Agency Bytes

Featuring: James Martin, Made by James In Episode 065, I have the exciting opportunity to speak with James Martin, also known as Made By James, a talented UK-based designer renowned for his dedication to design education and his candid presence on social media. I invited James because I deeply admire how he’s grown his following and how he communicates with his audience. James shares his journey from a solopreneur to becoming a design partner at Lincoln Design, highlighting the evolution of his career and the importance of giving back to the design community. He openly discusses the range of emotions he experiences during the design process, including imposter syndrome, and provides valuable Adobe tips and tricks. In our conversation, James talks about understanding your worth and pricing your services appropriately. He emphasizes the fear of saying no and its impact on self-worth, sharing his 13% rule for pricing to help increase confidence in charging higher rates. James also underscores the importance of setting the right prices and not undervaluing oneself. Finally, James reflects on the significance of letting go to grow and the importance of celebrating achievements along the way. This episode is packed with insights for designers at any stage of their careers, offering practical advice and inspiration for building a successful and fulfilling design practice. Key Takeaways • Building a community and giving back through design education can lead to personal and professional growth. • Consistency and authenticity in sharing your work and knowledge on social media can help establish your personal brand. • Transitioning from a solopreneur to working with an agency can provide new opportunities and a larger team to collaborate with. • Understanding your worth as a designer and pricing your services accordingly is crucial for sustainable business growth. • Saying no to clients who don't align with your value and pricing can lead to better opportunities and a stronger business. Don't let fear and self-doubt dictate your pricing. Set the right prices based on your value and expertise. • Use the 13% rule to increase your prices incrementally and build confidence in charging higher rates. • Focus on proving your value to clients through case studies and demonstrating the impact of your work. • Let go of certain tasks and responsibilities to allow for growth and scalability in your business. • Take the time to celebrate your achievements and enjoy the journey rather than constantly chasing the next goal. Chapters 00:00 Introduction and Background 02:06 Starting to Share Work on Social Media 05:00 Evolution as a Designer 06:45 Transition to Working with Lincoln Design 09:11 Giving Back and Building a Community 12:09 Transition from Solopreneur to Agency Partner 19:15 False Sense of Security on Social Media 21:22 Knowing Your Worth and Evolving as a Designer 23:15 Saying No to Clients to Say Yes to Yourself 23:47 The Fear of Saying No and Self-Worth 25:06 Setting the Right Prices 26:28 Proving Your Value to Clients 27:27 The 13% Rule for Pricing 29:22 The Evolution of the Partnership with Lincoln 30:28 Focusing on Helping Designers 33:29 Letting Go to Grow James Martin, better known as Made By James, is transforming the design education landscape with his rebellious creativity and relentless determination. He has dedicated 20 years of his life to achieving creative excellence, being sought after by clients for the impact his work has on businesses and the meticulously crafted experiences he delivers. He now has one purpose: to build the best designers on the planet. Through his real-world experience, he understands that to land your 'dream client,' you first need to become a 'dream designer.' The status quo within the design education space is focused solely on external outcomes when the real focus should be on internal transformation. He knows if he can help designers become comfortable with the unpredictability of the real creative world, then the predictable stuff becomes even easier to manage. His full focus is as an educator to brand designers, but he is also a best-selling author, public speaker, and creative partner at Lincoln Design Co., where the team works daily with the likes of Disney, Liquid Death, and Nike. He is dedicated to guiding the next generation of designers with action, honesty, and love, creating a future where designers and clients thrive together.   Connect with James on his website or Instagram.

