The Agency Hour

Welcome back to The Agency Hour, the show that helps web design and digital agency owners create real abundance - for themselves, their teams, and the communities they serve. In this episode, Troy Dean and Simon Kelly, CEO and Head of Growth at Seriously Good Design, dive deep into the mindset that builds winning teams. They explore how beliefs shape behaviors, why most job ads fall flat, and how to use AI tools like Claude to develop powerful team member profiles. The conversation cuts through the fluff, challenging agency owners to examine whether they're unknowingly teaching their teams to lose or win. Troy shares his recent revelation about the power of Claude AI compared to ChatGPT, demonstrating how two simple prompts helped him create a comprehensive ideal client profile that transformed his workshop delivery. This practical application reveals how agency owners can use AI not just for client work, but for internal team building and recruitment. If you're looking to understand what truly drives autonomy and connection inside high-performing agencies, and how to cultivate a team culture built on shared beliefs rather than just shared goals, this episode is essential listening. Here’s what you’ll learn: Why Most Job Ads Fail – How to flip the script and talk to candidates about their journey instead of your company The AI Revolution in Team Building – Using Claude AI to create comprehensive ideal team member profiles with minimal prompting The Belief-Action-Results Framework – How your team's beliefs influence their behaviors and ultimately your agency's success Why Service Differentiation Is a Myth – The only true differentiator is your culture and how much your team cares The Three Pillars of Team Engagement – Autonomy, connection, and respected leadership Overcoming the "I Can't Do It" Mindset – Strategies for cultivating a growth mindset in your team The Power of Focus and Consistency – Why playing the long game is essential for sustainable agency growth This thought-provoking episode challenges agency owners to look beyond tactical "how-to" advice and focus on the philosophical foundations that truly drive team performance. As Troy and Simon conclude, "If you don't have the right beliefs and the right thinking and the right mindset, the how-to is irrelevant." If you’re ready to scale your agency and reclaim your time, join our new community for just $1. Every week, Troy goes live with actionable strategies to help you build a business that works - for you Handy Links:  MavCon - https://mvrx.link/mavconSimon’s Web Design Process - https://sgd.com.au/our-web-design-process/Simon’s Paid Discovery Page - https://sgd.com.au/digital-strategy-workshop/E2M Solutions - https://www.e2msolutions.com/agency-mavericksWP Remote - https://wpremote.com Get a Personalised Game Plan to Grow Your AgencyTake this online assessment and get recommendations based on more than 10 years of experience helping 4K+ agencies. This stuff works. Reduce the overwhelm and know exactly what to do next. Gameplan.agencymavericks.com Follow us on the socials: YouTube | Facebook | FB Group | Instagram | Twitter | Linkedin

Are you stuck in the grind, hiding behind “hustle culture” to justify the constant overtime? You’re not alone—and you don’t have to keep sacrificing your relationships, health, or freedom to build a successful agency. Welcome back to The Agency Hour, the show that helps web design and digital agency owners create real abundance—for themselves, their teams, and the communities they serve. In this episode, host Troy Dean sits down with Simon Kelly, CEO and Head of Growth at Seriously Good Design, to explore what it really takes to step into your role as a business owner—and finally stop doing everything yourself. Here’s what you’ll learn: Why you’ll never be completely satisfied with your team’s work—and why that’s actually a good thing How to stop doing tasks that drain your time without losing revenue The key mindset shift that moves you from technician to true business owner Why obsessing over perfect processes may be keeping your business small What overworking is actually helping you avoid (and how to break the cycle) “Your job is to think—not to do everything yourself,” Troy reminds us. Leadership is about defining the outcome, not controlling every step. If you’re ready to scale your agency and reclaim your time, join our new community for just $1. Every week, Troy goes live with actionable strategies to help you build a business that works—for you. Handy Links:  MavCon - https://mvrx.link/mavconSimon’s Web Design Process - https://sgd.com.au/our-web-design-process/Simon’s Paid Discovery Page - https://sgd.com.au/digital-strategy-workshop/E2M Solutions - https://www.e2msolutions.com/agency-mavericksWP Remote - https://wpremote.com Get a Personalised Game Plan to Grow Your AgencyTake this online assessment and get recommendations based on more than 10 years of experience helping 4K+ agencies. This stuff works. Reduce the overwhelm and know exactly what to do next. Gameplan.agencymavericks.com Follow us on the socials: YouTube | Facebook | FB Group | Instagram | Twitter | Linkedin

