The Year That Almost Never Happened: Coven's Co-Founders Reflect
Feb 23, 2024
Feb 23, 2024
Feb 23, 2024
Feb 23, 2024
In some respects, Coven has been in the works for about 12 years, at least in terms of the idea and driving motivation behind the agency. Yet, if you strip away all the happy hour venting that naturally morphed into "what if we had our own agency" conversations—ones that inevitably felt more aspirational than achievable while nursing the next morning's hangover—Coven materialized into reality overnight. That jumpstart, or stick of dynamite depending on your POV, that made it all happen is a story for another day.
Coven is no longer a mere fantasy lingering in the minds of two industry veterans; it's an agency that has been operational for precisely three hundred and fifty-one days. So, what have Coven's co-founders learned from this year that almost never happened? Let's find out.
Q #1:
What's been the biggest challenge in year one?
Jess: At the risk of sounding ungrateful for the humans who've trusted us from the start (THANK YOU 🙏), building Coven's brand while delivering the work that's paying our bills has definitely been rough. And, not because it's too much—I tend to tragically thrive under that kind of pressure. The real challenge for me has been maintaining balance and not letting my passion for this venture consume my entire life. I'm still learning to work hard and have some damn boundaries, that's the example I need to set. I'm a WIP ya'll.
Quack: Oh, man. Were starting with the hard question, eh? For me, it’s been quieting the little bitch that lives inside my head who says I'm going to fail. That this isn’t going to work and I'll have to eat crow and go back to bartending because I'm obviously unemployable. It's a good thing that I have a business partner who knows how to identify and shut down my imposter syndrome (thanks again, JB).
Q #2:
What's the weirdest thing about owning a business?
Jess: I have a joint checking account with my business partner but not my husband. Did not see that coming.
Quack: Saying it out loud. When someone I've just met asks “What do you do?” flipping the script I've been using for 20+ years from “I work in advertising” to “I own an ad agency” took a minute, and if I'm being honest, it still gets tangled on my tongue from time to time. But, I sure do stand a little straighter when I say it!
Q #3:
Most memorable moment thus far?
Jess: Oof, just one? If I have to pick, it's probably the advice bundled in praise that Quack and I received during a client planning session early this year. I'm not telling you what he said, that energy is ours alone, but I'll never forget the sense of pride that washed over me in that moment. Like wow, it's really, truly, actually working. ✨
Quack: Turning down what could have been a very lucrative project for a national CPG company because my gut told me that the main point of contact was going to treat us poorly. That’s when I realized that Jess and I were really and truly in charge of Coven’s destiny. Having been in agency business development for the better part of the last decade, I can usually tell within the first 10 minutes of a conversation if the client is going to be a good partner. In the past, I didn't have the authority to abandon a prospect because I felt that they wouldn't align with our agency culture. Finally having the ability to trust and act on my gut instincts has been terrifying, but also incredibly rewarding.
Q #4:
What's the most surprising thing you've learned?
Jess: I am not a worrier. Taking risks, especially professionally, has felt natural to me—til Coven. Suddenly, I found myself feeling less confident in the fail-fast mentality that had gotten me this far. Who knew that being an entrepreneur would unleash a fury of self-doubt, putting any symptoms of my previous imposter syndrome to shame? There are legit voices in my head, questioning my every move. It's unnerving and unfamiliar AF. I've learned, am learning rather, that leading Coven with confidence and grace is essential, but it also takes enormous effort to tune out my own uncertainty.
While we're on the topic of surprises, I've been blown away by how much I love what we're doing. I've always loved my career, even when I hated it. But, this kind of joy, it's a whole new level.
Quack: That it’s a damn good time to be a female-powered agency. The world is finally waking up to the fact that women have a unique and valuable approach to driving consumer engagement. Maybe it's because we understand consumers innately due to the fact that women still tend to be the primary consumers and decision-makers for the household. Maybe it’s because women are conditioned from birth to be empathetic and good listeners. Maybe its because society is finally grasping that the female perspective is a strength, not a weakness. Whatever the reason, there are a lot of folks out there rooting for and seeking out women-owned businesses, and we are 100% here for it.
Q #5:
What has you the most motivated for year two?
