Marketing Agency Exposed Podcast

Navigating the promises and pitfalls of the agency-client relationship. Discover strategies for aligning expectations, establishing boundaries, and crafting clarity around goals, metrics, and shared vision. The key to success? Honest communication, mutual understanding, and a relationship built on trust and partnership. Summary: In this week's episode, the guys delve into the nuances of managing client expectations and optimizing the agency-client relationship. Bob kicks things off by highlighting the disconnect that can occur when clients request general awareness and agencies deliver specific metrics. Ken emphasizes that agencies can only control their expertise, not guaranteed outcomes, since external factors also influence results. Brad shares an example where a client disregarded research recommendations, then blamed the agency when their gut instinct didn't pan out. Bob advocates for an immersion day to align on goals and strategy before engagement. Ken argues that clients should view agencies more like employees, carefully vetting values and vision. He notes that in successful past relationships, mutual philosophy and respect were key. Brad stresses empathy for clients' high-stakes position while hiring agencies. Bob recommends using tools like HumanIK to analyze clients' psychological profiles and craft tailored communication. In closing, the guys encourage honest, ongoing dialogue to establish shared expectations and boundaries. Keeping clients' ultimate aims top of mind, whether fame or fortune, can help agencies LEAD expectations by forging trust, partnership and clarity. Top 3 Curtain Pulls in this episode: 1. Agencies: Guide, Don't Guarantee. Agencies should view themselves as experts and guides, not miracle workers promising guaranteed outcomes. While skilled advisors can absolutely influence results, many external factors also contribute to an agency's impact. Establish reasonable expectations by being upfront about what your expertise can and cannot control. Guide clients to success without overpromising uncontrollable results. 2. Clients: Seek Shared Values, Not Just Skills. When hiring an agency, look beyond just skills to carefully assess if their values, vision and problem-solving philosophy align with yours, as you would with a new employee. Shared principles and mutual respect create the foundation for successful relationships, not just temporary wins. Avoid viewing agencies as interchangeable vendors to be swapped out. Seek out an agency that is a true fit. 3. Both: Define Success in Their Language. Switchtracking wastes time and fractures trust. Make sure you're speaking the same language when defining goals and metrics for success. Agencies: Interpret marketing-speak into practical business aims clients care about. Clients: Articulate your ultimate definitions of victory. Laser focus on shared communication pays dividends. For more tips, discussion, and behind the scenes: * Follow us on Instagram @AgencyPodcast [https://www.instagram.com/agencypodcast/] * Join our closed Facebook community for agency leaders [https://www.facebook.com/groups/797061490734357/] About The Guys: Bob Hutchins: Founder of BuzzPlant, a digital agency that he ran from 2000-2017. He is also the author of 3 books. More on Bob: * Bob on LinkedIn [https://www.linkedin.com/in/bobhutchins-cmo-chief-marketing-officer-growth-hacker-digital-marketing-executive/] * Bob on Twitter [https://twitter.com/bobhutchins?lang=en] * Bob on Instagram [https://www.instagram.com/bwhutchins/?hl=en] * Bob on Facebook [https://www.facebook.com/profile.php?id=100039351973426]   Brad Ayres: Founder of Anthem Republic, an award-winning ad agency. Brad’s knowledge has led some of the biggest brands in the world. Originally from Detroit, Brad is an OG in the ad agency world and has the wisdom and scars to prove it. Currently that knowledge is being applied to his boutique agency. More on Brad: * Brad on LinkedIn [https://www.linkedin.com/in/bradayres/] * Anthem Republic [https://www.anthemrepublic.com/] * Brad on Twitter [https://twitter.com/bradayres?lang=en] * Brad on Instagram [https://www.instagram.com/therealbradayres/?hl=en] * Brad on Facebook [https://www.facebook.com/Bradayres]   Ken Ott: Co-Founder and Chief Growth Rebel of Metacake, an Ecommerce Growth Team for some of the world’s most influential brands with a mission to Grow Brands That Matter. Ken is also an author, speaker, and was nominated for an Emmy for his acting on the Metacake Youtube Channel (not really). More on Ken: * Ken on LinkedIn [https://www.linkedin.com/in/kennethott/] * Metacake - An Ecommerce Growth Team [https://metacake.com/] * Growth Rebel TV [https://mtck.co/YouTube-2Y5GUQ9] * Ken on Twitter [https://twitter.com/iamkenott?lang=en] * Ken on Instagram [https://www.instagram.com/iamkenott/] * Ken on Facebook [https://www.facebook.com/iamKenOtt/] Show Highlights: [1:42] Brad introduces the topic of managing client expectations around results when working with agencies. [3:18] Ken discusses how agencies can only control their expertise, not guarantee outcomes. [5:39] Brad shares an example where a client disregarded research recommendations, then blamed the agency when it didn't work. [8:20] Ken argues clients should view agencies like employees, carefully vetting values and vision. [11:37] Brad stresses empathy for clients' high-stakes position while hiring agencies. [17:47] Brad highlights the difference between what clients say and what they actually want. [22:11] Ken emphasizes the importance of mutual philosophy and respect in successful agency-client relationships. [28:55] Bob advocates for defining perfect customer criteria to evaluate fit. [32:13] Brad discusses the high-risk stakes for clients hiring agencies. [33:40] Ken compares hiring an agency to hiring an employee. [38:38] Bob recommends using HumanIK to analyze clients' communication styles. [41:16] Brad suggests identifying red flags early to navigate new client relationships. [42:36] Bob reminds listeners to like, subscribe and check out the new 3-camera format on YouTube.

