Episode 95 – How the Founder of a Customer Experience Design Firm Scaled Himself by Building a Team – Member Case with Jeff Pruitt & Ed Borromeo

Profits take a big hit as a result of under-delegation. Many leaders of boutiques would rather do something themselves than delegate it. This destroys morale and leads to high turnover. On this episode, Jeff Pruitt, CEO & Ed Borromeo, President of Tallwave share how they built a powerful leadership team by focusing on replication.


Greg Alexander [00:00:15] Welcome to the Boutique with Collective 54 podcasts for founders and leaders of boutique professional services firms. For those that are familiar with us, Collective 54 is the first mastermind community dedicated exclusively to helping you grow, scale and exit your pro search firm. My name is Greg Alexander. I’m the founder and I’ll be your host. And today we’re going to talk about building an executive leadership team around a founder and a CEO and the impact that can have on the scale of a firm. And we’re really lucky today because we have two guests. We have Jeffrey Pruitt and we have Ed, and I always mispronounce your last name, but let me give it a shot. Borromeo. How’d I do? 

Ed Borromeo [00:01:02] You did great. Great. Thank you. 

Greg Alexander [00:01:04] All right. Very good. And Jeff is the CEO and founder. Ed is a high potential employee that has been grown up in the organization. He started off, as I understand, as the EVP of Ops, and he got promoted, the CEO and then the president, and he’s the president of the firm now, which he’s been doing that for the last for the last almost two years. And that’s what we advocate for. We have a case for a grow your own approach to scaling executive leadership, because in pro serve, we’re a collection of people. Culture matters and success. Probability of success goes up when you grow your own. And that’s the role model that we have today. So I can’t wait to jump into it. But before I get into my questions, which I have many, I thought, Jeffrey, I would throw it over to you and have you do a proper introduction of yourself in your firm and then added love for you to do the same. 

Jeffrey Pruitt [00:01:57] Ed, thank you. So, Jeff Pruitt, founder of of Tall Wave Customer Experience Design firm, and we’ll get into a little bit of what that company is. But background was Arthur Andersen, Big Six, accounting to CFO and then president of a pro sort of digital marketing firm that that grew into a, you know, from 15 people to about 600 people and then started tall wave. As a customer experience design firm, we’re focused on helping brands increase net retention revenue through looking at the experience that they deliver, deep journey mapping of that experience, but also looking at the people process and system to deliver that experience. We’ll go in and do deep assessments and mapping of how you can transform that experience over a period of time. And then usually we’re part of product design, product management, product strategy, potentially program management of those workstreams and driving outcomes, which also include the digital acquisition or digital marketing side as well. 

Greg Alexander [00:03:01] Okay, great. Ed, how about you want don’t you tell us a little bit about yourself. 

Ed Borromeo [00:03:06] Yeah, thanks, Greg. So I’m an engineer by training and ex-military officer doing a lot of operations while I was in the service. And then I went into the utility space where we ran operations for utilities, but then started off spun out a technology company that did both SAS work as well as managed service work and sort of my skin into my beginnings of stint into professional services. Today I’m the president of Paul, where I oversee our day to day in the business, namely the growth side of the business as well as our practice areas. 

Greg Alexander [00:03:41] Okay, very good. So Jeff has been a member for a while and I’m happy to report that he’s one of our ten featured role models in my upcoming book, The Founder Bottleneck How to Scale Yourself. And the subject of that book is it’s how somebody like Jeff understands who is high potentials, are high potential employees, how to delegate them, delegate to them, what to delegate, which allows the founder to reimagine what it is that he’s working on and amplify his contributions to the business. Jeff, let me start there. How did you identify Ed as a high potential employee? 

Jeffrey Pruitt [00:04:21] And he identified that to me personally. He would come in when we were a little bit different of an organization that we are today. At the time, we’re an innovation consulting firm that said, in a holding company that also was spinning out some of our own companies. So we’d spun out four companies, separate C Corp and and some of those companies were growing well, some has since sold. And in the meantime, he came in as a contributor as he was looking at wanting to get into the innovation technology space different from where he was a little bit prior. And so you’d come in and he was working for a direct report of mine and I noticed his potential. But he also came in and said, Hey, I recognize you’re struggling with some stuff in and around operations. I can help you. And needing the help, I said, Well, let’s sit down and talk about it. And so at the time I had flattened the organization and had everybody reporting to me as I felt I needed to get closer to what some of the issues were. When Ed came in and and took on some initiatives for me, I immediately realized that he could he could probably take on a lot of the reports and run the operations of that business. He he did come in. He did so he got us to profitability. And then we had an opportunity to merge that business innovation consulting firm with a customer experience digital marketing firm. When we combine those two, it made a ton of sense to me to move him to CEO of that merger and of us both ride together in this journey of building tall wave as a customer experience design firm. 

Greg Alexander [00:06:09] Very good. So, Jeff, let me stay with you and ask a follow up to that. And then I got a couple of questions for you with bear with me. Sometimes when I work with founders and they’re struggling with this concept of kind of delegating and replicating themselves and others, there’s a trust issue. They are self-described control freaks and maybe perfectionists. Sometimes they they they don’t think about progress. They think about perfection. And they’re reluctant to delegating and give up key strategic components of running the business. You clearly did that with Ed. So did you ever struggle with that and how did you get over it? 

