From Jobless to Inc. 5000: The Entrepreneurial Journey of David Ewing

Today we have an interview with David Ewing, Founder and CEO of Motive, a specialized consulting firm that helps businesses transform their sales, marketing, and service operations.

Under David’s leadership, Motiv has become a trusted name in the industry, boasting a portfolio of over 500 clients and earning a spot on the prestigious Inc. 5000 list.

In this interview, David shares insights into his entrepreneurial journey, the philosophy behind Motiv, and the lessons that have shaped his approach to leadership and innovation.

Tell us about yourself and your business.

I’m David G. Ewing, the Founder and CEO of Motiv, a specialized customer experience consulting firm that partners exclusively with Oracle CX. At Motiv, we address sales, marketing, and service challenges to help companies leverage technology for growth.

With a cum laude degree in Engineering from Harvard and over 25 years of industry experience, I have a deep understanding of the business landscape. Throughout my career, I’ve had the privilege of transforming insights into substantial revenue for more than 500 clients, a testament to Motiv’s recent inclusion on the Inc. 5000 list.

In addition to leading Motiv, I served as the president of the Entrepreneur’s Association in Austin, where I am committed to supporting and empowering fellow entrepreneurs. On a personal note, I am a devoted husband of 19 years and a passionate coach for my son’s robotics team.

At Motiv, we believe that the best customer experience wins. Our mission is to work closely with our clients to understand the journey their customers go through, identify the pivotal moments, and implement solutions that elevate the customer experience to exceptional levels. We integrate technology, business processes, and training in a scalable and secure manner to transform customer experience from a mere concept into a systematic and influential process. Our goal is to ensure that every customer interaction results in a positive outcome, every time.

We introduce key concepts like mapping a customer’s journey through our “Customer Hourglass” model, which goes beyond the traditional sales funnel. From the first interaction to the point where customers become enthusiastic advocates, we help businesses ensure success at every step.

How does your business make money?

Motiv generates revenue through consulting services. We implement Oracle customer experience solutions for companies needing highly secure systems for sales, marketing, service, content and commerce. We believe every project should have a clear return on investment. We’ve also built an integration with Qualtrics, Eloqua and Chat GPT are currently developing integrations for other applications.

What was your inspiration for starting the business?

My journey into entrepreneurship began unexpectedly after the Dot-Com crash when the startup I worked for collapsed, leaving me in a precarious situation. However, necessity sparked creativity, and Motiv, my consulting firm, emerged from the ashes. It wasn’t a groundbreaking revelation that you sometimes hear in other founder stories, but rather a testament to the age-old adage that necessity breeds invention. Over the past two decades, I’ve embraced and thrived in the realm of Motiv.

How and when did you launch the business?

The idea for Motiv was initially sparked during my undergrad days, when after an all-nighter in the computer lab, I found myself sleep-deprived and wandering into a lecture hall. There, Oracle CEO Larry Ellison was delivering an impassioned speech titled “The Network is the Computer.” As I listened, I couldn’t help but think, “Who is this guy who hates Microsoft so much?”

Fast forward a few years later to 2001, the Dot-com bubble had burst, leaving thousands jobless, including myself. I had always dreamed of starting my software company, but being flat broke made that dream seem unattainable. I thought to myself, “I’ll just start a consulting company from my studio apartment until things settle down.” I asked my lawyer, “Is the name ‘San Francisco Consulting Group’ available?” The next day, I found myself the CEO of my company, which would eventually become Motiv.

I founded and have evolved Motiv from the ground up, driven by a desire to innovate and create something sustainable during a challenging economic period. Inspired by my entrepreneurial parents and equipped with a robust educational background, I had the foundational knowledge needed to start my business. As well, my passion for the customer experience industry motivated me to establish Motiv as a pioneering firm with a vision to bring fresh perspectives and innovative solutions.

How is the business funded? 

Motiv is funded through private investment. When I first started the business I looked to strategically combined personal investment with capital from private investors to fuel the company’s growth. Years later, with millions in annual revenue, Motiv secured a place on the Inc. 5000 list in 2021, thanks to a three-year revenue growth of 74%.

