Build a Better Agency Podcast

Latest Episodes:

Episode 493 The Art of Transformative Leadership with Suzanna de Baca Mar 17, 2025

Show notes

Welcome to the latest episode of Build a Better Agency! This time, host Drew McLellan is joined by leadership expert Suzanna de Baca for a thought-provoking discussion that will transform the way you think about your role within your agency. As the new year inspires fresh goals, Drew and Suzanna explore the critical element that determines an agency's success: its leadership.

Suzanna, who has a fascinating career journey from Wall Street to CEO positions and is now teaching leadership at the MBA level, brings decades of insights to the table. She emphasizes that good leadership extends beyond technical skills—it's crucial in a rapidly changing world to develop emotional intelligence, strategic thinking, and communication abilities. Whether you're a seasoned agency owner or new to leadership, Suzanna's revelations will provide you with a roadmap to becoming not just effective managers but dynamic leaders.

The conversation explores the difference between management and leadership. Suzanna explains that visionary leadership includes establishing a clear purpose and inspiring your team to support it. They also address communication challenges, promoting a dialogue instead of a monologue to ensure your vision resonates with your employees. Suzanna and Drew will assist you in repeating and reinforcing your vision without allowing it to become mundane.

Don't miss out if you're eager to enhance your agency's direction through dedicated, intentional leadership. By adopting Suzanna's strategies, you'll empower your team, foster a thriving culture, and guide your agency to new heights.

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 evolving role of leadership in an ever-changing environment
- Distinguishing leadership from management and why it matters
- Encouraging proactive leadership at every level of the organization
- The significance of a clear and shared vision for agency success
- How to effectively communicate and reinforce company vision
- Leveraging leadership styles and tools for improved team dynamics
- Engaging employees in a two-way dialogue to enhance organizational alignment

Ep 492: Mastering Flexible Leadership to Drive Agency Success with Kevin Eikenberry Mar 10, 2025

Show notes

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan welcomes Kevin Eikenberry to the show to explore the ever-evolving landscape of leadership. Kevin, a seasoned expert in leadership and learning with over three decades of experience, shares his expertise on how flexibility and adaptability are integral to effective leadership in today's fast-paced and scattered work environments.

Drew and Kevin dive into the various challenges agency leaders encounter as they adapt to a world that demands greater flexibility than ever before. They discuss the transition from traditional, rigid work environments to a more fluid and dynamic approach, where leaders must balance consistency and adaptability. Kevin underscores the significance of mindset, skillset, and habits in enhancing leadership abilities. Together, they examine the aspects of leadership that remain constant despite the changing landscape and emphasize the areas where leaders can foster growth.

Kevin shares practical strategies for enhancing leadership effectiveness, including fostering intentional and natural interactions with your team, regardless of location or time zone. Whether you lead a team in person or remotely, Kevin's insights provide leaders with the tools to navigate uncertainty and lead with confidence. This episode is filled with tips for creating meaningful connections with your team, promoting a culture of accountability, and continuously improving as a leader.

Don't miss this inspiring episode if you're aiming to elevate your leadership skills and adapt to the demands of leading in a flexible work environment. Whether you're an experienced agency owner or just beginning your journey in leadership, Kevin's wisdom and practical advice will undoubtedly guide you toward becoming a more impactful and flexible leader in your agency settings.

What You Will Learn in This Episode:

Embracing flexible leadership in a post-COVID world
Balancing mindset, skill set, and habit set for effective leadership
Integrating casual interactions naturally into remote work settings
Transitioning from autopilot leadership to intentional adaptation
Moving beyond viewing employees' needs as excessive
Implementing consistent habit changes for improved leadership
Encouraging accountability and feedback within teams

Ep 491: Empower Your Agency Through Better Pricing Strategies with Casey Brown Mar 03, 2025

Show notes

Welcome to the latest episode of Build a Better Agency! Host Drew McLellan returns with an engaging conversation that every agency owner needs to hear. In this episode, Drew welcomes back returning guest Casey Brown, a pricing guru known for her unique and insightful perspective on pricing strategy and negotiation. If you've ever struggled with finding the right price point for your services or navigating tough client negotiations, this episode is a must-listen.