Jess: Besides my mortgage and affinity for online shopping? Our team. We've had an incredible first year, and year two looks just as promising—a testament to Coven's core team and this crazy level of trust we share. Maybe its cliché to reference Simon Sinek in a post like this, but what the hell? When Quack and I decided it was time to make Coven something more than tipsy banter, we had to make a lot of decisions—uncomfortably fast. Pretend to be shocked: we didn't get them all "right." However, there was one decision we absolutely nailed, largely inspired by Simon's Trust vs Performance talk. With a full pipeline of work, it was time to hire our first employees. We chose to prioritize trust, and we've all reaped the benefits of that decision tenfold. There's not a damn thing this team can't handle, so here's to year two.
Quack: We had an insanely successful first year, blowing our projections out of the water by 400%. We’d built the agency equivalent of a Toyota Corolla, but within the first 6 months, we found ourselves piloting a more feminine version of that interstellar phallus that Elon built. And boy, did we learn a LOT. I’m really excited to put those learning to work and continue to do right by our clients and our amazing team.
——
Aside from Quack and Jess both hearing eerily similar and menacing voices, the Coven team has a lot to celebrate and even more to look forward to in the next chapter.
In some respects, Coven has been in the works for about 12 years, at least in terms of the idea and driving motivation behind the agency. Yet, if you strip away all the happy hour venting that naturally morphed into "what if we had our own agency" conversations—ones that inevitably felt more aspirational than achievable while nursing the next morning's hangover—Coven materialized into reality overnight. That jumpstart, or stick of dynamite depending on your POV, that made it all happen is a story for another day.
Coven is no longer a mere fantasy lingering in the minds of two industry veterans; it's an agency that has been operational for precisely three hundred and fifty-one days. So, what have Coven's co-founders learned from this year that almost never happened? Let's find out.
Q #1:
What's been the biggest challenge in year one?
Jess: At the risk of sounding ungrateful for the humans who've trusted us from the start (THANK YOU 🙏), building Coven's brand while delivering the work that's paying our bills has definitely been rough. And, not because it's too much—I tend to tragically thrive under that kind of pressure. The real challenge for me has been maintaining balance and not letting my passion for this venture consume my entire life. I'm still learning to work hard and have some damn boundaries, that's the example I need to set. I'm a WIP ya'll.
Quack: Oh, man. Were starting with the hard question, eh? For me, it’s been quieting the little bitch that lives inside my head who says I'm going to fail. That this isn’t going to work and I'll have to eat crow and go back to bartending because I'm obviously unemployable. It's a good thing that I have a business partner who knows how to identify and shut down my imposter syndrome (thanks again, JB).
Q #2:
What's the weirdest thing about owning a business?
Jess: I have a joint checking account with my business partner but not my husband. Did not see that coming.
Quack: Saying it out loud. When someone I've just met asks “What do you do?” flipping the script I've been using for 20+ years from “I work in advertising” to “I own an ad agency” took a minute, and if I'm being honest, it still gets tangled on my tongue from time to time. But, I sure do stand a little straighter when I say it!
Q #3:
Most memorable moment thus far?
Jess: Oof, just one? If I have to pick, it's probably the advice bundled in praise that Quack and I received during a client planning session early this year. I'm not telling you what he said, that energy is ours alone, but I'll never forget the sense of pride that washed over me in that moment. Like wow, it's really, truly, actually working. ✨
Quack: Turning down what could have been a very lucrative project for a national CPG company because my gut told me that the main point of contact was going to treat us poorly. That’s when I realized that Jess and I were really and truly in charge of Coven’s destiny. Having been in agency business development for the better part of the last decade, I can usually tell within the first 10 minutes of a conversation if the client is going to be a good partner. In the past, I didn't have the authority to abandon a prospect because I felt that they wouldn't align with our agency culture. Finally having the ability to trust and act on my gut instincts has been terrifying, but also incredibly rewarding.
Q #4:
What's the most surprising thing you've learned?
Jess: I am not a worrier. Taking risks, especially professionally, has felt natural to me—til Coven. Suddenly, I found myself feeling less confident in the fail-fast mentality that had gotten me this far. Who knew that being an entrepreneur would unleash a fury of self-doubt, putting any symptoms of my previous imposter syndrome to shame? There are legit voices in my head, questioning my every move. It's unnerving and unfamiliar AF. I've learned, am learning rather, that leading Coven with confidence and grace is essential, but it also takes enormous effort to tune out my own uncertainty.
