Build a Better Agency Podcast

Latest Episodes:

EP 315: Five mistakes employees make when buying into the agency with Drew McLellan Oct 18, 2021

Show notes

At Agency Management Institute, we are often called upon to help agency owners plan their next steps when it comes time to sell. This may lead to the owner wanting to hand the reins to a current employee that has proven to be the right person to take over owning and running the agency. There are challenges that the seller has to contend with, but there are just as many challenges, and mistakes, the potential buyer needs to keep in mind. As an employee presented with the chance to take over ownership of the agency, it can be a daunting undertaking. To try and offer some guidance, I've identified the five most common mistakes that I've seen made by employees who are buying the agency from the current owner. We'll look at the importance of pushing for a clear process and plan for the owner's exit strategy and how to avoid miscalculating the risks. I'll share some of the emotional challenges to expect, as well as the importance of tough conversations. Finally, I'll explain why it's not only helpful but necessary to put together a team that can help guide you through the transition period, and beyond.

Agency ownership is a thrilling undertaking. If the opportunity presents itself, you should absolutely give it serious consideration. Just be smart about the steps you take. AMI is here to welcome you to the adventure.

A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.

What You Will Learn in This Episode:

The need to push for a process and plan when buying an agency
The error in miscalculating the risks
The emotional challenges of agency ownership
The missed opportunity in tough conversations
The need to put together a support team

EP 314: How culture influences brand with Mark Miller & Ted Vaughn Oct 11, 2021

Show notes

"Culture" and "Brand" are two concepts that are often thought about and discussed as completely different topics. We don't often consider how one might not only affect but define the other. But the truth is, they are very much the opposite sides of the same coin, if that coin represents the calling card for your agency or your client's company. Agency owners and authors Mark Miller and Ted Vaughn have literally written the book on the connection between culture and brand. In examining the challenges and successes of both their own clients and research into other companies, they defined six patterns that define culture and the traits that make these patterns successful.

In this episode of Build a Better Agency, Mark, Ted, and I take a deep dive into these six patterns – or "layers" – and how come to define an agency's success. We explore everything from different kinds of trust to the need to sometimes fire a rockstar employee. We look at ways to inspire an invitation to difficult conversations and why it's so important for creatives to advocate for themselves. We even define the first step an agency can take on the quest to improve, fix, or define a company's culture in a way that leads to a winning brand.

What You Will Learn in This Episode:

The links between a winning culture and brand
Why culture is so important in a conversation about brand
Functional vs. relational trust
6 layers of marque culture
How to tell if a problem is caused by a system or a person
Why creatives need to advocate for themselves
How agency owners can inspire a truth-telling environment
Where to begin on the journey to fix culture

EP 313: Three frameworks for inspired agency leadership with Jonathan Raymond Oct 04, 2021

Show notes

There is no shortage of advice on how to be a better agency leader, but much of the advice out there is esoteric or theoretical. The ideas are grand, but a solid, tangible game plan is rare. Without clear steps to take, old habits and behaviors easily return before these new ideas have a chance to create lasting change. Author Jonathan Raymond's diversified background led to an interest in figuring out how leaders could grow their business in a way that was in alignment with their values. He has developed some interesting ideas and action plans for how to inspire your team to want to follow you.

In this episode of Build a Better Agency, Jonathan and I take a pragmatic approach to leadership. We examine how to recognize when you're undermining the team and how to create clear expectations. We explore a 5-step method for managing performance. And we discuss the link between personal and professional development. Becoming a better leader starts with a desire, but requires a plan of action. Hopefully, this conversation offers a bit of both.

What You Will Learn in This Episode:

How to recognize when you're disempowering your team
The need to set clear expectations
A 5-step method for managing performance
Understanding the time limit on feedback
Why pattern recognition is important in agency leadership
The power of uncomfortable silence
Why personal and professional development aren't different
3 reasons why poor behavior isn't called out

EP 312: The world of neuro-marketing with Dan Russell Sep 27, 2021

Show notes

The world of neuroscience might seem like an odd place to seek out powerful marketing tactics, but there's no denying that effective marketing isn't just about being great creatively. Art might draw attention, but human nature and how our mind works is what inspires the buy. Understanding neuro-marketing and what triggers the mind of an audience can only improve the rate of success. Dan Russell runs Vivid Labs, a conversion optimization agency that has developed neuroscience-inspired marketing strategies. He moved out of the service space so he could teach agencies and other businesses how to utilize these techniques for business growth and success.

