From Success to Failure to Success. An interview with Phil Bray from Yardstick
In this GYDA Talks, Rob talks to Phil Bray the founder of The Yardstick Agency. He believes financial planners change their client’s lives and more consumers should benefit from it. Phil talks about his experiences as a business owner and the lessons learned from both successes and failures in his career.
Robert and Phil discuss:
Introduction: Phil discusses his background, including his experience as a financial adviser and the establishment of his marketing agency, Yardstick, which specialises in serving financial planners. He emphasises the importance of niche markets in building resilient businesses.
Business Journey: Phil recounts his journey starting in 1995, moving from telesales to becoming a financial adviser. He shares the pivotal moment when he decided to start his own financial planning practice in 2006, fuelled by ambition and some initial success.
Acquisition Challenges: The conversation delves into Phil's experiences with acquiring other businesses. While the first acquisition was successful, the second one faced significant challenges due to poor due diligence, personnel issues, and market downturns, leading to cash flow problems.
Red Flags Ignored: Phil reflects on the red flags he overlooked during the acquisition process, including unhappy employees and a strained relationship with the vendor. He discusses how emotional investment and sunk costs influenced his decision-making.
Decision-Making Struggles: The discussion highlights Phil's struggles with timely decision-making amid financial difficulties. He acknowledges that optimism led to slow responses to emerging problems, which ultimately exacerbated the situation.
Crisis Management: A critical moment in the narrative involves a leaked restructure plan that was mistakenly distributed to all employees, creating further turmoil within the organisation. This incident underscores the challenges of managing communication and transparency during crises.
Takeaways: The interview concludes with insights on resilience in business, the importance of recognising when to pivot or cut losses, and the value of learning from both successes and failures.
