The Beginning of NLT
This coming year marks a significant milestone for NextLevel Thinking (NLT) as we celebrate 25 years of helping businesses reach their “NextLevel.” To commemorate this quarter-century milestone, we sat down with our founder, Eric Poerschke, to reflect on NLT’s journey, the principles that have guided its evolution, and his vision for the company’s next chapter.
The genesis of NLT traces back to Eric’s foundational years at Andersen Consulting, where he developed an appreciation for analytical rigor and client-centered problem solving. Seeking to broaden his skills, Eric joined Coleman & Coleman—a firm later known as Brand Imagination—where he partnered with Brandon Coleman. Together, Eric and Brandon explored and ultimately perfected the integration of marketing strategy with creative thinking, pushing the boundaries of conventional practice in both disciplines. This collaborative journey provided Eric with the methods and insights that shaped his vision, ultimately serving as the springboard for the founding of NLT.
The name “NLT” itself stems directly from client feedback. As Eric explains, clients consistently expressed a desire for someone to “help take their company to the next level.” This ethos became the cornerstone of NLT’s approach. It’s less about traditional marketing and more about deeply understanding a client’s business and how they generate revenue.
From Vision to Reality
While NLT’s philosophical vision as a marketing strategy firm has remained steadfast, its methods and techniques have continuously evolved. Initially, NLT would craft a strategy and hand it over to the client. Today, the approach is far more collaborative, with NLT often serving as an integrated, ongoing marketing department, handling the execution of strategies in addition to their development. This shift was crucial, especially for companies that lacked internal marketing capabilities.
For Eric, the most rewarding aspects of his work are twofold: the team and the clients. He finds immense satisfaction in watching the NLT team grow and learn, recognizing that their development directly translates to delivering quality outcomes for clients. Equally fulfilling is witnessing clients achieve their “next level” of success.
Company culture has always been a priority for Eric. In an era before widespread virtual work technology, NLT was founded with the intention of allowing Eric to be a present parent, fostering a family-centric environment from day one. This means working hard and expecting excellence, but within a flexible framework that celebrates life’s moments – from new babies to unexpected interruptions during meetings. Creating this balance is challenging, but for Eric, it’s a worthwhile endeavor that reflects real life.
Top Moments
Gaining the trust of the executive team at the Gulf Coast Regional Blood Center in early 2003 marked a significant early achievement, leading to work with blood centers nationwide.
Eric highlights the impact of individuals like:
- Tara Lockhart, who played a key role in shaping the foundation of NLT by bringing a softer perspective, leading the hiring process that attracted our wonderful team, introducing new technology to the firm, and serving as a trusted sounding board who helped the team approach client challenges in new and inspiring ways;
- Kristen Dyson has helped us deepen our roots by evolving our inspiration from broad conceptual ideas to the precise power of words, enriching our creative process and sharpening the way we communicate with clarity and impact;
- Kate Buchanan brought structure to the team, helping strengthen our foundation, driving disciplined execution, and formalizing the NLT Way across all areas of our business—doing so with a deep care and commitment to the growth and success of each individual member of the team;
- Emily Hemenway has infused the team with a unique combination of multifaceted talents and a fun, energetic spirit, enriching the team’s dynamic and inspiring creativity while helping to drive successful outcomes;
- Angie De La Cruz embodies tenacity, kindness, and a calming presence, fostering a supportive environment and proving to be an amazing teammate who has made us feel good about ourselves and has often brought the client’s point of view to the forefront.
Kyle Poerschke’s innovative video work, Amir Gooden’s fresh, forward-thinking ideas, and Maegan Meynig’s distinctive teaching background and genuine willingness to jump in and help have each been pivotal contributions that have significantly propelled the firm’s evolution. Kyle’s work brought a distinctive visual perspective that challenged conventions and opened new creative possibilities. Amir’s ideas infused the team with curiosity and a calm demeanor, encouraging thoughtful exploration and steady innovation. Maegan’s background and dedication enriched both the culture and capabilities of the firm.
Embracing Technological Shifts
NLT has consistently adapted to the rapid evolution of technology. From early reliance on spreadsheets to the adoption of platforms like monday.com, Mailchimp, and sophisticated website development, NLT has leveraged new tools to serve clients more efficiently. COVID-19 further accelerated the embrace of virtual collaboration and screen-sharing, while the latest frontier is AI. Eric is excited about the potential of AI to personalize marketing efforts, emphasizing the need for human insight and empathy to truly unlock its power.
Maintaining NLT as a boutique firm has been a conscious choice, balancing the need for growth with the desire to remain intentional. Eric acknowledges the constant tension between having too much or too little work but expresses gratitude for the firm’s enduring success. Looking ahead, he aims for measured growth and a stronger client pipeline to ensure stability and the flexibility to partner with clients who are the right fit.
While Eric laughingly admits he doesn’t foresee another 25 years at the helm, he is actively planning NLT 3.0. By the end of 2026, he envisions transitioning much of the day-to-day leadership, empowering the team to operate more independently, and shifting his own focus towards business development.
NLT’s 25-year journey is a testament to strong vision, adaptability, and a deep commitment to both its team and its clients. We look forward to seeing what the next chapter brings!
