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I was just revisiting this to see how we're doing against it and I see a bunch of comments I never responded to. I'm so sorry! On my way to do that now.
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Welcome to the New Year!
By: Gini Dietrich | January 3, 2012 |
I’m baaaaack!
I hope everyone had great holidays. I did…and I’m dragging a bit this morning because of it. I was getting used to sleeping until 7:30 every morning!
Because it’s the first day back for many of us, this isn’t going to be a heady blog post.
I have a feeling. I think 2012 is going to be a very good year. It’s going to be a good year for the economy, for business, and for a lot of us personally.
In October of 2008, the bank called our line of credit without any warning. I remember taking that phone call and I cried. I CRIED! I even said some things to our banker that I still regret having said.
Then, during the holidays of that same year, I received three certified letters from clients saying, because of the economy, they weren’t going to be able to continue working with us.
I spent my holidays with our managing director as we decided who was going to have to be laid off that first week of January.
2009 continued that trend. We lost two more clients, but were able to maintain enough to continue making payroll for a handful of us.
2010 wasn’t much better. Although we had a full year of doing business as an integrated marketing communication firm, business was stable and not growing. We cut as many expenses as we could and continued to survive.
2011 saw something I didn’t think was going to happen: We almost went bankrupt. We did what we could, but most companies still weren’t outsourcing their marketing or communication. So we continued to cut expenses, including my salary and our office lease. Yes, we now are completely virtual, freeing up significant cash flow to really make it work for us this year.
But this year. This year is going to be something special. We won’t hit our 2007 levels quite yet, but Arment Dietrich added four new clients the week of Christmas (it was a little nuts).
The book, Marketing In the Round, that I’m co-authoring with Geoff Livingston comes out in May.
Spin Sucks Pro will be out of private beta soon (very, very soon!).
And being virtual has afforded us the opportunity to really expand our networks, in a way we didn’t know possible because we were handcuffed to our desks.
Just like I know many of you have done in the past three years, the foundation is set and it’s time to begin building again.
We’re going to kick the butt of 2012. Who’s with me??
139 comments
Somehow I missed this, blame @Marcus_Sheridan for bringing me late to the party. We needs to talk. This is yet another reason my resolutions post is a weeeeeee bit tardy: I could write something VERY much like this except... not. I AM fired up to make changes, but no more so than any other year. I have, do and will continue to work my ass off - so many ways - to stay strong in the struggle. I could rant, rave, write so much more, but rather than a blogjack I'll just say this:
Watch out 2012, Gini's gonna kick your ass. :) FWIW.
@3HatsComm And somehow I missed your comment. I'll blame @Marcus_Sheridan too! :)
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I was still Vermont so missed this SORRY! You are so like me Gini in that you have a lot of self confidence in who you are and share things that most people would not. I mean anyone who read my @nancyd68 guest blog post might of been taken a back. But it also earns a lot of respect because people know who have guts and who is an adapter/survivor. Yes going to be a good year.
My story is funny. My image is way beyond reality in terms of earnings when I share my struggles of getting my business cranking people say two things....surprise...then...'How can I help'.
Grats on the new clients. I can tell they must be really sharp businesses to make such a good decision!
Gini, thank you for sharing the story of last year. The first half of the year was very tough for me but I've learned that being Lean is a good approach to take and really embraced having a virtual set-up. Clients are sometimes a bit weird about it but more and more I find that it's the way to go. If necessary I rent office space for a meeting, but most of the work is done in the cloud.
We use Basecamp and Asana to run things and good old Skype, of course.
At some point I'd be curious to hear how you manage your own virtual set-up.
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@jonbuscall I LOVE being virtual! It's been nearly four months and I'm mad we didn't do this sooner. It's been a little bit challenging, from the perspective of coaching and mentoring my team. But we've figured out a system that works and still allows me to grow the business.
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Gini, I have to say -- when I read this, one thought came to mind - and that was *grace under pressure* . What you've survived in the last few years is the stuff that can break the spirit to the point that it's impossible to swallow it down. But you've not only somehow managed to cope, you have succeeded - parallel to impending doom - to send out a positive vibe so real, that no one would have guessed what was happening to you. That ability, the ability to keep moving forward, step by step, even when anxiety and fear and really scary things are happening to you . . . well that says a lot about your character. Your clients are lucky to have you, and I hope that 2012 proves all of that grace you have shown as having been worth every minute. xo
@DianaStrinatiBaur Oh don't get me wrong. It broke my spirit. Last summer I didn't know if *I* was going to make it. I was really considering packing up my family and moving to the mountains of Colorado, never to be heard of again. But I'm always reminded of Confucius, when he said, "It's not in that we never fall, but in how we get up when we do."
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I know I'm the latest guy here, but I hope you know there is no bigger cheerleader for your success in 2012 than me. I think you're an amazing person Gini, and can't wait to see the magic happen.
Marcus
@Marcus_Sheridan I'm ashamed I missed this earlier this year. Thank you, Marcus!
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Sounds like the new year has already started to sparkle! Congrats on your recognition as 2011 Social Media PR Woman Of The Year!