Featuring: Justine Clay In Episode 064, I had the pleasure of having an inspiring conversation with Justine Clay, a business coach and ADHD life coach for creative entrepreneurs. Justine shares her journey from working in the creative industry to launching her own coaching business, and how these experiences have shaped her current work. She delves into the unique challenges and strengths of individuals with ADHD and the importance of fostering a supportive and inclusive work environment. Justine discusses the need for leadership to understand and accommodate neurodivergent team members and examines the impact of remote work on those with ADHD. Throughout the conversation, Justine emphasizes creating spaces that foster connection and meaningful experiences, and the importance of being present and taking care of ourselves in our daily lives. She also shares valuable business advice on focusing on solutions rather than problems and keeping the client at the center of our thoughts and messaging. Key Takeaways • Understanding the unique challenges and strengths of individuals with ADHD is crucial for creating a supportive work environment. • Leadership should strive to accommodate the needs of neurodivergent team members and provide them with the tools and resources they need to thrive. • Remote work can be beneficial for individuals with ADHD, as it allows for greater flexibility and control over their work environment. • Creating an open and inclusive culture where individuals feel comfortable communicating their needs is essential for fostering productivity and well-being. Chapters 00:00 Introduction and Background 03:00 Becoming an Independent Creative Professional 06:00 Starting a Creative Management Agency 09:00 Transitioning to Coaching 13:00 Becoming an ADHD Coach 15:00 ADHD as a Superpower, or not 19:00 Supporting Neurodivergent Individuals 21:00 Coaching Leadership on Working with Neurodivergent Team Members 25:00 The Impact of Remote Work on ADHD 35:00 Personal Hobbies and Tools 38:02 Creating Spaces for Connection and Experience 39:12 Focus on Solutions, Not Problems Justine Clay is a speaker, writer, business coach, and ADHD life coach for creative entrepreneurs and freelancers. Justine’s lifelong passion for supporting creatives started as a career in talent management, where she got to work with some of the best independent talent in New York City. Seeing a need in the market to empower freelance creatives with the business and marketing skills they needed to thrive, Justine launched her coaching business in 2010 and has not looked back since. Using her actionable Profitable by Design framework, Justine helps creative entrepreneurs of all stripes and neurotypes identify and articulate their unique value and build a fulfilling, efficient, and profitable creative business. Contact Justine on her website, download a Free guide: How to get more high -quality clients and get paid what you're worth, or find Justine on Instagram or LinkedIn.

Featuring: Selena Thiele, Office Mercenary In this episode I have a great conversation with Selena Thiele, the founder of Office Mercenary, about why the key to winning is delegation. She discusses the concept of virtual assistants and the benefits they bring to businesses. She shares her own experience of feeling overwhelmed as a small business owner and how she started Office Mercenary to provide specialized support to entrepreneurs. Selena emphasizes the importance of finding the right virtual assistant and building long-term client relationships. She also highlights the challenges of delegating tasks and setting boundaries. Selena provides insights into the types of tasks Office Mercenary handles and the role of standard operating procedures (SOPs) in effective delegation. She concludes with valuable business advice, including the importance of letting go of perfectionism and striving for good enough. Key Takeaways • Virtual assistants can provide specialized support to overwhelmed small business owners. • Building long-term client relationships is beneficial for both the client and the virtual assistant. • Delegating tasks and setting boundaries are essential for effective collaboration with a virtual assistant. • Standard operating procedures (SOPs) can streamline delegation and ensure consistent quality. Chapters 00:00 Introduction and Background 01:02 The Concept of Office Mercenaries 02:23 The Impact of the Pandemic on the Virtual Assistant Industry 03:08 The Importance of Finding the Right Virtual Assistant 04:06 The Benefits of Long-Term Client Relationships 04:49 The Transformation After Delegating Tasks 06:16 The Types of Tasks Office Mercenary Handles 08:42 The Challenges of Delegating and Setting Boundaries 11:05 The Importance of Letting Go and Accepting 85% Quality 13:03 Low-Hanging Fruit for Delegation 15:44 The Definition of a Good Virtual Assistant 17:54 The Role of SOPs and Systems in Delegation 19:59 Misconceptions About Virtual Assistants 22:57 Rapid Fire Questions 25:35 Invaluable Business Advice Selena Thiele, with her business partner Alyssa, combined their almost 30 years of experience in office administration to found Office Mercenary in 2019. She is an expert in virtual assistance, bookkeeping, business services, and helping business owners get out of their own way. She and the Office Mercenary team provide various services to businesses that help them conquer their day-to-day struggles and focus on the most important goals. Online Business Management services are also provided for those ready to take the next step in growth, organization, and kicking butt. Selena enjoys her pets, travel, video games, reading, and gardening in her spare time. Contact Selena on her website, Instagram, Facebook, personal LinkedIn, company LinkedIn, or TikTok.      

Jared Gibson, co-founder of Outworks.io, specializes in enhancing LinkedIn engagement for B2B professionals. He shares insights on the common challenges small business owners face in securing leads and how his company pivoted from email to LinkedIn focus. Jared discusses the importance of authenticity and trust-building in online interactions. He offers tips on creating engaging content and highlights the benefits of collaborating with competitors while maintaining an abundance mindset. Get ready to transform your LinkedIn strategy with his valuable advice!