How did you find your first few clients or customers?

When I decided to start my business in the middle of the Dot.com nuclear winter, the economy was tough, and everything seemed to be shutting down. It was during this challenging time that I received a pivotal phone call from one of the former clients of the startup I used to work for. He asked me if I would be interested in consulting for two of his clients. This unexpected opportunity was the catalyst that led me to start my company, Motiv, at the age of 24. Despite the harsh economic climate, this initial project paved the way for our future success.

What was your first year in business like?

My first year in business was a rollercoaster, to say the least. I initially wanted to start a software company, but with no venture capital available, I found myself pitching to angel investors without much success. At that point, a mentor of mine suggested I try consulting. I wasn’t sure if that was the direction I wanted to go, but I decided to give it a shot.

In January of that year, I got my first client call—followed by two more on the same day. I suddenly had a consulting business on my hands, but I was still a one-man operation and uncertain if this was the path I wanted to pursue.

By September, I realized I wanted to take a serious stab at it, so I reached out to an old colleague, and we were set to start on September 10, 2001. The very next day, the 9/11 attacks occurred, which shook the world and cast a shadow of uncertainty over everything, including my business. I questioned whether I should even continue, considering enlisting or joining the FBI or CIA to serve my country instead.

But I had already borrowed a significant amount of money to get started and knew I had to make payroll, regardless of the circumstances. So I decided to press on, determined to pay back those who believed in me. It wasn’t the easiest beginning, but it laid the foundation for everything that came afterward.

What strategies did you use to grow the business?

The cornerstone of our growth strategy is delivering exceptional customer experiences. When done right, it not only fosters a thriving business but also positively impacts people’s lives. In my workshops on customer journeys, I emphasize the importance of shifting our mindset to focus on positive experiences. We can all recall instances of poor service, like mishandled luggage by an airline, but I encourage participants to think about times when service was outstanding.

I often ask attendees to share their positive experiences, and one common theme emerges: using data proactively to address and meet customer needs. This approach builds unbreakable bonds with customers, allowing us to compete on value rather than price. It’s truly magical when we can anticipate and fulfill our customers’ needs, creating a seamless and delightful experience.

This philosophy extends to my belief that success is measured one client at a time. Each interaction is an opportunity to excel and build trust. Additionally, I’ve learned the importance of flexibility in defining success. Sometimes, we can become so focused on improving a specific metric that we lose sight of the bigger picture. It’s crucial to remain open to better opportunities that may arise along the way.

Our growth strategy revolves around creating meaningful customer experiences.

As well, from my own journey and insights gained from successful peers, cultivating a supportive network of fellow entrepreneurs has been pivotal. Engaging with groups like the Entrepreneurs Organization has provided invaluable collaboration and mentorship opportunities that have provided inspiration and guidance for my own entrepreneurial journey with Motiv.

I’ve also learned the importance of focused delegation. Instead of trying to manage everything, entrusting specialized tasks to capable individuals enhances efficiency and clarity. Whether building a team or contracting experts, strategic delegation allows for a streamlined, results-oriented approach.

Furthermore, establishing organizational structure amidst challenges is essential. Whether tackling immediate crises or planning long-term growth, having a clear framework empowers everyone to contribute effectively. This structured approach is key to scalability and sustained success in business.

Ultimately, success in business is not a solitary pursuit—it hinges on the collective expertise and support of a diverse network. Embrace collaboration, delegate strategically, and leverage the talents of professionals in their respective domains to propel your venture forward.

What was the biggest challenge you had to overcome?

One of the greatest challenges I faced was during the pandemic, which tested a core belief I hold dear: “Life is 10% what happens to me and 90% how I react to it.” This quote, often attributed to Charles Swindoll, encapsulates a powerful mindset. It means that every occurrence is an opportunity to stay true to oneself, focusing the majority of our energy on our reactions rather than the events themselves.

