SEOMoz TAGFEE and Me
Today SEOMoz announced that Foundry Group has led an $18 million financing and I’m joining the board. Rand Fishkin (The Wizard of Moz) has an incredibly detailed post up titled Moz’s $18 Million Venture Financing: Our Story, Metrics and Future describing the financing process and company history in great depth. In it, he includes all kinds of numbers that people writing articles about financing are always asking for but never getting – it’s an extraordinarily (in my experience) transparent description of what, why, and how it went down. My partner Seth Levine also has a nice post up about our previous miss on financing SEOMoz titled Getting It Right The 2nd Time. And the official press release has a bunch of Internet Memes (thanks to Cheezburger) along with the liberal use of the word fuck.
Instead of going through the history of the financing, which is amply covered in the other posts, I’m going to talk about TAGFEE. What’s TAGFEE? It’s the tenents of SEOMoz. From the SEOMoz website:
Our goal is to have everything we create and cultivate – be it software, content, corporate culture, or professional relationships – live up to these tenets. We acknowledge that we are entirely responsible for SEOmoz’s reputation; the level of success we achieve, the brand image we create, and the contributions we make to the marketing industry are a direct reflection of our ability to uphold the TAGFEE code.
At my first company (Feld Technologies) we had a set of precepts and at Foundry Group we have a set of deeply held beliefs. When I first saw TAGFEE I immediately flashed to these two concepts. As I got to know Rand, Sarah Bird (COO), and other Mozzers, I realized they lived by TAGFEE. I loved it and it was one of the big factors that attracted me to the company. Following are my observations of how TAGFEE works in practice at SEOMoz.
Transparent and Authentic: Just go read Rand’s post Moz’s $18 Million Venture Financing: Our Story, Metrics and Future. The next time someone says that they are being transparent, call bullshit on them and point them at Rand’s post as an example of real transparency.
Generous: Everyone I talked to about SEOMoz reinforced that the company consistently goes above and beyond the expectations they set with customers, partners, and each other and hold themselves to an incredibly high standard in terms of interacting with and giving back to the industry that allows them to exist.
Fun: When I showed up at the company a week before the financing closed to say hi, everyone was gathered with margaritas and cupcakes. We did a 30 minute Q&A thing where Rand and Sarah went through in detail the deal that was happening and how it impacted everyone. The cupcakes were yummy and there was much laughing after everyone realized I wasn’t the homeless person that Sarah suggested I was (as in “Brad isn’t here – this is just some homeless person who wandered in.”)
Empathetic: I saw this in my interactions with Mozzers, Rand, Sarah, and people near to the company. I also see it in the Moz community. Amazingly direct, clear, and emotionally enlightened responses and interactions to everything, regardless where on the spectrum of “awesome” to “shitty” an issue lands on.
Exceptional: This is one exceptional company, in everything they do. They aspire to build something incredibly important and durable. And exceptional.
I’ve watched Rand and SEOMoz from a distance for a while. I know many people who have worked closely with the company. And I’ve been able to spy into Rand’s life a little through the lens of his wife Geraldine (who we call the hilarious cupcake blogger woman in my house). It’s one big TAGFEE universe and I’m spinning around in circles chasing my tail in happiness that I get to be involved in it.