Second in Command: Episode 444 – Mike Wisner, COO of Mawer Capital LLC

Release Date: January 28, 2025
Host: Cameron Herold
Guest: Mike Wisner, Chief Operating Officer, Mawer Capital LLC

Introduction

In Episode 444 of the Second in Command podcast, hosted by Cameron Herold, Mike Wisner, the COO of Mawer Capital LLC, delves into the intricacies of managing rapid growth, optimizing team structures, and leveraging technology in the digital marketing arena. With a career spanning diverse industries, Mike shares valuable insights on leadership, strategic decision-making, and brand development.

Background of Mike Wisner and Mawer Capital LLC

Mike Wisner has been a pivotal force at Mawer Capital LLC for the past five years, working alongside Rudy Mar, the charismatic face of the company known for his distinctive red attire. Under Mike’s operational leadership, the company has navigated significant growth and strategic pivots, establishing itself as a dynamic player in the digital marketing sector.

Notable Quote:
"My expertise lies in key areas such as sales, marketing, human resources, finance, and system optimization." – Mike Wisner [01:56]

Navigating Rapid Growth and Scaling Challenges

Mike recounts Mawer Capital’s journey from a modest team of 14-15 employees to a peak of 110, followed by a strategic reduction to 35. This rapid expansion was driven by an initial surge in revenue, hitting seven figures monthly within the first 12 to 18 months.

Key Points:

• Initial Expansion: Driven by Rudy's vision to scale the team and enhance operational capacity.
• Challenges Faced: The rapid increase in headcount led to higher operational costs without corresponding revenue growth, resulting in inefficiencies.
• Strategic Reduction: The team was scaled back to focus on quality over quantity, emphasizing "A players" capable of multitasking and driving innovation.

Notable Quote:
"We didn't just give it, it didn't give us what we wanted, Cameron. It didn't, it didn't, you know, give us the additional revenue. It didn't create anything beneficial for the business and it just drained a little bit of our costs." – Mike Wisner [11:32]

Optimizing Team Structure and Processes

Mike emphasizes the importance of optimizing existing processes before considering expansion. By leveraging technology and refining systems, Mawer Capital was able to maintain productivity with a leaner team.

Strategies Implemented:

• Departmental Analysis: Evaluated each department to determine the necessity and efficiency of current roles.
• Technology Integration: Adopted advanced systems to enhance accuracy and reduce the need for additional personnel.
• Value Assessment: Focused on the value each task brought to the business, eliminating redundancies and prioritizing high-impact activities.

Notable Quote:
"We looked at the different departments, looked at the systems that were currently in place and how many people it took to do those and just tried to look at technology and how we could utilize that better in order to execute more efficiently." – Mike Wisner [14:11]

Embracing AI and Technological Advancements

In the digital marketing landscape, AI plays a crucial role in enhancing efficiency and productivity. Mike discusses Mawer Capital’s approach to integrating AI without causing fear among employees about job security.

Key Points:

• Transparency: Maintains open communication with both clients and employees about the use and benefits of AI.
• Training and Adaptation: Encourages the team to become proficient in AI tools to stay competitive and productive.
• Role Flexibility: Utilizes AI to handle routine tasks, allowing employees to focus on higher-value activities and multiple responsibilities.

Notable Quote:
"We're very transparent. We've got the guys using it, the team using it as much as possible. And like you said, the team are embracing the AI in order for them to be experts with it, to be ahead of the game, to be more productive and profitable." – Mike Wisner [19:37]

Branding and the Iconic Red Theme

A significant aspect of Mawer Capital’s branding is Rudy Mar's iconic red attire, which has become synonymous with the company’s identity. Mike explains the strategic decision behind adopting red as the brand color.

Insights:

• Brand Recognition: The consistent use of red helps in creating a memorable and recognizable brand presence.
• Collaborative Approach: The entire team embraces the red theme, reinforcing unity and brand consistency across all platforms and events.
• Networking Advantage: The distinctive red appearance facilitates networking and makes Rudy easily identifiable at events, attracting opportunities and partnerships.

