Defender Direct, Inc.: A Business of Growing Leaders

Defender Direct, Inc., was a privately held company that sold and installed ADT security systems and Dish Network Satellite TV to homeowners in the United States. The president and CEO started the business out of his home in 1998. Under his leadership, Defender experienced an average annual growth rate of 60%, and in 2008 it became one of the largest security and satellite dealers in the Midwest, generating $150 million in revenues. The founder, who was fond of saying that "businesses don't grow--people do," credited the Defender culture for his company's stellar growth. Excerpt UVA-ENT-0115 Rev. July 20, 2009 Defender DIRECT, INC.: A BUSINESS OF GROWING LEADERS Defender Direct, Inc. (Defender), headquartered in Indianapolis, Indiana, was a privately held company that sold and installed ADT security systems and Dish Network Satellite TV to homeowners in the United States. President and CEO Dave Lindsey started the business out of his home in 1998, making the transition to entrepreneur from new-product development at Medeco Security Locks, Inc. He used $ 30,000 of his and his wife's personal savings to fund the start-up, which he called Defender Security Co. From its humble beginnings in the Lindseys' spare bedroom, Defender became one of the largest security and satellite dealers in the Midwest, experiencing an average annual growth rate of 60% over 10 years. In 2008, Defender generated $ 150 million in revenues and ranked 387th on the Inc. 500 list of America's Fastest-Growing Companies. With 1,500 employees, the company had a national footprint of 120 offices in 40 states. Defender's stellar growth was fueled by an aggressive direct-marketing focus and national expansion, but Lindsey, who was fond of saying that “businesses don't grow—people do,” credited the Defender culture, which fostered continuous employee development. He elaborated: . . .