Bruce T. Dugan: CEO, Inicia Incorporated


My NativeAdVantage:

Bruce T. Dugan is an electric entrepreneur whose career spans logistics, music, film, media and technology. He serves as CEO of Inicia Incorporated,  and its subsidiaries, Incognito Worldwide, i2MEDIALAB, Intech Creative LLC., and FIrst Drum Films.

1. What do I do best?

I tend to see trends 5 to 10 or more years before they’re (in some cases) even viable, like envisioning cloud applications to drive business collaboration for the logistics industry in 1994, or media conversion in 1999 when Jupiter Communication at a CEO roundtable told me it would never happen, or also in 1999 telling a Broker/ Dealer that selling music on the internet wasn’t relevant until a secure electronic distribution system was put in place, which was 5-7 years away ( can you say iTunes?)

2. What makes me the best version of myself?

Honesty in all things, regardless of the fall out or potential consequences.

3. What are my aspirations?

My business goals have always been to leave a legacy of quality work and honesty in my wake. Currently our digital agency subsidiary (Incognito Worldwide) has had a near perfect record in that regard, as had our I2MEDIALAB subsidiary.  On a personal level, quality of life is important, whether that is just taking the time to relax with friends for an hour over a cup of coffee on a sunny day, rather than rush or take a coffee to go. Reducing drama around me is a goal, and distancing myself from those that create, I’d like to complete several books I’ve been working on over the past years, and also to seek out creative and honorable people to work with, and take on only interesting or impacting projects.  

4. My Biggest Success?

In a word of deception and treachery, I guess the biggest success has been not being corrupted by any of it. Beyond that I’ve had a variety of separate successes, and I guess each had merit at the time. I launched my first company at the age of 22, and sold it for profit at 25; I’d exec-produced a documentary that was aired on Bravo Networks for 3 years, and I’d secured international distribution for it, as well as raising funds for and exec producing an indie feature film; launched a record label that was featured on the cover of Billboard; built a strong high-quality reputation for; and, on a personal note, rode the Himalayas on my motorcycle for 3o days, ending with a head on crash with a car on a highway in Kashmir and living to talk about it, which will be part of the story in the upcoming documentary Ride of Your Life by First Drum Films. .  

5. My Most Challenging Moment?

On a personal level, ending my marriage was the most difficult thing I’d ever done. Similarly, on a business level, I watched the shareholder powers that be in a publicly-traded media company that I founded, develop a pattern of behavior that I one day realized wouldn’t change, so I simply quite and walked out, leaving all the time, energy, and stock had behind, and never looked back.

6. My Motto?

Be honest with yourself and others, aways, and give your all to whatever you’re engaged in.

7. My Favorite People/Role Models?

I saw Richard Branson in an interview, and when asked “How did you build your empire,“ he casually said “I found and hired people smarter than me.” Throughout my career, I see many CEO’s that have to always be the smartest person in the room, even when they’re not. So I guess it is the humility to recognize and acknowledge others  I see as a strength, not a weakness. So I admire him for that. F.D.R. is another, because asked of Eleanor how he navigated the crisis of his time, she noted -- He established his principles long before he was faced with crises, and thus was guided by thus principles with whatever he was faced with. Victor Hugo said it best: “Change your opinions, keep to your principles; change your leaves, keep intact your roots.”

8. My Favorite Places/Destinations?

I’ve traveled extensively, living in many cities across 4 continents: North America, South AMerica, India and Europe.  I was born and raised in NYC, so that city is a part of who I am, and I love my time there. Buenos Aires is a city that I loved the 2nd day I was there. And a 10-day vacation turned into a 7-year stay there, and I’ve returned earier this year. I also maintain an apartment in Bangalore, India, and while I don’t ‘love it,’ it did grow on me, and I do love my summers in Goa.

9. My Favorite Products/Objects?

I love gadgets, especially the SMartPhone, which I waited for for decades -- when the first Palm PDA was introduced, I thought the integration with the phone was a next natural evolution, but it took longer than I expected.  I’m glad it finally arrived. And clearly, the cloud has changed everything.

10. My Current Passions?

Good people, cigars, and wine, traveling, sailing, motorcycling, and creating -- whether it’s writing, conceiving and developing a new product,

Inicia Incorporated

Incognito Worldwide 


First Drum