Casey, who has shared her expertise at a previous Build a Better Agency summit, delves deep into the art of pricing. She examines the common challenges agencies face, such as being pressured to lower prices or feeling concerned about client budgets. Casey sheds light on important strategies for establishing pricing integrity and confidently presenting your agency's value. With her extensive background as a pricing consultant and experience in corporate America, her advice is both practical and transformative as you prepare for economic shifts anticipated in 2025.

During the episode, Drew and Casey discuss actionable tips for agency owners who might be prone to giving away too much in negotiations. They explore how to prepare emotionally and tactically for price setting and getting, ensuring that you're ready to walk away if necessary—emphasizing the power of 'no' and preparation. With concrete examples and relatable scenarios, they illustrate the importance of maintaining your agency's premium position without capitulating to every pricing objection.

Tune in to gain valuable insights that can influence your agency's bottom line and help build a more resilient and confident approach to pricing. Whether you're dealing with seasoned clients or negotiating a first-time contract, Casey's expert guidance will provide you with the tools to rethink and reinforce your pricing strategies. Don't miss this episode if you're ready to embrace the new year with renewed confidence and strategic foresight!

What You Will Learn in This Episode:

Understanding the psychology of pricing and negotiation
Differentiating between price setting and price getting
The importance of maintaining pricing integrity
Leveraging questions to reduce resistance in negotiations
Strategies for dealing with budget pushback from clients
Preparing effectively for pricing discussions and negotiations
Learning from pricing-related losses to improve future strategies

Ep 490: Mastering Effective One-on-One Meetings with Drew McLellan Feb 24, 2025

Show notes

In this episode of Build a Better Agency, Drew McLellan emphasizes the game-changing impact of one-on-one meetings and why agency owners should make them a non-negotiable part of their leadership strategy. Drawing from real-world agency experiences, Drew shares why these meetings serve as an "early warning radar system," helping leaders stay connected to their teams, strengthen workplace culture, and proactively address challenges before they escalate.

Drew outlines a structured yet simple framework for these biweekly, 30-minute meetings, highlighting that they are employee-driven—meaning the team member schedules the meeting, completes a structured form in advance, and leads the conversation. He breaks down the essential components of the form, including personal and professional check-ins, growth goal tracking, and opportunities for employees to share concerns, request support, and flag internal or client-related issues. By consistently implementing these meetings, agency owners can reduce day-to-day interruptions, foster deeper engagement, and cultivate a team that is both personally and professionally invested in the agency's success.

If you're struggling with employee engagement, culture-building, or leadership visibility, this episode provides a straightforward yet highly effective solution. Tune in to learn how to implement one-on-one meetings, access Drew's updated meeting template, and start seeing immediate benefits in your agency.

What You Will Learn in This Episode:

The value of one-on-one meetings for agency growth and employee development
Setting professional and agency-focused growth goals for employees
Encouraging accountability and preparation among team members
Building deeper connections through personal and professional check-ins
Enhancing employee support and addressing key issues effectively
The importance of employees driving their own career discussions
Leveraging one-on-one meetings to spot potential client or internal issues early

Ep 489: Improving the Culture in Modern Agencies with Sarah Noll Wilson Feb 17, 2025

Show notes

In this episode of Build a Better Agency, Drew McLellan sits down with leadership and workplace culture expert Sarah Noll Wilson to unpack one of the biggest challenges agency owners face today—building real culture and connection in a rapidly changing workplace.

Drew and Sarah explore how generational shifts, post-pandemic workplace dynamics, and evolving expectations have reshaped the employer-employee relationship. They discuss why traditional leadership approaches—like assuming loyalty comes from salary or benefits alone—no longer work and how agency owners can foster genuine commitment and engagement. Sarah shares eye-opening insights on the importance of psychological safety, trust, and open communication, explaining why employees today expect to be seen, valued, and respected in ways that differ from the past.

