We caught up with the brilliant and insightful Marc Young a few weeks ago and have shared our conversation below.

Marc, thanks for taking the time to share your stories with us today Is there a historical figure you look up to? Who are they and what lessons or values have you learned from them?

I’ve been a big John Wooden (coach for the UCLA Buins) fan since my earliest days leading teams. He he won ten National Collegiate Athletic Association national championships in a 12-year period and was adored by his players, his organization and the fans. Even though I am not a basketball fan, Wooden’s story and his methods have been the foundation of my leadership style. For example, Coach Wooden was never afraid to do the right thing. Example, benching a star performer for not following the plan. Wooden would be challenged by his superiors that he shouldn’t or couldn’t bench marquee players. But he knew that letting ego’s run amok destroys cohesive teams that count on each player doing their job.
Another example that I live by is how on the first day of practice, Coach Wooden would have every player take off their shoes and socks and he would show them how to put each on. When challenged that these were the cream of the crop from across the nation and they knew how to put on their shoes, Wooden would detail how if you put on your socks incorrectly and they have a crease, a blister may form during play and hinder performance. He was that meticulous, to control what could be controlled to maximize his team.
It’s fascinating how in today’s world we forget so many of the basics – communication, consideration and taking responsibility for one’s role. So even today our teams have regular “back to basics” discussions on communication, processes and making sure that everyone knows their role and what is expected of them.
And the payoff, when a team begins to work seamlessly is something to marvel.

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 had an amazing 25 year career in radio where I learned how to manage teams, egos and various departments. Our team broke away a few years ago when we saw the puck was heading hard and fast into the digital realm. MyCreative provides content creation services (video, audio, etc), content placement (paid/organic social media, digital ads and traditional solutions) and finally detailed analytics. Most of our clients come from organizations that are frustrated from a lack of detail, communication and/or guidance from other agencies. We focus on the end result and truly understanding a client’s vision so we can properly provide efficient solutions that maximize results. One thing that sets us apart is our can-do attitude. In radio you learn that you get one chance to do it right – actual live radio talent with the craftsmanship to effectively communicate and retain listeners has faded. But that does not mean that we can’t provide our clients with that same ability to really build a brand, loyalty and passion. That’s what we focus on. What messages and platforms do we need to activate to communicate effectively – and measuring those results. Our in-house video production team are masters at that. Capture the essence, deliver that to the audience and convert. Now just rinse and repeat.

Any insights you can share with us about how you built up your social media presence?

I love talking about social media… and so many people don’t. To business owners it can seem like a waste of time and energy and so many platforms. But if you dissect social media as a whole and start to analyze the platforms, you’ll see that it’s not nearly the monster it appears to be. Each platform attracts a different audience, so if you’re an auto shop or a jewelry store – you may both be on some of the same platforms, but your messaging and technique will be different. We started focusing on social media back in 2012 when our radio properties dove head first into a half-dozen platforms, over-saturating each and then analyzing the performance. That lead to us building one of the largest social media ecosystems in the southwest. That lead to us teach other radio organizations about best practices and thus came with us to MyCreative. While we neglect our own platforms (not a best practice). We take great pride in the brands we have had the pleasure of assisting. The Arizona State Fair is one of our crown jewels. We’ve been working with them for six years and solidified an amazingly robust social media ecosystem that leads the pack. As for advise, jump in to each platform with an eye for your business. How are other businesses presenting themselves. Which posts are engaging and why? Don’t be afraid of budding new platforms like TikTok – getting in early can pay dividends when they stick and become the next fad platform.
Lastly, analytics – always check on what you’re posting. Build a calendar with balanced content and times to post. That’s where the magic happens. Eventually you’ll find yourself a tempo, and something that isn’t so hard to manage. True it takes time to build, but be consistent and you will see fruit.

We’d love to hear a story of resilience from your journey.

Back in my radio days, we had a station in Phoenix called Edge 103.9. Well in the early 2000’s I came aboard and was notified by the General Manager that we’d have to change the format from Alternative Rock within six months if we couldn’t turn the ratings around. The entire team: sales, programming – everyone doubled-down. We stripped down the station to its purest form. We had the owner on the air, detailing our 10 promises to listeners about respecting the music and the like. It was a startling departure for the station and the market. And at first, the numbers kept going down but we would not stray from our core belief that we were providing a better radio experience by making it about the music first. And in six months, we were on a rebound. And within a year we had beaten our competition which was a feat in itself let alone the increase in revenue for the company. The lesson I learned was once you have a vision, that you feel in your core, engage that plan and stick to it. Of course you’ll have to make small adjustments for unforeseen circumstances but stay focused. When you’re laser focused on your mission, the team will follow – or else they weren’t the right team for this. Stay diligent. Naysayers abound about what can’t be done and why. Champions push through the negativity and stay focused.

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