During the pandemic, everything seemed bleak. My family and I were confined to our home, and the stress was palpable. I kept asking myself, “How do I react to this?” If the pandemic is only 10% of the equation, my reaction needed to be nine times more significant. So, to bring some joy and normalcy, we utilized our empty 8,000-square-foot office. We transformed it into a playground for our family, bringing Nerf guns for playful battles. These moments of creativity and fun turned into some of my favorite memories from that difficult time. By focusing on our reactions, we remained true to ourselves and strengthened our family bond despite the adversity.

In my twenties, I learned that every flaw would be magnified and visible to all. Back then, my emotional intelligence was lacking. When things didn’t go my way, I would often have outbursts, taking control and undermining others. While this approach worked as an individual contributor, it was detrimental as a team leader. My need to control and do everything myself crushed productivity and eroded my team’s confidence. I had to overcome this by developing better emotional intelligence and learning to lead positively.

In my thirties and forties, the challenges evolved, requiring continuous personal growth. Each phase demanded new skills and adaptations. Personal change is incredibly difficult, especially when it involves shifting from taking the reins to coaching a team. But through these challenges, I’ve learned that growth comes from adapting and evolving with each new obstacle. It’s never easy, but it’s essential for progress in business and leadership.

What have been the most significant keys to your business’ success?

The most significant key to our business’s success is providing the best customer experience possible. In challenging times, loyal customers will stand by you, which is invaluable. It’s better to have a smaller group of devoted customers than a larger group of indifferent ones. Our mission is to give our clients an outstanding experience so they can, in turn, provide an exceptional experience to their own customers.

Achieving this requires more than just good intentions. It’s not enough to simply aim to work harder or smile brighter. Success depends on deeply understanding the core elements of our delivery at a foundational level. For us at Motiv, this core element is our implementation and discovery process. This process must be executed flawlessly to ensure we excel.

Our success stems from refining this process to help our clients identify and capitalize on the moments that matter most to their customers. We then systematically provide the right technology, scale, security, processes, and training to ensure everything works seamlessly and delivers the desired results.

For example, we had a client who started with us about a year ago. Throughout the process, they continuously introduced new ideas, which we were able to incorporate thanks to our agile approach. The project eventually tripled in budget, but on the day we went live, everything ran smoothly. Three weeks later, the client called to say they had recouped their investment in just 21 days and were now thriving. Stories like this highlight the importance of a well-executed process. Despite the increased costs, the rapid return on investment is a testament to our effective methodology and a key reason for our success.

Tell us about your team.

Motiv is a dynamic team of 28 professionals, organized into three specialized groups that align with our core service lines. Our team includes experts in each specialty, supported by a growing sales and marketing division, ensuring we deliver exceptional results across all client engagements.

Since transitioning to a fully remote model after the pandemic, we’ve embraced the flexibility it offers while maintaining strong connections through regular team interactions. Every 90 days, we bring everyone together in Austin for our unique Celebration of Mastery, Bravado and Training, i.e. COMBAT —a day filled with camaraderie, collaboration, and a bit of fun, with a company-wide scavenger hunt.

Our team is certified in Oracle products, and we’re driven by a deep passion for delivering outstanding customer experiences. This combination of expertise, culture, and commitment enables us to tackle complex challenges and continuously exceed our clients’ expectations.

What are some of your favorite books, blogs, podcasts, or YouTube channels?

One of my favorite books is “The Hard Thing About Hard Things” by Ben Horowitz. What I love about this book is its raw and unfiltered take on the realities of business. Unlike typical business books, it starts each chapter with gangster rap lyrics, setting an intense and unconventional tone. Ben Horowitz’s writing style reflects his bare-knuckle, prizefighter mentality, sharing his experiences not just of successes but of major challenges, layoffs, and difficult decisions under immense pressure.

The book offers powerful insights into what it takes to navigate the highs and lows of being a CEO and entrepreneur. Ben’s story is not about continuous success but about resilience and adaptability. He provides advice on managing growth and positivity but also delves deep into handling adversity, bouncing back in tough economies, and making crucial pivots when the world seems against you. It’s this honest and flexible approach that sets this book apart from others, making it a tour de force on leadership and the realities of running a company.

