Craig is the Founder & CEO of leading internet optimisation agency Trinity. Trinity is a four-time Inc. 5000 company and was previously recognised as one of the ten fastest growing companies in Philadelphia by INC. Magazine.

A Fireside Chat

I had the opportunity to have an amazing conversation with Craig Smith at Trinity today. I first got in touch with Craig to discuss optimisation for eCommerce and Craig just had so much to say. 

He took the time to talk to me and answer some questions so I could get to know him better and hear more about the things that have helped shape his business success to date – let’s get stuck into it!

What Is The Book (Or Books) You’ve Given Most As A Gift, And Why?

Think and Grow Rich by Napoleon Hill has had the most impact on my life in business. The stories and details about the men who made American business and their trials and tribulations is a must read for any entrepreneur.

What Is One Of The Best Or Most Worthwhile Investments You’ve Ever Made?

Starting my company and the sweat equity that it took to get it off the ground.

When You Feel Overwhelmed Or Unfocused, Or Have Lost Your Focus Temporarily, What Do You Do?

When I get overwhelmed I try and centre my attention back to the breath. Doing so makes me see that what I am getting stressed about is absolutely minuscule in the big picture and I am able to refocus.

How Has A Failure, Or Apparent Failure, Set You Up For Later Success?

My favourite is when I spilled coffee on a target client at a networking event. That mishap sparked a conversation that led to a 175k+ a year account!

In The Last Five Years, What New Belief, Behavior, Or Habit Has Most Improved Your Life?

Writing out my day, by far. Each morning I outline my entire day to the minute and by doing so I am able to be more productive.



If You Could Have A Gigantic Billboard Anywhere With Anything On It — What Would It Say And Why?

Do or do not – there is no “try”. My favourite quote that I live by from Master Yoda in Star Wars!

It reminds me that my psychology when I face any obstacle or problem is the only thing that limits progress.

Tell Us About Your Business. What Does It Do And What Value Do You Add?

We are an eCommerce optimisation agency; essentially we help retailers grow their online sales faster.

What Careers Advice Would You Give To Your 21-Year Old Self?

Start your business sooner!

Tell Us About Someone You Admire And Why You Admire Them?

Victor Frankel, the author of Man’s Search for Meaning. This book is all about the experience of the Holocaust and how the mind helped him get through the horror of his situation. He is the epitome of courage.

Where Do You See Your Industry In The Next 5 Years?

Continuing to grow and innovate. COVID really sped up eCommerce adoption and it will never be back to the pre-COVID levels in terms of online sales and adoption.

What Is The Most Surprising Thing You've Seen In Your Industry?

That big companies still can’t get technical SEO right. The amount of broken SEO out there represents a great competitive advantage to those who get it right.

Check Out Craig's Company Profiles:

About Us

Pearl Lemon are an SEO, PPC, PR, and B2B lead-generation agency. We are based in London but service clients around the world.

We have taken the time to interview entrepreneurs and experts (like Craig) in this new series.

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