Introduction
Discover how aligning core values with smart business growth fosters a strong company culture, paving the way for a successful business exit.
• Is the pressure to constantly grow leaving you overwhelmed?
• Do you find it challenging to align your company's growth with its core values?
• Are communication issues within your team hindering your progress?
• Have you struggled to define a strong niche with a clear marketing message and brand identity?
In this episode of "The Business Philosopher Within You" podcast, host Bhavesh Naik sits down with Ben Greiner, founder of Forget Computers. Ben shares his insights on navigating smart growth, carving a strong brand-identity and laser focus, creating a committed company culture and the power of effective communication in the tech industry.
Learn how Ben navigated the complexities of the tech industry, built a customer-centric business, and executed a successful exit strategy. Understand the importance of redefining growth beyond mere revenue and how focusing on a niche market with a strong marketing message can set you apart from the competition.
Tune in to explore how one CEO's journey can inform your own path to success in the ever-changing world of technology and business.
Audio From Smart Growth to Successful Exit: The Power of Company Culture
Video From Smart Growth to Successful Exit: The Power of Company Culture
About Ben Greiner
Founder, Forget Computers
Ben Greiner is a seasoned business leader with over 25 years of experience in building and scaling companies in the IT industry. As a strategic advisor and speaker, Ben brings deep expertise in leveraging technology to drive business growth, enhance operational efficiency, and strengthen security and compliance frameworks.
 
His hands-on experience as a business owner uniquely positions him to offer insights into the intersection of technology and business strategy.
In 1998, Ben founded a 100%, Apple-centric, IT company that quickly grew to serve clients of all sizes. The company was acquired in 2020 by Ntiva, a leading Managed Service Provider, where Ben remains an investor.
He continues to influence Apple technology adoption and has been featured in top-tier industry events, including Apple @ Work, Mac Admins, Command-Control-Power podcast, as well as speaking internationally at conferences such as CES and X World Australia.
"If anyone out there thinks that if they have not articulated and shared with their team their core values, they need to do that."
Ben Greiner
Founder, Forget Computers
Chapter-by-Chapter Summary
Following are the sections we covered in this conversation with their summaries, along with the time location in the video and audio to follow along. The timestamps in orange correspond to the chapters in the YouTube version of the podcast episode. This video will display to the lower right as you scroll down.
Please Note...
The numbers that precede the headings (like 00:00) are the time-stamps associated with the video version of the podcast that's included above.
00:00 Selected Highlights from the Conversation with Ben Greiner
This segment, the "trailer" of the episode, highlights snippets of the conversation that spotlight Ben's wisdom on building an exitable business by pursuing smart growth and building a company culture that's true to its core values.
01:26 Context and Introduction of Ben Greiner
Welcome to "The Business Philosopher Within You," a podcast hosted by Bhavesh Naik.
An essential aspect of being a business philosopher is the value we place on the humanness of the people we work with. This idea takes us into the realm of creating a company culture that supports smart and sustainable growth. To explore this idea of smart business growth through company culture, I invited a very special guest to join us.
Ben Greiner is a seasoned business leader with over 25 years of experience in the IT industry. Ben is renowned for his expertise in leveraging technology to enhance business growth, operational efficiency, and security frameworks. As the founder of a 100% Apple-centric IT company, which was acquired by Ntiva in 2020, Ben continues to influence the adoption of Apple technology globally.
Ben's insights into the intersection of technology and business strategy have been featured at top industry events, including Apple at Work and CES. His experience as a strategic advisor and speaker makes him an ideal guest to discuss the power of company culture in business growth.
"Sometimes I do think back and wonder how did I overcome that? Like, no one's telling me this is a good idea, and yet I still went out and did it."
Ben Greiner
Founder, Forget Computers
03:13 The Genesis of 'Forget Computer'
The origin of the company name 'Forget Computers' is both intriguing and strategic. Initially, Ben Greiner registered his company under the name Digital Logic, with the slogan "forget computers, get creative." This slogan was a reflection of his vision to focus on creativity rather than the technical complexities of computers.
