I started my agency in Melville, Long Island which was 30 miles from the big City – New York. I was a good new business person and manager, but knew the real creative talents in marketing were an hour and a half away. However, many of them lived just a few minutes from my office. My objective was to create a New York City agency on Long Island. What I did was offer these talented people an alternative to their three hours of miserable travel to and from the City. I said to each candidate “what are you making in the City? “I’ll give you 10% less, but give you three hours more of your life by working close to your home”. No one said no.