Keith Alper knew he wanted to forge his own road to success rather than following a more traditional career path.
“Starting a business was my biggest risk,” he said. “I could have gone down the path of employment, benefits, etc. However, my passion was to run a business while I was young, create ideas and products. However, financing on my own, when I had minimal funds, was a huge risk.”
The risk seems to have paid off. Today, Alper is founder and CEO of marketing and communications firm Nitrous Effect. The business is a collaboration of marketing and communications agencies that solve business challenges more efficiently than the traditional agency model, the company said.
“Our customized approach and creative processes are integrative, technology forward, and cost-effective,” the company said. “The combined power of these elements across our agencies helps us to develop and offer the innovative strategies and solutions that the world’s leading brands need to amplify their visions, advance their goals and enrich their corporate cultures. Our experts help executive leaders and their teams to facilitate change and align their organization while saving time and money.”
Nitrous Effect was born out of the Great Recession of 2008 and 2009. At the time, Creative Producers Group, now known as CPG Agency, had been in business for over 20 years as a leading producer of large-scale meetings and events around the world. The recession caused the cancellation of many meetings, and CPG owners Alper and Steve Friedman knew they had to diversify. The solution was Nitrous Effect.
The company’s name is a nod to nitrous oxide, which boosts performance for cars and rockets. The company aims to provide a similar boost and better results to its clients under Alper’s leadership.
“Successful leaders today must have the skills and experience of flexibility, speed and communications,” Alper said. “Flexibility to lead and endure the quick changes in the economy, technology and marketplace. Speed, in most aspects of business, to better compete, have leverage and move with momentum. Communication is No. 1.”
Alper has been featured in The Wall Street Journal, The New York Times, Fortune, and Inc. Magazine. He’s received more than 200 industry awards, including the Inc. 500, Event Marketer It List and the Top 100 Multimedia Producers Award. He is also the author of the best-selling book “From Like to Love,” which amplifies his mission to help businesses and organizations grow and succeed.
