Matt was up by 6:00 a.m., and so was Sabina. She was going to be seeing clients all day, and, like most days, he admired how she just woke up in a generally good mood, ready to do work she was good at, enjoyed, and work that mattered. He envied her lack of existential crisis.
He thought about Yisel's coffee roasting, Chad's reception to showcase maps, and his conversations with Renault. Somewhere in his mind he was also hearing Sparky's tough-guy wisdom. It was a lot to process in just a few short days. Was he making progress? It was hard to know.
He had homework to do: talk to someone who works in finance of a nature-related company and become expert at something and go public with it.
“What time will you be home tonight?” Matt asked Sabina as he poured her a cup of coffee to go.
“I think 6:00 p.m. My last client is at 4:00 p.m., but I have to wrap a couple things up after that.”
“Okay, sounds good. I'll probably be the same. Don't forget we have climbing and date night tomorrow night.” Matt reached for a spoon to hand to Sabina, who liked her coffee with plenty of cream and sugar.
“Right – got it. That was sweet of you. If you're tired, we don't have to do it,” Sabina offered.
“No, I want to,” he said, and he did. He always won plenty of praise from Sabina and their friends alike for thoughtful trips hiking or camping, but the reality was it was entirely of his own wanting as well. He was just glad Sabina was a willing partner.
Matt got to work by 8:00 a.m., threw his bag down on the chair in the corner of his office, and pulled out his journal. He felt like his head was a little bit all over the place, and not very much at work. He started reading some of his notes from the week to refresh on what he was learning. He also thought to himself, talking out loud, about how he would find someone to talk to who works in finance at some outdoor-related company to get his homework done.
As he was in his head thinking through these things and beginning to make a list of things he needed to do from the homework he had been given from the Third Shift Entrepreneurs, he heard a knock on his door frame. He looked up from his desk and saw his firm's founder and cultural pillar, Saul, standing in the doorway, holding a cup of coffee, and with a stack of folders underneath his arm.
“Morning, Matt,” Saul offered with a smile. Saul was one of the people in the world for whom Matt had infinite respect. A son of immigrants, he had grown up poor and had started the firm with no real assets but a sincere desire to build a life for himself and his family. Now in his 70s, he seemed to be slowing down a bit and appreciated just being able to still spend time with people at the firm like Matt, whose careers he had been so personally invested in.
Matt, with all of the inner turmoil about what he wanted to do with his life, never doubted that Saul was a wonderful and supportive leader and that the firm had been incredibly good to him. In fact, it was these two facts alone that made making a career change and starting a business, whatever that could be, seem so irresponsible or foolish. Saul had been something in between a professional mentor and a father figure for Matt. “Good morning, Saul,” Matt returned, sitting up at his desk.
“How's Sabina?” Saul asked, always mindful that relationships superseded work. Saul never started a meeting without first asking about your family, a loved one, a sports team you cared about, or something else personal.
“Oh, she's great. You know, busy, seeing lots of clients, but good,” Matt offered.
“Kids? What are we thinking about kids?” Saul always asked about kids. It was as if he cared about Matt more as a father figure than as an employer or work colleague, and the older he got, the more liberty he took to poke and prod into Matt's personal life. Sabina, in particular, loved Saul. She loved him for the same reasons Matt did but also because she knew Saul was always encouraging Matt to think about having kids.
“Well – no kids. Not this week at least. Someday we will, at least that's what we tell ourselves. We've never felt like we were in a rush, but someday soon I think.” Matt was eager to move the conversation on since the question about when he would have kids was a regular one.
“Say, Saul,” Matt ventured, thinking about the homework he had been given, “have we ever had any clients that do things in the outdoor segment, like sell gear, or related to camping or hiking?”
Saul paused to think. “You know…not really. Or at least not that I can recall. I'm trying to remember.…Actually, there was one guy whom I helped sell his RV camping ground about 10 years ago. It had been a family asset, kind of rundown old place, but I was amazed at how profitable it was. They had loyal customers who came back year after year. Not sure if you'd consider that outdoors related….”
Saul thought a bit longer. “Well, you know Sharon is on the board of the Park District foundation here in Illinois and has been active with them for years as a volunteer. We did a pro bono project a few years back to help them structure their finances as part of a consolidation they went through.
Matt had forgotten that Saul's wife was an active environmentalist who spent time volunteering with various causes. Matt was also intrigued that the firm had done a pro bono project – something he had heard of other firms doing but not something that he thought a small firm like his would do very often. Matt had never considered that, mostly because, why do a project for free if you can get paid? Saul had regularly done charitable things quietly for causes he and Sharon were passionate about, including environmental causes. Saul had built this incredibly loyal network of clients and friends because of, in part, his big heart and sincere desire to step forward and support causes that mattered to them.