In this episode of Build a Better Agency, Dan and I talk about the different ways neuroscience insights can be used effectively in marketing. We discuss how his team determines what tests to run that are both practical and ethical. Using real-world examples, we take a closer look at a few effects that marketing agencies absolutely need to know about and incorporate.

What You Will Learn in This Episode:

What is neuro-marketing?
How to determine what scientific tests apply to marketing
Ensuring tests are both practical and ethical
Why the physical world can trigger more effects than the digital world
Nuero-marketing effects agencies need to incorporate
The importance of video to increase conversion

EP 311: Creating an "I'll be back" client experience with Shep Hyken Sep 20, 2021

Show notes

No one needs to tell you that it's easier and more cost-effective to keep existing clients rather than continuing to hunt and pitch for new ones. There's an obvious need to genuinely nurture these relationships, but oftentimes this advice is more theory than tangible. It's rare to find a clear game plan for creating lasting change that is simple, even if it's not always easy. This conversation sheds light on that challenge and how to solve it. Author and keynote speaker Shep Hyken is one of the world's most well-known and well-respected experts on client service. He is dedicated to helping companies create customer experiences that bring them back over and over again. He does so with insights and gusto intended to challenge how you approach your crew, clients, and customers.

In this episode of Build a Better Agency, Shep and I discuss more than just the theories of creating good client relationships. In addition to talking about the need to create a sense of amazement and the downfall of settling for "fine," Shep outlines the specific, tangible steps that can be taken to create a culture that is focused on the customer experience and how to make sure your clients won't even consider looking anywhere else for what they need.

What You Will Learn in This Episode:

Why it's important to measure a client's likelihood to return
How to create a sense of amazement with your customers and clients
The problem with "fine" in client service
The #1 culture-changing tool
A 6-step process for creating a culture that is focused on the customer
Precisely how to create an "I'll be back" experience

EP 310: 5 mistakes agency owners make when selling internally with Drew McLellan Sep 13, 2021

Show notes

At Agency Management Institute, we have repeatedly found ourselves in the position of helping agency owners figure out their exit strategy. Ideally, we're talking about this many years before they're ready to execute on whichever outcome makes the most sense for them and their agency. The typical scenarios are: Just making a fantastic living off the agency until you're done and then closing up shop. Others want to sell to an outside buyer. But for many, the ideal scenario is to sell the agency internally to someone they've been grooming as a successor. This is often where we come in to assist. Any sale is complicated, and everyone wants it to go as smoothly as possible. Which is why we've identified some common mistakes and the best ways to avoid making them. They're all understandable and easy to make choices, but fortunately so are the fixes so you can just avoid them all together.

Whether you're thinking of selling your agency in a year or it's much further down the road, knowing what to avoid now is the best first foot forward.

What You Will Learn in This Episode:

The problem with gifting employees shares
The importance of hiring outside guidance
The need to fully structure the deal
The lack of an owner's transition plan
The mistake of not being prepared emotionally

EP 309: 5 key traits for a successful creative with Jamie Roberts Sep 06, 2021

Show notes

Creativity lives at the center of every agency, but finding, nurturing, and retaining the best fit creatives can feel like an impossible task. Someone with an impressive resume who interviews wonderfully can suddenly feel like a mismatch once they're actually in the role. It can feel like a guessing game, which is especially daunting for such an integral part of the team and your agency's success. Jamie Roberts has been a creative at agencies large and small. She grew up on the art side of the business and realized that all creatives are not wired the same. They might have similar skills but where they live on the spectrum of that skill defines their strengths and weaknesses. With this knowledge, she identified five key traits that can help agencies find creatives, or better understand the creatives they already have.

In this episode of Build a Better Agency, Jamie and I explore the spectrum of these five key skills. We discuss how understanding them can simplify hiring decisions that lead to long-term success for both the agency and the new employee while also giving more insight into how to best leverage your existing creative staff. I even put Jamie's skills to the test with an off-the-cuff discussion on where she believes I fall on the spectrum of these five skills.

