Alright – so today we’ve got the honor of introducing you to Kevin Byington. We think you’ll enjoy our conversation, we’ve shared it below.
Kevin, thanks for taking the time to share your stories with us today Let’s kick things off with a hypothetical question – if it were up to you, what would you change about the school or education system to better prepare students for a more fulfilling life and career?
I have two teenage sons—18 and 17. One just graduated, and the other is a senior this year. (Yes, Irish twins)
If I could change a few things in public education system to help prepare students for real life, I’d start with financial literacy. Teach them how loans work, how to open a bank account, buy a car, invest in stocks and most importantly, how to manage credit. These aren’t “nice to knows”—they’re must-knows.
And here’s something (I’m paraphrasing here because the talk was about 15 minutes) that I’ve said before when speaking at a high school that might be a less popular piece of advice.
“You’ll hear a lot of adults say, “Follow your dreams.” They mean well when they say that but I think that advice is flawed. Because we can’t all be rock stars, influencers and astronauts. By the way, did you know that the chances of becoming an astronaut are about. 0.0655? Following your dreams just isnt always the answer for life.
For most people, life isn’t fair. It’s hard, It’ll knock you down and keep you there. And chasing dreams doesn’t guarantee you will ever get there. In fact, you might spend years pouring yourself into a dream. You joined the clubs, you practiced, your parents paid for lessons, you might take an unpaid internships, which is the biggest scam for people just starting out by the way. Lesson number one kids, never do anything for free that makes someone else money.
All this for a dream that may not work out? Not good.
So here’s my take: Don’t follow your dreams. Follow your curiosity.
Follow the questions that keep you up at night. The ones that make you wonder, that make you dig deeper. Let your curiosity lead the way, even if it doesn’t come with a clear roadmap. Curiosity will take you places dreams never could! While you’re out there following your questions, meet people, talk to people, tell people your story. Because lesson two kids, It’s not always about what you know, it’s about who you know.
Dreams are abstract. Questions are more potent than dreams. Questions demand answers. And answers are what actually move you forward and get you fulfillment. Answers are given by people, and like I just said, its about who you know.
Lastly, don’t feel like supposed to have it all figured out and living your best life right away. Life is going to throw curveballs at you and it will be a very trying life. So, take that road trip your friend wants to do, say yes alot but keep boundaries. Ask questions and question authority.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
I’ve worn a few different hats over the years, but at my core, I’m a storyteller and a strategist. I run a marketing agency that focuses on helping businesses, especially local and purpose-driven ones, connect with their audience in a way that feels real. Not corporate. Not cookie-cutter. Real.
My path into this industry wasn’t exactly traditional. Like a lot of people, I started out ‘chasing a dream’ but that dream led to a lot of questions. And the answers I found along the way made me realize something: I had a real talent for understanding people, figuring out what motivates them, what gets their attention and what makes them care.
The problem was, I wasn’t always using that talent in the best ways. Back then, I was hustling in Long Beach, doing things that weren’t strictly legal. That’s actually how I landed my first real marketing job with Adidas, of all places. It wasn’t because of what I knew, but because of who I knew. A guy named Charles Stanley saw potential in me while I was doing those unsavory things. He saw the marketer in me, even when I didn’t. He became my mentor. But that’s a whole other story. I doubt he will see this, but incase he does… Charles, I still think about you all the time and I am so grateful for you and your lessons. Love you, Charles!
So, corporate marketing at Adidas was an amazing lesson! They were a great first step and I rose through the ranks there fairly quickly. Learning on a scale like that was baptism by fire but that’s how I like things. Dive in, drive it like you stole it and figure it out along the way. Adidas taught me the correct way to advertise and market. I learned everything by the book, all the rules of marketing, demographics and advertising. I took classes in and out of work for years. You have to master the rules before you can break them.
Then I met a woman who slowed me down. Who taught me intention. She ran two small businesses, very different from each other and asked me for some help with her website and marketing. This is where I began my real marketing lessons. Working to small businesses, figuring out audiences, customers and what made them choose to give their money to a specific business. I learned that people like a story, they like a business that they feel like they are a part of in some way. That they can participate in. What that is, is different for every business and this is exactly what I like figuring out.
Eventually, I saw how most small businesses were doing the bare minimum online, copying corporate templates, relying on stock photos, misspelling and missing real opportunities to connect by not humanizing their brand. Some were trying to sell, sell, sell on every single post or tweet or message. They weren’t engaging with their audience. I knew I could do better for them.