Learn how to get the highest returns on your time and money investments. The guys provide actionable tips on becoming a "time multiplier," maximizing conference experiences, starting a podcast, and aligning your efforts with principles that create exponential growth. Discover how to build assets that compound over time. Summary: In this episode, the guys discuss strategies for investing time and money wisely to achieve optimal returns. They talk about the concept of becoming a "time multiplier" by investing time upfront into tasks that eliminate repetitive work and create compounding returns. For example, spending time to automate processes saves ongoing effort in the future. They emphasize the importance of focusing on high-impact activities versus low-value repetitive tasks. Regarding conferences, the guys debate their value, with mixed opinions. Conferences can offer opportunities to connect and gain insights, but often lack real ROI. More curated events like TED provide better educational experiences. Interactive workshops and pre-recorded talks can also enhance conferences. Ultimately, investing in a mastermind group or coach provides higher returns than conferences for many. Starting a podcast is highlighted as a worthwhile investment; it enables access to high-profile individuals and provides a platform to share valuable insights. The guys stress the power of aligning efforts with universal success principles that compound over time, whether in business or personal contexts. Rather than scarcity, adopting an abundance mindset is key. Overall, the episode provides pragmatic tips for becoming a wise steward of time and money, creating assets that continue to pay dividends into the future. Top 3 Curtain Pulls from this episode: 1. Become a time multiplier. Dramatically increase your productivity by identifying tasks that eliminate repetitive work. Invest time upfront into efforts that create exponential returns in the future. Automating processes is a simple example that saves huge amounts of time long-term. Become a wise steward of your most precious asset. 2. Conferences have mixed value. Conferences offer networking but often lack real ROI compared to other investments like masterminds or coaches. Look for events with genuine educational experiences like TED. Interactive workshops and pre-recorded talks can also enhance conferences. 3. Adopt abundance and success principles. Shift to an abundance mindset regarding time and money. Align efforts with universal success principles that compound over time. Start a podcast to share your own insights. Keep learning and growing through the ups and downs.   About The Guys:  Ken Ott: Co-Founder and Chief Growth Rebel of Metacake, an Ecommerce Growth Team for some of the world’s most influential brands with a mission to Grow Brands That Matter. Ken is also an author, speaker, and was nominated for an Emmy for his acting on the Metacake Youtube Channel (not really). More on Ken:  * LinkedIn - https://www.linkedin.com/in/kennethott/ [https://www.linkedin.com/in/kennethott/]  * Metacake - An Ecommerce Growth Team - https://metacake.com/ [https://metacake.com/]  * Growth Rebel TV - https://mtck.co/YouTube-2Y5GUQ9 [https://mtck.co/YouTube-2Y5GUQ9]  * Twitter - https://twitter.com/iamkenott?lang=en [https://twitter.com/iamkenott?lang=en] * Instagram - https://www.instagram.com/iamkenott/ [https://www.instagram.com/iamkenott/]  * Facebook - https://www.facebook.com/iamKenOtt/ [https://www.facebook.com/iamKenOtt/]   Bob Hutchins: Founder of BuzzPlant, a digital agency that he ran from 2000 -2017. He is also the author of 3 books. More on Bob:  * LinkedIn - https://www.linkedin.com/in/bobhutchins-cmo-chief-marketing-officer-growth-hacker-digital-marketing-executive/ [https://www.linkedin.com/in/bobhutchins-cmo-chief-marketing-officer-growth-hacker-digital-marketing-executive/]  * Twitter - https://twitter.com/bobhutchins?lang=en [https://twitter.com/bobhutchins?lang=en]  * Instagram - https://www.instagram.com/bwhutchins/?hl=en [https://www.instagram.com/bwhutchins/?hl=en]  * Facebook - https://www.facebook.com/profile.php?id=100039351973426 [https://www.facebook.com/profile.php?id=100039351973426]    Brad Ayres: Founder of Anthem Republic, an award-winning ad agency. Brad’s knowledge has led some of the biggest brands in the world. Originally from Detroit, Brad is an OG in the ad agency world and has the wisdom and scars to prove it. Currently that knowledge is being applied to his boutique agency. More on Brad: * Linked In - https://www.linkedin.com/in/bradayres/ [https://www.linkedin.com/in/bradayres/] * Anthem Republic - https://www.anthemrepublic.com/ [https://www.anthemrepublic.com/]  * Twitter - https://twitter.com/bradayres?lang=en [https://twitter.com/bradayres?lang=en] * Instagram - https://www.instagram.com/therealbradayres/?hl=en [https://www.instagram.com/therealbradayres/?hl=en]  * Facebook - https://www.facebook.com/Bradayres [https://www.facebook.com/Bradayres]    Show Highlights: [5:08] Ken talks about the importance of good times and bad times in life and business for growth. [7:09] Bob asks the guys about their thoughts and predictions for 2023 and changes they'll make in their businesses. [7:34] Brad discusses focusing on new business development, evaluating their services, and figuring out how to better serve current clients in the new year. [11:52] Ken emphasizes the importance of profit and the misconception that high profit is greedy or selfish. [18:27] Bob discusses changing mindsets and beliefs around profit. [20:30] Brad applies the adage "shoot for the stars, land on the moon" to goal setting. [22:22] Ken suggests questions agencies should ask themselves to prompt mindset shifts. [25:54] Bob talks about becoming a "time multiplier" and investing time to get exponential returns. [28:50] Brad compares the concept of a time multiplier to compound interest. [31:13] Brad emphasizes the importance of setting measurable goals and targets. [33:23] Ken introduces his new show "Growth Time" and the topics and episodes he's covered. [38:59] Brad asks about the frequency of Ken's podcast and how often guests appear. [40:49] Ken commits to releasing a book by the end of 2023 based on his podcast.

