Thanks to the video/Zoom age we live in, everyone has gotten pretty good at pitching or interviewing. It all sounds good, it all makes sense, and so you hire the person. And after a few days, weeks, or months you start to realize that there are some difficulties you had not anticipated.

[I have to stop here and say this is why I structured our company the way I did. I wanted to save clients from all that searching and disappointment, by finding the best possible people, weeding out any that didn’t work out, and continuing on with the best possible team. I have also made this a safe place for nice people to work; character counts hugely in our everyday operations. Anyone who doesn’t work well with others doesn’t last long. If I were a CEO or entrepreneur trying to succeed at digital marketing, I would much rather work with a company that had been doing all this vetting for me than to try to find and hire and continually vet individual specialists. OK. Back to the other realities.]