However, Ben encountered several challenges with the name Digital Logic. It was difficult to articulate clearly, especially over the phone, and securing a suitable domain name was problematic. This was during the early days of the internet, around 1998, when understanding and using the web was still a novel experience for many.
Ben, trained as a designer with marketing experience, was working in the advertising industry and had become the go-to person for technical issues. His goal was to cater to the creative community in Chicago, recognizing that creatives were often frustrated with computer issues, particularly during the transition to modern digital methods.
Within a year, Ben decided to pivot and officially change the company name to Forget Computers. This name resonated well with his target audience, serving as a litmus test for potential clients. If they appreciated the name, they were likely a good fit for his services. However, many business people in Chicago did not understand the name, even after explanations, indicating a mismatch in potential collaboration.
The name 'Forget Computers' thus became a defining element of Ben's business strategy, aligning with his focus on creativity and the needs of his clients.
"The concept was, if you're creative and you wanna focus on your creative business and the challenges of technology are a struggle, forget about it. We'll take care of it. Forget computers. Get creative."
Ben Greiner
Founder, Forget Computers
05:40 Target Audience and Evolution of Marketing Strategy
The marketing strategy for Forget Computers was centered around a clear understanding of its target audience. The ideal customers were creative professionals, such as those in creative departments, small ad agencies, photographers, and even architects who lacked IT expertise. The focus was on allowing these creatives to concentrate on their work without worrying about technological challenges.
A significant part of the initial success was a targeted direct mail campaign. By identifying the top twenty design firms in Chicago from a magazine, a direct mail campaign was launched, resulting in acquiring fifteen of those firms as customers within the first year. This approach was effective because it spoke the language of the creatives, avoiding the typical tech jargon that often alienates non-technical audiences.
The branding strategy was also crucial. It was important to focus on the needs of the customer rather than the technology itself. This customer-centric approach resonated well with the target audience, ensuring that the message was clear and relevant.
"Doing is the hard part. Right? We all talk about things. We all think about things. We all dream about things."
Ben Greiner
Founder, Forget Computers
10:04 Managed Services and Business Growth
The journey into managed services for Ben Greiner, founder of Forget Computers, was not a straightforward path. Initially, Ben envisioned himself as a consultant, aiding creatives with their technology and workflow. He quickly realized, however, that many organizations were not ready for advanced workflow enhancements. Instead, they required basic technological support, leading him to adopt a break-fix model. This approach involved fixing technology issues as they arose, a common practice at the time.
From 1998 to 2004, Ben operated under this model until he was approached by a company interested in a merger. This experience introduced him to the concept of managed services, a model that focuses on providing ongoing support and services for a monthly fee rather than charging by the hour. This was a pivotal moment in his career, as he learned the value of offering a retainer-based service, which included support desks and other essential services.
The merger in 2005 with a larger company, which had a team of about thirty people, was a learning opportunity for Ben. However, the company’s focus on Windows platforms did not align with his passion for Apple products. This misalignment led Ben to exit the agreement and start anew in 2006, despite the challenges and penalties involved.
Determined to excel, Ben set out to become the best managed service provider (MSP) for Apple devices. At the time, the market lacked solutions tailored for Apple, requiring Ben to create ad hoc solutions to meet his clients' needs. His commitment to specializing in Apple products marked the beginning of his journey in the managed service industry, a field he continues to thrive in today.
"There are many ways to grow, but we just only talk about revenue."
Ben Greiner
Founder, Forget Computers
15:23 "The Why" and the Human Element in Technology
Understanding the motivation behind starting a business often involves exploring the "why" behind the decision. Many people find satisfaction in climbing the corporate ladder, but for some, like Ben Greiner, the drive to start a business stems from a desire to address inefficiencies or solve problems they perceive in their current roles. Ben's journey was marked by a lack of initial support, yet his determination to bridge the gap between creativity and technology propelled him forward.
