Why I’m Building Plot: A New Chapter in My Journey as an Entrepreneur

Welcome to the start of something new! In this article, I share the beginning of Plot’s journey—a new strategic design agency built to move at the speed of today’s market. As someone who’s already built two successful agencies, I’ve learned invaluable lessons along the way, and now I’m opening the doors to show you exactly how Plot is coming to life from the ground up. From how I partner with the right people to the importance of going deep before going wide, I dive into the process behind creating something meaningful and exciting. Want to know what it’s like to build an agency from scratch? Keep reading.

The Journey

As an entrepreneur, I’ve always believed that the journey is just as important as the destination. Over the years, I’ve learned countless lessons, some easy, some hard, but each one shaping the way I approach business today.

Now, with Plot, I’m at the very beginning of a new chapter. It’s a journey that, honestly, I don’t know how it’s going to unfold. It’s much easier to wait until you have a successful story to share, to write about the shiny finish and the lessons learned after the fact. But I want to do something different. I want to share the process as it happens, to open the doors and let you in on what it’s really like when things are just starting to take shape. It’s scary to be vulnerable, to share something that might not work out, but I believe that’s the real story. This is about documenting how things are born, how decisions are made, and watching this agency grow over time. And, one day, I’ll look back on this and see how far we’ve come.

I’ve already built two thriving agencies, White Canvas and Loop3, but Plot represents something new—a new city, a new partner, and a new set of challenges. In my previous ventures, I learned the importance of going deep before going wide, a lesson that shaped how I approach business today.

Go Deep, Then Go Wide

Every agency I’ve built has started with a clear and specific goal—one area where we could focus, excel, and carve out a niche. From the very beginning, this clarity of vision has been key. When you know exactly what you’re setting out to accomplish, it becomes much easier to find the right people to join you on the journey. You create a team that shares your passion, vision, and values, and you build a culture that thrives around that shared goal.

I’ve learned that when you focus on one thing and do it exceptionally well, you not only deepen your expertise, but you also open up opportunities to expand. You can go deep and wide at the same time. By focusing on a specific area, you build expertise that allows you to broaden your scope later without losing the quality and focus that made you successful in the first place.

In building each agency—White Canvas, Loop3, and now Plot—I’ve been able to apply the learnings and insights from past endeavors. The depth of knowledge I’ve gained over the years informs everything we do, and it allows us to take on new challenges, refine our offerings, and, ultimately, scale the business.

It’s All About the People

When I started White Canvas 10 years ago, I had one thing clear—I wanted to work with people I truly enjoyed working with. But looking back, I made one big mistake: I hired people I liked, but not necessarily people who were better than me at their craft. We grew together, learned along the way, and had a great time doing it, but it took us a lot longer to reach the level of excellence we aimed for, and profitability came much later than expected.

Fast forward to three years ago, when I co-founded Loop3. This time, I knew I had to get it right. I partnered with people who were smarter than me at their craft—experts in their fields. And the difference was night and day. With the right people in place, we were able to accelerate the growth of the company exponentially. The niche was different, but everything I had learned from White Canvas made the journey feel almost like cheating. We were able to hit the ground running, thanks to the strong team we built around a shared vision.

Now, with Plot, I’m using the same approach. I’m partnering with Diego, someone who brings more years of experience in branding, design, and the industry than I do. He has the expertise I was missing, and together, we’re building something stronger than what either of us could have done alone. Diego and I met four years ago when I sent him a cold email during one of my routine trips to New York. We grabbed coffee and talked for hours about design, entrepreneurship, and life. It was an instant connection. Over the years, we met up many more times, each conversation strengthening the bond we had. We always knew we’d end up doing something together, but it wasn’t until recently that the pieces fell into place to create Plot.

Why Plot?

In my years of designing websites and working with brands, one thing became clear: many brands struggle with clarity. They lack a defined strategy and aren’t always sure how to connect with their customers. When redesigning a website, revisiting the brand itself is often out of scope, which leaves businesses with designs that miss the mark. But here’s the truth: traditional branding processes—those that take months to complete—simply can’t keep up with the speed that the market demands today. That’s why I founded Plot. It’s a strategic design agency built to be agile, moving at the pace of today’s fast-changing world. The business plan is simple: Design powerful brands with precision, strategy, and speed—delivering results before the world moves on.

The Plot Journey

Plot is just beginning, and we want to open the doors of the kitchen to anyone and everyone who’s interested in seeing how this journey unfolds. I often regret not documenting the early days of White Canvas and Loop3, but I’m grateful to have the chance to share this one from the start. I want you to join us in this process, to follow along as we build something new and exciting from the ground up.

We’ll be sharing our process and insights across multiple platforms—whether it’s through bi-weekly updates on our newsletter or personal posts from me about how I juggle running three agencies at once on LinkedIn. This is a journey of discovery, trial and error, and continuous growth. Whether you’re an entrepreneur, a fellow agency owner, or just someone interested in the behind-the-scenes of building a business, I hope you find value in the process and the lessons we’ll be sharing along the way.

Conclusion

Starting Plot is an exciting new chapter, but it’s also a reminder that every new venture is a risk, and the outcome is always uncertain. That’s what makes it thrilling. As I look ahead, I know there will be plenty of challenges, but I also know that the experiences I’ve gained from White Canvas and Loop3 will help guide us. With the right people—like Diego by my side—and a clear vision, I’m confident that we’ll continue to learn, grow, and build something truly remarkable.

Thank you for being a part of this journey from the very start. I can’t wait to share what’s next.