The world of business is driven by individuals who can establish connections and transform bold ideas into tangible results. William J. Lyons IV embodies that spirit. As the founder of Company 4, he has built a career that blends marketing expertise, strategic partnerships, and an instinct for launching brands in ways that resonate across industries and audiences.
Early Lessons From Sports and Family
Lyons credits much of his drive to his upbringing and athletic background. “My journey from high school and college basketball set the tone for everything,” he says. “Being part of a team and communicating with teammates taught me how important it is to stay connected and row in the same direction.” He was named team captain in both his junior and senior years, experiences that taught him to lead by listening and supporting others.
Family influence also shaped his values. “My dad’s entrepreneurial spirit inspired me,” Lyons shares. “My mom, being an educator, allowed me to look at things through different viewpoints and to learn in different ways. She always said, ‘When you’re doing something, you do it for a reason and to the best of your ability.’”
Building a Career Across Industries
After earning a bachelor’s degree in management and consumer behavior from Worcester Polytechnic Institute, Lyons began his career at a sports marketing agency in Boston. “I saw a lot of good and a lot of things I learned not to do, which was a great starting point,” he recalls.
Lyons then moved to California to join the startup scene, where he worked on brand rollouts, finding strategies and marketing concepts for new products. “That was an amazing experience,” he says. “I enjoyed connecting brands with people and bringing concepts to life.” His career then took him to Samsung Mobile, where he oversaw media and branding partnerships across North America. “That was influential for me, seeing things from the opposite point of view, moving from the small fish to the big fish,” he explains.
Launching Company 4 and New Ventures
In 2017, Lyons founded Company 4, where he now applies everything he has learned to help startups and legacy companies launch products or reposition brands. “We build scalable teams at a defined rate so we’re not getting large agency overhead or charging clients through the roof,” he says. His approach focuses on in-depth discovery. “I walk into a room and pretend I’m the dumbest person there. You tell me everything, I ask questions and then I come back with a concrete plan.”
Current projects reflect Lyons’s wide-ranging interests as a partial owner of The Yard in Charlestown, Massachusetts. This new Boston festival site will host community events and corporate gatherings. He is also developing an AI project in Texas and expanding his youth basketball initiative, now known as the National Hoops Foundation, to provide more students with direct access to college recruiters.
Looking Forward: Growth and Giving Back
Lyons remains focused on growth while staying grounded in his core values. “I’m always looking at different markets and opportunities,” he says. “I’m not afraid to take on a project that may not have a defined ending, but I’m always willing to go through the journey together.” He credits his wife, Ashley, a successful entrepreneur in her own right, and their two daughters as daily inspirations. “She was one of my first clients and is a great sounding board,” he notes.
Over the next five to 10 years, Lyons plans to expand Company 4 in both the Northeast and California, while continuing to mentor young athletes through the National Hoops Foundation. His goal is simple: to keep growing, learning, and helping others succeed.