“Why do you ask? About clients in the outdoor space?” Saul asked.
The question startled Matt. “Oh – no real reason. I mean, I guess I was just interested.”
Saul didn't react to the answer, waiting for Matt to say more.
“Well, you know I'm interested in the outdoors, whether it's climbing, hiking, camping, whatever. I feel like in the Army I was constantly physically active and that's just not something that naturally shows up anymore. I mean I try to work out and joined this climbing gym, but something about turning 40 has me just assessing things differently and asking myself what I'm passionate about. A friend of mine reminded me of how passionate I used to be about exploring parks and being outside, and how I've kind of lost that piece of myself. She challenged me to find ways to bring it into focus again. Sabina and I used to do a lot more of that stuff earlier in our relationship. So, I'm not sure what that looks like, but I was just curious.”
“Actually,” Saul replied, now homing in on Matt, “I didn't know that you were that interested in camping and all that. I think that's great.”
“You know,” Saul looked a bit nostalgic as he increasingly was these days, “when I started the firm it was really built through the network of other immigrant business owners. That's the community that was there for me and ultimately got me off the ground. Sharon and I knew what it meant to come to this country and struggle, and we were committed to helping others fulfill their dreams as well, so we took on all kinds of clients who owned restaurants, manufacturing plants, cab companies, a little technology company, you name it, who were immigrants. Most of them Pakistani, some Indian, some from the Middle East. All kinds of religions. But we helped each other. We broke bread together. There was this feeling that we are all in this together and nobody ever had any money, but we just kept doing the work for each other. They didn't really know what I did but they would just come to me with all of their financial questions. There was, I'm not sure how to describe this, a sort of loyalty for being with people in the bad times as well as the good times. And I'll tell you – those fledgling little businesses back then – many of them did unbelievably well. This firm today only exists because of the bets we placed in those business owners back then. But it's because we really cared about these people. I still do.”
“I didn't realize how much the immigrant community was a part of you starting the firm 30 years ago,” Matt replied.
Saul lit up. “Part of the story? Ha! It's the entire story. I've been to more ethnic restaurants in this city than you would believe. That to me is the good stuff. Well, anyway, you didn't need to listen to me go on down memory lane but whatever it is you're passionate about doing, let me know. As you know, I look at you as a leader in this firm and whatever matters to you matters to me.”
Saul checked the time on his watch – one of the few people Matt knew who didn't walk around with a mobile phone. “Well, I've got a call in a couple minutes, if you'll excuse me. And please do tell Sabina hello and that Saul is looking forward to that baby coming.” With a wink and a wave, Saul turned and left Matt to his thoughts.
Matt smiled, grateful for the man that Saul was, and always a little shocked at his reactions. “Let me know how I can help.” Was it really that simple? Matt couldn't decide how small, or big, of a deal it was that he just shared with his boss that he was interested in getting outside and being connected with the industry that supports that. Why did I keep this to myself? He thought about Sparky, whom he'd listened to the other night talking about the fear of starting, and admitting you're starting, and how people can't help you unless you tell them where you are headed. Maybe he had made one “micro-movement” in the right direction by even telling Saul he was interested in the outdoors, and Saul in turn offered to co-author or at least support the journey. It was a small step but felt like a big one.
Matt's desk phone rang. “Good morning, Matt Carney.”
“What's going on, man – it's Cedric.” He could hear that he was on speaker phone, and that Cedric was clearly in his car. There was also some music in the background.
“Cedric – hey!” Matt was surprised but delighted by the phone call. No one ever called his desk phone, but apparently Cedric had picked it up off of his business card. Who are these people? he laughed to himself. This is my client, and undercover Lyft driver from not even a week ago, and now he is calling me at my desk at 8:15 a.m. He was grateful for the novelty of this experience even if he didn't quite understand it.
“Check it out – I only have a few minutes. I just dropped off the head of the Training and Development for a major hospital system who told me all about how frustrated they are not to have a better facility for leadership retreats, small support groups, and addiction recovery experiences. She laid out their blueprint for me, where they currently go, what they pay, how they need privacy, which weekday they usually need, everything. It was gold. AND,” Cedric could hardly contain his enthusiasm, “five stars and $5 on top of it…ha! Not bad for a day's work. And I got her card so when we go live, I will definitely be following up with her.”
Matt was genuinely excited for his new friend. “Cedric, that is awesome! Congrats!”
“Appreciate it…Anyway, that's not why I called. Cedric turned serious. “I wanted to check-in with you and see how you are doing on your homework.”
“My homework. Right. Umm – well, I'm working on it.”
“What do you mean you're working on it?”