Subtitle:  Dive into a world where business insights blend with the rhythm of excellence, as we unpack the essence of the "Messi Effect." Just as a catchy jingle sticks in your mind, on today’s episode, we explore how aligning strengths and impeccable timing can revolutionize success. Join the guys as they discuss how to simplify the complex, fine-tune your abilities, and conduct your own symphony of achievement.    Summary: In this week's episode, the guys talk about their summer experiences, rest, value, profit, simplicity, and more. Ken shares his family's annual trip to upstate New York, emphasizing the significance of establishing deep familial connections in the Adirondacks. Brad delves into his newfound intentional rhythm for managing tasks and avoiding feeling overwhelmed. Bob describes his Florida vacation and the highlight of his summer – witnessing Lionel Messi's debut in MLS. He extrapolates important life and business lessons from Messi's approach, highlighting the value of understanding one's strengths, staying focused, and delivering when the time is right. The discussion shifts to business matters. Ken outlines positive changes his business has made, underlining the importance of proper pricing and recommending reframing the term "agency" to bring about transformative shifts. Ken introduces a tool called Harpa for analyzing longer texts and segues into the "Messi Effect," advising businesses to focus on their core strengths and remain within their expertise. The conversation touches on the tendency to overlook simple solutions and the value of practicing intentional simplicity. Brad observes that relentless busyness doesn't necessarily drive business growth, while Bob introduces the effort justification bias as it relates to focusing on strengths. Brad advocates for setting aside personal time to enhance creative flow and cognitive capabilities. Bob concludes the episode by stressing the need to balance and nurture both sides of the brain, preventing burnout and cognitive overload by renewing, resting, and reviving mental capacities.   Top 3 Curtain Pulls in this episode:    1. Maximize the Messi Effect. By concentrating on unique strengths, mastering expertise, and delivering value strategically, you can achieve remarkable results. This approach prioritizes focus over dispersion, encouraging alignment with core competencies and seizing timely opportunities for impactful outcomes. “He knows his lane. He knows what he's good at. And he doesn't try to be anything. But when it’s time for him to stand up, he delivers. He doesn't try to be all things and doesn't try to defend. His timing is impeccable. He's always passing, he's unselfish.” 2. Seek out the simple. In the realm of business, valuing simplicity is a potent yet often overlooked strategy. Embracing simplicity cuts through the noise, unveiling efficient solutions. “It took me a long time to realize that we as humans are conditioned to think that the simple solution is not the right solution…The thing that you are really good at, just do a lot of that thing. So don't jump to the other side.” 3. Create a rhythm to optimize your abilities. Establishing a consistent routine enhances efficiency and minimizes overwhelm. By aligning actions with energy levels, you unlock cognitive and creative potential. This rhythm becomes a reliable guide, smoothing the path to your goals. Take time to rest, enjoy nature, and use the other half of your brain. “In the creative space, the flow is what gets your juices going, but you have to shut everything out. Allow your brain to maximize its capability. It's soothing and healing.”   For more tips, discussion, and behind the scenes: * Follow us on Instagram @AgencyPodcast [https://www.instagram.com/agencypodcast/] * Join our closed Facebook community for agency leaders [https://www.facebook.com/groups/797061490734357/]   About The Guys:  Bob Hutchins: Founder of BuzzPlant, a digital agency that he ran from from 2000 -2017. He is also the author of 3 books. More on Bob:  * Bob on LinkedIn [https://www.linkedin.com/in/bobhutchins-cmo-chief-marketing-officer-growth-hacker-digital-marketing-executive/] * twitter.com/BobHutchins [https://twitter.com/bobhutchins?lang=en] * instagram.com/bwhutchins [https://www.instagram.com/bwhutchins/?hl=en] * Bob on Facebook [https://www.facebook.com/profile.php?id=100039351973426] Brad Ayres: Founder of Anthem Republic, an award-winning ad agency. Brad’s knowledge has led some of the biggest brands in the world. Originally from Detroit, Brad is an OG in the ad agency world and has the wisdom and scars to prove it. Currently that knowledge is being applied to his boutique agency. More on Brad: * Brad on LinkedIn [https://www.linkedin.com/in/bradayres/] * Anthem Republic [https://www.anthemrepublic.com/] * twitter.com/bradayres [https://twitter.com/bradayres?lang=en] * instagram.com/therealbradayres [https://www.instagram.com/therealbradayres/?hl=en] * facebook.com/Bradayres [https://www.facebook.com/Bradayres] Ken Ott: Co-Founder and Chief Growth Rebel of Metacake, an Ecommerce Growth Team [https://metacake.com/] for some of the world’s most influential brands with a mission to Grow Brands That Matter. Ken is also an author, speaker, and was nominated for an Emmy for his acting on the Metacake Youtube Channel [http://link/] (not really). More on Ken:  * Ken on LinkedIn [https://www.linkedin.com/in/kennethott/] * Metacake - An Ecommerce Growth Team [https://metacake.com/] * Growth Rebel TV [https://mtck.co/YouTube-2Y5GUQ9] * twitter.com/iamKenOtt [https://twitter.com/iamkenott?lang=en] * instagram.com/iamKenOtt [https://www.instagram.com/iamkenott/] * facebook.com/iamKenOtt [https://www.facebook.com/iamKenOtt/]   Show Notes: [0:35] Brad opens this week’s episode with the idea that the guys should have a jingle for Agency Exposed. [1:30] Bob asks the guys what they did this summer. [2:00] Ken talks about his family’s trip to upstate New York to the Adirondacks and the value of putting down deep familial roots. “I've gone every year for my entire life. It's just a special place for us.” [7:55] Brad tells the guys about his new 1980 Porsche and his trips up to Michigan. [12:15] Brad also breaks down his new intentional rhythm he’s been creating over the summer. “I feel like this summer I have been able to kind of just create more of a rhythm and it's been really helpful…there's a point where you start feeling overwhelmed, and you really don't know why. You have to stop and take a look at your day and try to figure out how do I do what I need to do, but not feel overwhelmed when I'm doing it?” [14:07] Bob talks about his vacations to Florida and his highlight of the summer, seeing Lionel Messi play his first MLS game. “There's just something amazing about watching people that are like the highest elite level of their game.” [18:05] Bob breaks down some important life and business lessons he’s learned from Messi. “He knows his lane. He knows what He's good at. And he doesn't try to be anything. But when it’s time for him to stand up, he delivers. He doesn't try to be all things and doesn't try to defend. His timing is impeccable. He's always passing, he's unselfish.” [19:44] Bob segues into a new topic by asking the guys about their businesses. [19:57] Ken mentions some of the positive changes his business has made, the importance of pricing, and why you shouldn’t call yourself an agency. “Change the name to change the game.” [23:35] Brad talks about AI, its explosive growth, and the potential for all businesses.  [24:11] Bob adds that it’s important to, “stop yourself and go, what can I automate, and what can I make more efficient with this tool?” [27:18] Ken tells the guys about Harpa, a tool he uses to analyze and understand longer or larger texts. [29:50] Ken talks about “The Messi Effect”, and how to apply it to your business. “I think it comes down to like doing what you're really, really good at, and just staying in that lane.” [33:51] Ken discusses the tendency to overlook the simple answer, and the importance of intentionally practicing simplicity. “It took me a long time to realize that we as humans are conditioned to think that the simple solution is not the right solution…The thing that you are really good at, just do a lot of that thing. So don't jump to the other side.” [37:19] Brad adds on saying, “I've noticed that,I felt like in business that if I wasn't running hard, that wasn't moving the needle in my business. That never gets you anywhere.” [39:36] Bob mentions an important psychological principle, effort justification bias, and relates it to pursuing the simple; focusing on your strengths and assets.  [41:11] Ken talks about the importance of your time because it’s, “the most valuable thing in your life. And it's the only thing that you have to really leverage into doing something of worth or good.” [46:51] Brad discusses the value in setting time aside for yourself to prepare and reset in order to maximize your brain’s capabilities. “In the creative space, the flow is what gets your juices going, but you have to shut everything out. Allow your brain to maximize its capability. It's soothing and healing.” [47:57] Bob closes this week’s episode by talking about the importance of accessing both parts of the brain to prevent burnout or cognitive overload. “You have to renew it, and you have to rest it, and you have to revive it.”

