Getting to Know Guy Timberlake

Before we dive deeper, our audience would like to learn more about you. Can you share your backstory and how you began your career?

My journey is deeply rooted in the federal contracting arena, where private and public entities provide goods and services to various U.S. Government agencies. This year marks 35 years since I embarked on this path, and it has certainly been an adventure. When I first entered this field in my twenties, I was completely new to the environment. I spent sixteen years as a vendor and contractor for the Government. With time, I've gained a reputation among colleagues as a knowledgeable resource on government procurement and acquisition.

The skills and insights I gained from working in operations and later in sales and business development have been invaluable. They also formed the foundation for launching The ASBC, where our collective expertise drives positive outcomes for our members.

Facing Challenges in the Beginning

Can you recount some of the challenges you faced early in your journey? Did you ever consider giving up, and what motivated you to keep going?

The most significant hurdle we encountered was developing our business model. Many in federal contracting default to consulting, which often felt restrictive and unfulfilling. At that time, we weren't aware of alternative pathways to achieve our goals as a for-profit entity. We explored models typical of non-profit associations and chambers, but that direction didn’t resonate with us. I remember feeling frustrated, but I never reached a point of giving up. Ultimately, we decided to forge our own path by creating a structure resembling an association but functioning as a private entity. Our aim was to build a community and distribute costs and benefits widely to reduce individual company expenses.

What Sets ASBC Apart

What do you believe differentiates your organization from others? Can you share a related story?

Together with my wife Margaret, who is also the President of The ASBC, we have cultivated a genuine community. The energy that permeates The ASBC is a key attraction for many members. Our educational initiatives, especially our flagship program Ethical Stalking for Government Contractors®, are often the initial touchpoint for newcomers. We consistently receive feedback highlighting the relevance and accuracy of our content, as well as the willingness of participants to support one another’s success.

Maintaining Balance and Avoiding Burnout

What advice would you give to your peers in the industry to help them thrive without experiencing burnout?

The concept of 'work-life balance' has been around since my early days in government support. While I believe in its importance, I struggle to achieve it because I’ve found my calling as Co-Founder of The ASBC. Although I have a life outside of work, I haven’t truly felt like I’ve worked since 2004. The joy and fulfillment I derive from this role have allowed me to connect with remarkable individuals, many of whom have become friends beyond the realm of federal contracting.

I strive to thrive each day and encourage others to do the same. My advice is to discover your purpose, and if federal contracting plays a role in achieving that, embrace the journey.

Acknowledging Influences

None of us reach success alone. Is there someone you’re particularly grateful to who helped you along the way? Could you share a story about them?

I feel like a surprised award winner when I think of all the individuals who have contributed to the existence and growth of The ASBC. The list is extensive, including my wife Margaret, Aimee Cubbage, and many others. One story that stands out is about my friend Richard Dean. In the early days of The ASBC, we seemed incompatible, but over time we became inseparable friends and colleagues. Richard embodied loyalty and generosity, always willing to help others. His life and contributions had a profound impact on us, and although he left us too soon, his spirit continues through an award we established in his honor.

Defining Good and Great Companies

Let’s transition to the core topic of this interview: "How to Elevate Your Company from Good to Great." How would you define a "good" company versus a "great" one?

A good company delivers value to its stakeholders, which can vary between internal and external parties. It possesses a clear purpose and direction, making it easy for customers, employees, and partners to understand their roles. In contrast, a great company goes a step further by empowering stakeholders to excel beyond the organization’s core objectives. They foster loyalty and passion through small yet meaningful actions. Ultimately, great companies create inclusive environments that offer growth opportunities, even if it means individuals may outgrow the organization.

The Case for Purpose-Driven Businesses

Research indicates that purpose-driven businesses tend to perform better. Can you explain why a company should consider adopting this model?

Purpose-driven organizations exemplify a more proactive approach to corporate social responsibility. We view The ASBC as impactful because we provide the resources that communities need to succeed. By empowering individuals and organizations with knowledge and connections, we enable meaningful progress.

While we operate as a for-profit entity, we and our members dedicate time and expertise to support underserved communities. Our motivation stems from the opportunities we've received and our desire to give back. While revenues are important, they are not the primary driver of our mission.

Strategies for Sustaining Growth

Maintaining growth can be challenging during uncertain times. What strategies do you employ to stay on track?

During difficult periods, it's easy to lose focus and become distracted by anxiety. I prioritize communication with my partner and long-term clients to gauge the situation accurately. I also make an effort to enhance our messaging and visibility. If we were providing value before the tough times, we can continue to do so now. If our challenges stem from our customers' struggles, it’s an opportunity to reinforce our value and assist them through their difficulties.

Overlooked Aspects of Business Management

In your experience, what aspects of running a company are often underestimated? Can you provide an example?

In federal contracting, planning and marketing are frequently neglected. While many companies make efforts to create plans, they often fail to validate or execute them. Numerous distractions can derail focus, such as the allure of large opportunities. The tactics that worked decades ago may no longer be effective today.

Building a Trusted Brand

What strategies can a business implement to cultivate a reputation as a trusted brand?

It starts by offering solutions to real problems. Organizations want to improve, and their purchasing decisions reflect how well they believe a product or service will help them achieve that goal. Being a problem-solver has been key to The ASBC's credibility. Additionally, consistency in messaging and activities is vital. As we refined our identity and purpose, we became more straightforward to work with, enhancing our appeal to current and potential clients.

Common Pitfalls for New Entrepreneurs

What common mistakes do you observe among CEOs and founders when starting a business? How can they avoid these pitfalls?

A prevalent mistake in federal contracting is the failure to prepare adequately for success. Many entrepreneurs overlook essential steps needed to set themselves up for achievement. The pandemic has led to an influx of opportunists drawn by anxiety and potential government contracts, yet many neglect fundamental research that could save them time and resources. Understanding the federal contracting landscape—such as identifying buyers and their purchasing behaviors—is crucial for success.

A Vision for Positive Change

If you could initiate a movement to benefit the most people, what would it entail?

I would advocate for the federal government to more accurately track funds awarded to small businesses. Instead of counting multiple designations for the same company, let’s ensure each dollar is counted once. This change could significantly enhance economic growth and extend the government’s outreach within the small business sector.

Stay Connected with Guy Timberlake

Readers can follow both myself and The ASBC on LinkedIn for further insights and updates.

Thank you for sharing your wisdom and experiences with us today!