In this engaging talk, Max Traylor, an ex-agency owner and author of the Agency Survival Guide book series, dives into the shifting terrain of the agency world. He stresses the importance of hiring skilled individuals for strategic conversations to foster trust-based client relationships. Max shares valuable lessons from his competitive paintball experience, discussing the need for mentorship and innovative growth strategies. He also highlights the impact of AI on agency services and emphasizes transforming client relationships from tactical to strategic partnerships.