up everything and moving to the UK. I made the decision one day and within a few weeks, I had sold everything and moved to London with no job, no place to stay, and limited savings. As human beings, we are remarkable creatures, and it is amazing what you can do when your back is up against the wall.
I had the opportunity to work for some amazing blue-chip companies and learned so much. After about 5 years in the corporate world, I knew I wanted to do more, and I wanted to help more businesses. This sparked the idea to create Got Legs Digital, the first ethical Growth Marketing Automation agency in London.
The name Got Legs Digital has two elements, first the commercial side and helping businesses to get back on their feet and Get Legs, and the second it to help amputee survivors receive prosthetic legs and help them regain their independence. Our company’s innovation is putting purpose before profit and focus on helping businesses and communities rather than trying to sell services.
How the coronavirus pandemic affects your business and how are you coping?
I think this virus has exponentially sped up digital transformation. Many businesses have had to move online and start creating a digital presence in the world. Taking their local businesses to a global audience overnight. We have personally seen a surge of new businesses coming online and needing to understand the digital arena very quickly and needing to automate the process so that they can scale even faster.
This pandemic has taught us to be more caring for others. Everyone is in the same situation, so it is about being human and helping one another. We have also found that partnering with other companies has been hugely beneficial in terms of collaboration.
Did you have to make difficult choices and what are the lessons learned?
Lucky, we didn’t need to make any difficult choices in the company, but it was definitely a good wake up call. Mike Tyson said it best “Everyone has a plan until they get punched in my face” and last year I think everyone got a reality check.
What we did learn is that you need to make sure that you are building both income and assets into your business. We also learned the importance of SOPs (Standard Operating Procedures) and workflows as everyone was working remotely, we needed to create standard levels of operation. Lastly, we learned that it is truly about helping the customers and understanding the challenge they face, rather than just selling a service.
What specific tools, software, and management skills are you using to navigate this crisis?
We have always been a digital automation business, so we use a lot of remote services and platforms like Google Suite, Slack, Asana, Toggle, and Google Drives. With a lot of the team working remotely, it is important to have centralized platforms where we can come together to see a holistic picture of what needs to be done instead of working in silos.
Who are your competitors? And how do you plan to stay in the game?
There is a marketing agency on every corner, and everyone is an ‘expert’ these days. I think what is going to set us apart is our client-facing approach and our experience. People want to know that you can deliver and that you are there to serve them, not yourselves. If you understand the needs of your customers and truly offer value, then you do not need to worry about your competitors.
Your final thoughts
We are living in crazy times at the moment. Take this opportunity to look inside your business to plan for the future. While your competitors are still finding their feet, this is your opportunity to find the gaps, pivot the business, and understand your customers better. What do you think is going to happen when we return to the new norm… we are going to see growth. Plan now for that growth and be ahead of your competition.