Featuring: Brooke Sellas, B Squared Media In this episode, I got to interview Brooke Sellas, CEO of B Squared Media, a boutique digital marketing agency. We discuss Brooke's journey of starting her agency, the importance of social care, and bridging the gap between marketing and sales. Brooke shares valuable insights and advice for agency owners from her book, “Conversations that Connect.” and insights on how they leverage social care for their clients. We also briefly touched on navigating the intricacies of working side-by-side with a spouse. Key Takeaways • Starting an agency requires taking risks and seizing opportunities. • Social care is about acquiring and retaining customers through social media. • Social engagement is crucial for building brand loyalty and trust. • Bridging the gap between marketing and sales is essential for business success. Chapters 00:00 Introduction and Background 03:00 Starting B Squared Media 06:00 Working with Spouse and Team Dynamics 09:00 Brooke's Role as CEO and Visionary 12:00 Defining Social Care 16:00 The Importance of Social Engagement 20:00 Bridging the Gap Between Marketing and Sales 28:00 New Hobbies, Tools, and Business Advice Brooke Sellas is shaping the future of digital marketing, one conversation at a time. As a CEO, she's the visionary behind B Squared Media, a boutique digital marketing agency that's redefining 'social care' for industry giants like Brother International, Endless Pools, and BCU. With her groundbreaking 2022 book, "Conversations That Connect," she's charting a course for authentic digital interactions. Dive into her insights on the Marketing Agency Show podcast, or from one of two courses she teaches at the University of California, Irvine. Contact Brooke and download B Squared Media’s 2023 Social Care Report here.

Featuring: Rahul Raj, 5&Vine – Living Your Niche In this episode, I got to talk with Rahul Raj, founder of 5&Vine. They help challenger brands win. It’s in their DNA and their whole reason for showing up each day. Our conversation dug into the nuances of living in your niche, how to define the edge of that niche, and how they evaluate wavering outside of the laser focus of who they work with. Rahul spoke about the inherent risks of being too deeply niched what tier diversification means to them, and how they define it. We went on a side tangent about the lack of authenticity in personal communication, specifically on social media. Takeaways • Building a purpose-driven agency focused on helping challenger brands make a positive impact in the world • The importance of authenticity, community, and engagement in brand building • Challenges of staying true to a niche and the risks and opportunities presented by AI • The responsibility of leveraging privilege to help others Chapters 00:00 Introduction and Background 01:10 The Journey of Five and Vine 05:23 Building Brands that Better the World 06:18 Staying True to a Niche 09:27 The Importance of Authenticity and Learning from Mistakes 11:18 Diversification and Engaging the Team 14:51 The Role of AI in Branding 22:41 Navigating Risks and Opportunities 26:09 Final Thoughts and Rapid Fire Questions I help Challenger Brands win. I started 5&Vine to help build, launch and grow meaningful brands that disrupt categories and better society. To date, our impact has helped our partners close over $1.6B in follow on financing, and two have gone public. My expertise in Challenger Brands was born from my time as CMO at ecobee, where I helped transform the brand from relative obscurity into the #2 thermostat brand in North America with a 30% share and developed a playbook on how Challengers could take down industry incumbents. I know what a brand needs to take on Goliath. Prior to ecobee, I ran an incubator for Walmart in San Francisco. After seeing an opportunity to extract more value out of products that already existed, I built a refurbishing infrastructure that turned costly customer returns into a multi-billion dollar revenue stream. For these efforts, I was honored with Walmart's Innovation Champion Award, a fellowship with the Aspen Institute, and by GOOD magazine as 1 of 100 people pushing the world forward. My commitment to bettering the world started when I was young. At the age of 17, I founded and developed Meal Exchange to build healthy, just and environmentally sustainable food systems across Canada. Our work has been recognized by TIME magazine as "revolutionary”. Today, alongside my work at 5&Vine, I'm actively engaged in inspiring and empowering others to make their own positive impact. As well as being on the Design Team of the Aspen First Movers fellowship, I mentor entrepreneurs at First Round Capital, Tech Stars, the American Marketing Association, the University of Toronto’s Venture Mentoring Program, the Presidio Graduate School, and delivered a TEDx talk on the power of Challenger Thinking. Contact Rahul at www.5andvine.com

