My time here at 3Cinteractive has been many things, but most importantly it has been one of both personal and professional growth. I have been exposed to everything from the Scrum methodology to marketing in the mobile industry. I was nervous at first but the entire Marketing team has been so welcoming and willing to help me learn! When I was first offered this internship opportunity I have to admit, I was very eager to work for one of the original six members of the company. In addition to the three cofounders, three other employees have been with the company since its beginning including vice president of marketing, Jeff Michaud. Jeff’s dedication and passion for this company are evident in everything he does here so I was excited for the opportunity to sit down with him specifically to learn more about what the journey to this point has been like.
Nicole: What is it like to watch 3Cinteractive grow from the ground up? How do you feel when you reflect back on the beginning days of this company?
Jeff: We worked really hard, with our heads down, spending as little money as possible, not even sure if this would become a sustainable business. As we grew we would have events at the office and I would look around and think, ‘all these people work here?’ It’s pretty unbelievable. But it’s been exciting and I’ve never learned as much as I have or have grown so much since we started this company.
Nicole: How do you think 3Cinteractive’s core competencies play in to their success today?
Jeff: I think they all sort of feed in to each other and that one doesn’t really exist without the other. When we started the company, the only thing we really had was our culture and the focus on our personal and professional growth as we tried to figure out mobile. That, to me, is the core foundation of everything we do here; nothing exists without that. Duff (John Duffy, 3Ci CEO) always says if we started a flower shop, it would be the greatest flower shop in the history of the world with the team we have. After the culture, doing important work for world-class customers is key to building a sustainable business that generates profitable revenue. Finally, more important than the core principles themselves is the focus and discipline to stay on and stick to them. That is a core part of the company’s success.
Nicole: What do you look for when hiring people to your team?
Jeff: Bill Belichick and the Patriots have a philosophy around acquiring a certain type of player to fit their system. They look for people who have the right attitude, people who are hard working, talented, coachable, and someone who has passion for the sport. These characteristics fit a lot of the dimensions of the people we have always looked for here at 3Cinteractive. And so, I tried to model my team after that and then really stayed focused on developing them to get better everyday. Going back to our core principles – being a coach and a mentor to help them achieve the things they want to do, to help them aspire to something after 3Cinteractive, all the while keeping an eye on the future of this company.
Nicole: What makes 3Cinteractive special in this still undefined mobile industry?
Jeff: First and foremost, the quality of the people we have. It is unquestionably the biggest factor in the success of this company thus far. Second, would be our approach to mobile, in general. What we try to focus on is doing things that are measurable and impactful for our clients, and ultimately for our business. We never focus on the technology. We focus on our clients and the ability to drive impactful results for them and we do this through long-term partnerships. I think this has put us in a different class than most of our competitors.
Nicole: In your opinion what are the biggest market challenges of the mobile industry?
Jeff: I think creating that trustful relationship between the consumer and the brand is the biggest challenge we face. Since everything is moving towards big data, having the ability, as a brand, to leverage that data to provide real value to the consumer – all while, being open and transparent about the data they are collecting, and why – is very important. If trust between brands and consumers doesn’t exist, and consumers don’t understand the value they are getting – they won’t be willing to share personal information. That could really stifle the growth opportunity that the B2C brands and the mobile industry have in general.
About The Author:
Nicole Marmion is currently interning with the marketing department and is working on mobile consumer behavior research. She is a recent graduate of Florida Atlantic University with a degree in Psychology.