What You Will Learn in This Episode:

How to rethink the approach to creatives
Understanding creative traits on a spectrum
Responsive vs. deliberative adaptability
Abstraction vs. analytical curiosity
People vs. process agility
Collaborative vs. independent confidence
Broad vs. deep commitment

EP 308: Guide your business using the CEO's compass with Deborah Coviello Aug 30, 2021

Show notes

All agency owners strive to be great leaders but that can be a daunting task when there are so many things that demand attention on a daily basis. And understanding what defines a great leader and how to learn and implement those skills can be equally overwhelming. When it feels like the focus needs to be external on building the company and growing client relationships, time dedicated internally to processes and staff development is often rushed, minimized, or pushed to another day. Author Deborah Coviello has studied what it takes for a CEO to elevate not only their companies but also their people for long-lasting impact. Defining an agency's "True North" creates the guiding star to ensure the entire team is moving in the same direction. She also believes a focus on people development sets the foundation for the greatest success.

In this episode of Build a Better Agency, Deborah and I look at various elements that create a great CEO. We talk about the need for clear processes that have the future in mind, the importance of prioritizing proactive internal growth, and how any team member can be a high performer if you have the right conversation with them. We also discuss the insights an agency owner can gain by taking time away and why mentors and coaches may hold the key to a CEO's success.

What You Will Learn in This Episode:

The elements that make up a "CEO's Compass"
How a company benefits from defining their "True North"
Why the right processes are critical to success
The need to rethink leadership to prioritize doing something proactive to grow your company internally
What are we doing that's right and wrong for growing our emerging leaders
How to improve the way we give feedback
The importance of finding a coach
The insights gained from three words: continue, start, and change

EP 307: Are you a wonderbread factory or an artisanal bakery revisited with Drew McLellan Aug 23, 2021

Show notes

As we continue the push into a post-pandemic world, many agencies are taking a hard look at how they approach business and what they want this new future to look like. Many are implementing long-term changes inspired by what the last 18+ months has taught them. Others have been inspired to make changes toward a more focused vision. Success with these changes starts with becoming crystal clear on what kind of agency you want to be. In over 300 podcasts, I have never repeated or reposted an episode. Until now. Episode #100 entitled "Are You A Wonderbread Factory or An Artisanal Bakery?" is probably the single most common episode people mention when they bring up past episodes. The response has been so positive and consistent that it felt like a perfect episode to revisit as a guiding light toward defining your agency's next chapter.

In this solocast, I discuss the spectrum of how agencies can do business, from the creative-driven, custom-designed artisan way to the numbers-driven, one-size-fits-all factory approach. There are pros and cons of both sides, and many agencies live somewhere in the middle of the spectrum. But having agency clarity about where you are and where you want to be is the surest way to ensure the kind of success you are striving for.

What You Will Learn in This Episode:

Why this topic seems more relevant today than when originally recorded
How agency focus sets up agency success
Defining the two ends of the spectrum of how agencies can approach business
The pros and cons of running a wonderbread style agency or an artisanal bakery
How to approach shifting your agency's focus

EP 306: How military lessons translate to agency leadership with Ryan Carey Aug 16, 2021

Show notes

An agency's success or failure is reliant upon the owner's leadership skills to a certain extent. There are many elements that ultimately create an agency's legacy, but the strength of the leadership is one of the cornerstones that holds it all together. Most teams are built with people who have come up and through the agency world, so by the time they step into a leadership role, there's a risk that they're doing it the way everyone else has done it. If you want to have a next-level agency, it might be worth the effort to reexamine and sharpen your leadership approach. Ryan Carey is a ranger-qualified army vet who now heads up White Label IQ, our presenting sponsor here at the podcast. His background and experience have given him unique insights into leadership that allow him to come at agency life with an inspiring perspective.

In this episode of Build a Better Agency, Ryan and I explore military-inspired leadership and how it can benefit agencies. These worlds might seem vastly different but they both share a need for clarity, communication, trust, respectful disagreements, and unflappable dedication to the team. We talk about all of these things, sprinkled with Ryan's true-life stories from the front lines, with the hope of challenging and improving how you think about leadership.

What You Will Learn in This Episode: