NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?

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Chef Bill Telepan

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Marc Murphy: CEO, Atlatl Software

My NativeAdVice:


Marc Murphy is the Chief Executive Officer at Atlatl Software. Atlatl enables manufacturing and distribution companies to visually connect configuration, quoting and tracking of complex products. Atlatl’s product lines include Config2AR™  and bCommerce™, both providing an unparalleled buying experience for the end user.

Any emerging industry trends?

Augmented and Mixed Reality are big tech movements that I’m watching and writing about.  Our consumer buying experience of physical items will all trending into virtual worlds.  Companies like Amazon, Walmart, Nike and others are experimenting into selling their products in mixed reality environments.  Its moving much faster than I expected and will lead massive change in retail and B2B commerce. We believe that the manufacturing market is going to be ready to take the sales process into mixed reality in the near future and see real value in being able to virtually configure and explore complex machines in a digital world that would be very expensive or difficult to view in a physical world.  This will remove many of the barriers in the B2B sales process,  and for those companies that adopt early...will create a big market advantage.

Inspiration for the business idea, and your vision for the Business?

The vision is always to grow a sustainable and valuable business,  I believe if you can serve your customers,  take care of your people, and build great tech….big things will happen for the company.  

What's next for the Business in the near future?

We have two major feature releases that are big for the market….really exciting.

Your key initiatives for the success of the Business?

Our partnership with Oracle is very key initiative right now and we believe is going to pay off for us in a lot of ways.   We were very cautious at the start of this relationship and almost did not do it,  the proof for us was in the people we dealt with at Oracle and seeing them follow thru on commitments.   its a great example that even big companies can act with the best interest of a small partner and that is a really compliment to the people we have been working with at Oracle.   I’m betting this is a big strategic decisions that is going to pay off for Atlatl.

Your most difficult moment at the Business? (and what did you learn?)

Whenever I need to exit a team member from the company it is difficult.   I can’t separate that these people have family, spouses, friends that are impacted by the decision to exit a person from our company.   I’ve learned that if this is done for the right reasons and is handled with dignity and respect for the person, it can be a learning experience.   I try to remind the person leaving to not let one event define has helped and I’ve had people years later thank me for the growth.

Ideal experience for a customer/client?

We want to see our customers using our software to dramatically change and improve the way they sell their products.   If we hear this from our customer we know that we will have a long relationship.

How do you motivate others?

I’ve talked a lot about the idea of being a broker of hope and the importance of that role for a CEO.   I focus on giving people the confidence and the vision for what the end looks like as a really effective approach to motivating through tough times.  Could be the end of a sprint, end of a release, or even just the end of a day,  but people need to see the horizon to give meaning to the hard work and sacrifice people put into a start-up.  

Career advice to those in your industry?

Don't make career path decisions based on salary.  End of statement.  Salary is the worst indicator of long term happiness, success, and wealth.  I’m not suggesting that money is not important,  but many people make the mistake of confusing salary with the potential to attain wealth.  Its hard to swallow, comes with risk, and many people can’t see the difference.

My NativeAdVantage:

What makes me the best version of myself?

I believe that I’m OK being very vulnerable and confident enough to accept what that opens me up to whether that results in being wrong, not always having the answer, asking lots of questions, or just needing to listen instead of talking.  I’ve noticed it's a rare quality in CEO’s or leaders and one that people respond to at all levels.  

What are my aspirations?

Personaly it all centers around being the best father, husband, and friend that I can be to the people around me and that is always easier said than done...putting the work into that commitment is what is important.

My current business goal is to grow a sustainable and valuable company, but most important is to do that while creating an environment for growth of our team members and customers that value our product.  I want people to be here for the work we are doing and the people they are working along side of everyday.    Building a company is aspirational work and I’m really motivated and energized by that.  

My Most Challenging Moment?

Quitting a comfortable corporate executive job to join a small and( the time) flaky start-up. Changed the trajectory of my life significant and positive ways

My Motto?

I’m not consistent on one motto but I’m constantly reminding myself to “Run your own race”  I need to constantly remind myself of this and take peace in its truth.  Trying to measure success by external views,  timelines, material goals, etc is a huge source of anxiety for me in a sense of wanting things to happen faster.   Running your own race for me is being totally OK with knowing things are happen for the best reasons and you can control and work on only what is in front of you.  

My Favorite People/Role Models?

Personal favorite person is my wife...she is a true version of herself(good & bad) and owns it everyday….its the rarest of rare qualities.   Professional is completely random...Lars Dalgaard,  I love his views on company building.  

My Favorite Places/Destinations?

My favorite city is Florence and really loved the Basque region of Spain.   Travel for skiing and seeing new places. We recently did an RV trip through Pacific Northwest/Canada and that is an incredibly beautiful part of our continent.

My Favorite Products/Objects?

Right now its my Beats By Dr.Dre headphones.   Great design and lets me block out the outside and focus on what i’m listening to.

My Current Passions?

Building this company.  I love everything about it.  Early stage start-ups need to be a passion b/c it is too hard to just be a job.  I’d love to do more bike riding and skiing.