Ever felt like your team is underperforming despite your best efforts? Welcome back to The Agency Hour, where we help web design and digital agency owners create abundance for themselves, their teams, and their communities. In this episode, Troy Dean and Simon Kelly, CEO and Head of Growth at Seriously Good Design, dive deep into the challenges of team leadership. They explore why most agencies struggle to grow beyond the founder, how to motivate team members beyond financial incentives, and the power of vulnerability as a leadership strength. You'll discover practical frameworks for accountability, the importance of clear outcomes over micromanagement, and why you should stop being the solution to all your team's problems. What You'll Learn: Why One-Time Projects Keep You Stuck – The hidden danger of unpredictable revenue and how to escape it The Three Motivators of Human Behavior – Understanding what truly How to Create Accountability Without Micromanagement – Simple systems for tracking progress and results The Power of Vulnerability in Leadership – Why showing weakness actually demonstrates courage Why You Should Stop Solving Your Team's Problems – How to break the dependency cycle The Secret to Building a Self-Managing Team – Focus on outcomes, not processes How to Align Your Team Around a Compelling Vision – Techniques for creating buy-in and engagement This conversation goes beyond theory, offering actionable strategies to transform your leadership approach. Simon's candid admission about his own ego getting in the way ("Give other people a chance to be successful") provides a powerful moment of reflection for any leader. Handy Links:  MavCon - https://mvrx.link/mavconSimon’s Web Design Process - https://sgd.com.au/our-web-design-process/Simon’s Paid Discovery Page - https://sgd.com.au/digital-strategy-workshop/E2M Solutions - https://www.e2msolutions.com/agency-mavericksWP Remote - https://wpremote.com Get a Personalised Game Plan to Grow Your AgencyTake this online assessment and get recommendations based on more than 10 years of experience helping 4K+ agencies. This stuff works. Reduce the overwhelm and know exactly what to do next. Gameplan.agencymavericks.com Follow us on the socials: YouTube | Facebook | FB Group | Instagram | Twitter | Linkedin  

Is Your Agency Ready to Sell? Welcome back to The Agency Hour, where we help web design and digital agency owners create abundance for themselves, their teams, and their communities. Ever wondered if your agency has what it takes to be acquired? Whether you're burning out or simply ready for a new chapter, this episode reveals the truth about agency valuations and what makes your business attractive to buyers. In this episode of The Agency Hour, Troy Dean sits down with with Adam Silverman, founder of Mule Town Digital and experienced agency acquirer, we explore the reality of agency acquisitions. You don't need hundreds of clients to be sellable - Adam has acquired agencies with as few as 20-30 clients!You'll discover: Master the art of strategic agency acquisition - learn what makes an agency sellable in today's market Determine the true value of your agency - using practical formulas that buyers actually apply when evaluating businesses Organize your client documentation - maximize your agency's worth and ensure a smooth transition for both clients and staff Navigate the crossroads - between growing your agency or preparing it for sale with confidence and clarity Build recurring revenue streams - significantly increase your agency's market value Create a graceful exit strategy - protect your clients, honors your legacy, and maximizes your financial return Whether you're looking to grow your agency into a sellable asset or ready to exit now, this episode provides the roadmap you need. Adam shares his experience from both sides of the acquisition table, including how to maintain nearly 98% client retention during transitions. Ready to explore your options? Visit https://muletowndigital.com/sell-your-agency to start the conversation about your agency's future. Handy Links: Mule Town Digital - https://muletowndigital.com/sell-your-agency MavCon - https://mvrx.link/mavconE2M Solutions - https://www.e2msolutions.com/agency-mavericksWP Remote - https://wpremote.com Get a Personalised Game Plan to Grow Your AgencyTake this online assessment and get recommendations based on more than 10 years of experience helping 4K+ agencies. This stuff works. Reduce the overwhelm and know exactly what to do next. Gameplan.agencymavericks.com Follow us on the socials: YouTube | Facebook | FB Group | Instagram | Twitter | Linkedin