While we're on the topic of surprises, I've been blown away by how much I love what we're doing. I've always loved my career, even when I hated it. But, this kind of joy, it's a whole new level.
Quack: That it’s a damn good time to be a female-powered agency. The world is finally waking up to the fact that women have a unique and valuable approach to driving consumer engagement. Maybe it's because we understand consumers innately due to the fact that women still tend to be the primary consumers and decision-makers for the household. Maybe it’s because women are conditioned from birth to be empathetic and good listeners. Maybe its because society is finally grasping that the female perspective is a strength, not a weakness. Whatever the reason, there are a lot of folks out there rooting for and seeking out women-owned businesses, and we are 100% here for it.
Q #5:
What has you the most motivated for year two?
Jess: Besides my mortgage and affinity for online shopping? Our team. We've had an incredible first year, and year two looks just as promising—a testament to Coven's core team and this crazy level of trust we share. Maybe its cliché to reference Simon Sinek in a post like this, but what the hell? When Quack and I decided it was time to make Coven something more than tipsy banter, we had to make a lot of decisions—uncomfortably fast. Pretend to be shocked: we didn't get them all "right." However, there was one decision we absolutely nailed, largely inspired by Simon's Trust vs Performance talk. With a full pipeline of work, it was time to hire our first employees. We chose to prioritize trust, and we've all reaped the benefits of that decision tenfold. There's not a damn thing this team can't handle, so here's to year two.
Quack: We had an insanely successful first year, blowing our projections out of the water by 400%. We’d built the agency equivalent of a Toyota Corolla, but within the first 6 months, we found ourselves piloting a more feminine version of that interstellar phallus that Elon built. And boy, did we learn a LOT. I’m really excited to put those learning to work and continue to do right by our clients and our amazing team.
——
Aside from Quack and Jess both hearing eerily similar and menacing voices, the Coven team has a lot to celebrate and even more to look forward to in the next chapter.
In some respects, Coven has been in the works for about 12 years, at least in terms of the idea and driving motivation behind the agency. Yet, if you strip away all the happy hour venting that naturally morphed into "what if we had our own agency" conversations—ones that inevitably felt more aspirational than achievable while nursing the next morning's hangover—Coven materialized into reality overnight. That jumpstart, or stick of dynamite depending on your POV, that made it all happen is a story for another day.
Coven is no longer a mere fantasy lingering in the minds of two industry veterans; it's an agency that has been operational for precisely three hundred and fifty-one days. So, what have Coven's co-founders learned from this year that almost never happened? Let's find out.
Q #1:
What's been the biggest challenge in year one?
Jess: At the risk of sounding ungrateful for the humans who've trusted us from the start (THANK YOU 🙏), building Coven's brand while delivering the work that's paying our bills has definitely been rough. And, not because it's too much—I tend to tragically thrive under that kind of pressure. The real challenge for me has been maintaining balance and not letting my passion for this venture consume my entire life. I'm still learning to work hard and have some damn boundaries, that's the example I need to set. I'm a WIP ya'll.
Quack: Oh, man. Were starting with the hard question, eh? For me, it’s been quieting the little bitch that lives inside my head who says I'm going to fail. That this isn’t going to work and I'll have to eat crow and go back to bartending because I'm obviously unemployable. It's a good thing that I have a business partner who knows how to identify and shut down my imposter syndrome (thanks again, JB).
Q #2:
What's the weirdest thing about owning a business?
Jess: I have a joint checking account with my business partner but not my husband. Did not see that coming.
Quack: Saying it out loud. When someone I've just met asks “What do you do?” flipping the script I've been using for 20+ years from “I work in advertising” to “I own an ad agency” took a minute, and if I'm being honest, it still gets tangled on my tongue from time to time. But, I sure do stand a little straighter when I say it!
Q #3:
Most memorable moment thus far?
