Let’s Get Down to Business: Micky Denehy

MICKY Denehy runs the Denehy Connection. He is an experienced advertising and marketing consultant, trainer and facilitator. He lives in Shiplake with his wife Vicky and has two children, Yazzi and Sam. He still plays competitive hockey for Reading Hockey Club.

Describe your business

The Denehy Connection is a marketing training company. We train marketing teams to help them be-come better marketers, capable of delivering more effective communications.

How many people does it employ?

We employ three people but we have a network of associate trainers and consultants with a range of skills.

What did you do before you started this business?

I was chief executive of advertising agencies in London, Istanbul and Dubai and was chief marketing officer at Saatchi & Saatchi.

When did you start your business?

In 2008.

What was your objective?

To help people get better at what they do and deliver better marketing campaigns. I also wanted to run my own business and control what projects I took on.

Who or what influenced you to set up your own business?

I am very grateful to those who have helped me develop my business. Plus, the wide range of clients and fellow trainers I have worked with. Every conversation has helped me move forward.

Do you have a mentor or role model?

My wife, Vicky. She does all the book-keeping and helps brainstorm ideas, keeps me grounded and helps me find new clients to work with.

What would you do differently if starting again?

I would have started sooner and been even braver and taken on more projects outside my comfort zone.

Has your business pivoted since the coronavirus pandemic?

I thought lockdown was going to close my business. Before covid, almost all my training was delivered face-to-face. It has subsequently flourished, I now run online workshops around the globe from my home.

How is your business doing compared with last year?

We have matched revenues with some of our best pre-lockdown years. As most of the training we have done has been online we have virtually no travel cost.

Do you compare on a regular basis? Weekly, monthly, annually?

Annually. The work is project driven and there are always ups and downs across the course of the year.

How do you market your business?

The biggest driver is word of mouth and personal recommendations but I also use social media.

What’s the best thing about running your own business?

Being able to say no.

What’s the most challenging aspect?

Switching between work and home life. I also need to remain positive and motivated to look for new projects.

Where is your business headed?

Trying to deliver better and better training every time I run a workshop.

Do you have a five-year plan?

Not to retire and to keep learning new stuff.

Do you achieve a good work-life balance?

I have taken regular sabbaticals throughout my career and I try to take a couple of months off each summer.

Do you set any goals for your business at the start of a new financial year?

Try to match or beat last year, to do interesting stuff, be happy, keep learning and to keep my wife happy!

What would you advise someone starting a business?

Stay positive and be nice to everyone. Get stuff done efficiently and effectively.

What’s the biggest mistake you’ve made?

In the early years I worried if I would be able to generate enough revenue but learned that worrying does not help.

How organised are you?

Not very organised — my desk is a mess — but my wife says I am ruthlessly efficient when working on a project.

How are you planning for retirement?

I am trying not to retire as I am worried I might join a golf club if I do.

What’s the secret of your success?

Energy, staying positive, and wanting to help others.

How do you dress for work and is it important?

Shirt and smart trousers when talking to clients or a running a workshop. Otherwise T-shirts and shorts or jeans.

What can’t you do/be without every day?

Coffee and a laugh.

Lunch at your desk or going out?

I have lunch at home almost every day with my wife.

Do you continue to study?

I am a lifelong learner. I am always looking for new ways of doing things, new content or inspiration.

What do you read?

I have always loved reading novels. I have just finished reading the brilliant Still Life by Sarah Winman.

Interview by Will Hamilton, intermediary and global marketing consultant, Hamilton Associates