We recently connected with Brooke Adams and have shared our conversation below.

Brooke, appreciate you joining us today. The more we talk about good leadership the more we think good leadership practices will spread and so we’d love for you to tell us a story about the best boss you’ve had and what they were like or what they did that was so great?

You know it, and I know it—school alone just doesn’t cut it. Real-world experience, mentors, and an insatiable drive for continuous learning are the real game-changers for growth and success.

Earning my degree in Graphic Design under the guidance of phenomenal real-world designers provided me with a rock-solid foundation that’s been my career’s backbone. Collaborating with talented creatives who sometimes lacked foundational knowledge reminded me of an essential truth: to break the rules, you first need to know them.

Design is a constantly evolving field, with new tools and trends emerging faster than you can say “Photoshop update.” Continuous self-instruction is non-negotiable.

The internet is a treasure trove of knowledge, from YouTube and Google to Pinterest and Behance. Being resourceful and curious is key to thriving as a designer. Moreover, pairing active listening and the right questions with a good mentor can elevate you to a successful business owner with limitless potential.

One of my most influential mentors is Amir Syed, a leader in the mortgage industry and an exceptional personal and professional coach. He taught me invaluable lessons that went far beyond what any classroom or online course could offer. Starting with his team in my early twenties, I gained much more than design skills. Amir instilled in us the importance of ownership, leadership, and being better team players, humans, and friends. Here are five key lessons I learned under his mentorship:

1. SMART Goals: Setting specific, measurable, achievable, relevant, and time-bound goals is crucial. Without clear metrics, growth lacks direction. For instance, planning to grow your team or increase revenue requires mapping out the necessary activities with precise timelines.

2. Leadership: (1) Effective leadership involves showing genuine interest in your team and engaging in activities outside the workplace, like mini-golf or dinners, to show appreciation and build relationships. (2) Constructive feedback should always lead with the positive and avoid using the word “BUT.” For example, instead of saying, “Your numbers this month were great BUT I would have done this and this instead,” it’s more effective to honor their success and provide feedback without negating their achievements. (3) “Put the fish on the table” meaning, have the tough conversations with the person involved. If you care about your team, you won’t triangulate. If you sweep it under the table or talk behind someone’s back, it’s going to surface, and in an ugly way.

3. Commitment: Words like “probably, try and maybe” are empty promises. Being accountable and committing to specific actions is essential. For instance, instead of saying, “I’ll try to get done early Thursday so we can go on a date,” say, “Let’s do a date night Thursday at 6.” This principle applies to work goals as well, like committing to call 10 potential leads instead of just trying.

4. Client Retention: Clients are not just numbers. It’s important to truly care about them, listen actively, take notes, and follow up meaningfully. For instance, setting a schedule to follow up and sending small, thoughtful gifts shows clients that you’re thinking of them. Delivering on promises and exceeding expectations further solidifies these relationships.

5. Build the Right Team: “Hire slow, fire fast” is concise, but it lacks the human element. Thoroughly interviewing to find the right person is crucial. I learned this firsthand when I hired based on initial impressions rather than thorough evaluation. Candidate 1 had a phenomenal design portfolio and interviewed great. Candidate 2 interviewed well but lacked the portfolio. I challenged her to whip up a sample design. She asked follow-up questions and delivered stunning results, but I still chose Candidate 1 for her edgy style. Candidate 1 ended up lacking communication skills and missed the mark on client projects. I’ve since been working with Candidate 2, and it’s been a dream. Where she initially lacked in design, she quickly caught up because she is resourceful, asks the right questions, and communicates throughout the process. The takeaway? Interview everyone the same way and value those who ask questions, as it shows true listening and engagement.

These invaluable lessons have propelled my growth from a freelance designer to a business owner and creative director, managing talented teams of contractors and creatives. Implementing these insights, along with Amir’s mentorship and my own dedication, has been key to my success.

Ultimately, success is about surrounding yourself with the right people. Coaches and mentors in various aspects of life—whether business, personal, health, or financial—are invaluable. We can’t know everything, and having a supportive community that challenges and holds you accountable is the difference between being good and great. The mental health benefits of having a strong support system are immeasurable, and I’m a huge proponent of investing in these relationships.

Brooke, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Brooke & Mortar is founded in admiration of those who believe anything is possible.

Do you remember being a kid and turning your bunk bed into a palace? The floor was hot lava, you rode dragons, dressed up as a queen, and had an imaginary friend named Toad. It didn’t matter who was watching–an audience was preferred.

