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- 28 | How Dreams Become Reality: Eric Dsouza – Founder of The Anti-Agency
28 | How Dreams Become Reality: Eric Dsouza – Founder of The Anti-Agency
Advertising is a dog-eat-dog world, unless you focus on….
Creating, not competing.
This blue ocean approach is exactly how Eric Dsouza leads his clients toward dominating their industry at The Anti Agency.
It’s also central to how he leads his own life, prioritising people and companies that are on a mission to make the world a better place.
That includes taking what he learned from generating 7 figures of revenue for corporate juggernauts throughout his career and applying it to 6 figure founders who are keen on breaking into 7 figures sustainably.
Since conquering the need for external validation, Eric reflects that “big dreams are only achieved with grit, getting out of your own way and taking calculated risks. A sprinkle of luck always helps as well.”
Catch the full Q&A with Eric below!
Q&A
What are your personal and professional values? What sacrifices have helped you find alignment between them, and how has it influenced your life?
Trust, transparency and mutual respect.
As someone who is now a business owner myself, I try to make every situation a win-win. I’ve learnt to anticipate what clients expect based on what I would expect from someone contracted to help me.
I lead every interaction with complete transparency, and trust usually follows with time. It’s about making promises and keeping them. Calculated sacrifices have let me maintain an equilibrium between personal and professional, without it, I would be pulling my hair out.
All 3 traits go hand in hand. Once mutual respect is established and early goals are accomplished, the focus shifts to strategic outcomes rather than the mundane everyday. A perk that often comes with me choosing to only work with amazing people.
Since starting The Anti Agency, I’ve formed relationships that go beyond work and am considered a trusted advisor to multiple 6 and 7-figure business owners. Something, that would have never been possible without my values to begin with.
How have your experiences working for corporate juggernauts compared with your founder journey?
It’s been a massive shift in comparison. I’m happier, healthier and know the work I do now matters more than ever before.
I now have the flexibility to work when I’m most productive, be selective with who I work and give back through my skills to support people/organisations that are on a mission to make the world a better place.
I’m working hard on letting go of the corporate jargon and being patient with my communication. Ensuring, I break complex terms down to the bare bones. The goal is to not only inform the people I work with but also educate them on how things are performing and why.
Ironically, I now feel like I’m part of something bigger and know the work I do has a direct impact on someone’s life, their mission and the people they choose to help.
What’s a dream you had as a child that has stayed with you to this day?
Without being cliche, to be unique.
I grew up in a time when football players were treated as gods and the world was at their feet. Each with their unique style, boots and flair.
Today, we live in a digital world where everyone can reach thousands, if not millions of people overnight. However, only the ones that truly stand out are unique.
I’m not sure if I want to be known by millions of people, but I do want to help as many people as possible in my own unique way.
What were early barriers to pursuing your biggest dreams, internal or external? What mindsets, habits and strategies helped you overcome them?
Self-doubt, external validation and a colossal amount of student debt.
Like every entrepreneur, I wasn’t sure whether I was worthy or ready. I mapped out everything in my way and planned for the worst-case scenarios.
How long will it take to be viable?
What happens if it doesn’t work out?
Where do I get business from?
Why am I doing this?
TBH, I understand why starting a business is the hardest thing to do for most people.
It requires a shift in mindset, a certain amount of privilege (debt-free, an emergency fund) and self-belief. Having a supportive partner is a nice bonus.
I’ve always believed that big dreams are only achieved with grit, getting out of your own way and taking calculated risks. A sprinkle of luck always helps as well.
Growing up there was a huge emphasis on respect and authority. It took my parents 23 years to tell me they were proud of me. Naturally, I sought validation from external sources like teachers, sports coaches and elders in general.
I’ve had to relearn how to be passionate about my work without approval or praise. It’s a welcome hit of dopamine but it doesn’t necessarily matter because I will always put my best foot forward.
Presently, I measure validation with the longevity of my client relationships but am conscious that it is based on mutually beneficial circumstances and that business is earned every day.
Lastly, access to opportunities always comes at a price. I incurred over $100,000 in student debt and often questioned whether I had made the right decision… In hindsight, I wouldn’t trade it for anything. I’m proud of how far I’ve come and am glad it wasn’t easy.
What does ethical advertising mean to you? How can more advertisers move towards it?
To lead with integrity no matter the situation, take responsibility for my actions and remember that I’m here to serve my clients above myself.
Making the shift is easy – you simply spend someone else’s money as if it were your own. Establishing rigid criteria and being selective of who you work with will help you stay on track and be true to yourself.
For example:
Can you help this business?
If yes, how?
If not, why?
How long will it take this business to achieve their goals?
Are they aware of this?
Can you map out exactly what’s missing for them to go from point A to B?
If yes, do they agree?
If not, why?
Lastly, are the decision-makers easy to work with:
Do they want to hire you for your expertise?
Or do they want to tell you what to do?
Factors like monthly recurring revenue, conversion rates and the complexity of the business should also play a part.
Change is hard for most people, so it’s important to work with people who can visualise success and trust in your ability to get them there.
If you could capture the attention of every single person for thirty seconds, what would you say?
Strive to live a life without regret…
You don’t want to wake up one day and question what if? Failure is a part of life but regrets are just future resentments towards yourself.
You won’t know until you try
Thanks for reading my Q&A with Eric.
You can connect with Eric here:
You can check out The Anti Agency here:
And as always,
Keep dreamaking.