Gini your success is only exceeded by your generosity to your peers. I for one thank you for simply being you!
Well I think you know how I feel about your 2012, so I wont reiterate. I have to say you do a damn impressive job of not letting us see you sweat. Looking forward to seeing all of your damn hard work pay off big time in the new year.
Thanks for the honesty, btw. Few people share that side of things.
@MSchechter I'm not a complainer (unless I"m overly tired, but I keep that inside my house) so no one will ever see me sweat. But I have zero problem talking about it later, if it offers lessons others can learn.
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Hey Gini
Thanks for sharing. Your story, industry leadership and perseverance are inspirational to all of us out here trying to keep things going. Cheers and all the best in 2012!
@Brent@Echelonseo.com We've seen a big shift in companies outsourcing their marketing needs again. I hope you're seeing the same.
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Gin, you are one badass chick. If there was anyone I'd NEVER bet against it'd be you. Nothing but big things in 2012. I've always got your back.
Kev
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Happy New Year, Gini! I never knew the scope of the pains you all dealt with. My hats off to you on leading through it all. Best of luck.....err.......intention on a great 2012!
@JoelFortner We're nearing the end of Q1 and we're killing it. How is the year starting off for you??
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I'm with you - it's going to be a great year! I think people underestimated the impact the economy had on us fiscally and psychologically... but here we are - optimistic and ready for new challenges. I know 2012 is yours!
@martinwaxman I know you guys have a seen a big uptick in new client business, too. It's fun working like this again!
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Yikes, and I mean yikes. If it doesn't kill you, it will make you stronger, right? I don't envy you as that is not a pleasant way to grow strong. As a board of director at LUI, I knew who was going to go but I didn't have to pull the trigger. It still wasn't any fun..........
Having said that, I'm all in; 2012 is going to be huge. I am flat ready to rock n' roll; let's make it happen.
Meet you at the top.
@bdorman264 Somehow I missed this when you wrote it. Shame on me! I was revisiting the blog post to see how we're doing against it. Are you killing it, now that we're nearing the end of Q1?
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You were dealt a rough hand, played to win, and 2012 will be your year! Thank you for sharing!
@rhonda hurwitz You're welcome! I look forward to seeing you have more success this year!
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Yes I feel the same about 2012. It's all upwards from here. Thanks for sharing your experience.
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@SocialEyes_ Yes! Upwards is a great way to describe it.
Latest blog post: Human Organizations Start By Being Open
@ginidietrich Hi gini. Follow you from France. Great Stuff. Yet i feel you deliberately omit the crisis and thé fact that it CAN get worse.
@ensino I think it can get worse, but we can plan for the things we can control. And growing a business is something we can control.
2 Like
I have the same feeling about 2012 @ginidietrich and am really looking forward to seeing this develop! Happy to hear of your optimism (you know I want to be just like you if I grow up!). ;)
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@allenmireles You are going to kill it this year. I know of some of your plans and I just know it's going to happen.
Latest blog post: Human Organizations Start By Being Open
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Another hand up!
Gini, you're a survivor and it sounds like 2012 is the year for greatness from Armernt Dietrich and Gini Dietrich. I'm looking forward to Marketing in the Round. I'm sure you'll love being part of the virtual workforce.
Happy New Year and all the best for 2012!
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@EdenSpodek Happy New Year! I'll likely see you next month.
Latest blog post: Human Organizations Start By Being Open
@ginidietrich Thanks! So I hear, so excited you thinking of making the trip back to @PodCampToronto again this year. Rumour (aka Rumor) has it we may be seeing more of each other in 2012 too.
I'm ready to kick the butt of 2012. Been a long and tough road, but reinforced with stubborn will power and some leap of faith, you can get through the bumps in the road. Very good, honest post. Love that about you. Let's kick 2012 and drink champagne through the year celebrating each success together.
@debdobson62 You definitely had a rough 2011. We're all going to kick it this year!
Latest blog post: Human Organizations Start By Being Open
@ginidietrich wow gini, you have been through the ringer. You'll love going virtual! Happy 2012!
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Wow Gini - you've been through the ringer! I'm glad this Christmas was better for you than the Christmas of 2008 - yikes!
I'm with you - I believe this is the turn-around year! We didn't feel the effects of 2008 until 2009 ;-) but we felt it full force in 2010! 2011, though, miraculously was up a whole 2% LOL Not much, but it is up! I expect even more from this magical year!
So yes, count me in! Happy 2012!
Lori
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@Lori The best thing it's taught me? I'm not afraid of going bankrupt. Which is super freeing. Now I'm less afraid to take risks or make decisions. Because what's the worse that can happen? Oh yeah. I have to start over. Practically have had to do that anyway. So we're totally going to rock 2012!
Latest blog post: Human Organizations Start By Being Open
Thanks for being so refreshingly honest, Gini! 2011 was a year filled with major life changes for me: I lost my dad, lost my job, got married, went on my honeymoon, moved to NYC and started a new gig. I echo your sentiment that 2012 is going to be a great year. Cheers to you!
1 Like
@ericajmoss Holy crap. That's a lot of life changes at once. You're only supposed to experience one of those in a year. Cheers to YOU!
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