If you've ever felt frustrated by shifting workforce expectations, struggled to retain top talent, or wondered how to get your team to care as much as you do about the business, this conversation is a must-listen. Tune in to gain practical strategies for fostering a workplace culture that works—not just for you, but for your employees and the success of your agency. 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:

Understanding the generational shift in workplace dynamics
Navigating emotional engagement in leadership roles
The importance of aligning agency culture with values
Rethinking how to build trust and commitment
Addressing the challenges of hybrid and remote work environments
Experimenting with new strategies for relationship-building
Embracing intellectual humility to foster collaboration

Ep 488: Elevate Your Professional Image: Insights from Stylist Morgan Wider Feb 10, 2025

Show notes

Welcome to the latest episode of Build a Better Agency! In this episode, host Drew McLellan dives into a fascinating yet often overlooked topic that will have you rethinking how you present yourself professionally. Joined by expert guest Morgan Wider, Drew explores the powerful impact of wardrobe choices on your personal and professional brand.

Morgan, a seasoned wardrobe stylist with a decade of corporate retail experience, shares invaluable insights on how to ensure your exterior appearance aligns with the professional image you want to project. Whether you've been dressing the same way for years or are looking to make a change, Morgan's advice on intentional dressing and wardrobe curation will make you reconsider your daily attire.

They'll discuss practical tips on evaluating your current wardrobe, making intentional color choices, and infusing your outfits with personality through accessories. You'll also hear about common wardrobe mistakes and the small tweaks that can make a big difference in how you're perceived by others.

Don't miss this episode if you're ready to take actionable steps towards enhancing your executive presence, boosting your confidence, and standing out in your field in the most authentic way. Trust us—by the end, you'll be walking into your closet with a whole new perspective.

Let's get started!

What You Will Learn in This Episode:

The importance of intentionality in how we dress to convey our professional message
Understanding the alignment of personal authenticity with professional attire
How our wardrobe choices influence both self-perception and external perception
The significance of avoiding the default "should" outfits to stand out while respecting professional norms
Practical tips for refining wardrobe choices to maintain authenticity and professionalism
Utilizing accessories and small details to add personality and create conversation starters
The value of an external perspective to reassess and enhance your professional wardrobe choices

Ep 487: Enhancing Employee Engagement with Tessa White Feb 03, 2025

Show notes

In this episode of Build a Better Agency Drew McLellan talks with Tessa White, also known as the Job Doctor. Tessa has a rich background with 25 years in HR and a fascinating journey that saw her pivot from corporate life to empower individuals in the workforce, all during the turbulent times of late 2020. What started as a simple endeavor on TikTok quickly transformed into a massive platform with millions of followers and a compelling new book, "The Unspoken Truths for Career Success."

We explore the evolving dynamics of employer-employee relationships, the importance of effective communication, and how generational perspectives are reshaping the workplace. Tessa offers eye-opening strategies for building loyalty, beyond merely providing great benefits or flexible work conditions.

Whether you're an agency owner struggling with the concept of loyalty in the modern workforce or looking for innovative ways to connect with your team, this episode is packed with transformative insights. Join us as Tessa White breaks down what employees really crave in their careers and how business owners can adapt to these changing demands. Grab your notepad; you won't want to miss this!

What You Will Learn in This Episode:

Understanding the disconnect between employers and employees
How to foster employee loyalty in a changing workforce
The importance of career pathing from day one
Rethinking compensation and rewards
The power of customization in the workplace
How to build stronger relationships in hybrid and remote environments
Adapting to the future of work

EP 486: Inside the world and benefits of agency book writing and publishing with Shadley Grei Jan 27, 2025

Show notes

Agency book writing and publishing can seem like a daunting mountain to climb. But with the right people to help you through the process, it can be one of the best things you can do to uplevel your thought leadership efforts.

