On the 10 Anniversary of 31 Lengths, CEO Michael Jordan took a few minutes to answer questions about running an ad agency.

Q: What has been the biggest surprise?

MJ: Despite the daily changes in digital marketing, what we do hasn’t changed at all. We still come up with creative ideas built on human insights that connect consumer and client.

Q: What have you enjoyed the most?

MJ: Solving puzzles. Some people love crosswords. We love marketing challenges. Using creativity to change minds.

Q: What has been the biggest challenge?

MJ: Anything that takes our focus away from the creative. Things like real estate or IT infrastructure.

Q: Have you had a favorite client?

MJ: No. And if I did, I wouldn’t say so. The best clients are the ones that believe in the power of advertising, who understand branding and trust the experts, just as they would a doctor or a pilot.

Q: What work are you most proud of?

MJ: Our mission is to focus on the success of our clients. So, we are most proud of the campaigns that have done well in the real world, not in award shows.

Q: What have you leaned?

MJ: More than I care to admit. Everything is a brand. People don’t read. Don’t make mistakes and own them if you do. And know when to say “no.”

Q: What has been the best part?

MJ: First, the personal relationships. Good relationships not only make the day better, they actually make the work better.

Second, the diversity of our individual clients. They are doctors, lawyers, farmers, builders, clergy, professors, magicians, politicians -- all with unique perspectives. All experts in their fields.

Q: What advice would you give to someone.

MJ: Listen first. Ask questions. Lead by example. Work with people you like. Eat lunch. Opinions are better when they’re based on facts. Try to use “please” or “thank you” in every sentence. Don’t send out that angry e-mail until the next morning. And you’re most creative before 9 AM.

Also, be decent your entire career. Connections and referrals represent 99% of our business.

Q: Tell us one funny story.

MJ: Before our office opened in January, 2012, I interviewed potential employees in a local coffee shop. In hindsight, it may have been a little… sketchy. “Hi, I’m opening an agency, but I don’t have an office yet and I’m just a creepy guy here in Starbucks.” However, I guess it worked out OK, because I hired Angelle.