Episode Summary
In this episode, Russel sits down with David Riggs, founder of Pneuma, a web development and SEO agency based in Lakewood, Colorado. David’s entrepreneurial streak began in elementary school and never stopped, whether it was flipping sneakers in high school or launching websites during finals week. His story is a blueprint for building something from nothing…rooted in practicality, momentum, and faith.
Episode Highlights:
- How selling golf balls and flipping shoes led David to entrepreneurship
- The launch of Pneuma: from fraternity freelancers to full-time founder
- Cold outreach, content marketing, and why referrals still matter
- Building a team of “critical-thinking wildcards”
- A faith-driven decision that launched a $27K deal and a resignation
Agency Info
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Company: Pneuma
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Guest: David Riggs
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Year Started: 2019
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Employees: 26-50
I want to be so conservative with my finances that I can be reckless with my creativity.
David Riggs
Key Takeaways
Start with Scrappy, Then Systematize
David didn’t wait for perfect conditions. Pneuma’s early days were fueled by hustle by doing websites between classes, recruiting frat brothers to help, and sending thousands of cold emails. But the key to growth came when he stopped doing everything himself and started building systems. “You don’t need to have it all figured out. Just focus on delivering value and learning fast.”
Customer Experience Is Marketing
Referrals account for 20–30% of Pneuma’s business and that’s no accident. Over-communication, reliable reporting, and results that connect directly to revenue drive customer loyalty and organic growth. “Every client touchpoint is an opportunity to generate your next referral.”
Don’t Just Hire for Skill, Hire for Thinking
David calls his team “critical-thinking wildcards”…people who don’t just execute but understand the why behind their work. His top hiring filter? Would he put them on stage to present?
Treat Your Agency Like Your Best Client
For a long time, Pneuma didn’t market itself. But once they did, SEO, content, social, their lead flow exploded. By treating Pneuma as a proving ground, David unlocked client-ready strategies and built a recognizable brand. “Our own marketing became the playground to test what we recommend.”
Finance as Freedom, Not Flash
David’s ultimate vision? Achieve financial independence so he can pursue creative ventures without constraint. Like Sylvester Stallone turning down money to own his script, David believes managing money well unlocks fearless creativity. “I want to be so disciplined financially that I can be reckless creatively.”
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