What if the work you do every day could help 15-25 families consider adoption with just a $1,500 Christmas card budget?
In this episode, Graeme Watt, co-founder and leader of Anthem Creative, shares his remarkable journey from outdoor adventure guide to nonprofit founder to running a thriving creative agency that serves organizations pursuing human flourishing. Through pivotal relationships with two mentors - Tom Ko, his "fundraising Yoda," and Michael Gibney, his business mentor of 15 years - Graeme discovered how to build businesses that amplify good in the world. From Googling "how to start a nonprofit" at age 26 to celebrating 10 years running a full-service agency with his brother, Graeme reveals how the right relationships at the right time, combined with unwavering optimism and clear vision, can transform not just your business trajectory but your entire life's work.
His agency operates with a simple filter: "Will this amplify human flourishing?" This principle guides everything from client selection to team building, creating a business that treats every project as an opportunity to make the world better.
Graeme reflects on how mentorship shaped his leadership, why passion is the single greatest competitive advantage in hiring, and how one adoption agency campaign proved that creative work can genuinely change lives - one family at a time.
[00:04:00] What Graeme Does: Amplifying Good Through Creative Services
Co-founder of Anthem Creative with his brother Mark
Mission: Partner with organizations pursuing human flourishing to amplify their impact online
Portfolio company structure with main operating company as creative agency
Core filter for all decisions: "Will this amplify human flourishing?"
Specializes in branding, custom web experiences, and film/documentary work
[00:06:00] The Journey: From Outdoor Guide to Entrepreneur
Studied ecotourism and outdoor leadership (not business)
Worked as river guide and rock climbing guide early in career
Married and moved to Edmonton, Alberta where outdoor industry didn't exist
Started working with youth and students, creating experiments for young people
At 26, Googled "how to start a nonprofit organization" and launched one from his living room
[00:10:00] The Haiti Moment: Brothers Unite
Graeme worked at World Vision Canada (large global NGO)
Submitted innovation grant proposals that kept getting funded
Hired his brother's agency for these innovation projects
Graeme quit his nonprofit job and joined his brother full-time
Just celebrated 10 years in business together
[00:11:25] Most Impactful Result: The Adoption Agency Campaign
Early in agency life, partnered with local adoption agency
Handled complete rebrand: new name, website, video content, and collateral
Agency wanted to run year-end digital ad campaign but had no budget
Got creative: repurposed $1,500 Christmas card budget for digital ads
Launched December 20th using brand hero video they'd already created
[00:17:00] How They Met: Through a Designer's Introduction
Met when Graeme was 26, starting nonprofit from scratch
Introduced by Ian, a freelance designer working with Graeme
Graeme was building a board and asked if anyone knew potential board members
Tom had 30 years in nonprofit space, running successful consulting firm
Graeme thought: "He's not gonna want anything to do with a guy like me"
[00:18:07] Tom's Investment: Chairing the Board
Tom was captivated by Graeme's passion and vision
Immediately offered: "I would love to chair your board if you would have me"
Became board chair when organization "wasn't even really an organization"
Taught Graeme everything about fundraising, board leadership, governance, and agency agreements
[00:24:00] How They Met: Through an Intern's Introduction
Michael's daughter was Graeme's intern at World Vision Canada
Graeme was running a coffee company on the side (social enterprise sourcing from Africa)
Michael also involved in coffee and sourcing products from developing world
[00:25:20] The Mentorship Terms: 30 Minutes of $900/Hour Time
Graeme was looking for business-side mentor (had Tom for nonprofit side)
Asked Michael directly: "Would you consider mentoring me?"
Michael's conditions: "My time is really valuable—I charge $900/hour"
Michael's offer: "I'll give you 30 minutes whenever you need it, but:"
15 years later, relationship still going strong
[00:27:37] Michael's Lasting Impact: Believing Before Graeme Did
Every major business decision has had Michael's voice in it
In 15 years, has never steered Graeme wrong
Saw things in Graeme that he didn't believe were there
Believed in Graeme when he didn't believe in himself
[00:29:00] Real-Time Impact: The 3D Printing Product Launch
Operating partner designed proprietary product for global market
3D printed product with penny manufacturing costs and high margins
Required expertise in international patent law and licensing agreements
Called Michael 40 minutes before podcast recording
[00:33:40] Philosophy: The Power of Pursuing Human Flourishing
Commitment to human flourishing attracts incredible relationships and opportunities
Right people show up at right times with needed expertise
Until recently, never posted job openings—always went to network
KEY QUOTES
"The ability to clearly communicate a future vision with conviction and passion—there are a few skills that are more valuable than that." - Graeme Watt
"The glass is always half full with me. It's always optimistic. We're always gonna figure it out." - Graeme Watt
"If you can constantly see the forest, then you don't get bogged down by the trees." - Graeme Watt
"Whoever tells the best story wins." - Graeme Watt
"If you give 51% and you give more than you expect in return, then that's a winning formula." - Graeme Watt (referencing Gary Vaynerchuk)
CONNECT WITH GRAEME WATT
🌐 Website: https://www.anthemcreative.ca
💼 LinkedIn: https://www.linkedin.com/in/wattgraeme
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