I met Rich through eCom Collab Club; A monthly event in London for REAL people with REAL talk on all things eCommerce, run by Adam Pearce and Peter Gardner from Blend Commerce.
Rich was sharing his business journey as the guest speaker on the ‘Agency Airfryer’ and the company I worked for at the time, Eight was sponsoring the event. Rich's story was inspiring and left a lasting impact on me - he was honest about the struggles founders have, the effect his tireless work ethic had on his mental health and relationships, and that the usual societal success measures weren't making him happy. So he did something about it.
Rich lives in North Devon in the UK. He co-founded and exited a successful Digital Marketing agency and his latest venture is founding Get Better, an Email Marketing agency specialising in using Klaviyo to supercharge ecommerce brands email marketing results. The business has gone from strength to strength over the last 2 years and now with a team of 7 they have some big aspirations for this year.
Within the business, success right now is seeing clients businesses growing and the team at Get Better growing. Not in terms of head count, but personally growing. Growing as leaders, growing in confidence, growing as people.
So let’s hear from Rich about his journey creating businesses and the lessons he's learnt along the way.
Can you tell us what you do Rich?
I facilitate the growth of an Email Marketing agency called Get Better - specialising in Klaviyo. I say facilitating, because it's really now over to the team with Get Better to really grow it - I'm just helping steer us in the right direction - our team provides the real power!
I also still consult 5/6 days per month for different brands on their eCommerce strategy, or by coaching their internal team on how to get the most out of Klaviyo.
Have you had any defining moments that have led you to where you are today?
SO many!
There are a lot of 'what doesn't kill you, only makes you stronger' moments, particularly with the first agency I co-founded and then exited 5 years ago. I got things so wrong and we lacked structure, which ultimately made me pretty ill.
I wouldn't go back and change it though - as it ultimately helped shape how I do things today, in avoiding those errors.
I think my first visit to eCom Collab Club London was a pretty big event too, I was grilled by Peter Gardner in the Agency Airfryer. I was my honest self, which had a really good reaction and I immediately felt 'at home' in that community. The slot went on to win the award that year too.
Have you had any challenges or setbacks you have had to overcome? And how did they affect who you are and how you conduct business today?
My biggest challenge has been with my mental health. As mentioned previously. I've suffered big time with Imposter Syndrome, limiting beliefs and the like.
This can be really exhausting and a big barrier to taking the necessary steps to grow a business, and a personal brand.
It never goes away, but I've built a 'fairly' healthy relationship with it over the last few years, and accepted it as a part of me. I also believe it's a major factor in what makes me good at what I do.
What does success mean/look like to you?
It's changed a lot in my life so far. Measures of success in the past have been status, monetary and materialistic - which have never quite cut it.
Personally now, my main measure of success is time. Time to do the things I enjoy, time for my kids and fiancee, time to make memories and take holidays.
Within the business, success right now is seeing clients businesses growing and the team at Get Better growing. Not in terms of head count, but personally growing. Growing as leaders, growing in confidence, growing as people.
What drives you to do what you do?
Results. I still get a kick out of every report, every campaign that delivers revenue. That's extended now to seeing the results the team get working towards their personal goals too. I thoroughly enjoy getting up and getting into the office each day, which is a brilliant driver.
What keeps you awake at night?
Only my own snoring occasionally. But honestly, nothing - I sleep well. I worry about very little!
Do you have a daily ritual or any practices you incorporate into your life, and what are the benefits?
This is a real focus for me in 2024. More habits, more routine.
Downtime
The only thing I really stick to is related to downtime. Every evening me and my fiance ensure we get an hour together to sit and watch TV or listen to something. Making time for each other is really crucial.
Sunday Session
I have a 'Sunday session' every Sunday, early evening to clear out any crap from emails, prep the week ahead etc - I find that really useful. Otherwise I keep my evenings and weekends work free - which is important and definitely hasn't always been the case.
Silence Email Notifications
In 2021 I took some time off and headed to NYC and turned my email notifications off. And I've NEVER turned them back on.
It's a game changer.
I still check them, a lot in fact, but always on my agenda. It means I'm always in the moment with my kids and loved ones - not at risk of being distracted by an email ping.
How do you set your goals in business and in life?
Nothing revolutionary here - I revert to good ol' fashioned 'SMART' goals.
I write them down, that's crucial.
Otherwise I just set a North Star for each area of my life, then work them back to high hard goals, yearly goals, monthly goals etc. Some KPIs work well for me too - monthly there are certain KPIs (personal and business) I look to in order to make sure I'm on the right path.
What advice would you give someone starting out in their own business today?
Network, Network, Network.
I owe a lot to my network, nowadays I'd say 80% of our work comes from networking activity and partnerships.
Don't expect instant results, but persist and build your network. Try and add value to other's networks and watch it return to you. I'll avoid any Network/Networth references - but certainly for me I think it's my biggest asset.
Team Structure
My only other advice is around structure when growing a team. I truly believe nobody can effectively manage directly any more than 6/7 people.
Therefore you need pillars in your business from the outset to grow with a structure that means everyone in the business has what they need.
What practical tools, podcasts, books would you recommend?
Tools
Google Workspace
I'm a huge fan of Google Workspace, it makes life a lot easier.
Asana
Asana is also a brilliant tool, we had it and were using it occasionally. Then I gave it to an intern (Jack Squire) as a bit of a project and he applied it to just about everything we do. I honestly don't know how we'd have grown to this point without it.
Klaviyo
I have to mention Klaviyo here too. Our entire business is built on it, and it's honestly such a Super Power if you are en eCommerce brand with a Shopify store.
Peter Gardner (from Blend) once said to me that
'Using Shopify without Klaviyo is like sleeping without a pillow'
That's a very good way of describing it!
Books
The Chimp Parodox - really, really useful tool for me.
Podcasts
Andi Jarvis - Strategy Sessions
Luke Plane - Unfulfilled
Chloe Thomas - Ecommerce Masterplan
Steven Bartlett - Diary of a CEO
Apps
I also LOVE the calm app for meditation, sleep sounds etc.
What do you want your legacy, lasting impact to be?
Very cliche, but just to have made a difference. With every client, every employee - I strive to have a positive impact on them and their lives, regardless of how long we might work together.
