In this Expert Insight Interview, Nick Collins discusses starting from scratch. Nick Collins is the founder and CEO of Sartoris Digital, founded in 2013 to help companies identify and execute high-value web and mobile software initiatives.
This Expert Insight Interview discusses:
- How Nick Collins has had to pivot in his career
- How focusing on a single technology stack limited his options
- Why he chose to approach his work from a user-experience perspective
Nick Collins has had to pivot twice in his life with his career and then take a different approach to digital marketing. His first big pivot came when he started his business back in 2013. Back then, Flash used to be the leading technology for multimedia on the web for a very long time, and Nick spent almost 16 years of his life specializing in it.
Unfortunately, Steve Jobs decided not to allow Flash on iPhones or iPads, which led to a massive shift in the industry where people like Nick Collins went from being in extremely high demand to essentially being pariahs in the industry, unable to find work anywhere. This entire shift happened over two months or less.
At this point, Nick had to figure out what to do. If Flash was no longer an option, what could he do next? He wondered if he should go strictly mobile and learn how to create iPhone or Android apps or make a 180-degree turn and look elsewhere. He sat down and thought about where the industry was going.
Eventually, he decided he would be agnostic to technology and embrace everything, focusing on the core principles of good software development and user experience. He would then use whatever technology best suited his clients’ needs.
Flipping the Script
It would be an understatement to say that pivoting from technology-based to experience-based was a steep learning curve. User experience was always part of the equation for Nick and his company, but it was almost an afterthought. He and his associates would decide on the technology stack they would use and figure out the user experience based on the technology choice.
Flipping that entire script required a different way of thinking about things; needless to say, it took a little adjustment. However, it has made for a much more efficient approach to servicing customers.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.