Now we work with everyone from car washes to coffee shops, real estate agents to foster care nonprofits. I help them find their voice, define their audience, and grow using tools like social media, branding, storytelling, and strategy. Sometimes that looks like clever Facebook posts that make people laugh and want to stop in. Other times it’s an entire rebrand or an innovative guerrilla marketing campaign that finally makes the phone ring. Guerilla marketing is so much fun because it requires so much innovation and creativity!
One thing that sets me apart is that I care. I know everyone says that, but I mean I really care. I work with intention for people. We actually have a muralist scheduled to paint that on one of our walls here. “Work With Intention” because you have to see past the social media post.
I don’t take on clients just to check a box. I take them on because I see their potential and I want to help them rise to it. I am only as good as my last client and honestly, I don’t take every client that we talk with. Sometimes its not a good fit. For a variety of reasons. I could write a whole paragraph about that.
I also bring something to the table a lot of people overlook. Empathy. Whether it’s a struggling business, an overwhelmed founder, or someone just trying to make a living doing what they love, I get it. And I work alongside them, not just above or around them.
What I’m most proud of isn’t any one campaign, it’s the trust I’ve built. Clients stick with me. They refer me. They know I’ll show up, and they know I’m thinking five steps ahead for their brand, even when they can’t. Trust is any business is hard to build and I am grateful I have it from my clients.
Right now, I’m especially excited about my newest project that we are doing pro bono. We are doing social media and marketing for a foster/adoption nonprofit in California called Steadfast. www.steadfastsupport.org
I was introduced to them through a dear friend (again, its not what you know, its who you know) and it is the epitome of what I care about most: people, stories, and making a difference, no matter the industry. Kids deserve every chance they can get to live a life with purpose and not be burdened by things they can’t control.
If a business owner is reading and looking for help but feels overwhelmed, overlooked, or unsure where to start, just reach out to me. I don’t do pressure. I do people. And I’d be glad to talk.
How do you keep your team’s morale high?
Don’t be a boss. Be a leader. There’s a big difference.
First rule: respect people’s time. I don’t do endless meetings, and I sure as hell don’t waste time on Zoom or Google Meet. Those virtual meetings? Half the team’s zoned out, the other half is checking their email, and no one remembers what the hell was said afterward. I’m not here to use technology just because it’s technology.. I’m here to get shit done.
If I call an in-person meeting, it’s short, focused, and worth everyone’s time. We keep it real, keep it moving, and yes, we keep it fun. Because if people dread showing up, you’ve already lost them. Everyone talks at the round table. And yes, the table is round. (Thank you, King Arthur) If I want input, I ask for it from everyone. Not just from the loudest voices. Some of the best ideas come from the quietest people in the room.
Morale doesn’t come from pizza parties and ping-pong tables. It comes from people feeling seen, heard, and trusted. It comes from having a leader who’s not afraid to say “I don’t know what do you think?” and who gives credit freely and criticism with purpose.
You need to take a mental day? Done. We include those in our benefits. Need to work from home for a week to help your family? Done. Need to bring the dog to work because he has to take meds 3 times a day? Done that too. Life happens and sometimes it happens during work hours.
Want a team that fights for the mission? Fight for them first. Set the tone. Lead with respect. Make the work meaningful. Keep it human.
Can you tell us the story behind how you met your business partner?
How I Met Jessica Brandon And Accidentally Built a Business Partnership Thats Lasted 15 Years
Back when my marketing agency was still just a side hustle, I had a very different main gig… I was a private chef, throwing high-end dinner parties for clients who were way out of my tax bracket. It was fun, unpredictable work. And while I was confident in my cooking, I wasn’t really a baker. So every now and then, I’d bring in someone else to handle dessert.
That’s how I met Jessica.
She ran a boutique bakery on the side, and I hired her to come showcase her talents at one of these dinner parties. She showed up early, earlier than she needed to, and instead of just waiting around, she jumped in and started helping me with the dinner prep. That told me everything I needed to know about her work ethic right there.
We got along instantly! It turns out, she wasn’t just a baker, her full-time job was as an event planner. We bonded over the shared feeling that, even though these were our “side gigs,” we were already doing what we truly loved. That connection stuck.
A few weeks later, when I needed extra help managing a particular client, I reached out to her. I remembered her energy, her insane attention to detail, and her ability to make chaos feel like calm. She was brilliant. We ended up collaborating on project after project after that.
Fifteen years later, she’s still my best friend and remains a huge part of my professional journey. In fact, it was Jessica who introduced me to Steadfast Foster and Adoptive Support, a nonprofit I now have the honor of supporting. I guess this interview is starting to have a theme. Its not what you know, but who you know. Staying open to where life might take you. Sometimes dessert can change everything.
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Image Credits
All images are mine or created by myself.