I recently went one-on-one with Matt Seiler. Matt was a divisional President and CEO at Omnicom and the Global CEO of IPG Mediabrands and is a board member of Converge Marketing.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Matt: I run my own company focused on organizational structure and design, with an emphasis on performance-based compensation. I have been passionate about aligned service with outcomes from the start of my career.
What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Matt: I had a stupid title, “Chief Insight and Integration Officer,” which meant that I oversaw one particularly important client and the 21 agencies which serviced their five divisions plus corporate. It was not just a stupid title; it was a stupid role. After a year and interviews with all of the divisional CMOs and presidents, it was clear that this was not a role the clients valued, and that we/I should not do it anymore. I wrote a bulletproof recommendation to that end and shared it with my boss, the group’s global CEO. They were unmoved and refused to let me out of the job. When your clients have essentially asked you off of the business, but your boss says “tough shit,” that next day at work is a tricky one, to say nothing of those to follow.
Adam: In your experience, what are the key steps to growing and scaling your business?
Matt: OSSPP. I have a framework I have used for many years: the “O double S, double P:” Objective, Strategy, Structure, Process, People. The only way I know how to grow and scale is to be super focused on what we are collectively attempting to do, and then how, and with what and whom we will go about that. Frequent, constant check-ins on that “OSSPP” are essential.
Adam: What are your best tips on the topics of marketing and branding?
Matt: All of the best marketing communications of which any of us is aware started with a single-minded focus. That is why some of my favorite ads have been on out-of-home boards. They force clarity and simplicity.
Adam: What do you believe are the defining qualities of an effective leader?
Matt: The best leaders help to set direction and ensure the team has the tools and freedom to help ensure it gets done. It is like parenting: kids need you to set goals and direction and to know you have got their back as they go about attempting to achieve them. And, as with parenting, you have to be an astute listener.
Adam: And how can leaders, or aspiring leaders, take their skills to the next level?
Matt: I have always thought the best way to get the job you want is to start doing it. Don’t wait for the promotion. Be it. And as to upping one’s skills, always have your antennae up… there are lessons everywhere. Listen to music. Read books. Watch movies. Always have eyes and ears open to lessons. Do not rely on business books. In fact, avoid them unless absolutely necessary.
Adam: What are your three best tips for entrepreneurs, executives, and civic leaders?
Matt: Do not go for the money. Follow your passion. Money follows. That might just be the three. But to boil it down:
- Know what you want
- Stay focused and avoid distractions
- Prepare to adjust…
Adam: What’s your best advice on building, leading, and managing teams?
Matt: The best teams are the diverse ones. And while that is also true of the DEI kind of diversity, that is not what I am referring to. A variety of experiences on the executive committee leads to superior outcomes, every time. “If all you ever do is all you ever did, then all you’ll ever get is all you’ve ever got.”
Adam: What’s the single best piece of advice you’ve ever received?
Matt: Get the corned beef hash.
