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Wrong Russ Perry?

Russ K. Perry

Biggest Governor

Vic Dorfman


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Background Information

Employment History

Director of Marketing

4Front Ventures Inc


Co-Founder, President

one small business

Metropolitan Association of Business Executives

Managing Partner



Design Pickle LLC




Digital & Disruptive

Creative Consultant

Give the OK!


Keane Creative


Greater Phoenix Chamber of Commerce


Tempe Chamber of Commerce


Phoenix Green Chamber of Commerce


Phoenix Design Week


Nova Scotia Bluenose Class Association

Full Member

Keane Creative

US Managing Director

The No Bunting Coalition




Industrial Design

Arizona State University

Web References(118 Total References)

Episode 8 - From 0 to 150 Customers in 6 Months with Russ Perry — Vic Dorfman - Membership Site Expert

www.vicdorfman.com [cached]

Russ Perry of Design Pickle
Episode 8 - From 0 to 150 Customers in 6 Months with Russ Perry Today's guest on The Membership Site Success podcast is Russ Perry! 'find your pickle. That thing inside you, that goofy angle that you can play.' - @russperry Click To Tweet Russ is the founder of Design Pickle, a service that provides unlimited graphic design for a very reasonable monthly price. russ-pickle-costume For a decade Russ ran a full service digital design/branding agency and busted his hump the whole way. Please comment below and rate the podcast on iTunes (it helps me get more fantastic guests like Russ on the show). You can connect with Russ on his Twitter, @russperry. 4. The 7 Day Startup by Dan Norris - This book is responsible not only for the existence of my productized service, MemberFix, and the existence of Russ's productized service, Design Pickle, but for HUNDREDS of services based on the sound principles of validation and quick launch. 7. FreshDesk - Online customer support/ticketing system used by Russ to run Design Pickle. 8. Evernote - A cloud-based app that lets you document, share and collaborate. Kind of like Google Docs but with more attitude. Russ uses Evernote to record processes/systems for Design Pickle. - Easy to sell - it just makes sense" (stealing this one from you Russ) Vic: Russ, welcome. Russ: Yeah, well, how back you wanna go? Russ: Kind of, in my carrier I have actually found two forms that were very similar in terms of the business model. Russ: I mean, like old school, terrible, old fashioned. Russ: No, you are fighting for every project, a client sneezes weird and you get nervous, because they are 35% of your revenue, and it sucked, it was stressful, there was a lot of volatility in the market in general, you know, people aren't like lying on you door to buy creative ideas. Russ: Well there was no leap to designpickle. In fact I just sort of jumped off a cliff, with no net into a black hole for a while. [00:06:30] In September, actually back one month, in November I had a really great talk with my former partner, over Skype actually, very similar with this conversation, and just, he knew me very well, we still have a great friendship, and he was just like "What's up? Russ: Yeah, and I think of like trying of, like if you are doing anything physical or taxing, you got to recover, you can't just go run a marathon and like the next morning you are fine. Russ: Well, so let me [00:09:30] give you a context. Russ: You are right, there wasn't just this magical moment of clarity, I did actually got through a process to get to that point. Russ: Well, we, suddenly summer has been pretty brutal, we haven't grown as much as we wanted, but the first month we posted I think almost 8000 dollars in revenue, and had 30 clients. Russ: Exactly. Russ: Niching down was the hardest thing in the World for us to do as an agency, and I do believe ultimately that was the demise of that business. All the HR problems, all the cash flow problems, really took a second seat to the fact that we were a generalist agency. You could hire us to do anything, we worked into industry, and this was a point of contention between my partner and me. I regretfully didn't push the issue [00:20:30] as much as I think I should've, and now in retrospect, he wanted to be that way, and I knew in my heart, and I kind of brought it up sometimes, and didn't want to rock the boat too much. Russ: Yeah, we've kind of bit stuck at 150 unfortunately, we've been oscillating between 160 and 150 for about 45 days [00:23:00]. Russ: Well, again back to unfair advantages, I spent two years in high school as a mascot for various companies. [00:24:00] So I had actually professional training as a dressed up mascot. Russ: I think the foundational part of hustle is you really, there is one of two outcomes, is that you are really good liar, which there is a lot of people out there, making hustle people in negative way, and by the way I don't recommend that being your strategy, but the other piece of it is if you just believe in what you're doing, or selling, or your service, or your products. Russ: And the term that I like to, that I was starting using, is to find your pickle, like what is that thing inside you [00:27:30], that goofy angle that you can play. Russ: Great question. Russ: Well, the [00:32:00] reason I went into way I went was because there was no one else doing that this way, and that to me was gonna be an opportunity; trying to figure out recurring revenue is, everyone thinks how great it is for the business owner, but actually for the byer it's pretty sweet too. Russ: Yeah, we probably will. Russ: Yeah, unlimited anything. Russ: Yeah, so the first one is simply your time is our biggest governor. Russ: Yeah, and it's kinda back to the pay point that we are having. Russ: And Fiverr like do use it, and we 're not gonna beat Fiverr if you just need one thing done, because they are gonna be cheaper [00:39:30], they probably are going to take the same amount of time, and they actually can do more stuff, like if you want jingles made on Fiverr. Russ: So, full answer is, and I little touched on this during the first time, I can't remember, is I just was kind of lazy. Russ: No, no, we use fresh desk, it's off the shelf, it's like Indian competitor of Zen desk. Russ: Now, the best book I've read on this is "checklist manifesto" and the guy who wrote this book was very curious about a couple of industries, specifically medicine and aviation, and found that most of big safety advances in those two industries were because of simple checklists. Russ: Yeah, because how can you improve your business if you don't know the [00:46:30] process points and what things might not be working or breaking down. Russ: Well, I sucked at it for a really long time, to be honest. And let's just say my wife was not very happy for many years to get married to entrepreneur. [00:48:30] It's not easy and it's been a huge learning process for me. Probably some of the biggest breakthrough has been to, was my opportunity to build business completely around those (?). So with my daughters, I have two daughters and like you mentioned one on the way, I wanted to have an environment and a business where I knew [00:49:00] that I could engage in their lives, be available, have a flexible schedule, I mean that's why I became entrepreneur, my oldest daughter is 10, and I started this business when she was born, because I was like "this sucks, I don't have time off to see my daughter and hang out with her", so it's like " I'm gonna quit my great job at Apple and start a business" , which was always interesting decision to reflect upon, like that was like back…indistinctly…[00:49:30] and I did have stock options back there, so...like feeling confident or not, whatever, there is a business on entrepreneur experience out there, that's perfect for your family and for your life. Russ: Yeah, he's actually living in Phoenix. Russ: I've never seen him, but I've red that book. [00:53:00] Kind of like poorly written, like you could tell " he really wrote that book? Russ: Yeah, it's absolutely [00:54:30] immense. Russ: Bodybuilders know this, I mean all the bodybuilder research that, like, if you want the maximum performance games, you work out in the afternoon. Russ: And the communities that exist, I mean I say do it with group or community, because I now created a whole other support structure with bunch of dads like me, because guess what; dads that can work out in two in the afternoon are typically entrepreneurial folks, they're not working from 9 to 5 and it's a great way to just develop another great community, [00:57:00] aside from your typical friend or business group. Russ: Well, it took a lot of work to get here, I mean, I think the realization I had was that, to do all of that was simply me realizing like " I could just do it" . [00:58:00] I didn't have to make all this sacrifices like, where I live, where my office is, all of that is a choice, and it sound really basic, but it really is, and when I look back at the last 10y years, I was, my decisions were driven by external factors a lot of the time, and it's still a challenge, I still feel like, looking at long and short and midterm [00:58:30] decisions all the time, and sometimes I am worried about being true to myself about the outcome, but knowing, having known the bad experiences helped me realize that it's just as easy to make a choice that aligns life, like you mentioned it, as it is, to fragment it. Russ: Well, that's great question. R


