What does it take to scale businesses, lead teams effectively, and stay grounded as a leader? This week, Wayne Mullins, founder and CEO of Ugly Mug Marketing, joins the podcast to share his journey from a successful sales career to building a thriving business. With over 20 years of experience and clients in 100+ industries worldwide, Wayne reveals his most valuable lessons, including why self-leadership is the cornerstone of success. Learn how to focus on what truly matters, lead with purpose, and achieve lasting results.
Leading Yourself First: My Conversation with Wayne Mullins on True Leadership, Marketing that Works, and Living with Integrity
On this episode of The Prestigious Initiative, I had the privilege of sitting down with Wayne Mullins, founder and CEO of Ugly Mug Marketing. Wayne is a leader who doesn’t just talk about marketing or leadership; he lives it. Over the last 20 years, he has scaled multiple companies, worked with clients in over 100 industries, and learned one essential truth: Leading yourself first is the foundation for everything else.
We dove into marketing that actually works, how self-leadership shapes your team and culture, and why integrity, intentionality, and discipline are the real competitive advantages today. This conversation was powerful, practical, and deeply challenging. Let’s break it down.
From Landscaping to Marketing: How Ugly Mug Marketing Was Born
Wayne shared that starting a marketing agency was never his original plan. After building and selling a successful lawn and landscape company, other business owners kept asking him, “How did you grow so fast? What are you doing that works?”
At first, it was just friendly consultations. But demand kept growing. He realized he was adding real value, so he leaned in and built Ugly Mug Marketing into the company it is today.
His takeaway was simple yet powerful:
“Don’t try to be better than the competition. Try to be different. Because different is what gets you noticed.”
That philosophy not only launched his agency but has become a core pillar in how he helps businesses stand out today.
Why Results Matter More Than Aesthetics
One of the most refreshing parts of our conversation was Wayne’s no-BS approach to marketing. He’s seen countless companies get sold on flashy websites, branding, and campaigns—yet none of it moves the needle if it’s not focused on results.
“At the end of the day,” Wayne said, “business owners don’t want a new website or a social media campaign. They want more customers, repeat business, and more money in the cash register.”
As someone who’s been on both sides—hiring agencies and running one—Wayne knows what it’s like to feel sold on promises that don’t deliver. That’s why he’s built Ugly Mug Marketing around results first, aesthetics second.
The Donut Strategy: Standing Out Without a Big Budget
Wayne shared one of the most brilliant grassroots marketing strategies I’ve ever heard.
Back in his landscaping days, he couldn’t afford radio or TV ads like his competitors. So he bought dozens of boxes of donuts each week, slapped his logo and phone number on top, and delivered them directly to the cooks and staff at restaurants and commercial properties he wanted as clients.
No sales pitch. No pricing. Just relationship building.
Then, when their current lawn guy dropped the ball, who did they call? The friendly team that brought them donuts every month.
Takeaway: People do business with people they know, like, and trust. Sometimes donuts are better than a billboard.
The Marketing Triangle: Market, Message, Medium
Wayne broke down the three pillars of effective marketing:
- Market – Who are you talking to?
Get crystal clear on your ideal customer. Too many businesses market to everyone and connect with no one.
- Message – What do they need to hear?
Speak to their pain points and desires, not your accolades.
- Medium – Where will you reach them best?
Billboards, social, direct outreach, print—each has a place only if it’s aligned with your market and message.
“Most entrepreneurs get this backwards,” Wayne said. “They pick the medium first, then scramble to figure out the rest.”
Leading Yourself First: The Ultimate Leadership Lesson
We shifted from marketing to self-leadership, where Wayne dropped some of the most profound truths of the conversation.
“There is no leadership without self-leadership,” he said. “Your team learns more from what you do than what you say.”
He explained how as a leader, your words and actions must align. Otherwise, you create suspicion instead of trust within your team.
He challenged us with this:
“Where are my actions creating suspicion among my team? Am I living with integrity between what I say and what I do?”
That’s a question every leader, parent, and entrepreneur should ask themselves daily.
Living Intentionally vs. Living on Autopilot
We talked about how easy it is to drift into autopilot. Wayne referenced the Johari Window, which shows how others often see things about us that we’re blind to ourselves.
That’s why having people in your life who speak the truth—even when it’s hard—is essential.
As I shared on the show, I believe we need to watch ourselves like a predator watches its prey—bringing awareness to our actions, words, and energy. Otherwise, we slip into subconscious patterns that don’t serve our goals or people.
Wayne added:
“Friends and family often give opinions, not advice. I’ve had to hire coaches who will tell me the hard truth I don’t want to hear, but need to hear.”
Work-Life Balance Is a Myth – Embrace Seasons Instead
One of my favorite takeaways was Wayne’s approach to work-life balance. For years, he tried to keep his personal life and business life in perfect harmony—and it only led to frustration and stress.
He realized that life is seasonal. Sometimes business will demand more of you. Other times, family will. The key is to set boundaries while embracing the flow of each season, instead of fighting it.
Takeaway: Stop forcing balance. Start honoring seasons.
Focus Time: How Ugly Mug Marketing Boosts Productivity
Wayne shared an incredible operational strategy his team uses:
✅ Top of the hour to the 50th minute: Focused work, no distractions
✅ 50th minute to the top of the hour: Free time for connection, conversation, or breaks
At first, employees thought it was rigid. But over time, it freed them to focus deeply without constant interruptions—and still have time for connection. The result? Better productivity, higher morale, and no need to bring work home.
They also implemented “Future Work Time”, where employees work solely on projects that benefit their role, department, or the company’s future growth. It’s an innovation incubator built right into their schedule.
Final Takeaways from Wayne Mullins
As we wrapped up, Wayne left us with two core leadership truths:
- Lead yourself first. If you want your team or family to act a certain way, model it. Words without aligned actions create distrust.
- Embrace seasons. There’s no such thing as perfect balance. Honor the season you’re in and adjust intentionally.
Closing Thoughts: Lessons from Wayne Mullins
My conversation with Wayne Mullins was both grounding and challenging. His clarity around marketing, leadership, and life itself is rare in today’s noise-filled world.
Here’s what stuck with me most:
“Don’t be better. Be different.”“Focus on results, not aesthetics.”“Leadership starts with leading yourself first.”
If you want to learn more about Wayne’s work, visit Ugly Mug Marketing and check out his insights on leadership and growth.
Until next time, remember—true leadership begins with you. Start there, and everything else will follow.
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