EO Charleston Member Spotlight: Todd Laire
In a world where entrepreneurship is often viewed through the lens of hustle and sleepless nights, Todd Laire, CEO and Co-Founder of LAIRE, shares his story of perseverance, strategic thinking and personal growth. As a member of EO Charleston, Todd brings a wealth of experience and insight to the entrepreneurial community, making him an example for aspiring business owners in the Charleston area.
From Seattle to the Carolinas: The Genesis of an Entrepreneur
Todd's entrepreneurial journey began long before he founded LAIRE, a revenue growth and lead generation marketing agency. Raised in Seattle, Washington, Todd grew up watching his mother build a home-based business in the mid-to-late '90s. He witnessed firsthand the independence and flexibility she achieved, working from home with a headset on, navigating the burgeoning world of digital communication.
This early exposure to entrepreneurship ignited a spark in Todd.
"In college, my idea of work was either owning a business or just getting a job," he recalls. While pursuing a degree in business administration and management, he also took classes in video production and film critique, nurturing a dream of becoming a filmmaker. The advent of digital video and accessible editing equipment presented a unique opportunity to pursue this interest.
Todd decided to invest in himself, taking out a high-interest credit card to purchase video and editing equipment. He started small, filming friends' bands and weddings to practice his craft, before an introduction to a local business owner interested in video marketing led Todd to explore web development. He quickly learned how to create websites, found solutions, priced them affordably and made a profit.
By reinvesting his earnings in new equipment, Todd eventually launched his first business. Fast-forward 20 years, and LAIRE now boasts 11 employees and serves more than 30 clients worldwide.
Overcoming Early Challenges
Like many entrepreneurs, Todd faced formidable challenges in the early stages of his business. Sales and marketing best practices were uncharted territories, and he vividly recalls an early meeting with a blue-collar roofing company where he failed to connect with the client. "I went in with a multicolor brochure, too focused on what I was going to say and not listening to their goals," he admits.
Learning to handle rejection and not take it personally was another critical lesson. "Sometimes people won’t be a good fit. There are lots of blessings in disguise if you let things happen," Todd notes.
He emphasizes the importance of following up on opportunities and having a system to manage them. "Most opportunities are realized in the follow-up process — doing what you say you will.”
Evolution of LAIRE
From its early days, LAIRE has evolved into a sophisticated marketing agency. Todd underscores the significance of mastering marketing and sales, creating systems and processes to automate tasks. However, the most significant change has been in managing employees and fostering a positive work culture.
“When you’re working with other people, you have to live in their world and see things from their own eyes,” Todd explains. “Everyone is so different, and there are so many personality styles.” The challenge of being a great manager, supervisor and ultimately a great boss is one LAIRE continues to embrace daily.
Personal Growth and Milestones
As LAIRE has grown, so has Todd. He has learned the value of patience and the importance of letting things happen naturally. "Starting your entrepreneurial journey, you’re doing everything yourself. As you grow, other people on your team are better than you at some things. Getting out of people’s way and letting them do their jobs is crucial," he advises.
One of Todd's proudest milestones is becoming eligible to join exclusive organizations like EO. Running a business that operates independently for extended periods has allowed him to enjoy personal moments fully. "I recently went on vacation and created my first-ever 'out of office' reply for email. I didn’t check email for five days, which allowed me to be present with who I was with and what I was doing."
Future Aspirations
Looking ahead, Todd has ambitious goals for LAIRE. He aims to get the agency on the Inc. 5000 list and become an Elite HubSpot solutions partner, enhancing visibility and business opportunities. Achieving these milestones will require dedication, strategic planning and continuous improvement.
Balancing Business and Personal Life
Maintaining a balance between business and personal life is challenging, but Todd has found ways to manage it. He adheres to strict work hours and avoids checking emails past 5-6 p.m. on Fridays. "During the pandemic, many businesses suffered losses. I realized that bad news can always wait," he reflects.
Todd also tracks his screen time to avoid overuse, emphasizing the importance of being present and intentional when spending time away from work.
Advice for Aspiring Entrepreneurs
"Failure is very much part of the journey," Todd advises. "Learn how to have a healthy and successful relationship with failure. Experience is the best teacher, so embrace failure, embrace your mistakes, and vow to learn from them."
Involvement with EO Charleston
Todd’s involvement with EO Charleston stems from a desire to connect with like-minded individuals facing similar challenges. "It’s great to meet people who experience similar challenges and learn from them," he says. Joining a forum in Charlotte, North Carolina, offered him a sense of belonging and support, making EO a natural choice for his entrepreneurial journey.