I recently went one on one with Ryan Alovis, CEO of LensDirect.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Ryan: I grew up in a family that had entrepreneurship at its core, so I was often surrounded by my family’s different businesses. From a young age, I’d work at my fathers optical store in New York City – even if it was just passing out coupons on the corner, or standing on a shoe box to work the register at our movie rental store. I think being immersed in that world helped instill this belief that entrepreneurship was normal, maybe even approachable. However; entrepreneurship and operating a successful business are two very different things. My actual life experiences outside of the family businesses are what shaped me, and are still shaping me. I have failed more than I have succeeded, and if you look at the companies that exist today, there are plenty that flatlined. My love for business truly began in high school, when I had an opportunity to promote parties in Manhattan. It was there that I understood process, branding, deal-making, management, remaining relevant, and of course, making a profit. The nightlife world was gritty, and there were so many layers to the business – I still say it was the greatest crash course I could have taken. I learned how to orchestrate a deal, build a buzz around the events, hire the staff (DJ, Door Person, Cashier, etc), manage the egos of people working with me, staying in control, ignoring the noise (drinking, fun, etc), and continue to grow by staying honest and reliable.
Adam: In your experience, what are the key steps to growing and scaling your business?
Ryan: I’ve never raised outside capital, so all our growth has been slow and steady. We reinvest into things that matter, even if they take time – whether that’s building the technology or the skills of those that work with you. Being an effective leader requires a steady hand, living by “we” and not “me”, and understanding that a leader is different than a boss. There is a fine line on being an effective leader, and it’s not all about celebrating the wins or building the best culture – sometimes it’s making hard decisions that are easier left alone.
Adam: How can leaders and aspiring leaders take their leadership skills to the next level?
Ryan: You can read until you’re blue in the face, but I think to take your leadership skills to the next level, you need to be in the actual game. It’s hard to teach leadership, I think you need to live in leadership. It all starts with communication, learning to delegate, and understanding what type of leader you are today and what type you want to be tomorrow. Not all leaders are created equal, and there are many ways to lead – you need to find the voice that you’re most comfortable with and nurture it.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Ryan: Do not micromanage – it’s the destroyer of momentum. Ask questions and implement, whether it’s internal company feedback or external customer/client feedback. Learn to love negotiating with vendors or providers, everybody has to make money but business is about profit, and pennies add up.
Adam: What are your best tips on the topics of sales, marketing, and branding?
Ryan: Look around at companies you admire and try to draw inspiration from them – whether it’s their branding, messaging, etc. You need to stay consistent with branding, but don’t be afraid to change course if you feel that the message being conveyed is not the best message possible. I’ve changed logos for companies when they were already mature and active, and that’s okay. When it comes to marketing and sales, make it easy on the buyer with the right videos, assets, and thought leader pieces.
Adam: What is the single best piece of advice you have ever received?
Ryan: My grandfather would often say that “a business without an organization is just a castle in the sand.” – meaning that if you don’t have the right people and systems in place, all it takes is one wave to knock everything down.
Adam: Is there anything else you would like to share?
Ryan: Today was yesterday’s tomorrow. Get to work. Stay up late. Do the hard stuff. Don’t chase easy money. You’re not supposed to enjoy everything every day – it’s called work, not play.