Ben's experience highlights the importance of balancing technology with human needs. He found fulfillment in helping people with their technology, emphasizing that technology should not exist for its own sake but to solve human problems. This perspective is crucial, as it reminds us that even the most advanced technologies, like AI, are ultimately designed to serve humanity.
The role of technology in solving human problems is a central theme in Ben's approach. He believes that those passionate about technology are often driven by a desire to help others through these tools. This passion for using technology effectively, rather than being controlled by it, is a guiding principle in his work.
In today's world, where information is abundant, the challenge lies in managing the influx of data and focusing on what truly matters. Ben reflects on the past, where acquiring information required effort, contrasting it with the present, where information is readily available but can be overwhelming. This shift underscores the need for specialization and focus, as the sheer volume of information can lead to a sense of inundation.
The human element in technology is about using these tools to enhance lives, not overwhelm them. As Ben's insights reveal, the true power of technology lies in its ability to address human needs and improve our daily experiences.
21:07 Importance of Focus and Specialization in Business
In the realm of business, maintaining focus is a significant challenge. Ben Greiner, the founder of Forget Computers, shares his experience of striving to stay focused on serving creative professionals in a technology role. Despite his efforts, he admits, "I did over time lose that focus." This loss of focus wasn't due to a shift away from Apple products, but rather because Apple's market expanded beyond creatives, leading him to acquire customers outside his original target audience.
This shift diluted his brand messaging. Initially successful in attracting non-creative companies, Ben found himself trying to communicate with everyone, which ultimately meant he was reaching no one effectively. This is a common pitfall in marketing: "Talk to a specific market and don't try to talk to everybody."
Specialization is increasingly crucial in today's business landscape. It helps in maintaining a clear and consistent brand message. Ben's journey highlights the risks of diluting brand messaging and the importance of staying true to one's original focus. Even with awareness, returning to a focused strategy can be daunting, as Ben notes, "It felt scary to go back to that focus, which is kind of counterintuitive."
The lesson here is clear: maintaining focus and specialization is vital for business success, ensuring that your message resonates with the right audience.
"I do often find and get frustrated by the the culture that the US especially has built around grow, grow, grow."
Ben Greiner
Founder, Forget Computers
22:52 Vision and Core Values in Business
In the realm of business, the concept of vision is often discussed as a guiding force for entrepreneurs. Ben Greiner, the founder of Forget Computers, shares his journey of developing a vision for his company. Initially, his intuitive goal was to create a reliable and trustworthy business that served great customers and worked with good people. However, it wasn't until he participated in the Goldman Sachs 10,000 Small Business Program in 2017 that he truly began to articulate and refine this vision.
The program was pivotal for Ben, as it encouraged him to think deeply about his company's vision and culture. It was a transformative experience, shared with a cohort of other small business owners, where he realized that many of the challenges he faced were common among his peers. This realization was empowering and helped him overcome the million-dollar revenue barrier.
Core Values Defined by Forget Computers in Goldman Sachs 10,000 Small Businesses Program
Below are the Forget Computers Core Values defined by Ben Greiner and his team while in the Goldman Sachs 10,000 Small Businesses program.
The core values of Forget Computers developed in Goldman Sachs 10,000 Small Businesses Program
The program emphasized the importance of articulating core values, a task that initially seemed tedious to Ben. However, the impact of this exercise became evident when a former employee reached out, expressing how the core values sheet still resonated with him.
This experience underscored the lasting influence of clearly defined core values on both the company and its employees. Ben's story highlights the significance of having a well-articulated vision and core values, not only for business success but also for fostering a meaningful connection with team members.
"I think growing for growth's sake is definitely not the best way to do it."
Ben Greiner
Founder, Forget Computers
30:24 Smart Business Growth and Business Philosophy
In the conversation, the traditional notion of business growth is challenged, particularly the pervasive idea in the U.S. that growth must be constant and primarily measured by revenue. The discussion highlights the frustration with this narrow definition, emphasizing that growth can and should encompass more than just financial metrics.