Subtitle:  Though the title may sound suspiciously too good to be true, trust us, it’s easier than you think to become the best in the world. Today, the guys dive into topics surrounding the challenges of agencies recently as well as commodity agencies, superpowers, being the best, cheapest, or only, profit, mindset, creativity, and more.    Summary: In this week's episode the guys have a conversation about the challenges faced by agencies in the current business landscape. Bob highlights the conflicting reports he has heard recently: some agencies claim to be thriving, while others are struggling to retain talent. This sets the stage for a discussion on how agencies can create value and improve their offerings. Brad emphasizes the concept of finding a "pure play," a specific area of expertise that distinguishes an agency from being perceived as a generic service provider. He also mentions the business strategy principle of being the only, the best, or the cheapest to succeed. He points out the unique challenges faced by agencies that fall between being the best and the cheapest, often resulting in mediocrity. Switching gears, Bob asks the participants to discuss what agencies can do to prepare for the future and make necessary adjustments. Brad shares his goal of diversifying revenue streams by aiming for 20% of their income to come from their own products in the next five years. He talks about forming alliances with like-minded agencies to create a larger community and broader offerings. Brad expands on his goals, expressing his desire to utilize their products to assist other businesses, engage in acquisitions, and serve clients while also being a significant customer themselves. Ken emphasizes the benefits of launching one's own products, highlighting the opportunities for innovation, balance, and freedom it provides. He stresses the importance of achieving profitability to invest in research and development and to continually showcase innovation. He adds that discovering and leveraging one's superpower, accurately pricing the value offered, and maximizing profit are crucial for building a successful business.  delves into the critical factor for project success, attributing it to the mindset of agency leaders and teams, who must commit to achieving success regardless of the obstacles. To wrap up, Bob asks the guys to share the most important focus or action that solopreneurs and agencies of all sizes should undertake for the remainder of the year. Brad emphasizes the need for business owners to take time off and reflect on personal values before returning to run their businesses, as this can provide valuable insights. Ken highlights the significance of making significant investments in one's business, including purchasing items that expand capabilities and raise the bar for service offerings. In closing, Bob encourages agencies to identify their unique strengths, become recognized experts in their respective fields, and dedicate the next six months to honing their expertise in those areas.   Top 3 Curtain Pulls in this episode:    1. Superpower all the way. Embracing your superpower empowers you to create a meaningful impact and achieve success in the competitive business world. It represents your unique strengths, sets you apart from competitors, and positions you as an expert. By focusing on your superpower, you attract the right audience, deliver exceptional value, and enhance your reputation. “It's essential to be good at whatever you do.” 2. Profit helps everyone, so make sure you’re getting enough. Profit is beneficial to everyone involved in a business. It fuels innovation and growth, enhances employee opportunities, and enables businesses to contribute to the community. Ultimately, a healthy profit ensures long-term sustainability and prosperity, benefiting customers, employees, stakeholders, and the wider community. “Let's say you make a million dollars a year, I believe you should have $300,000 of profit, like 30% or so after you pay yourself. Now you've got $300,000 that you can actually invest in r&d,like starting a product or a service or some area where you become one of your clients. Now you've got number one, an asset, number two, stability, and Number three, something that you can say, hey, I innovate all the time over here.” 3. Don’t become a commodity. Avoiding commodity status is crucial for businesses. It preserves uniqueness, prevents price competition, and maintains profitability. By emphasizing distinct value and exceptional experiences, businesses can stand out, attract loyal customers, and achieve long-term success in a crowded marketplace. “People have to think creatively about their sources of income, and not just rely on those commodity services, because those are going to constantly go through these waves of being lowered.” For more tips, discussion, and behind the scenes: * Follow us on Instagram @AgencyPodcast [https://www.instagram.com/agencypodcast/] * Join our closed Facebook community for agency leaders [https://www.facebook.com/groups/797061490734357/]   About The Guys:  Bob Hutchins: Founder of BuzzPlant, a digital agency that he ran from from 2000 -2017. He is also the author of 3 books. More on Bob:  * Bob on LinkedIn [https://www.linkedin.com/in/bobhutchins-cmo-chief-marketing-officer-growth-hacker-digital-marketing-executive/] * twitter.com/BobHutchins [https://twitter.com/bobhutchins?lang=en] * instagram.com/bwhutchins [https://www.instagram.com/bwhutchins/?hl=en] * Bob on Facebook [https://www.facebook.com/profile.php?id=100039351973426] Brad Ayres: Founder of Anthem Republic, an award-winning ad agency. Brad’s knowledge has led some of the biggest brands in the world. Originally from Detroit, Brad is an OG in the ad agency world and has the wisdom and scars to prove it. Currently that knowledge is being applied to his boutique agency. More on Brad: * Brad on LinkedIn [https://www.linkedin.com/in/bradayres/] * Anthem Republic [https://www.anthemrepublic.com/] * twitter.com/bradayres [https://twitter.com/bradayres?lang=en] * instagram.com/therealbradayres [https://www.instagram.com/therealbradayres/?hl=en] * facebook.com/Bradayres [https://www.facebook.com/Bradayres] Ken Ott: Co-Founder and Chief Growth Rebel of Metacake, an Ecommerce Growth Team [https://metacake.com/] for some of the world’s most influential brands with a mission to Grow Brands That Matter. Ken is also an author, speaker, and was nominated for an Emmy for his acting on the Metacake Youtube Channel [http://link/] (not really). More on Ken:  * Ken on LinkedIn [https://www.linkedin.com/in/kennethott/] * Metacake - An Ecommerce Growth Team [https://metacake.com/] * Growth Rebel TV [https://mtck.co/YouTube-2Y5GUQ9] * twitter.com/iamKenOtt [https://twitter.com/iamkenott?lang=en] * instagram.com/iamKenOtt [https://www.instagram.com/iamkenott/] * facebook.com/iamKenOtt [https://www.facebook.com/iamKenOtt/]   Show Notes: [1:31] Bob opens this week’s episode with his perspective on agencies and their struggles right now. “One thing I have noticed in the last month or two is I'm hearing a duality of things. I'm hearing, “business is booming, and it's great.” Or I'm hearing, “we're really struggling, we can't keep people.”” [4:23] Ken talks about things that he and his business are doing to continue to create value and get better at what they do.  [5:23] Brad discusses the idea of finding your pure play, “something specific that you do really well that you’re known for” and how that can help you not be a ‘commodity agency’. [7:31] Brad brings up the business strategy principle that in order to succeed, you want your business to be the only, the best, or the cheapest; he discusses the challenges that are unique to the agencies that fall between the best and cheapest. “I think agencies are struggling between being the cheapest, and being the best, and they're actually just mediocre.” [8:10] Ken adds a quote from Dan Kennedy, “there is no strategic advantage to being the second cheapest.”  [9:15] Bob begins a discussion about the pros and cons of being the cheapest on the market by talking about convenience versus value when your business chooses the cheapest strategy. “I don't know that the customers see you as valuable. I think they see you as convenient. So that can be a business model, but I don't think if you're trying to look for value you're going to find that and be the cheapest.” [13:12] Brad summarizes the pros and cons of choosing to be the cheapest, and highlights that while this strategy is possible, it is incredibly challenging to achieve in the service industry.  [15:38] Bob changes topics, asking the guys to, “talk about what agencies can do as they look down the road into next year, and how do they need to adjust?” [16:15] Brad talks about how he and his business are pursuing a goal to reach 20% of their revenue from their own products in the next five years as well as an agency community. “So right now, we're in talks with a group of agencies that are like minded, who are looking to do a very similar type of roll up and to understand what that might look like. So we would still act as our own agencies and we would be part of a greater community and a greater offering.” [17:56] Brad elaborates on his goals, discussing how he wants to use his products to help other businesses, acquisitions, and clients. “make yourself one of your number one clients.” [25:15] Ken talks about the balance, opportunities, and freedom to innovate that launching your own products can provide. “I think it's essential to be good at whatever you do and to have your own place where you can fail and play with things.” [26:46] Ken discusses the wide reaching benefits of developing your own products as well as the significance of profit. “Let's say you make a million dollars a year, I believe you should have $300,000 of profit, like 30% or so after you pay yourself. Now you've got $300,000 that you can actually invest in r&d,like starting a product or a service or some area where you become one of your clients. Now you've got number one, an asset, number two, stability, and Number three, something that you can say, hey, I innovate all the time over here.” [29:55] Bob talks about the way to avoid lowering prices in commodities. “You guys are talking about the way forward; I think people have to think creatively about their sources of income, and not just rely on those commodity services, because those are going to constantly go through these waves of being lowered.” [32:31] Ken says that being aware of your superpower, leveraging it to you and your client’s advantage, and pricing your value accurately to create a maximized profit is the best way to create the best version of your business. “But you have to find the superpower. And then you have to figure out your cost basis. And then you have to add your profit… I talk to a lot of agency owners about this, and a lot of times I come up against a very limiting belief of like, “oh, we cannot do that. No one does that. It's wrong to do that.” All this stuff, right? And they're suffering in this really poor business model.” [36:46] Ken dives deep into a discussion about the determining factor in a project’s success, the client’s mindset, and relates it to pricing. “It turns out, the determining factor in success is simply the person who's like the leader, or the team, basically saying we will be successful one way or another. That factor is critical. The premium price helps sift out all the people that are not.” [40:14] Bob asks the guys, “What is the one thing that every solopreneur, small agency, and medium and large agency needs to be thinking about and or doing for the rest of this year?” [40:34] Brad says that all business owners need to take time off. “You need to go and take a day and not deal with the business. Go away, take a walk, and think about life and what you're about, personally, and what is meaningful to you personally, and then go back and run your business. It will help, trust me.” [41:13] Ken mentions the importance of making a significant investment in your business. “Buy something expensive that scares you, that is an investment, but also something that expands your level. You can't sell someone something for $100,000 If you don't buy something for $100,000.” [41:46] Bob closes out by saying, “find out what your only is, become the obvious expert, and work on that for the next six months.”