Ever wondered how AI could transform your digital agency? Imagine getting qualified leads directly from ChatGPT and Perplexity without extra effort. In this eye-opening episode, Simon Kelly reveals the game-changing ways his agency is leveraging AI to streamline operations and drive growth. Welcome back to The Agency Hour, where we help web design and digital agency owners create abundance for themselves, their teams, and their communities. This conversation goes beyond buzzwords to show you practical applications that are working right now. Simon shares his exact framework (CRIT: Context, Role, Interview, Task) for crafting effective prompts that deliver results. Learn how Simon's agency is: Using AI as a powerful lead generation channel (yes, ChatGPT is sending clients!) Cutting sales process time from 4 hours to just 1 hour with strategic AI implementation Creating client roadmaps and deliverables faster without sacrificing quality Balancing AI automation with human talent for optimal results Don't miss Simon's insights on why selling AI roadmaps to clients could be your agency's most profitable new service offering in 2024.    What You'll Learn   Leverage AI to transform your sales process - from a 4-hour workflow to a 1-hour powerhouse of efficiency and effectiveness     Create AI-optimized client roadmaps - balance automation with human expertise for consistently impressive deliverables     Discover ChatGPT and Perplexity - on how they are becoming unexpected lead generation channels for forward-thinking agencies     Implement the CRIT framework (Context, Role, Interview, Task) - to get superior results from your AI prompts     Build an AI + talent + templates system - prevents delivery debt while maintaining quality control across client work     Develop AI roadmaps - that helps clients implement strategic automation rather than random tactical fixes     Position your agency as an industry specialist - by combining AI-powered execution with specialized knowledge that clients can't replace     Handy Links: MavCon - https://mvrx.link/mavconSimon’s Web Design Process - https://sgd.com.au/our-web-design-process/Simon’s Paid Discovery Page - https://sgd.com.au/digital-strategy-workshop/E2M Solutions - https://www.e2msolutions.com/agency-mavericksWP Remote - https://wpremote.com Get a Personalised Game Plan to Grow Your AgencyTake this online assessment and get recommendations based on more than 10 years of experience helping 4K+ agencies. This stuff works. Reduce the overwhelm and know exactly what to do next. Gameplan.agencymavericks.com Follow us on the socials: YouTube | Facebook | FB Group | Instagram | Twitter | Linkedin