Some of my other favorite books are classics that I believe are often overlooked. One that stands out is “How I Raised Myself from Failure to Success in Selling.” Despite being over a century old, it contains timeless principles that have enabled sales success for generations. I find that many modern sales books are essentially derivatives of this groundbreaking work.

Another favorite is “Be Our Guest,” which reveals the blueprint behind Disney’s legendary customer service. For anyone interested in creating exceptional customer experiences, this book is a must-read.

When it comes to marketing, while I enjoy everything by Seth Godin, if I had to recommend just one book, it would be “Launch” by Jeff Walker. It’s an unparalleled playbook for marketing strategy.

In the realm of leadership, “Turn the Ship Around!” by L. David Marquet, holds a special place for me. It’s an inspiring story of a leader who creates more leaders, offering invaluable lessons for those struggling to get their team to take initiative.

These books have significantly influenced my thinking on business, sales, customer service, marketing, and leadership. While there are many great contemporary works, I often find myself returning to these classics for their enduring wisdom and practical insights.

What is the most important lesson you’ve learned growing the business?

In every business, there exists what I term the “Atomic Unit.” This concept encapsulates the fundamental microcosm of a business, essentially condensing its essence into a self-contained unit. Understanding this Atomic Unit is paramount because once grasped, it empowers transformative enhancements within the company.

At Motiv, it took me two decades to decipher our Atomic Unit. What I ultimately discerned was that comprehending this unit enabled me to strategically implement systems that amplified our productivity and efficacy manifold. It’s a unique revelation for each business.

What advice do you have for other entrepreneurs?

Leading from the front is paramount. What I mean by this is that in today’s landscape, authenticity is crucial; people can spot insincerity a mile away. It’s not enough to merely hold a position of authority; true leadership demands integrity and a commitment to living by the standards you set for others. Without this authenticity, gaining genuine followership becomes difficult, hindering one’s ability to achieve desired results and long-term success. Therefore, my advice is to lead by example, embodying the values and principles you wish to instill in your team.

What is your favorite quote?

One of my favorite quotes is, “Life is 10% what happens to you and 90% how you react to it,” which was famously said by Charles Swindoll. This resonates deeply with me because it underscores the power of perspective and resilience. It ties in beautifully with the saying, “with crisis comes opportunity,” emphasizing that the adversities we face are often catalysts for growth and transformation.

Think about the countless times you’ve sat down with someone over dinner, and they’ve shared how a seemingly terrible experience turned into a profound opportunity. They might say, “It seemed awful at the time, but going through that tough period led to something wonderful in my life.” This perspective is a testament to the idea that the challenges we face are not just obstacles but essential parts of our personal development.

In the midst of difficult times, it’s often hard to see the potential for growth. Yet, it’s precisely these tough experiences that forge our character and help us evolve into better versions of ourselves. Adversity acts as a crucible, refining and strengthening us, making us more resilient and capable. Remembering this can provide hope and encouragement during life’s toughest moments.

When it comes to leadership, I resonate with General George S. Patton’s famous quote on direct and assertive leadership, “Lead me, follow me or get out of my way.” Leadership is about influencing others, and there are countless ways to do so. As such, effective leadership manifests in various forms, and my own approach has evolved over time. I believe that genuine commitment to effective leadership entails a continuous process of growth and adaptation, where leaders constantly refine their styles and techniques to inspire and guide others.

If you had to start from scratch, where would you begin?

I’d begin by looking for something so obviously painful that everyone has just accepted it the way things are. We often get so used to particular frustrations that we forget they don’t have to exist. Take Uber, for example—they recognized how much people disliked using taxis and completely transformed the transportation industry. Airbnb did the same with the pain points around hotels. Both saw a truth that was right in front of everyone but hadn’t been tackled. So, I’d start by finding one of those “obvious truths”—a problem so ingrained that it’s just part of life—and then build a solution that changes the game.