Subtitle:  It’s a freestyle Friday so you know some secrets to success are about to be dropped. The guys dive deep into the importance of building a business that serves you first, the secret recipe to the foundation of a successful business, insightful books and psychological principles, the idea of practitioners v.s. owners, and more on this exciting episode!   Summary: This week’s episode is a freestyle Friday! The guys discuss their recent endeavors. Ken shares that he is actively pursuing his vision and leveraging his abilities to align his life and business with what he truly desires. He specifically talks about the challenges of pursuing personal vision in a service-oriented business, where one can often prioritize clients' needs over their own aspirations. Brad contributes to the conversation by highlighting how personal vision and desires change over time. He explains that as individuals age, their businesses may no longer fulfill them, prompting them to question their motivations and purpose. Bob adds to the discussion by emphasizing the roles of self-awareness and crystallized intelligence in shaping one's interests and vision. He suggests that these factors play a significant role in the shift of personal goals and interests. Ken takes the conversation further by discussing the notion of a midlife crisis, suggesting that individuals may feel trapped in what they have built, leading to a sense of confinement and dissatisfaction. He emphasizes the importance of ensuring that one's business serves them first, similar to the concept of putting on your own oxygen mask before assisting others. The idea of having a calling or mission in life is introduced by Ken, who believes that certain talents within him need to be expressed better. He asserts that if his business does not align with this calling, it is not serving him adequately. The guys delve into the foundation and core of a business, debating whether it is based on people, the balance sheet, the idea, or the vision. They explore the distinction between being business practitioners and being business owners who possess a broader understanding of business principles and can apply them across different industries. They also discuss the significance of values, mission, and culture in establishing a strong foundation for a business. Bob argues that lacking this foundation can lead to becoming enslaved by the business rather than serving a greater cause. Ken introduces the book "Who Moved My Cheese," drawing psychological principles from it to emphasize the importance of being intentional about having a business that serves oneself first in order to provide better service to clients. The conversation touches upon the idea that true enjoyment cannot be derived from tasks performed solely for survival or necessity. They discuss the importance of investing in culture and foundational principles for long-term success and fulfillment. Each participant reflects on their personal visions, plans, and goals. Ken acknowledges that he is still in pursuit of his desired reality, emphasizing the need to leverage one's talents in the right ways. Brad shares his recent realization about the importance of contentment and being present in the journey. Bob concludes the conversation by emphasizing that individuals are doing their best with the resources they have and that a shift in internal perspective is necessary to move forward effectively.   Top 3 Curtain Pulls in this episode:    1. Don’t build a prison; build a business that serves you first. In entrepreneurship, prioritize building a business that serves you first, avoiding the creation of a prison. By aligning your business with your personal aspirations and values, you empower yourself to thrive and achieve both professional success and personal fulfillment. “If my business does not serve me first, how could I possibly be healthy enough to serve you? It's the oxygen mask concept.” 2. Strong culture + strong values + a strategy = the foundation of a healthy and successful business. A healthy and successful business is grounded in practical elements that form its foundation. Well-defined values serve as guiding principles, fostering trust among employees, customers, and partners, creating a strong culture grounded in the business’s values. A carefully crafted strategy aligns goals, resources, and actions, providing a roadmap for growth, competitive advantage, and long-term success in the ever-changing business landscape. “If you don't have that strong foundation of this is our vision and this is the mission of why we exist, you're gonna fall into that eventually, and you become a slave to it versus I'm serving a bigger cause bigger than myself.” 3. Measure backwards, be present and content, and do your best. Measuring backwards, being present and content, and doing our best with what we know are key principles for a fulfilling and successful business. These are practical ways to prevent being trapped by your business, make it work for you, and begin on the path to its best version. “We only see the world as we are internally. And until we shift our own internal perspective, however that happens, we’re really doing the best we can and we believe that we’re doing what is right to get us where we need to go.”   For more tips, discussion, and behind the scenes: * Follow us on Instagram @AgencyPodcast [https://www.instagram.com/agencypodcast/] * Join our closed Facebook community for agency leaders [https://www.facebook.com/groups/797061490734357/]   About The Guys:  Bob Hutchins: Founder of BuzzPlant, a digital agency that he ran from from 2000 -2017. He is also the author of 3 books. More on Bob:  * Bob on LinkedIn [https://www.linkedin.com/in/bobhutchins-cmo-chief-marketing-officer-growth-hacker-digital-marketing-executive/] * twitter.com/BobHutchins [https://twitter.com/bobhutchins?lang=en] * instagram.com/bwhutchins [https://www.instagram.com/bwhutchins/?hl=en] * Bob on Facebook [https://www.facebook.com/profile.php?id=100039351973426] Brad Ayres: Founder of Anthem Republic, an award-winning ad agency. Brad’s knowledge has led some of the biggest brands in the world. Originally from Detroit, Brad is an OG in the ad agency world and has the wisdom and scars to prove it. Currently that knowledge is being applied to his boutique agency. More on Brad: * Brad on LinkedIn [https://www.linkedin.com/in/bradayres/] * Anthem