Notable Quote:
"It's the guy in red. You know, we've been working with Les Brown, and Les Brown spotted Rudy in red at an event, and then that's how they got together and started chatting and networked." – Mike Wisner [22:56]

Legacy Makers: Launching Personal TV Episodes

One of Mawer Capital’s innovative initiatives is the Legacy Makers program, which offers individuals and businesses the opportunity to create their own TV episodes. This platform serves as a powerful marketing tool, allowing clients to share their stories and amplify their brands.

Program Features:

• Content Creation: Produces a 22-25 minute TV episode highlighting the client's story, business journey, and achievements.
• Digital Assets: Provides clients with reusable digital content for social media and other marketing channels.
• Repurposing Content: Ensures clients can maximize the value of their episodes by repurposing the content across various platforms without additional costs.

Investment:
The VIP package is priced at $15,000, granting access to both the Legacy Makers podcast and Rudy’s Red Life podcast, along with comprehensive digital assets and promotional support.

Notable Quote:
"The true value in Legacy Makers and having your own episode is it's not really about how many people watch it... What the true value is is what you can do with all of that content, how you can repurpose it." – Mike Wisner [33:48]

Strategic Decision-Making: Saying Yes and No

Mike outlines the criteria Mawer Capital uses to decide which opportunities to pursue, emphasizing long-term potential over short-term gains. This strategic focus ensures that the company invests time and resources into endeavors that align with their overarching goals.

Decision Factors:

• Long-Term Potential vs. Short-Term Gain: Prioritizes projects that offer sustainable growth and lasting impact.
• ROI Assessment: Continuously evaluates the return on investment for each initiative to ensure optimal resource allocation.
• Team Optimization: Leverages the team’s strengths and ensures that roles are flexible to adapt to evolving business needs.

Notable Quote:
"A lot of it's led by Rudy and around, I think it's around the long term potential versus the short term gain... Time is our biggest commodity." – Mike Wisner [25:24]

Transitioning into Digital Marketing

Coming from an operations-focused background in industries like sports and charity, Mike shares his seamless transition into the digital marketing sector. His experience in system optimization and direct response marketing facilitated a swift adaptation to the dynamic demands of the industry.

Key Insights:

• Rapid Learning: Immersed himself in the digital marketing landscape, quickly grasping the nuances of direct response strategies.
• Operational Synergy: Utilized his operational expertise to streamline marketing processes and enhance team efficiency.
• Continuous Adaptation: Embraced the ever-changing nature of digital marketing, allowing for continuous growth and innovation.

Notable Quote:
"I was drinking through a fire hose for a good 12 months just around what we do. Because it changes so quickly, and we're always pivoting, the learning was quite quick." – Mike Wisner [38:45]

Advice to Younger Self

Reflecting on his career journey, Mike advises his younger self to adopt a more direct and proactive approach in both personal and professional endeavors. Emphasizing decisiveness and assertiveness, he highlights the importance of taking initiative to achieve faster and more substantial results.

Notable Quote:
"I would actually, I would say be more direct with what it is that I want people to do in my team or myself... I probably could have grabbed things a bit quicker or faster as opposed to, oh, well, let's just see." – Mike Wisner [40:24]

Conclusion

Mike Wisner’s episode on the Second in Command podcast offers a deep dive into effective operational leadership, strategic growth management, and innovative branding. His experiences at Mawer Capital LLC provide valuable lessons for COOs and second-in-command leaders striving to optimize their organizations for sustained success.

Final Thoughts:
Mike underscores the importance of continuous learning, embracing technology, and maintaining a strategic focus to drive business growth. His insights serve as a blueprint for operational excellence and strategic leadership in today’s competitive business landscape.

Notable Quote:
"Empathy and honesty go well together and directness and people can appreciate that." – Mike Wisner [15:54]

Listen to the full episode on the Second in Command Podcast YouTube Channel or subscribe on your favorite podcast platform.