Jess: Oof, just one? If I have to pick, it's probably the advice bundled in praise that Quack and I received during a client planning session early this year. I'm not telling you what he said, that energy is ours alone, but I'll never forget the sense of pride that washed over me in that moment. Like wow, it's really, truly, actually working. ✨
Quack: Turning down what could have been a very lucrative project for a national CPG company because my gut told me that the main point of contact was going to treat us poorly. That’s when I realized that Jess and I were really and truly in charge of Coven’s destiny. Having been in agency business development for the better part of the last decade, I can usually tell within the first 10 minutes of a conversation if the client is going to be a good partner. In the past, I didn't have the authority to abandon a prospect because I felt that they wouldn't align with our agency culture. Finally having the ability to trust and act on my gut instincts has been terrifying, but also incredibly rewarding.
Q #4:
What's the most surprising thing you've learned?
Jess: I am not a worrier. Taking risks, especially professionally, has felt natural to me—til Coven. Suddenly, I found myself feeling less confident in the fail-fast mentality that had gotten me this far. Who knew that being an entrepreneur would unleash a fury of self-doubt, putting any symptoms of my previous imposter syndrome to shame? There are legit voices in my head, questioning my every move. It's unnerving and unfamiliar AF. I've learned, am learning rather, that leading Coven with confidence and grace is essential, but it also takes enormous effort to tune out my own uncertainty.
While we're on the topic of surprises, I've been blown away by how much I love what we're doing. I've always loved my career, even when I hated it. But, this kind of joy, it's a whole new level.
Quack: That it’s a damn good time to be a female-powered agency. The world is finally waking up to the fact that women have a unique and valuable approach to driving consumer engagement. Maybe it's because we understand consumers innately due to the fact that women still tend to be the primary consumers and decision-makers for the household. Maybe it’s because women are conditioned from birth to be empathetic and good listeners. Maybe its because society is finally grasping that the female perspective is a strength, not a weakness. Whatever the reason, there are a lot of folks out there rooting for and seeking out women-owned businesses, and we are 100% here for it.
Q #5:
What has you the most motivated for year two?
Jess: Besides my mortgage and affinity for online shopping? Our team. We've had an incredible first year, and year two looks just as promising—a testament to Coven's core team and this crazy level of trust we share. Maybe its cliché to reference Simon Sinek in a post like this, but what the hell? When Quack and I decided it was time to make Coven something more than tipsy banter, we had to make a lot of decisions—uncomfortably fast. Pretend to be shocked: we didn't get them all "right." However, there was one decision we absolutely nailed, largely inspired by Simon's Trust vs Performance talk. With a full pipeline of work, it was time to hire our first employees. We chose to prioritize trust, and we've all reaped the benefits of that decision tenfold. There's not a damn thing this team can't handle, so here's to year two.
Quack: We had an insanely successful first year, blowing our projections out of the water by 400%. We’d built the agency equivalent of a Toyota Corolla, but within the first 6 months, we found ourselves piloting a more feminine version of that interstellar phallus that Elon built. And boy, did we learn a LOT. I’m really excited to put those learning to work and continue to do right by our clients and our amazing team.
——
Aside from Quack and Jess both hearing eerily similar and menacing voices, the Coven team has a lot to celebrate and even more to look forward to in the next chapter.
In some respects, Coven has been in the works for about 12 years, at least in terms of the idea and driving motivation behind the agency. Yet, if you strip away all the happy hour venting that naturally morphed into "what if we had our own agency" conversations—ones that inevitably felt more aspirational than achievable while nursing the next morning's hangover—Coven materialized into reality overnight. That jumpstart, or stick of dynamite depending on your POV, that made it all happen is a story for another day.
Coven is no longer a mere fantasy lingering in the minds of two industry veterans; it's an agency that has been operational for precisely three hundred and fifty-one days. So, what have Coven's co-founders learned from this year that almost never happened? Let's find out.
Q #1:
What's been the biggest challenge in year one?
Jess: At the risk of sounding ungrateful for the humans who've trusted us from the start (THANK YOU 🙏), building Coven's brand while delivering the work that's paying our bills has definitely been rough. And, not because it's too much—I tend to tragically thrive under that kind of pressure. The real challenge for me has been maintaining balance and not letting my passion for this venture consume my entire life. I'm still learning to work hard and have some damn boundaries, that's the example I need to set. I'm a WIP ya'll.
