For John Sampogna, entrepreneurship is about discipline, curiosity, and designing work that fuels impact. As the co-founder of Wondersauce, he has spent 15+ years shaping digital experiences for brands like L’Oréal, Grubhub, and Golf.com.
John’s journey began with a fascination for how businesses operate, leading him to build a global agency known for brand storytelling, e-commerce, and marketing innovation. Named one of Business Insider’s “30 Most Creative People in Advertising Under 30,” his insights have been featured in Adweek, CNBC, and more.
In this Faces of Entrepreneurship profile, John shares his insights on growth, resilience, and the lessons he’s learned along the way—from the exhilarating first day of business to navigating the highs and lows of leadership. His story is a testament to the power of adaptability, strategic thinking, and, above all, a relentless drive to build something that matters.
What does “entrepreneurship” mean to you? How has your understanding of it evolved over time?
John Sampogna: To me, entrepreneurship is the ultimate form of self-discipline and being able to design and execute your ideal business scenarios.
Tell us about your first experience with entrepreneurship. What sparked your interest in building something of your own?
JS: Working at my first agency, I was immediately fascinated by the business as a whole rather than feeling motivated by traditional roles or career trajectory. When you fall in love with structure and how everything comes together, you’re already an entrepreneur and already set apart from a traditional growth path. For me, it was a fascination with all aspects: how teams are built, the balance between inexperienced and experienced resources, pricing, timelines, good and bad clients. A services business, in particular, felt easy to understand. I’m drawn to simple systems and structures, diving deep to refine them and make them nuanced and special.
What is the origin story of your company? What motivated you to start, and how did those early days shape your journey?
JS: The origin of our company started when I found a thought partner who was equally excited about creating an agency and was pumped to do great work. When you’re going out after work and all you’re talking about is work, not just how your day was, but diving deep into process and structure, it naturally evolves into something bigger.
When we realized there was no perfect timeline to launch something, we went from teasing the idea to fully committing in six months.
In those early days, we were practical. We asked ourselves if we had eight hours a day to talk to people, could we close business and get work? The answer was yes. On day one, at my first coffee meeting, we saw a tiny affirmation of success, which gave us confidence. Our focus was clear, get clients. We started by talking to people who could give us projects, and we built from there.
What do you wish you had known when you started? If you could go back, what would you do differently?
JS: I wish I could go back to the simplicity and purity of how I thought back then. There’s something amazing about being naive, about not overthinking or derisking every decision. I’m almost jealous of my 26-year-old self who didn’t know what he didn’t know… legal implications, team building, burnout, or anything else. Honestly, I wouldn’t change a thing. If anything, I wish I could go back to that mindset.
Has there been a pivotal moment or a game-changing decision that defined your growth as an entrepreneur?
JS: There are so many amazing moments in building a business, winning a big client, earning awards, being featured in trade publications, and, one day, having someone value it enough to buy your company. But the best moment has always been hiring people. When smart, talented individuals choose to build a career with you and what you’re creating. I still remember hiring our 10th, 50th, and 100th employee. Each milestone was equally incredible and a reminder that you owe it to them to build a great company.
What is the biggest milestone you hope to achieve in the next three months, and why is it important to you and your business? How are you planning to tackle it?
JS: Simply put, growth. We want to win exciting, meaningful business that allows us to build trust with client partners and deliver amazing work. We live in an age where it’s never been more expensive to be a brand, and we want to be the agency that navigates this space and is trusted to find value. There’s no magic bullet for getting there. It’s about showing up day in and day out, sharing our POV, publishing case studies, doing amazing work, and knowing when to say no.
What does “success” mean to you, both personally and professionally?
JS: Balance. It’s about being at your best for a sustained period of time. The older and more experienced I get, the more I realize how important balance is. I’m not on my A-game 8 to 10 hours a day, no one rarely is. However, I know when and who I need to be at my best for. That means prioritizing good sleep, consistent exercise, and a clear mind so I can be of service when needed.
It’s also about accepting the high highs and low lows and building a lifestyle that supports maintaining an even keel. Staying balanced and healthy is essential. At the end of the day, we work for our families, so it’s equally important to ensure I’m making as much time as possible for them.
Share your boldest dream for your business and the world. What’s your plan to make it a reality?
JS: I want Wondersauce to be among the most respected agencies in the country, known for our deep understanding of the modern customer and our ability to deliver real results. While our roots will always be in digital, as the world has become increasingly digital, we’ve evolved beyond being just a digital services provider. We’re now a fully integrated marketing agency that’s really good at solving business problems. I believe a new landscape of what it means to be an exceptional agency will emerge in the coming years, and I want us to be at the forefront, recognized as one of the best and most respected.
What is your entrepreneurial superpower? How has it helped you overcome challenges or seize opportunities?
JS: My entrepreneurial superpower is the ability to learn quickly. I get really excited about new things, and when that happens, it’s 0 to 60. I identify people who know more than me and learn as much as I can from them. I don’t get intimidated by change; I embrace it. I enjoy learning, jumping into new spaces, and experimenting. Then, I apply what I’ve learned to provide practical recommendations for our clients, trying to make seemingly complex things feel simple and attainable.
