We had the good fortune of connecting with ERMAN ERKUR and we’ve shared our conversation below.
Hi ERMAN, what was your thought process behind starting your own business?
My decision to launch my own business was rooted in my extensive experience as a creative director in the dynamic world of advertising agencies, spanning over two decades. During this time, I had the privilege of collaborating with various clients and agencies, contributing to creative endeavors, and aiding them in achieving their goals. However, the onset of the COVID-19 pandemic prompted a significant shift in my perspective.
As the pandemic unfolded, there was a growing awareness of essential workers, such as healthcare professionals and first responders, who played pivotal roles in safeguarding public health and safety. This shift in societal priorities made me reconsider the nature and impact of my work as a creative director.
I realized that my career largely revolved around assisting corporations in marketing their products and services. While this was undoubtedly valuable, I felt the need to align my work more closely with essential, meaningful causes. This led to a pivotal moment of reflection and a desire to redirect my creative expertise toward a more significant purpose.
The idea of starting my own business emerged as a way to make a tangible difference. My focus shifted towards helping small businesses and startups, who often face an uphill battle when competing with larger corporations. These budding entrepreneurs are dreamers and visionaries, and I wanted to provide them with the tools and support needed to establish their brand effectively. I saw an opportunity to level the playing field by enabling these businesses to go head-to-head with industry giants.
By founding my own business, I aim to empower small businesses and startups to not only survive but thrive in the competitive marketplace. I want to help them produce their brand with the professionalism and impact necessary to compete effectively with larger corporations in their field. This shift allows me to become an essential ally for those striving to turn their dreams into reality, while also contributing to the growth and diversity of our business landscape.
In summary, my decision to start my own business was driven by the desire to assist small businesses and startups in realizing their dreams and giving them a fighting chance in the market. By helping them establish their brand effectively, I hope to contribute to their success and foster a more competitive and vibrant business ecosystem.
Let’s talk shop? Tell us more about your career, what can you share with our community?
In the realm of design, my philosophy revolves around the core principles of function, purpose, and impact. What truly sets a design apart from mere art, in my view, is its unwavering dedication to its purpose. While artists express themselves freely, the ultimate outcome may not always be a primary concern. In contrast, successful design must serve a distinct purpose, effectively communicate a message, drive action, and leave a lasting impression.
When I embark on the creation of any design, be it for a brand, a campaign, or any visual content, I approach it with a holistic perspective. Every element that constitutes the final entity is interconnected and serves a well-defined purpose. Whether it’s a brand identity encompassing the logo, typography, color scheme, and visuals, or a marketing campaign involving various elements, each component is meticulously crafted to communicate a message independently while harmonizing collectively. This approach is what transforms a brand into something memorable and impactful.
Throughout my professional journey, I’ve consistently sought to expand my knowledge and expertise in every facet of marketing. I’ve delved deep into the intricacies of various marketing channels and tools, and I continue to embrace a commitment to lifelong learning. By doing so, I ensure that my creations are not just momentary solutions but also forward-looking strategies that serve as roadmaps for sustained growth.
While the path to my current professional standing has been marked by challenges, I’ve learned invaluable lessons along the way. Each obstacle has presented an opportunity for growth and refinement. I’ve come to understand that adaptability, continuous learning, and the ability to evolve with the ever-changing landscape of marketing are paramount. Moreover, collaboration and understanding the unique needs of clients have been instrumental in achieving success.
In essence, what I want the world to know about me and my brand is this: I am a passionate advocate for design that serves a purpose, communicates effectively, and leaves a lasting impact. My commitment to lifelong learning and holistic design principles ensures that my work stands the test of time and drives tangible results for my clients. I’m dedicated to helping businesses and brands not only meet their immediate objectives but also pave the way for sustainable growth in an ever-evolving landscape.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I’d certainly introduce them to the incredible murals and artworks created by world-renowned artists in Wynwood Miami. We could also indulge in some innovative and quick culinary delights, whether from a food truck or a small restaurant. Additionally, I might consider taking them to an improv comedy show in Delray, specifically “Sick Puppies Comedy” with Casey Casperson and his crew. Having completed all five levels of improv, I hold a deep appreciation for this form of comedy. It’s fascinating because each performance is a unique, one-of-a-kind experience that will never be replicated. Sharing such moments with a room full of strangers and comedians who turn your suggestions into comedy is truly extraordinary.
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
While I work in advertising, I’ve always found it challenging to market myself and put my own achievements in the spotlight. Instead, I attribute my success to a selfless approach, focused on making meaningful connections and collaborating closely with my clients. These collaborations often evolve into personal friendships that last a lifetime. Currently, my business thrives primarily through referrals from those I’ve had the privilege of assisting.
I’d like to take this opportunity to express my profound gratitude to my wife, Sabrina Wilson-Erkur, who was the first to spread the word about my work, even when I was a full-time advertiser. Her unwavering support and the successful launch of her own business served as my inspiration to embark on this entrepreneurial journey. Sabrina remains my most dedicated advocate and promoter, and together, we continue to uplift each other in our respective endeavors.
I’m also deeply thankful to my clients and friends who have placed their trust in me and have generously referred my services to others. Their confidence in my work has been the cornerstone of my business, and I am truly appreciative of their ongoing support.
Lastly, I want to acknowledge the invaluable mentorship provided by my dear friend, Tom Olivieri, a highly accomplished figure in the advertising industry. Tom has been instrumental in guiding me through various challenges in my business journey. My aspiration is to one day have the resources to bring him on board as a partner in my agency, a testament to the significant impact of his guidance.
In conclusion, my success in the advertising industry is a direct result of my approach to building personal connections with clients and working selflessly. I’m immensely grateful to my wife, clients, and friends for their support and referrals, as well as to Tom Olivieri for his invaluable mentorship.
Website: https://xperactive.com
Instagram: https://instagram.com/xperactive
Linkedin: https://www.linkedin.com/company/xperactive
Twitter: https://twitter.com/xperactive
Facebook: https://www.facebook.com/Xperactive
Yelp: https://www.yelp.com/biz/xperactive-lighthouse-point
Youtube: https://www.youtube.com/@xperactive