{"id":48376,"date":"2025-06-13T11:11:59","date_gmt":"2025-06-13T15:11:59","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?page_id=48376"},"modified":"2025-06-19T18:34:29","modified_gmt":"2025-06-19T22:34:29","slug":"our-story","status":"publish","type":"page","link":"https:\/\/directiveconsulting.com\/ca\/about\/our-story\/","title":{"rendered":"Our Story"},"content":{"rendered":"\t\t
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Our Story<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Directive\u2019s story is built on resilience and reinvention, driven by the belief that real growth is earned not given.<\/strong><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tWhat began in a small apartment became a $25M agency helping B2B companies turn strategy into revenue.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tBook Intro Call<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tMeet Directive<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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From $12 a Day to a $25M Growth Machine<\/strong><\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\t\t\tGarrett Mehrguth\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tFounder & CEO of Directive\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Sections<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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  • <\/li>
  • Execution Over Theory<\/li>
  • Growth Was Earned<\/li>
  • From Azusa to the World<\/li>
  • Customer Generation > Lead Generation<\/li>
  • Built for What Comes Next<\/li><\/ul><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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    Directive didn\u2019t start with a business plan. It started with a career-ending injury.<\/p>\n

    In 2013, at 21, I was chasing a pro soccer career. I had a master\u2019s degree in hand and a clear path ahead, until a serious injury took me off the field for good.<\/p>\n

    I had no roadmap, no job, and no backup plan.<\/p>\n

    So, I turned to the one thing that felt like a game I could still win: digital marketing.<\/p>\n

    I didn\u2019t join an agency. I built one\u2014from a cramped apartment in Azusa, California. No outside funding. No network. Living on $12 a day. My first clients? A shawarma shop, a hookah lounge, and a local plumber.<\/p>\n<\/span><\/div>

    Execution Over Theory<\/h2>

    Execution Over Theory<\/h3>\n

    I wasn\u2019t optimizing for virality or followers. I was optimizing for survival\u2014and real client outcomes.<\/p>\n

    That meant learning by doing. I teamed up with my best friend, Tanner Shaffer, and we immersed ourselves in SEO, PPC, and demand gen. No fluff. No gurus. Just campaigns that had to convert or we didn\u2019t eat.<\/p>\n

    Every campaign was a test. Every win was a signal. We built our expertise through repetition, not theory. From SEO and PPC to content and CRO, we went deep on the tactics that moved revenue, not just rankings.<\/p>\n

    \"Early<\/p>\n

    Early days at Directive: from roommates to revenue growth.<\/div>\n<\/span><\/div>

    Growth Was Earned<\/h2>

    Growth Was Earned<\/h3>\n

    We reinvested every dollar. Every client win became a case study. We didn\u2019t chase shiny metrics\u2014we chased revenue. Over time, that obsession with performance became our competitive edge.<\/p>\n

    We built out content marketing. Paid social. Landing page design. Every new service was a direct response to what our clients actually needed to grow\u2014not what agencies wanted to sell.<\/p>\n

    Over time, that mindset became a methodology.<\/p>\n

    Every service was grounded in the same principles:<\/p>\n

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    • Drive qualified pipeline<\/li>\n
    • Reduce acquisition cost<\/li>\n
    • Align marketing to revenue<\/li>\n<\/ul>\n

      The growth followed. Clients stayed. Word spread.<\/p>\n<\/span><\/div>

      From Azusa to the World<\/h2>

      From Azusa to the World<\/h3>\n

      Today, Directive is a 150+ person agency operating across North America, LATAM, and Europe. From Orange County to Austin, New York City to Mexico City, London to Toronto\u2014we support B2B and SaaS brands that are serious about scale.<\/p>\n

      But our core hasn\u2019t changed. We still prioritize:<\/p>\n

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      • Data over assumptions<\/li>\n
      • ROI over vanity metrics<\/li>\n
      • People above everything else<\/li>\n<\/ul>\n

        We hire marketers who can think strategically and execute ruthlessly. We don\u2019t separate brand from performance. We see them as compounding forces.<\/p>\n<\/span><\/div>

        Customer Generation > Lead Generation<\/h2>

        Customer Generation > Lead Generation<\/h3>\n

        Directive isn\u2019t a traditional agency. We\u2019re a revenue partner.<\/p>\n

        Our Customer Generation framework replaces outdated MQL playbooks with full-funnel alignment. It\u2019s how we connect strategy to pipeline, and pipeline to profit.<\/p>\n

        We exist to help companies grow\u2014intentionally, predictably, and measurably. No shortcuts. No spray-and-pray. Just high-impact execution built to close deals, not collect downloads.<\/p>\n

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        We exist to help companies grow\u2014intentionally, predictably, and measurably.<\/p>\n<\/blockquote>\n<\/span><\/div>

        Built for What Comes Next<\/h2>

        Built for What Comes Next<\/h3>\n

        Directive\u2019s story isn\u2019t one of chance. It\u2019s one of control. Of reinvention. Of doing the hard work, over and over, until the result is undeniable.<\/p>\n

        We didn\u2019t get here on vision alone. We got here by choosing performance, every time.<\/p>\n

        And we\u2019re just getting started.<\/p>\n<\/span><\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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        \n\t\t\t\t\t\t\t\t\tGarrett Mehrguth\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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        \n\t\t\t\t\t\t\t\t\tFounder & CEO of Directive\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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        \n\t\t\t\t\t\t\t\t\tGarrett Mehrguth is the CEO and co-founder of Directive Consulting – a global search marketing agency headquartered in Southern California specializing in comprehensive search marketing campaigns for B2B and enterprise companies.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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        Want to learn more? It all comes down to our people.<\/span><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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        \n\t\t\t\t\t\t\t\t\tMeet the heart of Directive.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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