Interview with Reid Carr: Lessons Learned From a Leader in the World of Marketing & Advertising

I recently had the chance to speak with Reid Carr, CEO of Red Door Interactive, about marketing, core values, and advice regarding how to achieve personal career goals.

Where did the idea for Red Door Interactive’s 100% Jerk Free Environment originate?

-“We felt that we needed to articulate our values. As our team met to create this set of core values, one of our team members, Kelly, was writing down each idea on his computer that was projected onto the main screen. He proceeded to type ‘100% Jerk Free,’ which we couldn’t help but laugh at. Really, 100% Jerk Free? There is no way we could actually say that, right? But the more we thought about it, the more we realized that really is what we are all about. Eventually it stuck, and it truly encompasses the culture we look to create at RDI. We believe that internal experiences directly affect external experiences.”

And it shows. Red Door Interactive has been voted a Best Place to Work by Ad Age, Inc. and the City of San Diego.

When has the 100% Jerk Free policy had a tangible effect on your business?

-“The process of working with a client revolves around whether or not our cultures and values align. On our end, it can be hard for potential clients to believe that we genuinely stay true to our values. Oftentimes, agencies have a reputation for being the exact opposite of jerk-free, so it is our job to over-deliver on these values. In order to ensure we earn and maintain this reputation, we must deliver upon these values at an extremely high level. This mindset has caused us to fire our second-biggest client in the past. The short-term repercussions were challenging, and it was not easy by any means, but the decision earned us respect that we are still reminded of to this day. Red Door employees who had worked with that client are still a part of our team to this day because they witnessed us, as an organization, stay true to our beliefs. We understand that the ‘win-at-all-costs’ mentality comes at the expense of others, and we believe it is our responsibility to treat everyone, employees and clients alike, with the same amount of respect. When it is all said and done, we believe our work will benefit from sticking to this belief system.”

What are your thoughts on work-life balance?

-“I think it comes down to personal accountability. Most people place their own expectations upon themselves, feeling that they are forced to work a certain number of hours or obtain a certain amount of success by a specified deadline. If individuals recognized that these expectations are their own instead of attributing them to someone else, such as their boss or their peers, I believe they would rest easier knowing nobody is telling them to work a specific way. Two more ideas I would like to touch on regarding this topic revolve around health & wellness, and working with flexibility. Health & wellness are extremely important to ensure you are doing the best work you possibly can. Understanding the impact consistent exercise and a healthy diet can have on you and your performance at work will go a long way. Also, I don’t think people work with the level of flexibility that they should. Spending all the money you make is genuinely not a good idea, and this goes back to that level of personal accountability.”

Reid does a great job breaking down how our own mindsets dictate the way we view balance in our lives. In many ways, I believe Reid echoes the thoughts of Jeff Bezos, who views work-life balance more like a circle, integrating all aspects of life and work into one whole, rather than compartmentalizing each part separately.

Which questions do you generally ask potential clients when you want to get a better idea of how you can provide value for them?

-“I usually want them to step out of their own shoes and view their product/service from the perspective of their customer. Why would someone buy this product? What does the purchasing environment look like for them? The benefit of an agency is that we bring objectivity to the decision-making process, providing a company with the necessary perspective of an average consumer without bias towards the brand. Oftentimes, especially within sports or lifestyle industries where most employees are active enthusiasts, it can be very difficult for the company to view everything objectively. For you, working at Falken Tires and not necessarily being the biggest auto enthusiast, your perspective is extremely valuable because you provide the organization with the outlook of a generic consumer. In any industry, it is imperative that brands know why people buy their products, on an objective basis.”

Reid and I discussed these ideas using me as the example in this context. I described to him that I knew nothing about tires prior to working with Falken, but that the buying process is much different for me moving forward now that I know so much about tires. Reid pointed out that I am now invested in making an educated decision about my tire purchase in the future because I possess knowledge about the product and why it benefits me as a consumer; and that is the key. As marketers, our job is to educate the customer; to ensure they know why our product will deliver value to their life. This also encompasses the idea of promoting the benefits of a product rather than its features. Apple changed the music industry with this concept, choosing to advertise the iPod as “1,000 songs in your pocket” as opposed to describing the technical hardware that is responsible for giving us 1,000 songs in our pockets. Turns out, nobody cares why Apple can give us 1,000 songs, we just want them. I’m sold.

What advice do you have for a young marketing professional as they look to progress in their career?

-“For me, it was going to people who knew their stuff, such as senior employees and executives, and having enough insightful questions to eventually be associated with positive change. This is only possible if you are present; showing up, being engaged in conversation and not being afraid to ask stupid questions are all vital aspects to climbing the ladder.

“What often gets overlooked is learning everything adjacent to what you do. If you don’t know what other departments are doing to deliver value to the business, you will not ascend past middle management. You need to learn what other segments of the organization do to make the business money. Oftentimes people don’t know how the business as a whole is profitable. You can have all the ideas in the world, but if you don’t understand the process of earning a profit, those ideas are worthless. It can be an intricate and complex system, but it is crucial that you gain an understanding in order to progress within the company.”

Reid’s advice really struck a chord with me. He forced me to take a step back and think about an organization as a whole rather than solely focusing on my own tasks and how they contribute to my specific department. Viewing my tasks and duties at work with a wider perspective has already influenced the way in which I contribute in the office. Each task, no matter how big or small, must contribute towards the success and profitability of the organization. Not only does this better align the vision of the company with that of its employees, but it also serves as motivation and encouragement for each individual, ensuring they feel that their contribution at work is genuinely driving the success of the organization.

Reid Carr is the CEO of Red Door Interactive, one of the largest independent agencies in the country representing some of the most interesting brands in the world such as ASICS, Nissan, Titleist, WD-40, Igloo, Thermofisher Scientific, Bosch, Shea Homes, Thermador, and many more notables. 

You can learn more about Red Door Interactive via the link below:

https://www.reddoor.biz

Last but not least, enjoy this video of Reid’s Tedx talk where he dives into his personal story within the marketing and advertising industry, as well as the inception and development of Red Door Interactive.

A big thank you to Reid Carr for contributing his time and words of advice for this piece!