We had the good fortune of connecting with Jordan Trask and we’ve shared our conversation below.
Hi Jordan, can you walk us through the thought-process of starting your business?
I always knew I would eventually launch an idea I had since high school – but the fear of failure and success as an employee kind of kept my aspirations at bay. Once I was let go with a handful of people from a start up in 2016, a fire kind of ignited beneath me. I was tired of living by the gut of others. No matter how much effort I put forth, I was always usable and expendable. Besides, I had just had shoulder surgery and was pretty much unhirable without a set of 4 wheels.. In other words I was handicap with a Harley and a fresh baby girl (#4 at the time) at home. At first, I simply had to do something to make ends meet. For about a year, I did odd-jobs in the marketing spectrum while building the concept of “PreFocus.” But I quickly found that most of my clients didn’t value the idea of “thinking things through.” They wanted a marketing arm or digital contractor to do as they say. So even though my business was officially launched, I wasn’t providing what I set out to accomplish. Needless to say, I learned a lot in the first few years. I was able to get back on track and begin to find a groove with some key partnerships that include my wife (original photography). The thought process behind my business is to help companies communicate with the core competencies and authenticities of their brand. We work hard to connect our clients with ideal target audiences in a genuine way that leaves a lasting impression. I’ve realized that many people don’t understand this – let alone seek it out. At the same time, it’s the missing ingredient in millions of strategies. Today, we are finding our stride and have aligned with different channels to properly execute the vision. It’s only a matter of time before society realizes that bidding for attention and likability isn’t sustainable – especially if the experience isn’t valued or mediocre at best. Cheap convenience doesn’t last but quality does.
What should our readers know about your business?
At PreFocus, we don’t believe in a certain set of deliverables that guarantee you some sort of result. With attribution the way it is today, any marketer can claim they sent you a lead in exchange for your hard earned dollars. At PreFocus, we tell you to save your spend. We want you to see your inefficiencies and areas of opportunity. Far too often, CEO’s and business owners think they have to do MORE – but they simply have to be MORE effective.. So.. at PreFocus.. we take the time [FOR FREE] to learn as much about the business as we can before doing anything at all. We want to understand WHO we’re working with and WHAT they’re goals are before telling them HOW to define success. We’re not experts in your industry, you are. But in order to help you bridge the gap between branding, sales and marketing – we have to align. WHY? Because it’s the most effective way and we can prove it to you. So what are we most proud of? We don’t have to persuade you or sell you on a PreFocus. Once people reach a certain point of stagnancy with marketing, they can see the sales pitches for what they are. They’re all the same. When you’re ready to take your business seriously, you’ll appreciate the critical element of our business. At the end of the day, pain is gain – so get your mind right. Not only are we very passionate about what we do, but we’re passionate about the growth of our clients. No matter what our clients hire us for (creative direction, ad strategy or a complete facelift), they receive a tremendous amount of insight and ideation. We don’t know how to turn off our aspirations to improve – so bring a pen and paper to every interaction. Most importantly, we hold ourselves to a high standard. Learning from our past mistakes and being transparent about the reason WHY we do things is important. This presents our clients with a trustworthy peace of mind they can feel – motivating them to do the same for their brand culture. To reach this point of confidence hasn’t been easy. Nearly every voice in the marketing industry says we’re wrong. This causes companies to scoff at our genuine measures – the return isn’t fast enough for them. At the same time, their business isn’t sustainable unless they buy ads that tell consumers what to do. While there appears to be a gold rush of sorts for online real estate, it’s not necessary. We cannot succumb to these baseless concepts and can now prove how and why things work. So, if you’re on the fence, a free consultation will give you a lot of perspective. The best part is, we don’t care if you hire us. We just want you to take what we say seriously. We don’t schedule these and not prepare. Not many marketing agencies will do this without asking for something in return. We hope you take our ideas and share your appreciation… because your success is ours, truly, at PreFocus.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I would probably plan some sort of trip up north to the Canyon or this little cabin my family and I found in Tonto. We hiked a creek for a day and it was a lot of fun. Doing something like this really allows you to explore the beauty in Arizona while having some good conversations during challenging moments. You can also learn a lot about a person this way. On the way back, we’d probably stop at a few mom and pop spots for food and desert. We all like Mike and Irma’s “The Place” or Benny’s Burgers in Arrowhead. Since my 6 kids go with us everywhere, it wouldn’t be too pricey. Afterwards, we could come back to the house for some games. We enjoy hosting because the car load can get a little overwhelming.
Who else deserves some credit and recognition?
Nate Seeley (founder of BlueSoft Websites) has been an integral part of our success over the past few years. His knowledge in web dev, CRM software, internal processes, employee development and other programs has really taken our value to the next level. Nate isn’t someone that spews hot air into important meetings and brainstorm sessions. He brings a level head to discussions and ensures the channels our clients use are advantageous the business and its customers. His character and integrity is unmatched in the marketing realm – I would know. I’ve spent countless interviewing and training people for certain tasks and no one has come close to his reliability and professionalism. When it comes to disrupting the normalities of marketing and helping businesses truly find a grove in their marketplace, someone like Nate is essential. I’m glad to have him on our team and look forward to merging our business models in the near future (once COVID gives us clarity on brick and mortar).