Part of my story is, there was a church I was going to and a guy who started a company selling wakeboards online. He happened to be the VP of Technology of this company that was the largest auto-importer of foreign parts. So he worked for a massive company and started this little company selling wakeboards online. And I just so happened to be totally into snowboarding. It was like my life when I was in high school and college.
And they were like, "Snowboarding, that's pretty much like wakeboarding, right?" Except for, you know, snow and water, it turns out it's not true at all. But they were like, "You can answer the phones." So, yeah, I sold probably more wakeboards than anyone in the country for a couple of years, having wakeboarded like four or five times myself. This was the early days of the Internet and part of running a business online is like, "How do people find out about you if you don't have a local store that people know about?" Marketing online was something we just learned from scratch.
Eventually we went through the whole 2008 crash. Apparently, a lot of people who wakeboard buy hundred thousand dollar boats on credit from their house. So when the crash happened everyone's business just tanked. So I thought, "What do I do? Maybe I become a programmer or something, my little brother does that." And I just thought, what if I do everything I've learned for companies? So that's what Appareo is, it's just me.
Ken: I remember the last time we talked, I was kind of fascinated that you didn't wanna work at an agency, and you also didn't want to make your agency big. Do you want to expand into that, why you don’t want to expand?
Jordan: Yeah, I don't really know where it comes from. I just...I try not to take myself too seriously. The job I had at this company called Wakeside was to be the marketing manager. So I got pitched by everyone - by agencies - all the time, and I don't know, none of them were very humble, and I hated that because I feel like, especially on the Internet, you have to be humble because everything is constantly changing.
And that's not all agencies, there're a ton of great people who work in the agency world. That's just like my experience there. I just don't have the ambition to make some huge monument to myself about like, "This is what I've built, all these people work for me.” I don't have any problem getting bigger, I just wanted to be the right size to serve clients well. That's my main goal. And I want to make good money, and have some flexibility but I don't see a big agency needing all that.