November 23, 2006 | Thursday

Dylan Thwaites recalls eureka moment

By Simon Whittick in Company News |Latitude People |Quotations |Search Expertise

Latitude’s CEO, Dylan Thwaites was one of the Ernst & Young awarded entrepreuners to be featured in the Financial Times article last week.

Here is a selection of the article from the Financial Times Online

Eureka moment: It was the day that someone told me about search engine marketing. I was at a meeting with Corporem to discuss buying a rugby domain name when search engine marketing was mentioned. The very next day I went back and asked about it. This struck me as a huge opportunity – to be able to offer engagement marketing rather than interruption marketing.

Business Idol: Mark McCormack, founder of the sports marketing group IMG, for his ability to see things differently.

Team Talk: We’re growing fast - we look for really bright people that we like. Candidates for senior jobs are interviewed by potential subordinates.

Best Advice: The saying that “success has many fathers, but failure’s a bastard.” In fact we try to encourage failure because we have to be very innovative and we want people to learn.

Worst mistake: My natural assumption for a start-up was to go into pub retailing, because I knew it. I had not read the chapter in the “guide to starting up” that said be sure you’re in a market that has potential.