Stop treating your website like a brochure! Most businesses invest heavily in content creation but fail to evolve their website based on real customer conversations. Meanwhile, they're spending countless hours on social media and sales outreach without leveraging those insights to improve their most valuable digital asset. Welcome back to The Agency Hour, where we help web design and digital agency owners create abundance for themselves, their teams, and their communities. In this episode of The Agency Hour, Troy Dean sits down with Simon Kelly, CEO and Head of Growth at SGD, to explore how to transform your website from a static brochure into a powerful sales asset that gains value over time. You'll discover: Why your website is the only platform you truly control in a digital landscape How to incorporate sales conversation insights into your website content The importance of focusing on bottom-of-funnel content for maximum ROI Why consistency and "mastering the mundane" beats chasing marketing tricks Practical tips for creating one high-impact piece of content weekly The most successful agencies aren't looking for marketing shortcuts—they're systematically improving their websites based on real customer interactions, building a valuable asset that works for them 24/7. What You'll Learn Website as an Asset vs. Brochure - Most businesses treat their website like a static brochure instead of a dynamic sales tool that gains value over time through continuous improvement. Focus on Bottom-of-Funnel Content - Target the 5% of prospects ready to buy rather than the 95% who aren't ready; this provides the highest ROI for your content efforts. Accurate Business Representation - Your website must first accurately represent what your business does before any other improvements can be effective. Content Creation Strategy - Commit to creating one high-quality piece of content weekly that addresses common questions, shifts beliefs, and includes a call to action. Multiple Marketing Channels - Don't rely on a single platform; use at least two channels (LinkedIn and YouTube recommended for B2B) to protect against platform changes. Website as the Mothership - Use social platforms to attract attention but always direct traffic back to your website where you control the user experience and conversion process. Practical Action Item - Update your FAQs and process pages based on questions that arise in sales calls to preemptively address objections for future prospects. Handy Links: MavCon - https://mvrx.link/mavconSimon’s Web Design Process - https://sgd.com.au/our-web-design-process/Simon’s Paid Discovery Page - https://sgd.com.au/digital-strategy-workshop/E2M Solutions - https://www.e2msolutions.com/agency-mavericksWP Remote - https://wpremote.com Get a Personalised Game Plan to Grow Your AgencyTake this online assessment and get recommendations based on more than 10 years of experience helping 4K+ agencies. This stuff works. Reduce the overwhelm and know exactly what to do next. Gameplan.agencymavericks.com Follow us on the socials: YouTube | Facebook | FB Group | Instagram | Twitter | Linkedin

Simon Kelly, CEO and Head of Growth at Seriously Good Design, shares his expertise on leveraging content assets for revenue generation. He discusses the importance of transforming existing content into valuable assets, revealing that many businesses are sitting on untapped resources. Simon introduces the 'Sell Your Sawdust' strategy, showcasing how agencies can monetize everyday byproducts of their work. The conversation also includes insights on creating a content asset ecosystem and personalizing client interactions to drive sales.

Welcome back to The Agency Hour podcast, where we help web design and digital agency owners create abundance for themselves, their teams, and their communities. In this episode, Johnny Flash welcomes Kasper Sierlev, Chief Creative Officer at ZITE, all the way from Copenhagen, Denmark. They dive deep into the evolving relationship between in-house marketing teams and external agencies, unpacking surprising insights from Zite's in-house Marketing Barometer report that surveyed over 1,000 marketing professionals. Discover how the creative landscape is shifting, why collaboration is replacing the traditional agency model, and how to position your agency as an essential partner rather than just a vendor. Plus, learn why treating your own agency like a client could be the key to unlocking long-term growth with your clients. What You'll Learn: The Rise of In-House Creative Teams - Understand how 65-70% of companies now have some form of in-house agency and what this means for external agencies The Collaboration Advantage - Learn why sitting together with clients to develop ideas creates stronger buy-in than the traditional "big reveal" approach Quality Over Quantity - Discover why creating fewer but more impactful creative pieces is becoming essential in an AI-saturated content landscape Building Long-Term Client Relationships - Practical strategies for maintaining valuable client partnerships through measurement, recognition, and collaboration Marketing Your Own Agency - How to overcome the common challenge of neglecting your own marketing while serving clients The Future of Creativity - Why real-world experiences and genuine creativity will stand out in an AI-dominated future Handy Links: Kasper Linkedin - https://www.linkedin.com/in/kaspersierslev/?originalSubdomain=dkZITE website - https://zite.agencyThe AI Advantage - https://go.agencymavericks.com/event-ai-implementation (Virtual event)E2M Solutions - https://www.e2msolutions.com/agency-mavericksWP Remote - https://wpremote.com   Get a Personalised Game Plan to Grow Your AgencyTake this online assessment and get recommendations based on more than 10 years of experience helping 4K+ agencies. This stuff works. Reduce the overwhelm and know exactly what to do next. Gameplan.agencymavericks.com Follow us on the socials: YouTube | Facebook | FB Group | Instagram | Twitter | Linkedin