The concept of growth is expanded to include personal and team development, as well as other dimensions like profit and EBITDA. The narrative suggests that focusing solely on revenue can be limiting and sometimes unhealthy for businesses, especially small ones.
A story is shared about a landscape business owner who felt pressured to grow in ways that didn't align with his personal or business goals. This anecdote illustrates the importance of defining growth on one's own terms and recognizing that growth for its own sake is not always beneficial.
The section concludes with a reflection on the importance of independent thinking in business. It encourages business leaders to define growth in a way that aligns with their values and objectives, rather than succumbing to external pressures or conventional wisdom.
Reference Books: Communication and Productivity in the Age of Tech
Ben mentioned a couple of books in this conversation. These books provide valuable insights into managing communication and productivity in the modern age, aligning with the episode's themes of balancing technology with human needs and redefining productivity.
"A World Without Email: Reimagining Work in an Age of Communication Overload" by Cal Newport
In the conversation, Ben Greiner discusses how this book influenced his approach to managing communication and productivity. The book explores the impact of constant email communication on work efficiency and offers strategies for reducing email dependency to improve focus and productivity. Read on Amazon
"Slow Productivity" by Cal Newport
Ben mentions this book as a follow-up to "A World Without Email." It delves into the concept of slowing down to enhance productivity, emphasizing the importance of prioritizing meaningful work over constant busyness. This aligns with Ben's views on managing technology's impact on productivity. Read on Amazon
"Slowing Down to the Speed of Life" by Richard Carlson and Joseph Bailey
Although not directly mentioned by Ben, Bhavesh Naik recalls this book during the conversation. It highlights the benefits of slowing down in a fast-paced world, resonating with the themes of managing information overload and focusing on core values discussed in the episode. Read on Amazon
39:54 Culture and Communication Challenges
Building a strong company culture requires intentional effort. Ben emphasizes the importance of being deliberate in shaping the culture of a team. He learned through experience that if a leader does not actively cultivate the desired culture, the team will create one on its own, which may not always align with the company's values.
Ben discovered that articulating company values made it easier to address when team members were not adhering to them. This clarity allowed for accountability and helped maintain alignment within the team. He acknowledges his strengths in leadership but admits to challenges in management, suggesting that hiring skilled managers can be beneficial.
Clear communication is crucial, as he notes, "We must communicate communicate communicate clearly." He highlights the importance of holding each other accountable to avoid negative behaviors, such as speaking poorly about customers. This practice not only fosters a positive internal environment but also ensures respectful interactions with clients.
Ben also shares experiences of dealing with disrespectful clients, emphasizing the need to protect his team. He recounts instances where he had to end client relationships to uphold the company's values. However, he also learned the value of understanding personal circumstances, as one client returned to apologize and explain their behavior.
Ultimately, Ben's approach to culture and communication is rooted in doing what is right for both his team and customers, ensuring alignment and making necessary changes when misalignments occur. This strategy underscores the significance of intentional culture-building and open communication in achieving smart business growth.
"You need to start thinking about your exit."
Ben Greiner
Founder, Forget Computers
45:49 The Exit Strategy and Lessons Learned
The opportunity for an exit came when a fellow program alumnus, who had been acquired by a larger organization, reached out to Ben. This organization was looking to expand into the Apple market, and Ben's expertise was a perfect fit. Despite initial reluctance due to a previous failed merger in 2005, Ben recognized the potential for growth and learning in a larger organization.
Ben's decision to integrate his team into a larger Windows-based organization was driven by the competitive pressures from Windows teams encroaching on his business. He saw this as an opportunity to embed himself in a larger structure and leverage his expertise in Apple technology.
The experience was transformative, allowing Ben to integrate his team and learn from the larger organization. After spending two years in this environment, he transitioned to a new role, sharing his journey and insights with others looking to grow their Apple business.
