Why Your Business Needs More Than a Great Idea: How strategic marketing and authentic values drive lasting success
If you're thinking about launching your own business, there’s plenty to learn from those who’ve walked the path before you. Bryan Tomek’s story is a valuable blueprint, filled with practical lessons about the realities and rewards of entrepreneurship.
North Adams Company was launched because its founder, Bryan Tomek was looking for a product that just didn’t exist: graphic tee designs that met his aesthetic sensibilities. What he discovered along the way would be the foundation for his apparel company’s product line as well as its culture that drives him and his team towards excellence.
Lesson 1: The Power of Identifying a Clear Market Need
Bryan’s journey began like many other founders. He saw a gap in the market. Bryan’s searches to find graphic tees that had a clean, simple designs came up empty. Those that he did find were either too plain or had overly busy designs; neither of which appealed to him.
Seeing this unmet need, Bryan teamed up with independent artists to craft a line of minimalist graphic tees that he believed would appeal to others like him who sought a product that would be both fashionable and comfortable.
Future Founder Takeaway: Pay close attention to gaps in the market that others may overlook. Your personal pain points can be the seeds of a business idea. When you solve a problem you deeply relate to, your passion will fuel your effort and set you apart.
Lesson 2: Embrace the Learning Curve
Launching a business is a continual learning experience. In the beginning, Bryan faced a whirlwind of challenges. For example, his efforts to launch a Facebook advertising campaign proved daunting due to its complex coding requirements.
To tackle this, he hired a freelance Facebook ads consultant via Upwork who guided him through setup and management. It proved successful as some of his first customers came from these ads. Other followed through listings on Google Marketplace and having a solid SEO strategy.
Future Founder Takeaway: Don’t try to go it alone in areas outside your expertise, especially when they are critical, like marketing. Outsource or ask for expert help to get traction faster. And remember, quality products alone don’t sell themselves. You must market strategically and continuously.
Lesson 3: Define Your Company Values
For Bryan and North Adams Company, “comfortable” doesn’t just refer to the products they offer. It includes how you approach work and life balance and the value you feel every day. His company culture reflects a commitment to making work enjoyable and sustainable by securing the support needed to grow.
“North Adams Company is all about being comfortable,“ Tomek said. “You should be comfortable in your responsibilities, comfortable in your work/life balance and comfortable in how you are treated and valued.”
While Bryan simply wants to be remembered for creating really great products, he notes that this is not a solo endeavor. His team, which includes employees and contractors, plays a vital role in the company’s success.
Future Founder Takeaway: Build your business culture and brand around authentic values that matter most to you. When you create from a place of genuine care and clarity, your brand resonates more strongly, enabling you to endure the ups and downs of entrepreneurship.
Lesson 4: Marketing is Non-Negotiable
When Bryan first launched his apparel company, he hoped the brand and product quality would be enough for word-of-mouth growth. However, he quickly realized apparel products don’t market themselves. To go beyond surviving and begin to thrive, he needed a focused, comprehensive marketing plan and dedicated resources to execute it.
He pivoted accordingly, investing time in broad marketing efforts alongside design and brand building.
Future Founder Takeaway: Don’t underestimate the marketing muscle your business needs. No matter how good your product is, without a plan to get it in front of your customer’s eyes continually and consistently, growth won’t follow. Budget, strategize, and execute marketing like it’s a core product itself. Because in many ways, it is.
Lesson 5: Be Ready to Pivot and Expand
Bryan’s next big step is moving from direct-to-consumer online sales to wholesale, getting his apparel into brick-and-mortar stores. This expansion broadens distribution and opens new growth avenues.
He is looking forward to the opportunities that this new endeavor will bring to his company, knowing that his past learnings and experiences will fuel this growth.
Future Founder Takeaway: Stay flexible and open. Growth often requires pivoting, exploring new channels, and expanding your approach. Keep believing in your product’s potential and keep pushing. Patience combined with persistence can be your most powerful asset.
Starting a business is rarely straightforward or easy. Bryan credits Michael Eisner’s book Work in Progress for shaping his mindset. His story is a reminder to business owners everywhere that success requires more than a great product. It demands strategic marketing, perseverance, and clarity about your values and goals.
For first-time founders, the lessons here should fuel your confidence and commitment. Bring your unique perspective, find help where you need it, build with authenticity, keep marketing smart, pivot strategically, and never lose sight of why you started.
Remember: The entrepreneurial path is a marathon, not a sprint. Stay curious, stay resilient, and stay true to your values in the process.