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

Hi Ryan, thanks for joining us today. So, naming is such a challenge. How did you come up with the name of your brand?

How did you come up with your company name?

I chose this seemingly mundane question (topic), because it aligns to a pivotal moment in the trajectory of our company. Ten years ago, I founded a one-man consulting firm named – Futuristic Woo. This was simply the combination of my two top CliftonStrengths (gallup.com). Which at the time – made sense. My company’s name reflected it’s Founder’s strengths. We would eventually pivot to Woo Creative (Woo being my nickname).

Five years into owning the business it had gone from a one-person consulting firm to a ten-person full-service creative agency. It was at this time we started exploring a merger or acquisition. We choose a little bit of both when we agreed to acquire the twelve person marketing department of a large tech company – who in-turn would be our new equity partner.

Early in the due diligence process, before sharing financials or discussing ownership shares, operating agreements, exit strategies etc. – we wanted to ensure that the merger would be a success for our team members and the culture that they had helped cultivate. This continued to be the top priority as we moved forward with the creation of a new combined entity.

“The firm’s current name is representative of our first team member, me. The firm’s new name needs to be representative of all current and future team members.”
– Ryan Boylston, CEO & Founder

Our first rebranding client was ourselves. We created four teams mixed with members from both organizations and scheduled a “pitch day.” The day was met with excitement and included skits, videos, faux-corporate swag and even some guest appearances. All ideas were welcome.

So how did we come up with our name, 2TON? We came up with it together.

“Many agencies state they have a ton of talent, experience, and heart. Well, starting today… we have 2TON.”
– Ryan Boylston

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My first foray into the post-college workforce lead me into the auto industry. The recurring theme of my many roles – was to rethink the dealership experience. I was tasked to identify disconnects in marketing, operations and product education – then repair said disconnects.

When I started my own consulting firm, I used what I had been taught – focusing on the communication (marketing) disconnects small and medium-size businesses were having issues correcting.

Today, I lead a team of 24 team members that help our client best communicate their brand to their target market(s). We are a full service creative agency that does not outsource or leverage contractors. Every member of our team is a full-time 2TON associate who takes true ownership of their client accounts. We strongly believe that results matter – and the journey does too.

Can you talk to us about how you funded your business?

2TON was built with sweat equity. I had been part of a well funded failed startup and I was not going to repeat that experience.

2TON (named Futuristic Woo at the time) was built around my skillset. I got up every day and put in the work. The short story is that I averaged 80 hours a week until I had enough work coming in to hire my first team member. Then I could work 75 hours, until I had enough work coming in to hire my second team member. This pattern continued for the first two years that I was in business. A lot of hours – but I had very little debt and I owned 100% of the company.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

I wouldn’t say I had to “unlearn” this lesson, but I have become much more flexible regarding in-person meetings – both internally and externally. Like many, I now see the benefits of remote working and virtual meetings. My fears have been proven wrong and I can now see a world where we spend less time in transit, get to live where we want to live, and spend more time committed to being productive – at work and at home.

Contact Info:

• Website: 2ton.com
• Instagram: @2tonagency
• Facebook: https://www.facebook.com/2TONagency/
• Linkedin: https://www.linkedin.com/in/ryanboylston/
• Youtube: https://www.youtube.com/channel/UCtBIiB_eQkQkf1-2X7tK90A