Jeffrey Pruitt [00:06:51] Well, I think from large part, I have an idea of where I want the company to go, and I have an idea of how I want to enter the organization. And I always look like 12 months out, and I ask myself, how do I want to enter the organization when I walk through the doors? What are the things I’m doing? And part of that is a progression of how does the company progress beyond where it is today. So getting a little bit of that vision of understanding where the company is going and then what is my role in it? How do I show up and and progress the business more? The conclusion of that is you’ve got to give up what you’re doing and rely on individuals like Ed to be able to to manage a good portion of the organization. We’ve had iterations of that, and I think we’re stepping into our next iteration right now and it feels great. I can tell you that I’m not perfect, and I would say I don’t know if I’m a control freak from an ego perspective, but but I have an idea of what works sometimes and I feel like, Hey, I know what works and I need to inject or insert myself in that process. And I hope Ed would say in the last 18 months, I’ve gotten better at staying out of that process. And he’s doing better also commanding, controlling and reporting up to me on those things where he might need me. 

Greg Alexander [00:08:16] Okay, very good. So let me come to you and look at it from your perspective. So, you know, it sounds like you’re an execution machine as a lot of ex-military are, and you’re the perfect partner with Jeff, who is probably more visionary. And that’s me commenting on that, having had the pleasure of getting to know Jeff. So you guys are really good match and you could work anywhere. Why did you decide to partner up with Jeff and and take on this role of president? 

Ed Borromeo [00:08:47] Gosh, that’s a good question. So first of all, just a notion of this space, I was pretty intentional in getting into the innovation and experience space, having sort of gotten a taste of that my prior life. So I felt like, like Jeff, Jeff is the kind of founder that also likes to surround himself with a team and doesn’t want to go it alone. And I think that’s a big part of his persona. And that was really welcoming for a guy like me to come from the outside and to be part of that. And I think I’m super grateful for that opportunity. And so I think that sort of sets the stage in terms of just just a partner. I think you said it. You know, it’s a good it’s a good compliment, I think, to your point of how to how do we make it work? It’s not without a lot of communication, sometimes healthy tension, sometimes, you know, the how versus the what and struggling between that. But it’s about wanting to desiring to grow a business and knowing that it takes different perspectives and complements. And I think Jeff adds that. He adds that he has a clairvoyance and a vision that, you know, it’s not like I wake up with that. I think that’s innate. But, you know, getting getting stuff done and really understanding how to spread that through the organization while bringing people along is something that I bring to the table. And so us working through that in partnership has been has been really beneficial for us. And it takes it takes the good hard work of talking about it and talking about it and, and and then holding one another accountable. 

Greg Alexander [00:10:14] Something that struck me regarding the way that Jeff talked about your story and how you came to him proactively saying, hey, I see these particular challenges. I think I can help you with them. I can contribute more. It was really enlightening to hear that from you. And I think many of our members who join is a team that are power members with the founder and his or her team. Sometimes they’re they’re hoping that their right hand or left hand, so to speak, would be proactive with that type of guidance. So what would you say to members of Collective 54 that aren’t the founder but are on the executive leadership team? What advice would you give them to inspire them to raise their hand and say, Please give me some more to do? I think I can solve this problem or that problem. 

Ed Borromeo [00:11:08] Yeah, that’s a good question. First of all, that struggle is real, right? Because as a growing business, you go through these, as I’ve mentioned, these iterations of having to evolve the version of the business, but then the version of oneself as you get to sort of the next level of leadership. And I think that if we’re all line of what we’re trying to do here, I think I think just having that sort of holding one another accountable for the next leg up to to evolve to the next stage, I think also causes that, you know, for us, we’re wanting to grow and we know we sort of innately believe and inherently believe that we have to evolve ourselves as individuals. And that means having a vision for where we want to individually go as professionals, as partners in the business, which means by definition having to let go of some things. And so you have to believe that these things can’t be roadblocks, that it’s necessary to evolve. And then, you know, talking about those things very deliberately. So I think Jeff and I always talk about a year ago, Hey, as president, this is where I want you to go. And as a result of that is what you need to let go of and where you need to be thinking. And and that is always a North Star that we revisit. When or are we at least, I mean, monthly, but certainly quarterly to every four months we sort of reset and we say, where are we on our journey of, you know, you coming to fruition as a president and coming to fruition as a CEO in this next stage of our business. So it’s a very intentional and deliberate move that keeps us accountable to to to having to reach and grab more. 

Greg Alexander [00:12:40] Now, you know, it’s just exhibit A on how to do this correctly. We’re so lucky to have top wave in our membership, but it’s not surprising that your firm has scaled the way it has and its button up on 100 people now, which is really a great success story. I could go on and on and on, but I’m going to save some of my questions for the live Q&A session we have upcoming on Friday. So let me let me conclude it there and just say, on behalf of the membership, the two of you are role models, inspirations for everybody else, and it’s represents how to do it in this particular area. So thanks for being here today and for contributing. 

Jeffrey Pruitt [00:13:15] Thank you, Greg. 

Ed Borromeo [00:13:16] Thanks, Greg. 

Jeffrey Pruitt [00:13:18] Talk to you soon.

Greg Alexander [00:13:19] Okay. So for those that are in professional services, who want to belong to a community like this and learn from really bright people like Jeff and Ed, continue to instruct. So you should consider applying to Collective 54 and being a member and you can do so at collective54.com if you want to read about this subject to replicate yourself and others, there’s a whole chapter on that in the book. The book is titled The Boutique How to Start Scaling Solo Professional Services Firm. You can see that on our website to pick it up on an m on Amazon. So listeners, thanks for listening and I look forward to our next episode.