The story starts with a moment I'll never forget. I was working full-time as the Creative Director for a church, while simultaneously spending my nights and weekends building Hook. One day, while checking my email, I noticed an RFP from a large government organization. They had stumbled upon my website and were inviting me to submit a proposal for a project I had no business being considered for. None. The budget was double my annual salary, and the project needed to be completed in two months.

For all intents and purposes, throwing my name into the hat was a very bad idea. But because I have a stomach for revolution, I went for it.

Shortly after submitting the RFP, I received a phone call. To my absolute shock and amazement, Hook was one of three agencies being considered for the project. The organization’s executive team wanted to come to my office to meet me and my team.

Here’s where it gets interesting: I didn’t have an office… or a team. Hook was just me and I mostly worked from the couch of my 700 square foot home (with a wife and two kids under the age of 4 within earshot).

Never one to back down, I very confidently let them know my calendar was booked solid (mostly true because of my full-time job ), and suggested we meet virtually. They agreed.

After confirming a date, I made a quick call to one of my existing clients and kindly asked if they’d allow me to rent their conference room for an hour or two. After securing a meeting location, I called two of my buddies and asked if they wanted to make a quick buck by pretending to be my employees.

The call was a raving success, the client chose Hook, I quit my day job, and I’ve worked for myself ever since.

The lesson?

It’s ok to go for it.
It’s ok to take chances.
It’s ok to make mistakes.

That’s not a call to be reckless, rather an encouragement to embrace a bias toward action.

Perfectionism is a form of cowardice. When we hide behind the guise of “being a perfectionist” we’re merely creating an excuse that allows us to avoid taking action.

Remember, he who makes no mistakes makes nothing at all.

Hook has never been perfect, nor will it ever be perfect. The secret sauce is not found in avoiding mistakes, rather in learning from each one.

I couldn't be more proud of the company I've built and the work that continues to leave our studio every day.

To my clients, partners, employees (past and present) and everyone who has been part of Hook's journey—thank you. Your support and trust have been foundational to my growth in so many different facets of life.

Here's to many more years of building brands and having a good time doing it.

Godspeed.