Today we’d like to introduce you to Alex Morrissey.
Alex, we appreciate you taking the time to share your story with us today. Where does your story begin?
My interest in all things technology-related started from the day I turned on my father’s Compaq desktop computer. It was like a spark going off in my brain. I wanted to immerse myself in this “new” digital world completely. It was on a CRT monitor, not the vivid displays we are used to these days. Hours would pass as I pressed every button and tested every command just to see what they did. Over time, hours turned into days, weeks, and then years. Before I knew it, I had created my very own essential HTML website at the age of 13. Mesmerized by the world wide web and captivated by the new world it opened up to me, I found my passion.
Seven years later, having completed my bachelor’s degree in Industrial Design in the US, I returned to Jamaica to start my second company (Jamaicansmusic.com). It was an unequaled mega hub for all things Reggae & Dancehall related. From music, videos, and tracklists, to interviews, artworks, news and so much more. However, what really caused the website to rapidly gain local and international recognition was the fact that it was the first ever to offer a virtual turntable system for free online. The average person could now mix music like a professional DJ with minimal effort. My creative mind went to work again, thinking of more innovative ideas to integrate with the genre of Reggae & Dancehall. “Songwrita” was born. The gaming and music worlds collided to create an online game endorsed by top artists that allowed users to interact with music in a fun-filled way.
As popular as these platforms were, I soon realized that my love for building music businesses wasn’t making dollars or “sense.” I decided to make a shift using the same skills I used in online marketing of music and musicians, but instead to corporate clients that could provide the revenue to build a sustainable business. ESIROM, a six-letter acronym that could stand for anything I envisioned, was born. A one-man business, solely offering social media strategy and management has grown into a company of 30 employees, offering services across four different divisions: Digital, Multimedia, Technology, and Sustainability.
In 2023, the company will once again evolve, offering more than digital services and expanding into areas such as engineering, scientific research, and manufacturing. I will be able to apply the knowledge I acquired during my studies more directly while creating job opportunities in industries that Jamaicans normally have to go abroad to explore. ESIROM’s evolution is an ongoing story in which a new chapter is written each year. My dream is for all employees to write their own editions to transform the company in unique ways and create solutions that benefit humanity on a global scale.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It’s never been a smooth road. I would even describe it as paving the road along the journey. From seemingly simple tasks like registering a business to more complex decisions like wisely investing into the future of the company. Having zero entrepreneurial experience was a significant hurdle for me. Being a business owner seems to be one code I haven’t been able to crack, but this is what keeps me devoted, energetic, and focused on fulfilling the vision I’ve set out for ESIROM.
Building a robust and reliable team is another challenge I still face all these years later. It’s a bit like a dating app. With so many options at our fingertips in the digital industry, many young people want short-term experience in multiple agencies. This makes it extremely difficult to find a full suite of individuals that feel some form of commitment and love for the company and culture we instill.
I am very flexible. I openly listen to my team’s suggestions and am willing to turn the place upside down if I see the benefit it will have. If they thought working under the tables would be more efficient, I say “Let’s give it a shot!” I have learnt that being qualified for a role does not require being qualified on paper. Once you have the passion, drive and a united goal, skills can be always taught.
Alright, so let’s switch gears a bit and talk business. What should we know?
At our core, Esirom is a full-service digital marketing company with a focus on media creation and management. Full service to us means if we can’t provide the service in the house, we do not offer it. We are always experimenting and looking for new digital services to broaden our service offerings. Our mission is to be a leading digital provider; for brands to discover how consumers genuinely interact with their digital content through experimentation, trial, and error which leads to results.
How do you define success?
Success, for me, is a gradual growth both in my business and myself as a person. The desired measurable outcome would be whether I am able to create and retain a happy and healthy lifestyle that allows me to travel and experience cultures without any limitations. Money is only a tool. If you are savvy enough, you can live the lifestyle of the rich without having six figures in your bank account to reflect it.
In the business environment, I gauge our success by our ability to continuously hire more passionate individuals; those who want to mold their experience to one that not only advances their corporate skills but also reflects the lifestyle they desire. I always strive to create work that represents our unique way of thinking as Jamaicans. Having international markets take notice of and be inspired by that is another key indicator that our work speaks for itself and therefore is a success.
What sets us apart from others, digital agency or not is the importance we place on people rather than profitability. I see each of my employees as an individual, not a number. Recognizing that everyone has different personalities, working styles wants and needs fosters a healthy work culture that places employees at the center. If an employee can suggest the formation of a new division, and the company responds to it, in kind, by adapting its business model to align with that person’s ideas, it can be empowering for them. They feel seen and heard.