From Chaos to Clarity: Systems, Focus & Values of a Thriving Agency with Colin Hetherington | Ep #817

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Running an agency can feel like chaos on repeat—clients, team stress, and no clear direction. You’re not alone. Today’s featured guest has built and sold a $3M+ agency, kept employee turnover under 5%, and is now launching a focused, values-driven agency built to thrive in today’s market. He shares some hard-won lessons on building a culture your team will never want to leave, attracting clients who respect your expertise, and creating the clarity and focus you need to scale without burning out. If you’re an agency owner who’s tired of the chaos and wants a clearer, saner path forward, this conversation will give you a roadmap worth following.

Colin Hetherington is the founder of the newly minted Common Good in Dublin, but he’s no rookie. Before that, he co-founded Zoo Digital, growing it past $3M a year before it was acquired, and even earlier, he pitched and built agency.com’s Dublin presence when Ireland barely had broadband.

After building and scaling agency.com Ireland, Colin and two colleagues grabbed coffee after a client meeting and decided, “There’s a better way to do this.” It wasn’t a grand plan with a 50-slide deck. It was a hunch—and a leap of faith.

In this episode, we’ll discuss:

• Why he believes in taking the leap before you’re ready.

• Build systems or burn out.

• How to keep turnover at less than 5%.

• Why focus is the ultimate power move.

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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.

Colin’s first experience in digital marketing came when he worked for an agency in San Francisco back in 1999. At iTraffic, subsequently taken over by Agency.com, he learned about what was called at the time ‘internet advertising’, and five years later he pitched the idea of setting up Agency.com in Dublin. 

Their developing edge was putting strategy, creative, and technology under one roof at a time when agencies treated digital as an afterthought. That unique combination allowed them to win big clients like the National Lottery and the Irish Tourism Board with a tiny seven-person team.

In just two years, they went from zero to driving 12% of the group’s revenue and Colin and his partners felt ready to grow their own business.

Zoo launched in 2008, right before the Great Recession and right as businesses started pulling back and budgets evaporated. However, they were able to adapt by winning some solid clients and partnering quietly behind the scenes with agencies that couldn’t handle digital in-house. They found scrappy ways to deliver big ideas on smaller budgets, often using student illustrators or leaner production.

By 2015, they’d grown the team to fourteen people and were hitting their stride with their original formula of combining strategy, creative, and technology under one roof that led them to work with big names like Redbull.

After bringing innovation to countless brand events, Colin’s agency started focusing on UX and got an important partnership with one of the largest banks in Ireland. While not every flashy innovation won new business immediately, it got them on pitch lists and made their team proud.

Colin’s hiring strategy has always been taking leaps of faith. Instead of hiring one by one, they’d hire in threes or fours—betting on themselves to fill the pipeline. This was even back when they couldn’t forecast beyond five months.

For Colin, there was no use in debating and agonizing over these leaps for weeks when the team was already stretched for 1–2 months straight. Playing too small can be riskier than making bold, smart bets and, as they learned over time, taking those leaps of faith paid off every time. Every time they made that leap, the new team members were busy almost immediately.

On the other hand, Colin was not as quick to scale processes as they grew the team, which resulted in many projects being delayed and clients rightly unhappy about the situation.

At one point, Colin was heading to a client meeting with that sick-to-your-stomach feeling that they were about to get fired for missing deadlines. They didn’t get fired, but the client laid it out: “We love you, but can you ever deliver on time?”

That wake-up call pushed Colin to bring in operations help, implement systems, and build scalable processes so they could grow without chaos. This next step also required them to admit they just weren’t great project managers and needed outside help to build the foundations to grow the business.

Colin managed to keep his agency’s employee turnover at less than 5% by putting a heavy focus on culture while he was at Zoo. It’s easy to slap a “values” page on your agency’s website. He understood that reducing churn meant reducing time spent on getting people up to speed, for instance, but he also understood that culture isn’t what you write down—it’s what you live.

For Colin, it all came down to leadership and how the leadership team delivers culture. For starters, they treated people like adults, trusting their team to own their work without micromanagement, and recognizing that work is just one part of life.

When hard times hit, like during COVID, Colin and his partners were transparent. They had to temporarily reduce salaries but promised to pay it back when the storm cleared—and they did. That act of integrity built trust in a way no ping-pong table or Slack emoji ever could.

If you’ve ever worked with a nightmare client—the kind who demands everything yesterday, disrespects your team, and thinks paying your invoice is a license to treat you like dirt—yyou know the toll it takes on your team and energy. On this, Jason and Colin agree: it’s better to walk away.

Colin has learned that sharing the unspoken values you hold as a team don’t just keep your culture healthy; they also shape the clients you attract. The best, longest-lasting client relationships he had were with organizations that shared similar values around respect, partnership, and clear communication. As to the nightmare clients? Those relationships were doomed from day one because the values were out of sync.

After selling Zoo, Colin is launching his new agency, Common Good, with one big lesson in mind: Focus beats everything.

Instead of being a generalist, Colin is zeroing in on serving state and civil service organizations in Ireland. He believes these organizations are doing important work that deserves to be communicated well—and that clear positioning will set them apart in a market where every agency says the same thing about their “process, portfolio, and people.”

What’s more, Colin isn’t trying to build another 60-person agency. He’s embracing the shift in the market toward lean, senior teams that can deliver high-quality work without unnecessary bloat.

If you’re still in the grind of your first agency, it’s normal not to have perfect clarity yet. You have to try things, learn what drains your energy, and double down on what gives you energy. The sooner you build reflection time into your schedule, the sooner you’ll find your agency’s true direction.

It may be hard to take the time to really think about these things. The day-to-day of running an agency can drown you in Slack messages, client calls, and fires to put out. But stepping back—even for a few hours each week—to reflect on where you’re going and why can be the difference between a business that drifts and one that thrives.

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