Russ Perry
Director of Marketing Russ Perry has been involved in branding and marketing strategy for over the last decade. Graduating from Arizona State University with a degree in Industrial Design and Human Communications he has worked to shift the status-quo with brands such as Apple, Morgan Stanley, Pebble Tec, LG, Botanicare and the Harlem Globetrotters. Most recently he was the Partner and US Managing Director for NSB/Keane - a multinational branding and advertising agency.

From 0 to a Million Dollar Run Rate: How Russ Perry Scaled Design Pickle By Going Niche | Growth Everywhere Podcast

growtheverywhere.com [cached]

Hey everyone, today our guest is Russ Perry, founder of Design Pickle, a service that offers unlimited designs for a monthly fee.
Today we're talking about how Russ grew Design Pickle from a one-man show to a six-figure business, how he scaled the company by going niche, the genius guest blogging strategy that got them their first 1,200 customers, and how a popsicle cart, a human pickle, and free pickles turned Design Pickle into a household name. Download podcast transcript [PDF] here: From Zero to a Million Dollar Run Rate in 17 Months - How Russ Perry Scaled Design Pickle By Going Niche TRANSCRIPT Episode highlights: [2:16] - After reading 7-Day Startup by Dan Norris, Russ decided to put his graphic design experience into overdrive and started Design Pickle [3:08] - Russ was great at selling creative ideas, but they became more and more complex. As his company grew things became really complicated and Russ wasn't prepared to deal with all of this. [4:21] - After some soul searching, Russ realized an agency wasn't for him. [10:05] - Russ contacted people and implemented a guest blogging strategy to introduce his business [10:38] - This raised cash for bigger things like the Infusionsoft conference where Russ dressed like a giant pickle and handed out pickles [11:30] - Russ thinks the pickle costume helped them get about 100 customers [12:45] - Digital Marketer was a client and started recommending Design Pickle [13:31] - Being at events and trade shows works well for Russ and Design Pickle [13:56] - Weekly demos and webinars for customer acquisition have been offering great conversions Russ Perry


Russ Perry
Co-Founder & U.S. Managing Director As managing director of NSB/Keane USA, Russ is responsible for the strategic direction and growth of the international firm. Russ holds a degree in Industrial Design from Arizona State University and knows the resourcefulness it takes to push boundaries and exceed expectations. His background gives him valuable insight into how people interface with the world, both functionally and aesthetically. Russ has led design projects and fully-integrated campaigns for global leaders such as IKEA, Apple, Starwood Hotels, LG Hausys America, SpringCM, the Harlem Globetrotters, and Morgan Stanley.


U.S. Managing Director Read more

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