That's why this week, I invited Shadley Grei, an agency book publishing expert and newer member of AMI, onto the show to share how agency owners can start thinking about writing their first (or next) book with the help of a ghostwriter. He shares how his agency helps other agency owners discover if their ideas are ready to become a full-fledged book, and how to start compiling it all to collaborate with a ghostwriter.

As the visionaries of the agency, we need to be always looking for the new, unspoken angles of things in the work we do, and Shadley helps agency owners share their perspectives without the pressure of having to do it alone.

If you think you might be ready to finally get your idea or vision out in writing in 2025, this episode has all the info you need to start turning that idea into reality.

What You Will Learn in This Episode:

How a ghostwriter can be a partner in helping you find unseen angles for your book
How to get a seat at the table and show clients you're capable of more
What producing a book can do for the agency and agency owner
How and why Shadley got interested in starting his own publishing company
The fun of partnering with thought leaders to help their ideas come to life
Using a ghostwriter isn't cheating — it's a strategy
3 ways to know if you're ready to write a book
Getting over fear and owning your expertise

EP 485: It's time to heal from post-COVID agency owner grief with Drew McLellan Jan 20, 2025

Show notes

I wanted to wait until after the holidays to talk about this topic because it's a bit heavier than what we usually talk about on the show. But it's something that Danyel and I have noticed weighing heavily on a lot of you since COVID, and that is agency owner grief.

It's true that many of you have experienced quite a lot of loss and change these past few years — with the way we work, how well our business is doing, AI, our overall productivity, and so much more. It's a lot of change to handle, and for many of us, we haven't taken the proper time to actually acknowledge our grief and begin to let it go.

But without taking those first steps, that grief will continue to take hold of us and affect us in all aspects of our business — and even our personal lives. Many of you report being restless, unable to focus, depressed, uninspired, feeling heavy, and burnt out. And it's all because we're burning the candle at both ends without taking the time to acknowledge just how much change we've gone through in the past 5 years as agency owners.

So I hope you'll join me and take some time to take stock of everything that's happened from 2020 to now — the good and the bad — and start to recognize just how much we've gone through so we can collectively learn to grieve and begin to let go of the bad to make more room for some good.

What You Will Learn in This Episode:

Why agency owners are struggling mentally and emotionally more than ever
Understanding agency owner grief and what's caused it to increase in the past 5 years
Addressing agency owner grief
The 5 stages of grief and how it manifests for agency owners
The trickle effect of grief on agencies
How we can begin to identify our grief
Starting the healing process after we identify the source of our grief
Seeing post-COVID as an agency renaissance

EP 484: Tapping into non-obvious thinking and thought leadership in 2025 with Rohit Bhargava Jan 13, 2025

Show notes

Many agency owners feel like their clients are putting them in a box of specific skills they're able to perform for them. And for many of us, that's not a good feeling. We're wired to think creatively and break free from that metaphorical box, but it can be hard to communicate that to our clients in a sea of competition.

So, it's time to break out of that box in 2025.

That means we need fresh ideas, innovative thought leadership, and non-obvious thinking. And there's nobody better to talk to us about this than Rohit Bhargava, from Non-Obvious Company. He knows exactly what it's like to be put in a box creatively, but he's even better at breaking out of it.

For years, he's taken a hold of the status quo to challenge it, question it, and ask more of it so that he can stay ahead of the conversation and shape it to better serve his clients — and his agency.

So join us to get inspired to do some fresh, non-obvious thinking in this week's episode.

What You Will Learn in This Episode:

What should be on every agency owner's mind in 2025
How to get a seat at the table and show clients you're capable of more
The importance of thought leadership to make sales come to you
The difference between content creation and thought leadership
How to apply non-obvious thinking to our agency work
Getting our clients to be more open-minded, creative thinkers with us
The role of AI in the future of agencies
The importance of demonstrating real connection and chemistry to both potential and current clients
Trends agency owners should be paying attention to in 2025

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