Quack: Oh, man. Were starting with the hard question, eh? For me, it’s been quieting the little bitch that lives inside my head who says I'm going to fail. That this isn’t going to work and I'll have to eat crow and go back to bartending because I'm obviously unemployable. It's a good thing that I have a business partner who knows how to identify and shut down my imposter syndrome (thanks again, JB).
Q #2:
What's the weirdest thing about owning a business?
Jess: I have a joint checking account with my business partner but not my husband. Did not see that coming.
Quack: Saying it out loud. When someone I've just met asks “What do you do?” flipping the script I've been using for 20+ years from “I work in advertising” to “I own an ad agency” took a minute, and if I'm being honest, it still gets tangled on my tongue from time to time. But, I sure do stand a little straighter when I say it!
Q #3:
Most memorable moment thus far?
Jess: Oof, just one? If I have to pick, it's probably the advice bundled in praise that Quack and I received during a client planning session early this year. I'm not telling you what he said, that energy is ours alone, but I'll never forget the sense of pride that washed over me in that moment. Like wow, it's really, truly, actually working. ✨
Quack: Turning down what could have been a very lucrative project for a national CPG company because my gut told me that the main point of contact was going to treat us poorly. That’s when I realized that Jess and I were really and truly in charge of Coven’s destiny. Having been in agency business development for the better part of the last decade, I can usually tell within the first 10 minutes of a conversation if the client is going to be a good partner. In the past, I didn't have the authority to abandon a prospect because I felt that they wouldn't align with our agency culture. Finally having the ability to trust and act on my gut instincts has been terrifying, but also incredibly rewarding.
Q #4:
What's the most surprising thing you've learned?
Jess: I am not a worrier. Taking risks, especially professionally, has felt natural to me—til Coven. Suddenly, I found myself feeling less confident in the fail-fast mentality that had gotten me this far. Who knew that being an entrepreneur would unleash a fury of self-doubt, putting any symptoms of my previous imposter syndrome to shame? There are legit voices in my head, questioning my every move. It's unnerving and unfamiliar AF. I've learned, am learning rather, that leading Coven with confidence and grace is essential, but it also takes enormous effort to tune out my own uncertainty.
While we're on the topic of surprises, I've been blown away by how much I love what we're doing. I've always loved my career, even when I hated it. But, this kind of joy, it's a whole new level.
Quack: That it’s a damn good time to be a female-powered agency. The world is finally waking up to the fact that women have a unique and valuable approach to driving consumer engagement. Maybe it's because we understand consumers innately due to the fact that women still tend to be the primary consumers and decision-makers for the household. Maybe it’s because women are conditioned from birth to be empathetic and good listeners. Maybe its because society is finally grasping that the female perspective is a strength, not a weakness. Whatever the reason, there are a lot of folks out there rooting for and seeking out women-owned businesses, and we are 100% here for it.
Q #5:
What has you the most motivated for year two?
Jess: Besides my mortgage and affinity for online shopping? Our team. We've had an incredible first year, and year two looks just as promising—a testament to Coven's core team and this crazy level of trust we share. Maybe its cliché to reference Simon Sinek in a post like this, but what the hell? When Quack and I decided it was time to make Coven something more than tipsy banter, we had to make a lot of decisions—uncomfortably fast. Pretend to be shocked: we didn't get them all "right." However, there was one decision we absolutely nailed, largely inspired by Simon's Trust vs Performance talk. With a full pipeline of work, it was time to hire our first employees. We chose to prioritize trust, and we've all reaped the benefits of that decision tenfold. There's not a damn thing this team can't handle, so here's to year two.
Quack: We had an insanely successful first year, blowing our projections out of the water by 400%. We’d built the agency equivalent of a Toyota Corolla, but within the first 6 months, we found ourselves piloting a more feminine version of that interstellar phallus that Elon built. And boy, did we learn a LOT. I’m really excited to put those learning to work and continue to do right by our clients and our amazing team.
——
Aside from Quack and Jess both hearing eerily similar and menacing voices, the Coven team has a lot to celebrate and even more to look forward to in the next chapter.
Ready for more? Keep bantering.