Featuring: Aalap Shah, 1o8 Agency In this episode, I sat down with Aalap Shah from 1o8, a minority-owned digital agency. Aalap shares his journey to agency ownership, starting with his background in accounting and e-commerce. He discusses how he fell in love with marketing and eventually started his own social media agency. Aalap also talks about the recent acquisition of Heart Creative, which adds content production capabilities to 1o8. He emphasizes the importance of the pillars of values that his organization stands for, how culture and community are imperative in his agency, and the value of certifications like being a minority-owned business. Aalap also shares his passion for giving back and his love for running and nature. Key Takeaways • Agency ownership can happen by accident, as it did for Aalap Shah, who started his agency after realizing he wanted to work for himself • Acquiring another business can help fill gaps in services and provide new opportunities for growth • Building a strong culture and community within an agency is essential for success • Certifications, such as being a minority-owned business, can open doors and lead to new business opportunities • Giving back to the community and being involved in philanthropic efforts can be a valuable part of an agency's mission • Finding a hobby or activity, like running, can provide personal fulfillment and balance in the midst of running a business Chapters 00:00 Accidental Agency Ownership 05:35 The Meaning Behind 1o8 09:35 Building Pillars of Expertise 13:36 Driving Consumer-Based Traffic 22:33 The Power of Looker Studio for GA4 26:27 The Value of Niching Down Aalap Shah is a Chicago-born entrepreneur, public speaker, philanthropist, and the founder of 1o8, a fresh digital marketing start-up focused on deepening brand awareness and increasing sales for amazon + e-commerce companies nationwide. Aalap and his team at 1o8 have worked with companies like Gildan, Sweet Leaf Tea, Vetnique Labs, OHi Superfood Bars and Tio Gazpacho—just to name a few. Aalap happily shares his personal entrepreneurial story and his passion for crafting digital strategy, creating content, navigating the ever-evolving digital marketplace, and captaining the entrepreneurs’ life at events far and wide. As a registered CPA and the child of Indian immigrant-entrepreneurs, business is a key part of Aalap’s DNA and integral to his own personal American Dream. Aalap started his first business, a toy store, at the age of 23. Maneuvering the marketplace while building his business’ brand awareness sparked a love of marketing and promotion. Aalap worked in digital marketing for years thereafter, and is now the strategic brain behind 1o8, an amazon and ecomm focused growth agency in Chicago. He has served as a keynote speaker, workshop moderator, and panelist at engagements with the National Business Education Association, Clickz, Social Media Week, Media Post, and Bloggers Week Summit and for companies such as Sears, Northwestern University, and DePaul University.   Contact Aalap on his website for 1o8 Agency, Heart Creative, or on LinkedIn.

Featuring: Mary Ann Pruitt, Mosaic Agency In this episode I got to sit with Mary Ann Pruitt, CEO and president of Mosaic Media, and discuss the need for specialized media buying expertise in the agency space. She explains how Mosaic Media helps agencies by providing media buying services without the high overhead costs. Mary Ann emphasizes the importance of collaboration and partnership between agencies and specialized service providers. She also discusses the evolution of media consumption and the impact of COVID-19 on media habits. Mary Ann recommends the book 'Miracle Morning' and advises listeners to trust their gut instincts in business. Key Takeaways • Specialized media buying expertise is crucial in the agency space to optimize return on investment. • Collaboration and partnership between agencies and specialized service providers can lead to stronger client outcomes. • The COVID-19 pandemic accelerated changes in media consumption habits, with older generations embracing online platforms and younger generations rediscovering traditional media. • The book 'Miracle Morning' offers valuable insights on establishing morning routines for personal and professional growth. • Trusting your gut instincts is important in business decision-making. Chapters 00:00 Introduction and Background 07:01 The High Overhead Costs of Media 13:04 The Impact of Data and Micro-Targeting 27:24 Hobbies, Tools, and Business Advice Mary Ann Pruitt is the CEO and President at Mosaic Media, a collection of media-buying experts and creative strategists who negotiate, purchase, and monitor advertising space and airtime. Mary Ann started her career in media by working as a senior sales executive for some of the nation’s largest media outlets. After discovering her talent and love for all things media strategy, she founded Mosaic as a way to provide niche expert experience to agencies and marketing departments across the country. Her hard work and savvy strategy skills have led Mosaic to year-over-year growth, and have expanded her impact as an industry leader in all things traditional, digital, and everything in between. Reflecting this is a 2020 award from Cynopsis Media naming her as a Top Woman in Media. Mary Ann has helped develop effective marketing strategies for agencies of all sizes, small businesses, service businesses, private educational institutions, and legal and professional services businesses along with many others. She is passionate about passing on the experience that she has gained to eager professionals looking for actionable marketing tips. Contact Mary Ann on her website.