Today, Ben continues to engage with companies worldwide, helping them navigate the complexities of integrating Apple technology into their operations. His journey underscores the importance of adaptability and the continuous search for balance in a rapidly changing business landscape.
51:53 Advice for Aspiring Entrepreneurs
Starting a business is a significant decision, especially for those transitioning from a corporate job. Ben Greiner, Founder of Forget Computers, offers practical advice for aspiring entrepreneurs.
Encouragement and Preparation
While the idea of starting a business can be exciting, Ben emphasizes the importance of preparation. He advises against impulsively jumping into entrepreneurship without proper planning. "I certainly wouldn't encourage them," he says, highlighting the need for due diligence. It's crucial to plan and prepare thoroughly before making the leap.
The Importance of Action Over Perfection
Ben identifies action as the most challenging yet rewarding part of entrepreneurship. Many people talk and dream about starting a business, but taking the first step is essential. "Doing is the hard part," he notes. He also shares his personal struggle with perfectionism, which can hinder progress. Letting go of the need for perfection and focusing on action is vital. "If you wanna do something, do it," he advises, stressing that improvement comes through doing.
Key Advice for New Entrepreneurs
For those ready to embark on their entrepreneurial journey, Ben's key advice is simple: take action. The only way to succeed or make progress is by doing. By embracing action and learning through experience, aspiring entrepreneurs can increase their chances of success.
"This technology has not been around long enough for us to really master it."
Ben Greiner
Founder, Forget Computers
53:26 Pseudo vs Real Productivity in the Age of Technology
In today's fast-paced digital world, the distinction between pseudo and real productivity has become increasingly blurred. Technology, while a powerful enabler, often leads us into a state of "pseudo productivity," where we feel busy but aren't necessarily achieving meaningful outcomes.
The rapid evolution of communication tools and platforms has not been around long enough for us to master them fully. This has resulted in a communication overload, where emails, instant messages, and notifications constantly vie for our attention."This technology has not been around long enough for us to really master it."
To navigate this landscape, it's crucial to take a step back and reassess how business and communication have changed. By doing so, we can identify strategies to enhance real productivity and manage our time more effectively. This involves protecting our time and controlling the influx of information, whether it's news, texts, or emails.
The conversation also highlights the importance of understanding our core values and priorities. By focusing on what truly matters, we can better align our actions with our goals, leading to more genuine productivity. This approach not only improves efficiency but also enriches our personal and professional lives.
Take-Aways: From Smart Growth to Successful Exit
Here are some takeaways from the conversation between Bhavesh Naik and Ben Greiner:
- Aligning business growth with core values and company culture allows businesses to achieve sustainable growth, which enables founders to exit successfully. This alignment ensures that the business remains true to its mission and values, fostering trust and loyalty among employees and customers.
- Focusing on a niche market can lead to significant business success by allowing companies to specialize and become experts in their field. This specialization helps businesses stand out in a crowded market, attracting customers who value expertise and tailored solutions.
- Effective communication is the backbone of overcoming technical challenges, as it ensures that all team members and clients are on the same page. Clear communication reduces misunderstandings and errors, leading to smoother project execution and higher customer satisfaction.
- Redefining growth beyond revenue to include personal and team development creates a more holistic approach to business success. This broader perspective encourages continuous learning and improvement, which can lead to more innovative and resilient organizations.
- Planning an exit strategy early in the business lifecycle prepares entrepreneurs for future opportunities and challenges. By having a clear exit plan, business owners can make informed decisions that align with their long-term goals, ensuring a smoother transition when the time comes.
- Transitioning from a break-fix model to managed services provides a more sustainable and predictable revenue stream for businesses. This shift allows companies to build long-term relationships with clients, offering ongoing support and value rather than one-time solutions.
- Articulating and sharing core values with the team guides business decisions and fosters a strong company culture. When everyone in the organization understands and embraces these values, it creates a cohesive and motivated workforce that is aligned with the company's mission.