Building a business from the ground up requires resilience, creativity, and a deep understanding of scale. Xavier Olivier, Co-Chief Executive Officer at DarkMatter, a digital marketing agency, has managed to do just that – growing his company methodically without sacrificing its integrity. Xavier’s approach to scaling business sustainably offers a road map for business owners looking to expand without overreaching.
Xavier knew from an early age that he had the mindset of an entrepreneur. After university, his interest in the digital space only intensified. “I felt a pull toward the digital marketing sphere as I had grown up on the internet. I knew that leveraging my knowledge of computers and the cross-over with marketing would give me an edge in the industry.” This combination of digital expertise and entrepreneurial drive set Xavier on a path that would eventually lead him to cofound DarkMatter.
“Creative needs to be more understood and appreciated as a service. People outside the industry often don’t understand the depth of work that goes into drawing a key insight, building research, and crafting a creative idea to deliver a new message,” he explains. This lack of understanding can sometimes create tension in the client relationship, leading to difficult feedback cycles. Despite these challenges, Xavier’s focus has helped him navigate these waters and scale the business without sacrificing the quality of DarkMatter’s work.
Unlike many start-ups that turn to outside investors for rapid growth, Xavier chose a more patient route, starting with very little and growing organically. “I started the business with R200 in my pocket,” he says. “Hard work and time built a war chest that allowed us to scale organically.” For Xavier, this slow and steady approach was not only intentional but necessary. “Scaling too fast can disrupt cash flow,” he warns. “Slow and steady wins the race.” Ultimately, the key is to determine what sustainable growth looks like for your business and then decide on the funding model you need to support that.
As his business grew, Xavier recognised the need to shift his focus from simply delivering output to refining the processes that drove the company’s operations. “The shift from an output-driven mindset to a process-driven one was pivotal. “We started focusing on how the machine works rather than pushing it to produce more,” he says. This shift allowed DarkMatter to scale more effectively, ensuring that growth wasn’t just about doing more work but about doing it smarter.
For Xavier, the success of his business has always been tied to his team. “Hire for attitude, not for aptitude. Open-mindedness is crucial in a creative agency. It allows for the free flow of ideas and fosters acceptance when an idea isn’t quite right,” he explains.
DarkMatter uses a data-driven approach to recruitment, relying on tools like TestGorilla to assess potential hires. Once employees are on board, retention becomes the next big challenge. Xavier’s solution? A strong, supportive culture. “Good culture keeps people engaged. This doesn’t mean pizza on late nights, but rather an empathetic approach to leadership. Understanding that balance means different things for different people is key.”
It doesn’t always come down to only the bottom line – various factors make it worthwhile for employees to remain committed to their jobs and the companies that employ them. “Businesses often think that money is the only motivating factor. It’s important to understand that people want balance – money is a hygiene factor, but creating an environment that supports work-life balance is essential,” he says. Prioritising culture and embracing a holistic approach to fostering balanced lifestyles, rather than relying solely on financial incentives, have enabled DarkMatter to maintain a stable and engaged workforce – key to the company’s sustainable growth.
By staying true to his vision, focusing on the people and processes that make his company tick, and scaling sustainably, Xavier has built a business that not only grows but thrives.
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