By: Alexandra Perez
Leadership is often defined by control, authority, or the ability to direct others. But for David Carroll, founder and CEO of DOPE Marketing, leadership is something else entirely. It is honesty. It is self-reflection. It is showing up as the best version of yourself, not for validation from the past, but for the people who depend on you today.
“Not a lot of people know what it feels like to go through being the boss,” Carroll says. “You’re dealing with a different version of yourself at every stage of growth. And that’s the hardest part.”
Evolution of a Company and Its Leader
Over the years, Carroll has built DOPE into one of the fastest-growing companies in the Twin Cities, earning multiple spots on the Inc. 5000 list, including number 12 in Minneapolis and top 50 in advertising and marketing. But ask him where the real growth has happened, and he won’t point to revenue or rankings. He’ll point inward.
Carroll admits not every employee in the early days had a positive experience working with him. But rather than resist that truth, he embraces it. “Those employees’ versions of me as a leader were different than how I view myself now. And that’s okay. They’re holding onto a previous version. I’ve changed.”
That change, he says, comes down to discipline and mindset. Carroll credits his mornings, quiet time, meditation, and intentional reflection,for keeping him grounded. “You’re yourself in the morning,” he says. “That’s when I’m closest to my subconscious. I protect that time so I can show up for my family, my team, and myself.”
Pressure and Preparation
The journey has not been without challenges. Carroll describes Q3 of 2024 as one of the most stressful periods of his life. But even in the hardest seasons, he carries the weight differently now. He no longer looks outward for reassurance.
“I’m so selfish about being the best version of myself that I don’t get back the negativity from other people’s versions of me,” he explains.
That “selfishness” is not arrogance. It is strategy. “Confidence doesn’t come from results,” he says. “Confidence comes from preparation. I focus on the work. I know the person I was 15 years ago, five years ago, and who I am now. And if you’re in my life today, you’re getting the best version of me. Period.”
At home, the ripple effect of this philosophy has been undeniable. When his wife pointed out that their daughter’s confidence clearly came from him, Carroll felt the weight of what it means to model leadership, not just for his team, but for his family.
Leadership as Capacity, Not Control
Carroll is clear about what leadership is not. It is not control. It is not about forcing change in others. “I’m in the business of investing in people, not changing them,” he says.
Whether it is a new hire struggling with imposter syndrome or a print shop worker labeling boxes, Carroll’s approach is the same: show up, be real, and invest in those who are ready to grow. “Sometimes it takes someone else seeing it in you before you see it in yourself,” he says.
He compares it to teaching his kids to swim. “I might let them feel like they’re drowning for a second, but I’m right there. You’ve got to feel the stretch to find your own strength. And then they come back asking for more.”
This philosophy has shaped DOPE’s culture into one of accountability and encouragement, where employees know they have the space to stretch but also the support to grow.
Beyond Numbers, Toward Impact
DOPE Marketing is on track to reach a million dollars in monthly recurring revenue, but Carroll refuses to let numbers define him. What fuels him most are the messages he receives from people who say his story inspires them.
“That’s what life’s about,” he says. “If I can show people that anything’s possible, then I’m doing my job.”
He does not claim to have it all figured out. Instead, he leans into transparency about stress, growth, and the evolving journey of leadership. That honesty has become part of the culture at DOPE, a reminder that businesses are built not only by systems and strategies, but by people who are willing to grow.
The Proof in the Process
Carroll is proving that leadership begins within. By protecting his mornings, preparing relentlessly, and modeling confidence, he is building more than a company. He is building a movement. One that reminds people it is okay to evolve, to be honest about the struggle, and to lead with grounded confidence.
Because the best version of any business begins with the best version of its leader. And David Carroll is showing what that looks like, from the inside out.
Disclaimer: The insights and opinions expressed in this article are those of David Carroll and are intended for informational purposes only. They do not constitute financial, business, or professional advice. Readers are encouraged to conduct their own research or consult a qualified advisor before making business decisions based on this content.
