Embracing Challenges and Adopting Personas in Agency Life

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Does your emotional attachment to your agency makes it difficult to make growth decisions? When you remove emotion from the mix and make decisions objectively, your realize more growth. After 21 years of running his business, today’s guest realized he needed emotional distance and accomplished this by creating an alter ego who could assess the agency from an impartial point of view. This experiment proved remarkably successful. He’s come to realize his true role in the agency and that much of it means working for his team, rather than the other way around.

George Arabian is the CEO and founder of NVISION, a full-service digital marketing agency based in Toronto, Canada. He shares his journey into the world of digital marketing, how he managed to stop making decisions based on emotion, and how his transition to agency CEO has meant a bigger focus on how to help his team be the best they can be.

In this episode, we’ll discuss:

• Experimenting with innovation to stay ahead.

• Niching down does not mean limiting your agency.

• Becoming a true leader by working for your team.

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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.

Experimenting with Innovation to Stay Ahead

George's passion for technology began at a young age when he started building computers. At just seventeen, he received what he humorously recalls as a request to "build an internet"—actually a website—for a local hockey shop owner. He quickly Immersed himself in learning html and put 500 hours into that first web project that paid him $400. One job led to another, eventually George started his own agency and has been running it since 2004.

The digital landscape has transformed dramatically since George built his first website. Today, AI has helped make website creation faster than even before. However, what has remained constant throughout his journey has been his spirit of experimentation. For him, being in the digital marketing space is like being a "mad scientist." So he encourages his team to test new ideas and approaches in order to uncover novel solutions that set them apart from competitors.

This experimental philosophy naturally led George's agency to expand beyond websites to integrate various marketing strategies—including SEO, advertising, and content marketing—into their service offerings.

Why Niching Down Doesn’t Mean Limiting Your Agency

As he starts trying new services to expand his offering, George has found it very hard to narrow down that offer. On one hand, he feels genuinely and equally curious about SEO, CRM, email marketing, etc. On the other, he fears niching down will inevitably lead to boredom.

Rather than forcing himself into a traditional service-based niche, George developed an innovative solution. He decided to center his agency around a conceptual focus: "creating human connection." This strategic pivot allows his team to maintain a clear, unifying purpose while still accommodating diverse projects and creative challenges that keep their work engaging.

This approach is proof that niching down doesn’t have to mean limiting yourself. It can enhance an agency's ability to experiment effectively. With a clear focus, an agency can explore an array of strategies and tactics within their niche, fostering a culture of innovation without sacrificing excitement or variety. The result is a business that remains creatively stimulating while still offering clients a clear understanding of the agency's unique value.

How Emotional Distance Helps Make the Shift to Agency CEO

As agencies grow, the challenges become more complex. Owners soon need to make a shift in focus from day-to-day operations to strategic leadership. Making the transition to Agency CEO was quite challenging for George, as he tried to detach himself from operations after twenty-one years of running the agency. It’s a pretty common challenge for agency owners. For George, this deep emotional connection to the agency often led to rushed decisions as he stressed over the well-being of his team members.

To create the necessary emotional distance, George developed a second more objective persona. One day, he arrived at work embodying this detached perspective, pretending it was his first day at an unfamiliar agency. Through this lens, he observed operations critically, documented his findings, and identified previously overlooked gaps and inefficiencies. With this approach, he was able to re-conceptualize the agency as an independent entity that required optimal functionality rather than as an extension of himself.

The results soon started to show as he built an entity where the team no longer turned to him for every decision. Although he admits not being needed was harder than he’d anticipated, he recognizes that this step not only enhanced operational efficiency but also fosters a culture of trust and collaboration.

Why Being a True Leader Means Working For Your Team

Beyond emotional detachment, transitioning to the agency CEO role requires embracing delegation as a fundamental component of both operational efficiency and team empowerment.

This shift fundamentally inverts the traditional hierarchy—you'll find yourself working for your team rather than the other way around. Your primary focus becomes supporting their growth and development, removing obstacles, and creating pathways for their success. The sooner you implement this mindset shift, the sooner you’ll cultivate leaders within your agency who can shoulder responsibilities that once fell solely on you. This allows you to step back and concentrate on strategic agency growth.

This evolution doesn't happen overnight but develops gradually as you enhance your leadership capabilities through continuous learning, reading, and engaging with a community of like-minded agency owners. The more you participate in this process, the more you’ll develop your ability to articulate and communicate effectively.

How to Clearly Define Your Role in the Agency

George clarified his role as agency CEO through a classic mastermind exercise—listing both his most and least enjoyable tasks to identify what he should delegate. This straightforward but powerful assessment helps reveal an owner’s true passions. In his, case, it was mentoring team members, creating content, and supporting the team in landing major clients.

Clearly defining these roles helped George focus on moving the agency forward and provided the necessary boundaries recognize when to intervene and when responsibilities belonged to others.

While George acknowledges he’s still not quite where he’d like to be, that clarity has brought him more freedom. He also embraces the fact that this doesn’t mean all his problems are solved now. However, the perpetual problem-solving cycle isn't a flaw but rather the essence of agency work—an environment where strong problem solvers naturally thrive and find fulfillment.

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