#34: Intercept Interactive Inc.

Ever feel like you're running a marathon in running your business? According to Intercept's founder, you're in just the right place.

By Steve Cooper

Opinions expressed by Entrepreneur contributors are their own.

Company: InterceptInteractive Inc., a New York City Internet advertising, marketing& sales firm
Founder: Michael Cassidy,26
Began: March 2001
2001 Sales: $3.1 million

Why did you start yourbusiness?
Michael Cassidy: I first began contemplating the idea ofstarting a business following the acquisition of my prior employer,About.com. The Internet advertising market had taken a drastic turnfor the worse. Many of the Fortune 500 companies I had worked withhad exhausted their budgets and were putting off their Internetspending for another six to 12 months. I felt handicapped in myposition; however, I came in contact with many other companies thatwere looking to grow their businesses yet did not have the ways ormeans to do so. I was encouraged to start the business, as the fewcompanies I discussed the idea with were already committed totesting my services. After the research and positive conversationswith others, my decision to start Intercept was made.

Intercept InteractiveDo you have any business advice?
Cassidy: Starting a business is not a sprint, but rather amarathon. By that, I mean do not lose site of the long term whiletrying to capitalize on the short term. There have been manyopportunities for Intercept to engage in projects that might yieldshort-term profits while creating long-term hassles. And whileincreasing revenue is my number-one priority, it is not my onlypriority.

What's your favorite businessbook?
Cassidy:How to Win Friends & InfluencePeople by Dale Carnegie is one of my [favorites].Carnegie's message is neither ingenious nor revolutionary, butvery simple. Sometimes it is the simple things that we forget, andneed to remember most. I know I have used tidbits from this work,and I'm constantly amazed at how far small gestures ofgoodwill, honesty and sincere appreciation can go. Having theability to make others feel important and worthwhile is a skillthat has long-lasting benefits to both parties.

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