Around Here... He's Just Nick

Can I let you in on one of the best parts of my job? Most people think it's keeping morale high. Making people laugh. Celebrating wins. Keeping this place from taking itself too seriously. They're all pretty great, don't get me wrong. But they aren't my favorite part.

My favorite part is introducing the people behind Cracked Egg.

Because here's the thing...

The titles are impressive. The résumés are impressive. The client wins are definitely impressive. But those aren't the reasons I look forward to introducing someone. I care about the stories. The moments you don't see. The conversations that happen after the meeting officially ended. The weird little habits that somehow explain everything. Those are the things that tell you who someone really is.

And if we're going to kick this series off anywhere...we have to start with Nick James. Yes, he's our Founder and CEO.

Around here, though... he's just Nick.

And honestly? I think that's exactly where every good introduction should begin. Because if you've ever wondered why Cracked Egg feels a little different...why we challenge each other. Why we care so much about doing things the right way. Why culture around here isn't just something hanging on a wall...it all starts with people. And it starts with this one.

The Guy Who Never Really Ends the Meeting

Okay... here's your first unofficial lesson about Nick.

Don't make lunch plans. And don't book another meeting for 2:05.

It usually starts with four words: "Hey Nick... one more thing."

That's it. That's the trap.

Because nobody around here has ever said those four words and gotten out of the room in under fifteen minutes. New people fall for it every time. "This one should only take an hour."

Sure it will.

The only people surprised anymore are the new hires. GIVE THEM A WEEK. HR should probably warn people about that phrase during orientation.

One day I asked Nick what accomplishment he was most proud of. I'll admit... I had already answered the question for him: Building Cracked Egg or landing a huge client. You know, "Founder answers."

Instead, he told me about someone on our team. Not because they landed the biggest client. Not because they broke a company record. Because he'd watched them grow into someone they hadn't believed they could become.

Yep... that tracks.

Wait... There Was Another Agency?

One of our copywriters was proofreading the leadership team bios when she looked up and asked,

"Wait... you built another agency before Cracked Egg?"

A couple of us looked at each other. We knew where this conversation was headed.

Nick looked up like she'd asked him what day it was.

"Yep."

A few seconds later she asked the question we were all waiting for.

"So... why build another one?"

Nick didn't hesitate.

"Because I always believed there was a better way to build a marketing agency."

She paused for a second.

"Better how?"

Nick leaned back.

"By acting like a partner instead of a vendor."
"Marketing isn't the goal, growth is."
"Too many agencies sell tactics. I'd rather build growth plans."
"Sometimes the answer is more marketing. Sometimes it isn't. Our job is figuring out the difference."

Lunch After the Client Meeting

We'd wrapped up a client meeting and decided to grab lunch before heading back to the office. Everybody's digging into their food. Somebody takes a bite of their steak tacos and says, "These are really good." That somehow turns into everyone talking about the best steak they've ever had.

Nick casually jumps in. "I tried something new on the grill this weekend. Fresh herbs... a few Greek spices..." Now everyone's comparing recipes.

Chris still swears charcoal is the only way to cook.

Nick disagrees.

I'm staying out of it.

Mostly because I'd like to keep getting invited to lunch.

Stop By for a Bit

I've learned that "stop by for a bit" doesn't always mean stop by for a bit. Especially at Nick's house. By the end of the week, Nick's poured everything he has into Cracked Egg. Helping clients grow. Solving problems. Building what's next.

When the weekend rolls around he's exactly where he wants to be. At home. With Vanessa.

His daughters stopping by. Family dropping in. A few close friends. The grill's already going. The fire pit's lit.

Somebody's giving someone else a hard time about whatever ridiculous thing happened during the week. Someone else is halfway through telling the story about the neighbor who somehow turned mowing the lawn into a neighborhood event. Nobody can stop laughing long enough to hear the end of it.

A bourbon somehow finds its way into everyone's hand. The cigars come out. The conversations get longer. Nobody's trying to solve a business problem. Nobody's trying to impress anybody. They're just enjoying being together.

Monday will be here soon enough.

Wait... Is Nick Rapping?

We were in the middle of mapping out a client's growth strategy. The whiteboard was covered in arrows. Somebody had Spotify playing in the background. Nobody was really paying attention to the music. Until a few of us heard somebody quietly rapping along. Not loudly. Just enough to notice.

I looked over.

Nick was tapping his foot under the table like he'd completely forgotten anyone else was in the room.

Every word. Without missing a beat.

I'll admit. I wasn't expecting that. He caught me looking. Started laughing. Didn't even try to deny it.

Somebody across the room finally asked the question we were all wanting to ask.

"Wait... you know all the words?"

Nick looked up.

"Of course."

That somehow turned into fifteen minutes of everyone trying to stump him with another song. Spoiler alert...it didn't work. Apparently, Nick came prepared for that meeting too. Eventually, we got back to the whiteboard.

One Last Thing...

Hatch was perfectly happy ending this profile three pages ago. Unfortunately for him...around here, we like things finished properly. We also don't accept "good enough."

So... Hello. I'm Chris. The COO. And I'm taking it from here.

Sorry, Hatch.

There's one story only I can tell.

I've honestly lost count of how many Teams calls, phone calls, text messages, emails, and chats the three of us (Nick, Garrett, our CTO, and me) have had.

One conversation somehow turns into another. Strategy becomes product ideas. Product ideas become culture. Culture becomes the future. Somewhere along the way...somebody changes the subject completely.

Then somehow we're all still talking at 10:30 at night. The funny part? Nobody's keeping anybody there. We're all there because we care that much.

Building Cracked Egg has never felt like a job. It's felt like three people who genuinely believe there's a better way to build a marketing agency...and refuse to stop until we've done it. The next morning we're right back at it again. Not because we have to. Because we want to.

One afternoon we were reviewing something we'd spent weeks building together. Everybody got quiet for a second. Nick leaned back, looked at Garrett and me, smiled, and said,

"This is better than I ever imagined."

I've received a lot of compliments throughout my career. I honestly don't know if any of them have meant more than that one.

So, like we always do...we got back to work.

P.S. Never argue with Operations. They document everything.
– Hatch