Episode Summary
In this insightful episode, Weston Wax recounts how he pivoted a decades-old family printing business into a modern digital marketing agency. From his initial reluctance to stepping into ownership to becoming the driving force behind Wax Eloquent’s transformation, Weston’s story is one of legacy, resilience, and vision.
What you’ll hear in this episode:
- How to navigate generational transitions in a family business.
- Why moving from a commoditized product to a value-based service requires a mindset shift.
- The importance of maintaining humility and abundance in a competitive agency landscape.
Agency Info
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Company: Wax Eloquent
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Guest: Weston Wax
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Year Started: 2017
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Employees: 11-25
My dad handed me the keys and said, ‘Do whatever you need to do.’ That freedom changed everything.
Weston Wax
Key Takeaways
Embracing Legacy Without Feeling Trapped
Weston didn’t always envision a future in the family business. Initially planning for a life in church ministry, he found himself “stuck” at Wax Eloquent after his brother left. Yet, what began as an obligation evolved into a deep appreciation for the business and the opportunity to shape its next chapter.
“Out of duty and obligation, not out of any sense of joy or desire, we just stuck it out. And then good things started happening.” – Weston Wax
Transforming a Print Shop Into a Digital Agency
Weston spearheaded a shift from print to paid digital advertising, focusing on home services and dental clients. He learned quickly that transitioning legacy clients into a new service offering wasn’t automatic. Building a new client base from scratch meant rethinking sales and marketing approaches.
From Transaction to Transformation
Print was a product. Marketing is a partnership. Weston shares how Wax Eloquent evolved its value proposition by staying ahead of trends, like adapting to changes in Apple’s privacy policies and Google’s AI-driven search updates.
Fostering an Abundance Mindset
Instead of competing with other agencies, Weston emphasizes collaboration. His team even white-labels services for other firms, showing the power of partnerships over competition.
“Comparison is the thief of joy. Just do what your agency is good at and let that lead the way.”
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