For a lot of companies, the word “performance” is only a financial report. For us at Boundless, it means so much more. Yes, we saw more than 20% growth in 2024 from 2023, and we should be proud of that accomplishment. But when I reflect on that stat, I am compelled to ask our leadership how we performed as a team. Did we rally around each other when deadlines were upon us? Did we support each other when others were dealing with personal issues? Did we come together when there were challenges that we had not faced before? And the greatest performance of all is whether or not we grew as individuals and as teams. Did we learn or did we stay stuck in our ways?
Hindsight is always easier than foresight. But as I think back on 2024, I’m proud of our performance as an agency. If I were to grade the agency's performance in 2024, I would give us a solid B. Giving ourselves an A+ wouldn't be honest (though we did excel in many areas). We need to always take a critical look at ourselves. Looking back, I know where we outperformed, and I know where there is room for improvement. I am well aware of the areas where we fell short in 2024 and those LOOM LARGE in my mind. Those shortcomings are what keep me up at night.
After 40 years in this business, I’ve learned that you never really arrive at a final destination. Such is the agency life. You are constantly pushing to go further and to do better. But we are a collective of passionate individuals on the boundless pursuit of exceptionalism. With our 2025 forecast pointing upward at a 60-degree angle, I know there is work for us to do to meet the call of the moment. We’ve laid a firm foundation and have invested in top tier talent so I know we will deliver. And as I always tell clients, “If it’s not right, we’ll make it right.” That's our promise as Boundless to those we serve.
If 2024 was all about expansion and diversification, 2025 will be about focus and delivery. As told in the book Good to Great: Why Some Companies Make the Leap...and Others Don't by James C. Collins, it’s important that our bus has the right people in the right seats and that everyone is aligned with where the bus is going. That’s when exceptionalism occurs. That is my specific focus for the agency to get on board with going into the new year.
I’m excited about our exceptional staff. And I’m excited about those who’ve raised their hands to support our growth with resources, capital, and new ideas. Together we will drive forward (accelerated) and continue on our mission to enable others to live their boundless lives.
Here's to 2025!