Welcome back to The Agency Hour, where we help digital agencies escape the project-based rollercoaster and build predictable, recurring revenue. In this episode, Max Jeffcote and Simon Kelly dive into the art of content leverage for agency growth. Learn how to transform your expertise into powerful content assets that build authority and drive conversions. Whether you're struggling with content creation or overwhelmed by platform changes, you'll discover a practical framework for creating, repurposing, and distributing content that actually moves the needle for your business. If you want to stop creating "landfill content" that nobody remembers and start building valuable assets that generate leads and sales, this episode is packed with actionable insights you can implement immediately.   What You'll Learn: Why "Rented" vs "Owned" Assets Matter - How platform changes can destroy your marketing overnight The Content Leverage Framework - Turn long-form content into multiple high-value pieces How to Stand Out Without Overproducing - Why "less is more" beats trendy editing styles The Platform-Specific Strategy - Tailor your content for maximum impact on each channel Converting Content Into Sales - Create assets that directly support your sales process The Polarization Principle - Why "wallpaper content" fails and how to create memorable impressions Building Your Email List - The most valuable owned asset you can develop   Handy Links: The AI Advantage - https://go.agencymavericks.com/event-ai-implementation (Virtual event)E2M Solutions - https://www.e2msolutions.com/agency-mavericksWP Remote - https://wpremote.com Get a Personalised Game Plan to Grow Your AgencyTake this online assessment and get recommendations based on more than 10 years of experience helping 4K+ agencies. This stuff works. Reduce the overwhelm and know exactly what to do next. Gameplan.agencymavericks.com Follow us on the socials: YouTube | Facebook | FB Group | Instagram | Twitter | Linkedin

Welcome back to The Agency Hour, where we help web design and digital agency owners create abundance for themselves, their teams, and their communities. In this episode, Troy Dean and Simon Kelly, CEO and Head of Growth at Seriously Good Design, dive deep into actionable strategies for agency growth. They unpack powerful concepts from the Mavericks Club training, reveal untapped revenue potential within existing client bases, and break down how focusing on the right indicators can lead to predictable, sustainable growth. Plus, they explore how to manage a team mindset to ensure a positive and rewarding work environment. If you're looking to understand the critical difference between leading and lagging indicators, and how to leverage them for your agency's success, this episode is essential listening.   What You’ll Discover in This Episode: Leading vs. Lagging Indicators Defined – Understand the difference and why it matters. Why Focusing on Lagging Indicators Can Be Detrimental – The trap of revenue focus and weight loss goals. The Power of Leading Indicators – Actions and activities that drive results. How to Identify Leading Indicators in Your Agency – Practical examples and strategies. The "No Leads" Embargo- Reframing how to view leads. Client Management – Setting expectations around leading vs. lagging indicators. Team Motivation – Keeping your team focused even when results are delayed. The Importance of Vision – Aligning your team around a purpose bigger than metrics. Rewarding the Right Behaviors – Incentivizing leading indicator completion. The Power of "Because"- Explaining the why behind the task. The Element of Surprise- How to reward the team. The Roger Federer Mindset – Staying present and focused on the process. Avoiding Comparison – Focusing on your own progress, not others' highlight reels. SGD's success story- How they achieved their best month ever.   Handy Links: The AI Advantage - https://go.agencymavericks.com/event-ai-implementation (Virtual event)E2M Solutions - https://www.e2msolutions.com/agency-mavericksWP Remote - https://wpremote.com Get a Personalised Game Plan to Grow Your AgencyTake this online assessment and get recommendations based on more than 10 years of experience helping 4K+ agencies. This stuff works. Reduce the overwhelm and know exactly what to do next. Gameplan.agencymavericks.com Follow us on the socials: YouTube | Facebook | FB Group | Instagram | Twitter | Linkedin