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Do you feel you're giving everything to your agency and only getting exhaustion as a result? Agencies grow best when they're built around clarity, empathy, and self-awareness. Whether it's pricing, boundaries, team management, or AI, the common thread is intention. Today's featured guest understands that you don't need to hustle harder. You need to design smarter, around who you are, how you work best, and what kind of business you actually want to run.

She'll share her perspective on agency growth, self-awareness, leadership, and how AI should actually be used inside a modern agency and provide a real look at what it takes to build an agency that's profitable, human, and sustainable without losing yourself in the process.

Ingrid Schneider is the CEO and founder of Stay in Your Lane, a fractional CMO and franchise development agency, and Train in Your Lane, an AI education company helping teams build real AI intuition. What started as fractional work after being laid off during the pandemic has grown into a 16-person team running full marketing departments, launching brands, building LMS platforms, and training companies like Ben & Jerry's and Ace Hardware on how to actually use AI to solve problems.

In this episode, we'll discuss:

Going from survival mode to self-worth: pricing and confidence.
How to set boundaries and protect your brain.
Design an agency that energizes you, not drains you.
Managing people, not just performance with a human-first approach.

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Sponsors and Resources

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Building an Agency on Trust and Integrity

Ingrid doesn't come from a tidy, linear career path. After being laid off as a CMO during the pandemic, she made the decision to not work for anyone else again. She started doing fractional CMO work to replace her salary, focusing on trust, authenticity, and doing the work well.

What began as a solo operation three and a half years ago is now a full team serving a wide range of clients. Some rely on Ingrid's team to run their entire marketing department. Others bring them in for focused, fractional engagements. The growth didn't come from aggressive sales tactics—it came from being reliable, human, and honest about what they were good at.

Learning Your Worth and Unlearning Survival Mode

When Ingrid landed her first client, she charged $3,000 a month for two brands. And that client still complained about pricing. Like many agency owners, she was focused on replacing her salary, not building a business. Survival mode has a way of shrinking your sense of value.

Learning her worth didn't come from a pricing spreadsheet. It came from personal work deconstructing old beliefs, recognizing her own capabilities, and understanding the impact she could have on others. Ingrid talks openly about how her upbringing and past experiences shaped her tendency to underprice herself and overextend.

As her confidence grew, so did her standards. She began collecting people with grit, sometimes hiring for attitude over experience, and building a team she trusted deeply. The biggest lesson for her was: if you don't believe in your value, your pricing, and your agency, will reflect that.

Preventing Agency Burnout: How to Set Boundaries

Running a business can be incredibly stressful, which is why many owners can relate to being in fight or fly mode all the time. However, this is the worst thing for both your health and your business because chronic stress will affect your brain and get you to a point known as "flipping your lid." According to Ingrid, this term, which she learned from Dr. Daniel Siegel, describes what happens when stress pushes you into fight, flight, or freeze. Logic goes offline. Creativity disappears and everything feels harder.

For agency owners, this shows up as exhaustion, impatience, and bad decisions, and healing will mean confronting the reality that you can't run a business well if your body and brain are in survival mode.

In her case, Ingrid found healing by emphasizing boundaries as a leadership responsibility. Knowing where your value is best served, trusting your team, and recognizing when their lids are flipped allows you to lead with empathy instead of pressure. The agency doesn't need a burned-out hero. It needs a regulated, self-aware leader.

Designing an Agency That Energizes You, Not Drains You

This is a lesson that agency owners that currently feel miserable with their business and wanting to give up should learn. Drawing your boundaries will look different to everyone, but you can start by asking yourself what you want to do every day and what you never want to do again. Just draw a circle on a piece of paper and start writing. Inside: the work that gives you energy. Outside: everything that drains you. You'll see that most likely what you need is to redesign your agency around this.

You can't be all things to all people. Agency that try usually end up miserable and unprofitable. Wins and losses both matter, but only if you're paying attention to what they're teaching you.

Topline revenue means nothing if you hate how you're earning it. Sustainable growth comes from aligning what's good for the business with what actually fills your cup. That alignment is what keeps agencies alive long-term.

Managing People, Not Just Performance with a Human-First Approach

As an empath, Ingrid leads with a people-first approach rooted in Trust-Based Relational Intervention (TBRI). When something goes wrong, she looks at three things in order: herself, the system, and then the person. Are expectations clear? Do they have the resources they need? Is she showing up with patience?

Perfectionism isn't the goal in her agency because perfection is stressful, unrealistic, and unnecessary. Instead, the focus is on doing really good work while protecting the team's mental energy. This is where AI comes in, not as a shortcut for thinking, but as a way to remove the minutia that burns people out.

This has been the case for Ingrid, who enjoys managing people. If this is not your case, then focus on hiring people who can manage themselves. But remember you have to learn to let go if you want a self-managing team. There are countless ways to reach the same outcome and speed isn't always the metric that matters most. Sometimes the "slow" work produces the best results.

Using AI to Empower Teams, Not Create More Noise

Ingrid's approach focuses on education and the fact that everyone should be training their AI intuition to be able to understand how an AI tool works and how it could help them. She trained her own intuition by changing her social media algorithms to feed her AI micro-learnings.

From there, it became about application: looking at every agency task and asking, Can AI help solve this better? Her team runs weekly "show and tell" sessions where they demo how they used AI to solve real problems.

There's also an AI policy but it's framed as a permission slip, not a rulebook. Team members can experiment with tools on a company card, and if they prove value, the agency commits.

The bigger point is this: if you're not empowering your team to use AI thoughtfully, you're holding them back. This isn't about pumping out more content—it's about freeing up human brains to do the work that actually matters.

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.

Moeder Thijs H.: ‘Deze mensen hadden nog kunnen leven’