Reframing Annual Reviews into Coaching Sessions

Are you interested in breaking away from conventional agency practices? Do you want an agency structure that best suits your team? Today’s guest established her agency right after college, without any prior experience working in an agency. She designed her agency's structure based on what felt right for her team rather than following standard industry norms. Emphasizing culture, and prioritizing raises and recognition over promotions, she has fostered a team of passionate individuals who love what they do. Learn about Scout's journey in building a thriving agency culture without hierarchies and how her approach to business helped her build a passionate team.

Scout Driscoll is the founder of Design Scout, a branding agency with a rebellious edge. They work with clients across founder-driven industries interested in breaking the status quo. She shares insights on creating a thriving business culture without the need for traditional promotions or ladder climbing.

With over 21 years of experience, Scout discusses working with founder-driven clients who aim to break the status quo with strategic and personality-rich brands.

In this interview, we’ll discuss:

• Shaping a unique agency culture.

• Crafting an agency culture that goes beyond promotions.

• Engaging directly with business owners.

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Sponsors and Resources

E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.

Defying 'Best Practices' and Shaping a Unique Agency Structure

Scout wasted no time establishing her own company straight out of college after missing out on her dream job. That was over 20 years ago, and the journey to develop her agency has been nothing short of remarkable. The most surprising revelation for her over the years has been realizing that as someone who had never worked in an agency before owning one, she could truly chart her own course.

Initially, Scout’s agency was a straightforward graphic design agency with clients in the hospitality and entertainment industries. They slowly moved to being a much more strategic, focused, brand strategy agency. While still offering full-service design, the agency now dedicates three months to delve into a client's emotional drivers and brand work. Additionally, the agency naturally transitioned into an all-women team, fostering exceptional chemistry among the staff, although Scout emphasizes that she is an equal opportunity employer.

Reflecting on her agency journey, she finds it’s all about finding a business that makes sense to you and not being afraid to hone your processes. More than adopting practices because they’re supposed to be the industry’s best practices, she prefers to adopt practices that truly fit her team’s needs and make her agency sustainable.

Motivation Beyond Promotions: Attracting Talent Driven by Great Work

After twenty years in the business, Scout now manages a small team of passionate individuals and is focused on creating the best work environment for them.

One of the key aspects of Scout's approach to building a strong culture is her emphasis on equality and empowerment within her team. She has one brand strategist who lays the foundation for the team’s groundwork on each project, as well as an operations manager who handles what each member does, for how long, and how much it’ll cost. Every person on her team is a designer of the same stripe, meaning that there is no hierarchy or ladders to climb within the agency.

It is certainly a unique approach and not to everyone’s liking, but for her it fosters a sense of equality and collaboration among team members, allowing everyone to feel valued and respected for their contributions.

Scout is clear with potential hires from the beginning that there are no promotions within the agency, but rather a focus on recognizing and rewarding great work. This approach attracts individuals who are not solely motivated by climbing the corporate ladder, but instead are passionate about doing great work and being recognized for their efforts. All team members are focused on producing high-quality work and supporting each other, rather than competing for promotions.

The Benefit of Engaging Directly with Business Owners

As someone who never worked at an agency before owning one, Scout has created her own unique work structure with her team. Each designer has a close relationship with their clients and manages their own projects internally directly with them, which to Scout is a more efficient way to work. This way, she’s managed to design a very slim operation that works for everyone.

She takes pride in developing client relationships and prefers to work with small companies where she and her team can directly engage with the owner, rather than navigating through multiple decision-makers.

Scout prioritizes her team's job satisfaction and conducts annual employee reviews focused on their comfort, sources of inspiration, and suggestions for improving the work environment. This approach has resulted in significant growth and continuous improvement for her agency.

In line with her belief that overworking the team yields poor results, Scout ensures that most staff work around 40 hours per week, with parents working around 35 hours. She firmly believes that this policy fosters a better work environment and improves results.

Finally, Scout advises agency owners to remember that just because someone is a good hire doesn’t mean you’ll automatically know how to be the right kind of boss for them. It takes time to understand each individual's needs, preferences, and coaching style to provide the necessary support and guidance for their success.

Do You Want to Transform Your Agency from a Liability to an Asset?

Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.