“Well, you know, Yisel wants me to talk to someone who works in finance at a company related to the outdoors, and Chad told me to become expert at something and go public with it, and also to add value to the people you interact with. I'm actually going to reach out to the owners of the climbing gym I just joined. And I'm putting together a little plan of other people I could reach out…”
“Matt – listen,” Cedric interrupted. “I'm only going to say things that people have said to me, and only in a spirit of love, so don't take this the wrong way, but you have the time; you just haven't used it.”
Matt didn't respond, a little irritated at the push, given how jammed he felt like his days already were with work and then Third Shift events and meetings. What was he supposed to do?
“Listen. When did you meet with Yisel? A few nights ago?” Cedric continued. “When she tells you to go talk to someone, you have a choice. You can say, ‘That's something I'll do in the next month,’ or ‘next week,’ or ‘this weekend,’ or ‘tomorrow,’ or ‘right now.’ Third Shift Entrepreneurs do it right now.”
Matt listened to the answer. He knew this in other parts of his life. With clients he was always right on it. He could be maniacal about pursuing things that needed to be handled with them that were urgent.
“You see,” Cedric continued, “for the Third Shift Entrepreneurs like us, no one gives us deadlines. You can slide sideways for years, thinking that you are making progress. Other people will create urgency in your life for their problems. Expect it at work and at home and on social media and everywhere you aren't looking for it. The question for you is: How will you create urgency in your own life for your dreams? I mean, urgency like you can't-spare-five-minutes-urgency.”
Matt overheard the Google Maps voice giving Cedric directions. Matt got the point but still didn't feel he had been wasting time or blowing off the work. He actually did feel like he was moving fast.
“So, Yisel says go talk to someone who works in finance at an outdoor company,” Cedric continued. “Do you know anyone who fits that profile? What is your exposure to companies or organizations working in nature-related endeavors? Whom do you know?”
“Well,” Matt thought about it, “I don't really know people myself. I'm not sure. My networks there aren't that good.”
“Matt,” Cedric cut him off, “this is an easily solvable thing. This is called customer research – my specialty. Right now, I need you to do this. Do you subscribe to Crain's Chicago Business? That's the business journal that publishes all the lists of companies.”
“Actually,” Matt responded, “Yeah, we do here at the firm.”
“Okay, cool. Look at all of the lists of businesses in Chicago – privately held, publicly traded, midsized…and just go through and read the companies and circle the ones that sound interesting to you because they do something related to the outdoors. And then look at the foundations and nonprofits that sound interesting to you – with a mission or something that excites you. If you stopped what you were doing and just did that, that's maybe an hour of your time and you would have a vastly improved idea as to what the landscape here in Chicago looks like.”
“Okay, got it…” Matt had pulled out his notebook and was taking notes as Cedric kept moving.
“But that's still not good enough because that's just you doing some research at your desk. You need to go talk to some people. You said you're going to a climbing gym?”
“Yeah, Saturday night with my wife,” Matt replied
“Okay, talk to the owner. Make that your goal,” Cedric ordered.
“That's actually what Yisel told me, too,” Matt replied.
Matt could hear Cedric laughing to himself at what he presumed was either Matt's innocence or his stupidity. He wasn't sure. “Yeah, good – Yisel is correct. You should talk to three other people who own gyms as well – I'm not sure how many are in Chicago but probably a dozen or something? I don't know. My guess is you can find their names on their websites, or on LinkedIn. This just isn't that complicated. You find them and you send them a note. I want you to also find a CFO at an outdoor-related company – you'll find one in the list you'll be looking at.”
He's right. I guess it's not that complicated, Matt thought. “But how do you just email them?” Matt genuinely struggled. What do you say to these people even when you do find the right ones?
“Matt – think about what Chad told you. Add value. That's all. If you add value, then they will want the value. The value can be I want to buy you lunch, or I want to help your career, or I want to help your organization, or I have an idea or a skill set that you might be interested in. Or just, ‘I think you're a smart interesting person and I would like to learn from you.' That's flattering and people will appreciate it. It's not like you're trying to get lunch with Obama. People are available – more than you think. Just add value.”
“Okay. Thanks, Cedric. This is helpful. I appreciate it.” Matt was grateful for the push and the clarity and was preparing to end the call and think about his next steps.
“Oh, I'm not hanging up. I'll wait while you figure this out. Go ahead and find the company, then find the person and send him or her a note.”
This felt a little crazy. “Um…,” Matt paused, “So you're literally going to wait on the line?”
“Yep, that's exactly what I'm going to do. And I'm going to time you. On your mark, get set…go.”
Matt thought to himself, I don't understand what's going on right now, but what the heck. He put the phone in his ear while he pulled up Crain's Chicago Business. He navigated toward the business lists sections and clicked on the largest employers. He found the Cook County Forest Preserve District, which he wrote down, and then clicked on a list of privately held companies and he found a company that was called Adventures Accessed, which appeared to be an outdoor gear company.