Can you share one of your proudest moments and one of your darkest days as an entrepreneur? What lessons did those experiences teach you?
JS: One of my proudest moments was the first day we started the business. I walked across Manhattan to set up shop in my buddy’s apartment, feeling like there was nothing to stop us. The realization that no boss would be checking in on us was incredibly liberating. There’s something amazing about that freedom.
While milestones like selling the company are significant, for me, the simplest moments are the best. When you realize you’re truly happy with what you’re building.
On the flip side, some of the less fun parts of entrepreneurship are when you have to let someone go. It’s a difficult situation for everyone involved, and it’s never easy. Over the years I’ve learned the importance of empathy in those moments. Being accommodating and reasonable can help both parties navigate such challenges more smoothly.
What personal values drive you as an entrepreneur?
JS: Hard work drives me. I believe I can outwork almost anyone. Passion is also important to me. You don’t have to be the smartest in the room, but if you’re passionate about something, it matters. Curiosity is another key value; always wanting to learn and grow is essential.
What’s it like working alone or with a team? How do you approach building strong partnerships?
JS: I believe in averages, not perfection. It’s about getting on the right side of things.
The beauty of an agency is that teams should feel seamless to work with. Our job is to bring smart people together and help them work well as a team. We put a thoughtful process in place to make that happen and consistently put people in positions to succeed.
I approach things with the understanding that perfection isn’t always possible, but we can provide the tools and framework to avoid problems. If the average is above 80%, you’re doing a good job. In the long run, that will win out, and even during the 20% of challenging moments, you’ll still come out on top.
What role has mentorship played in your journey—whether as a mentor or a mentee? Share a story that highlights its impact.
JS: I don’t believe in the traditional mentorship model. The people I’ve learned the most from I never considered mentors, and I don’t think they considered me a mentee. Instead, I focus on identifying traits or skills from people I admire and learning from them. I’ve always looked at the bits and pieces that make individuals great and smart, and when they talk about those things, I pay attention.
I try to do the same at Wondersauce. The longer people work with me, the more they understand my strengths and shortcomings, and they start asking very specific questions, recognizing the value in the answers I provide. I’ll get texts and calls for advice, but I don’t consider it mentorship. I’m simply sharing perspectives, stories, and advice.
What excites you most about the market or industry you operate in? How are you navigating its challenges and changes?
JS: We built Wondersauce with the belief that our only constant would be change. What excites us most is observing how culture and technology evolves and finding innovative ways to create compelling marketing solutions that adapt to it. That challenge is what drives us every day.
What’s one daily ritual or practice that keeps you grounded and focused?
JS: Walking, a lot. I take calls on the go and incorporate movement throughout my day, especially when brainstorming or problem-solving. Even in the office, I make a point to stand up and walk around. It keeps me focused, energized, and engaged.
Share a moment when your resilience as an entrepreneur was tested. How did you push through, and what did you learn?
JS: Many moments come to mind. But one that is sticking out is the first time I faced a challenge that required my attention, and mine alone. I realized that some problems won’t resolve, literally, until I step in. Whether it’s personal, legal, or operational, being the boss means owning those moments. Pushing through taught me the importance of decisiveness and accountability.
How do you manage the demands of entrepreneurship while maintaining your well-being? What strategies work best for you?
JS: Having boundaries is essential, especially in a hybrid world where office and home are blended. I’ve learned small tricks to turn things off and make sure I’m spending enough time with friends and family. Taking care of myself is also key: eating well, sleeping, and being ready to do the job. Sometimes, an hour break during the day for yourself can lead to hours of high-value productivity to follow. It’s a constant trade-off and re-finding of balance.
Where do you find inspiration to fuel your vision? Do you have any creative habits that help you stay innovative?
JS: I find inspiration everywhere. I get curious about the most random things, often going on unprompted deep dives. The fact that I can get excited about seemingly anything keeps me open to new ideas, as you never know what might spark your next big brand. I believe it’s important to routinely seek out information and curate high-quality takeaways.
How does your work contribute to solving larger societal challenges or helping others?
JS: Our job is to understand the audience, not to create and design for ourselves. The goal is to analyze consumer behavior in order to craft clear messaging and improve brand experiences. When you achieve this understanding, your work helps others by creating more meaningful connections and experiences.
What’s a problem that keeps you up at night, and how are you working to solve it?
JS: Determining what to focus on. With so many new things promising to be the future, technology and information move faster than ever, making it difficult to balance priorities. Sometimes, taking a beat to observe and using function over speed can be an advantage. It’s important not to roll out new products and services too quickly, as things can change again. With so many options, it’s not easy to predict which one will ultimately succeed.
What’s one piece of advice you would give to aspiring entrepreneurs about building and leading teams?
JS: Align early on with the values you want in your colleagues and identify your biggest weaknesses. Find someone who shares your values and complements your weaknesses. Start there.
Do you have a favorite quote or mantra that keeps you motivated on tough days?
JS: It’s never easy.
If someone wrote a book about your entrepreneurial journey, what would the title be?
JS: Let’s Start an Agency?
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