Republic [https://www.anthemrepublic.com/] * twitter.com/bradayres [https://twitter.com/bradayres?lang=en] * instagram.com/therealbradayres [https://www.instagram.com/therealbradayres/?hl=en] * facebook.com/Bradayres [https://www.facebook.com/Bradayres] Ken Ott: Co-Founder and Chief Growth Rebel of Metacake, an Ecommerce Growth Team [https://metacake.com/] for some of the world’s most influential brands with a mission to Grow Brands That Matter. Ken is also an author, speaker, and was nominated for an Emmy for his acting on the Metacake Youtube Channel [http://link/] (not really). More on Ken:  * Ken on LinkedIn [https://www.linkedin.com/in/kennethott/] * Metacake - An Ecommerce Growth Team [https://metacake.com/] * Growth Rebel TV [https://mtck.co/YouTube-2Y5GUQ9] * twitter.com/iamKenOtt [https://twitter.com/iamkenott?lang=en] * instagram.com/iamKenOtt [https://www.instagram.com/iamkenott/] * facebook.com/iamKenOtt [https://www.facebook.com/iamKenOtt/]   Show Notes: [1:13] Bob suggests that the guys do a freestyle Friday, beginning a conversation about what the guys have been working on recently.  [1:36] Ken talks about how he’s pursuing his vision of where he needs to be, leveraging his abilities better, and doing what he wants to be doing in life and business.  [3:54] Ken continues to talk about how to pursue your vision for yourself in a service business and the accompanying challenges. “Because the nature of a service business is to get clients and build things and serve them and do things for other people. You might end up doing a bunch of things for the people and never doing the things that you wanted to.” [5:35] Brad discusses how your vision for yourself and what you want to be doing changes over time. “You get to a point in your age where your business no longer fulfills anymore. And then you have to go through a process of understanding ‘why do I do what I do?’” [8:06] Bob talks about the roles of self awareness and crystallized intelligence and how they impact the shift of interest and vision.  [10:32] Ken concludes that this shift often results in the creation of a midlife crisis. He also discusses the truth of the idea that you become trapped inside what you build. “I imagine those midlife crisis moments are because you feel trapped, and you just at some point break… You literally build your own prison. And that's a scary feeling.” [15:14] Ken segues into the way to break out of this prison; make sure it serves you first. “If my business does not serve me first, how could I possibly be healthy enough to serve you? It's the oxygen mask concept.” [15:55] Ken says that, “I believe I have a calling in life. And I can't describe it, but there are certain talents inside of me that I feel need to be expressed better. And I can't describe it any other way than a calling or a mission. And so if my business is not doing that it's not serving me.” [18:16] Brad asks the guys what they think their business is, at its foundation and core. Essentially, is your business the people, balance sheet, idea, vision, etc? [21:48] Ken talks about the idea that many agency owners are business practitioners versus owners (they are serving people and are good at their craft). He argues that a business owner is a master of the principles of business and can apply those principles in any type of business. “Principles are principles, because they're universal. And so a business needs to make a certain number of bounded profit, whether it's an agency or it's Verizon.” [22:28] Bob discusses the importance of values, mission, and culture, and how having a strong foundation of these things prevents you from building your own prison. “If you don't have that strong foundation of this is our vision and this is the mission of why we exist, you're gonna fall into that eventually, and you become a slave to it versus I'm serving a bigger cause bigger than myself. I think that at its core, that's what's really missing in people's lives.” [28:13] Ken begins a conversation about a book called, Who Moved My Cheese, and applies the psychological principles discussed in it to being intentional that your business serves you first so that you can better serve your clients.   [30:08] Ken talks about the idea that, “you will not enjoy anything you have to do. So if you're in a business where you have to do this thing to survive, you have to serve this client this way just to survive. That's never going to be the best end result for you or the customer.” [31:48] Bob tells a story about a new client of his and how this client has prioritized investing into his foundational principles, values, and culture, as well as his strategy and app and how that will set his business up to serve him first, destroying the prison. “I have never seen a company that has invested in culture successfully that has not gone on to be very successful, and very fulfilling for the people who work in it.” [35:44] Brad asks the guys where they feel like they are at in their personal visions, plans, and goals for themselves.  [37:25] Ken talks about his perspective on where he’s at in his vision. “I try to be intentional. I've always had a desire to pursue a certain type of reality. But I don't believe that I'm fully fulfilling it right now. But I don't think that that's a failure. I think it's a pursuit. When it feels like I'm not acting on something that I should, it's like, I've got this you know, all star baseball arm, but I'm just like I'll do that in 10 years. There's this feeling of like, um, you're not leveraging you're not really like living out the talents that you have in the right ways and pursuing them.” He also talks about a book, The Gap in the Game, and the idea of measuring backwards versus comparing yourself against an ideal.  [43:27] Brad discusses his journey in realizing the importance of contentment. “What I've learned recently is that I'll never be where I want to be. So I have to understand that I have to be present, and I have to be content without being there.” [45:14] Bob closes with his thoughts on where he’s at and the idea that most people are doing the best they can with what they have. “We only see the world as we are internally. And until we shift our own internal perspective, however that happens, we’re really doing the best we can and we believe that we’re doing what is right to get us where we need to go.”