D.C. Joseph from Serif
My name is D.C. Joseph. I learned the art of storytelling in my Grandma’s biker bar. I developed a passion from that experience and decided a great way to story-tell was through film.
I’m a DIY self-taught independent and commercial filmmaker. I founded Serif in 2009 out of my apartment on my kitchen table.
We’ve severed over 300 brands, have won dozens of awards, and helped brands achieve creative greatness.
What do you think is the single biggest misconception people have when it comes to startups?
Venture capital is overrated. Start by starting. Generate a cashflow day one, then raise capital.
If you could go back in time to any moment from your journey, and give yourself one tip, what would it be?
Founders typically lean toward serving the vision or the team. The best ones know how to do both. I wish I would have focused on both sooner.
What makes you stand out as an entrepreneur?
I have an elite understanding of storytelling. My skill stack is DIY and self-taught, so I have a unique perspective. On top of that, I have an unmatched level of tenacity. I’ll do whatever it takes.
What are some of the best working habits you’ve gained over the past couple of years?
Preparation is everything. 90% of the work is preparation. I’ve also learned to rest and reflect. If there’s no time set aside to reflect, there are no key insights gathered.
Give us a bit of an insight into the influences behind the company?
We are excited to hep brands achieve Creative Greatness – We do this through the 3C’s — Connection, Credibility, and Continuity.
Where do you see your business in five years?
We see ourselves producing more long form original branded content. Producing shows and documentary series for brands.
What do you think the biggest challenge will be for you in getting there?
Changing hearts and minds and getting them to think bigger.
Talk to us about your biggest success story so far?
Our team is our biggest success story. Every day I get to wake up and work with and for the smartest, most creative team members. Along with the team, becoming the AOR for a division of Abbott was a huge win for us.
How do clients and customers find you? Are you much of a salesperson for yourself?
Mostly through referrals. I love helping people, so therefore I love sales. I lead the majority of our sales efforts.
What one tip would you give to fellow startup founders?
Rest. Rest. Rest
And finally, what do you hope the future brings both you personally, and your business?
I hope to help our team and clients be set apart and unlock their full potential.
