How to Be a Creative Hustler: Q&A With Steven Picanza of Latin & Code

First of all, how is business these days?

Business is great. 2015 was a monumental year for us as a company; we have certainly found our niche and value-drivers. As a brand growth agency, we are less focused on tactics and promotion as we are crafting a sound brand strategy and helping internal teams execute on their promises. This has allowed us to essentially lead the marketing and branding for two forward-thinking companies as more of an internal role. In addition, we have two products in the market, which is teeing up 2016 to be a fun year.

What led you to start your own business?

I have always had an entrepreneurial mind-set. I remember being five years old, collecting cans with my grandfather in New York and cashing them in for the instant gratification of receiving five cents in exchange. From there, I knew it was only a matter of time before I would be at the helm of my own shop.

Thirty years later, I’m still hustling and looking for ways to create my own ladder, as opposed to climbing someone else’s.

What sources did you use for startup capital?

It’s a cliche, but I believe in the power of human capital. Thanks to the positive people in my life, the confidence to chase my dreams was instilled in me from the very beginning. Sure, there was some money that went into starting endeavors and projects here and there (thanks, Mom, Dad, and my sister), but for the most part, it was all bootstrapped from day one.

What do you think is your biggest business strength?

I believe in the values of leadership and influence, and I hold them dear to my heart. This is where I shine: less in a “Follow me, I know the way” sense, but more so in the “Let’s go at this together, I will always have your back” kind of way. It’s a strength that I work on every day, because great leaders aren’t born great—they need to learn to be great. It’s a lifelong skill that can never be mastered, only worked on.

What do you enjoy most about owning your own business?

There is a sense of freedom that comes with working 80 hours a week. I hope you reread that a few times, because as you can probably tell, it’s a complete oxymoron. The freedom comes from creating and designing my life, not from having to follow someone else's corporate rules and bureaucracy.

I think Seth Godin said it best when he said, "Isn’t it sad that we have a job where we spend two weeks avoiding the stuff we have to do fifty weeks a year?” Brilliant analogy.

What’s your least favorite part of running a business?

Hands down, the administrative work. That is why I have assembled a team to help me, which includes a bookkeeper, an accountant, and a financial planner. The more time I can spend providing value to clients and brands, the faster I can grow the business. My company does not grow by me manually dealing with the tiny nuances of paperwork, accounting, and bookkeeping.

What do you think are important entrepreneurial skills to have?

I believe the best entrepreneurs learn to be leaders. It isn’t something that we are all born with, but something we should aspire to be. This, coupled with a strong strategic vision and a knack for assembling the right team, seems to be a winning recipe.

What are some challenges you’ve faced in business and how did you overcome them?

There have been, and always will be, countless challenges when running your own business. Sure, outside circumstances such as the economy, the 2008 recession, and changing business landscapes don't make navigating any easier, but I look at challenges as a way to continuously keep my mind and tenacity sharp. They also present an opportunity to break into new markets and expand my reach.

What do you wish you’d known before you started out?

I’m glad I started the way I did. If I had been given a silver spoon of knowledge and resources, valuable lessons would have lost. I truly believe mastering the art of failing—and learning from each mistake—is how entrepreneurs survive. Daymond John, star of ABC's show Shark Tank, talks about the power of being broke, and I full-on support the idea that it truly starts with the hustle and drive to succeed.

What is the smartest move you have made with your business so far?

Saying no to certain projects and business ventures, which at the time seemed like difficult decisions, has proven to be one of the smartest moves I have made. Our personal bandwidth needs to be considered because our true value lies in allocating the right amount of time to the right projects; not taking anything on just because it was presented. That's just silly.

How do you find new customers? What do you do to make sure they become return customers?

The way I find new customers is twofold, because my business varies from consulting to actual products. On the consulting side, referrals and my reputation have proven to be fruitful and scalable methods for attracting new business. Service-based means just that: serving people. So I try and ensure that every opportunity I have to talk with someone is just that—an opportunity.

For my products, we utilize a fair amount of social ads and content marketing. By finding the "sweet spot" where they work together nicely, we are able to leverage our internal resources to make a maximum impact.

What’s your management style with employees?

While we have plenty of associates, and we do not have actual "employees" per se. But I do believe the real value in leading comes from the influence you provide and the enthusiasm you bring. Anyone can complete a task, but not everyone will do it willingly and with a smile on their face. Those are the kinds of people I want to work with.  

What are some other companies or entrepreneurs you admire, and why?

There are so many entrepreneurs who inspire me. Daymond John, the "People’s Shark,” spreads a powerful message about how to handle life when your back is against the wall. Gary Vaynerchuk has been a tremendous inspiration in ensuring the spirit of the hustle is alive and well. I also admire Simon Sinek: when I first heard his talk on the power of "why," I still remember where I was, who I was with, and the project it impacted. In fact, just the other day I was having a conversation with a colleague, who at the time was working with me on rebranding an agency—no small feat by any means. Listening to Sinek essentially "flip" our way of thinking allowed us to take that agency in a direction we didn’t even know existed.

Do you have an inspirational quote?

I love inspirational quotes, so much that I created an app that features quotes (The Creative Hustler). So being asked this often, here are my top four:

1. “Waste no more time arguing about what a good man should be. Be one.” —Marcus Aurelius
2. “I’m not a businessman, I’m a business, man!” —Jay Z
3. “Great minds discuss ideas. Average minds discuss events. Small minds discuss people.” —Henry Thomas Buckle
4. “All men dream, but not equally. Those who dream by night in the dusty recesses of their minds wake up in the day to find it was vanity, but the dreamers of the day are dangerous men, for they may act their dreams with open eyes, to make it possible.” —T.E. Lawrence

What new initiatives are you working on?

I have a personal branding e-course coming out in the Q1 of 2016 through The Creative Hustler called The Creative Guide to Personal Branding. This course is designed in a way to offer insights on the importance of building a scalable and magnetic brand, both online and offline.

What advice would you give to someone hoping to start a business similar to yours?

Don’t hesitate, don’t wait—start chasing your dreams and designing your perfect life today. As hard as it is to swallow, there is a good amount of personal faith that goes into becoming an entrepreneur. Like the saying goes, “Being an entrepreneur means stepping off a cliff and building a plane on the way down.” Often as entrepreneurs, we are faced with decisions and tasks that a normal person wouldn’t dare to take on. But we do it anyway. So now, the questions becomes: are you willing to trade in working 40 hours a week to work 80?

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Photo courtesy of Latin & Code