Episode Summary
Michael Paul shares how a mid-deployment business purchase with his wife led to years of growing pains, power struggles, and ultimately, a full-blown reinvention. From defining roles in a marriage-business partnership to navigating financial freefall, Michael’s story is raw, practical, and loaded with lessons for agency owners.
Episode Highlights:
- Preparation beats panic: A financial safety net—and a mental one—can buy time when everything else crumbles.
- Married and in business? Define leadership or get lost in conflict.
- Survival is great, but reinvention is better. Fortibus didn’t just recover; it redefined itself entirely.
Agency Info
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Company: Fortibus Marketing
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Guest: Michael Paul
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Year Started: 2005
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Employees: 1-10
We were butting heads, and neither one of us was acknowledging who was going to lead. Once we figured that out, everything got easier.
Michael Paul
Key Takeaways
The Unlikely Origin of Fortibus
Michael’s path wasn’t traditional. From failing a college chemistry class to serving in the Air Force, he stumbled into entrepreneurship when his wife was offered a marketing agency while he was deployed overseas
Building a Business with Your Spouse
One of the most compelling parts of Michael’s story is the partnership with his wife, Dana. They learned the hard way that loving someone isn’t the same as knowing how to run a business together. They drew a firm line between work and personal life, establishing “business date nights” to keep priorities in order. “Define roles clearly. Know who’s making the final decision—and trust them.”
Surviving the COVID Cliff
Fortibus lost 93% of its revenue in six weeks during the early days of COVID-19. Instead of panicking, Michael and Dana leaned on their fiscal discipline
“We were intentional about building a safety net… that runway gave us the chance to pivot instead of panic.”
Leadership, Vision, and Letting Go
Dana later stepped away from the business to raise their children, leaving Michael to fill both the visionary and integrator roles. It was overwhelming at first, but ultimately led to deeper clarity about his leadership style and goals.
He’s now focused on making Fortibus a self-managing company. One that allows him to build multiple businesses and serve clients at a deeper level.
Show Notes
- Kolbe Index Assessment: kolbe.com – a tool Michael uses to improve team communication.
- Book Mentioned: Culture of Honor by Danny Silk – A key influence on how Michael prepared Fortibus financially and emotionally for hard times.
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