After a quick search, he found the CFO for the Cook County Forest Preserve District, Cory Schneider. He looked as if he was in his late 30s. He pulled him up on LinkedIn. They had three mutual friends, including one guy that Matt went to college with, a former co-worker, and a woman who was a friend of Sabina's. He didn't feel he knew any of the three of them well enough to ask for the intro and shared that with Cedric.
“Then just send him a note, offering to add some value. Just go.” Cedric turned the music up and was intermittently singing the words to songs on the radio.
Matt started a note along with a LinkedIn request, “Hey, Cory – I don't think we have met, but I'm a big fan of the Forest Preserve District and the mission it serves to get people outside. I work in finance and would love to get involved with a pro bono project and just learn about how I can support your work.” Matt shared the note with Cedric.
“Okay, not a bad start. You can do better than that, though.” Cedric asked. “Think about this guy – what does he want for himself?”
Matt thought about it, unsure. “Well, I'm not sure but he works in the public sector so maybe he would be interested in career opportunities in the private sector?”
“Everyone,” Cedric underscored, “is interested in their own career and options, so yes. That's a good add.”
Matt reread the note and then added a line, “We're always looking to bring in talent at our firm, so I'd be curious about your future aspirations as well.”
Not sure what to expect, Matt took a breath and hit send. “Sent.” Matt leaned back in his chair.
“Okay! Well done. See – that could have taken a day or three weeks, or a few minutes. It turns out it took about seven minutes. Don't make these actions bigger or scarier than they have to be. Okay, I gotta run. I'll see you at next week's meeting if not sooner.” Cedric didn't wait for Matt's response before he hung up.
Matt again laughed at the ridiculousness of this but felt grateful that he had a person in his life who was making him do things and do them now. Matt began to get himself organized for the day. He had important client meetings and other matters to attend to that he had let slip this week. He started organizing the paperwork on his desk and thinking about his course of action for the day when he heard an alert on his phone. He looked at it: a LinkedIn message from Cory Schneider with a short note, “Matt – thanks for the note. Would be happy to connect. Please shoot me an email and let's get something scheduled.”
Matt was delighted, tickled, surprised – even giddy. It shouldn't be a big deal, but it seemed again like at least a minor victory that this guy would have emailed him back right away. He had played this interaction up in his mind as something aspirational and challenging to make happen, and here in less than four minutes he had achieved it.
Channeling Cedric's advice, he proceeded to immediately send an email, something that he previously might have put on a to-do list and taken care of in a few hours, few days, or few weeks. Not now. While it might have seemed a little bold, Matt let Cory know that they were going to this new climbing gym that he had joined on the west side and asked if Cory would potentially be interested in meeting there as Matt's guest. Otherwise he offered to schedule coffee.
As it turns out, Cory then replied that he and his partner live near the new gym and he had seen it, but they had not been there. He took Matt up on the offer to go to the climbing gym. It struck Matt as unconventional that he and his wife would be spending Saturday night with another couple they had never met, but he thought about breaking habits and, chalking this up to part of the journey of stepping outside himself and into what was possible. He confirmed for 5:00 p.m.
Matt then thought about Chad's advice: add value. How would he do that? Matt spent a few minutes thinking about Cory Schneider. Who was this guy? What were his challenges? What could he be wrestling with? How could I add value for him? What do I not know about the Forest Preserve District that I need to learn? Whom do they work with to support their financial needs?
This was the kind of project Matt loved – researching a new client, of sorts. He started scouring through everything he could find out about the Chicago Park District and its finances. He had done a little bit of public finance work even though it was by no means a specialty of his. He dug into everything he could find about the Forest Preserves. He researched the history and impact of the Cook County Forest Preserves with over 70,000 acres of natural land and an estimated 62 million visits every year. He learned about the size and scope of their trails, nature centers, and campgrounds. He dug into the finances, annual plans, and strategy documents related to the future of the Forest Preserves. He learned about the revenue streams both from taxes but also some earned revenue coming through operating the camps and other partnerships. He also dug into Cory's background, based on what he could find, as well as the backgrounds of the other executive staff at the Forest Preserve. Cory appeared to be, from what he could gather, someone who had been quickly promoted through the ranks at various public sector agencies.
Matt was in a state of flow – doing what he did best in a situation like this. When he finally looked up and pulled himself back into reality, he saw he had been going for several hours. He had never thought so completely about the financial challenges and opportunities that an organization like the Cook County Forest Preserves might be facing. He felt ready, fascinated, and excited about the conversation with Cory Schneider. I wonder if it's this kind of obsessive thinking that made the other Third Shift Entrepreneurs click.