Over time we became more complacent and a little less imaginative. We set boundaries for our potential when we introduced the word “should.”

At Brooke & Mortar, “Make believe” and magic are as real as the air you breathe. Possibilities are limitless. When you bring your product or service to us, we see the world as your stage and bring your brand story to life.

Brooke & Mortar specializes in building brands and telling their stories, focusing on are Brand Identity, Digital & Print Design, Publication & Book Design, Website Design / UX / Development, Packaging Design, Email Marketing, Pitch Deck Design & Consulting, Marketing Rollout and Creative Strategies & Consulting.

Our client base ranges from celebrities and musicians to business coaches, personal brands, tech and finance start-ups, cannabis, and beverage, to mom and pop shops, and real estate behemoths.

What else should we know about how you took your side hustle and scaled it up into what it is today?

My first job out of Columbia College Chicago was as an Administrative Assistant to an ambitious Mortgage Advisor. Little did I know, my degree in Graphic Design would soon come to light. This advisor and his team were determined to revolutionize the industry and become top producers. I became a key tool in their arsenal to achieve those lofty goals.

Over a decade ago, we shook up the industry by integrating social media, pioneering YouTube with educational and entertaining videos, launching playful gifting programs, and hosting unique events for business partners and clients. We injected fun and excitement into a stale industry, bringing their charismatic, trustworthy personalities to a larger audience. It was exhilarating, but eventually, I craved more.

I wanted more than just design work for a single client. I sought out individuals and teams like the mortgage crew—those bold enough to challenge the status quo, spot opportunities, and take risks to bring their solutions to a broader audience. Of course I’m not the first person to think of this but MANY brilliant minds have great ideas that lack the platform to amplify them. That’s where I saw my place—helping them find their voice, their audience, and providing the microphone.

Thus, Brooke & Mortar was born. In the early years, I juggled my role as an in-house Creative Director at the mortgage company with building my client roster for B&M. Thanks to my unyielding drive, I managed both until my personal life started to fail. My work thrived, but friendships, love life, and family fell by the wayside, taking my mental health with them.

This was the swift kick I needed to take the ultimate leap of faith—I bet on myself and transitioned to full-time at Brooke & Mortar. I wore many hats: Owner, Creative Director, Designer, Accountant (and many more I’d eventually share).
Five years in, and oh boy, it’s been anything but easy. I’ve had my share of meltdowns and moments of doubt. At one point, I even took another job, only to quickly realize that my best bet is always on myself. A brief six-month stint as an in-house Creative Director for an event company confirmed this.

The truth is, I love working for myself. The growing pains have been some of the most rewarding experiences. There’s nothing like hearing a client’s excitement when our work helps them secure a multi-million dollar investment or strengthens their relationship with a major sponsor. Transforming a “cute” idea into a mature brand identity ready to take on the world is indescribable.

I bet on Brooke & Mortar every day. I love my clients and their wild-eyed ambition to change industries and the world. They aren’t crazy—they’re capable. Sometimes, you just need a little craziness to bet on yourself. Trust in yourself, surround yourself with the right mentors, and take care of your mental health.

Any advice for growing your clientele? What’s been most effective for you?

Client Referrals all day. I like to work with amazing people. And often, those amazing people know other amazing people.

Through my client retention practices, as simple as following up previous clients – even if they aren’t looking for work, they often introduce people from their circle of entrepreneurs and innovators. It’s a matter of staying top of mind. And the best clients I’ve ever received are referrals. They’ve already been vetted and there is a good chance my client already sold me before I had to. I am given the chance to seal the deal by researching the potential lead before our first call, asking great questions and actively contributing to the conversation showing I’m genuinely excited.

ALSO, this does not go without saying, you have to truly care and perform for your clients. Go above and beyond to get to know them, their customers, and help them reach their goals. Check in and see the results of the projects you did for them. Don’t just regurgitate what they asked for, contribute to the ideas, offer solutions they weren’t thinking of and strive for the “WOW.” This is why your clients will continue to refer you, not because of your check-ins, that’s just how you stay relevant.

Contact Info:

• Website: https://www.brookeandmortar.com
• Instagram: https://www.instagram.com/brookeandmortar/
• Linkedin: https://www.linkedin.com/in/brooke-adams-625454113/

Image Credits

Photographer, Lana Neiman (for the outside action shot)