Featuring: Emily Cohen & Hunter Vargas, Casa Davka In Episode 57, I had the privilege of sitting down with the dynamic duo behind Casa Davka – Emily Cohen and Hunter Vargas. This episode is jam-packed with valuable insights for agency owners looking to master their positioning, niching, and client relationships. We dive deep into strategic approaches for expanding expertise and fostering stronger client connections. From navigating business development to addressing harmful industry practices, we cover it all. We also explore the evolving landscape of remote work and its impact on team effectiveness, while emphasizing the importance of fair compensation and trust-building in remote agencies. Plus, we discuss the advantages of global talent, vertical niching strategies, achieving work-life balance, and fostering a culture of trust. As always, expect a no-nonsense conversation that cuts through the noise. Don't miss out on this episode! Key Takeaways • Clients are taking longer to close deals, so patience is key. • Strategy is becoming increasingly important in the design industry. • Ethical business practices, such as fair contracts and pricing, are crucial. Work-life balance and setting boundaries are essential for personal and professional well-being. • Capturing metrics is important to measure success and prove the value of design. • Take action and don't wait for perfection.Chapters Emily Cohen, Founder & Partner at Casa Davka, is a no-nonsense business consultant who has partnered with 500+ leading creative firms worldwide. At Casa Davka, Emily offers customized business solutions to creative businesses so they are able to: envision and plan for their future, position themselves to stay competitive, attract and qualify new business prospects and talent, refine, evolve, and elevate their organizational structure and reimagine existing processes to increase efficiency and effectiveness. Emily is a frequently requested main stage speaker within the creative industry and has spoken at hundreds of international, national, and local conferences and events for organizations such as Creative Mornings, AIGA, Association of Registered Graphic Designers (RGD), and Creative South. In 2018, she self-published her business book for creatives, Brutally Honest: No-bullshit business strategies to evolve your creative business. Brutally Honest has become a go-to business book for creative industry professionals worldwide and several universities use it as a teaching tool. Emily is a designer by degree, an avid reader, a dog-lover, a trend-spotter, a connection-builder, and an industry advocate. After working with multiple creative firms, Hunter officially joined Emily’s practice in Summer 2022 to grow our practice, elevate our offerings, and provide a fresh perspective to our clients. Her experience as a marketer, project manager, client partner, and business development manager paired with her on-the-ground insight and unique, younger perspective is a huge asset to our consulting practice. Hunter truly knows our industry inside and out. She also happens to be Emily’s daughter and can read her mind so they work together seamlessly, complementing each other in many ways. Contact Casa Davka on their website, or Emily or Hunter’s LinkedIn pages.

Featuring: Wayne Pelletier, Resonant Pixel Company In this episode, Wayne Pelletier, founder of Resonant Pixel Co, discusses the process of productizing agency services and the benefits it brings. He shares his journey from being a marketing assistant to launching his own agency and explains why he chose to focus on Squarespace as the platform for his services. Wayne emphasizes the importance of niching down and serving a specific audience, as well as the mindset shift required to transition from a project-based model to a subscription-based model. He also highlights the challenges and rewards of productization and the potential for scalability and growth. Key Takeaways • Productizing agency services involves niching down and focusing on a specific audience or platform. • A subscription-based model can provide more predictable revenue and eliminate the feast and famine cycle of project-based work. • Choosing the right platform, such as Squarespace, can offer stability, scalability, and the ability to hire predictably for talent. • Productization requires a mindset shift from being a designer to being a business owner, focusing on access to expertise and lifetime value. Chapters 00:00 Introduction and Pronunciation 08:10 Transitioning to a Subscription-Based Model 12:54 The Benefits of Productization and Lifetime Value 23:04 Serving Small Businesses and Providing Relief Wayne came up working at world-renowned digital agencies as a designer, art director, and creative director. He has helped some of the world's best brands with award-winning strategic design and customer experiences. After 24 years of agency life, he founded Resonant Pixel Company in 2020 and is helping small businesses go beyond brochure-ware websites. And he's doing it with a productized subscription business model. Contact Wayne on his website or on LinkedIn.