Agency Blueprint

Do you find hiring top creative design talent an overwhelming process, especially when relying on polished portfolios that don’t always reveal a candidate’s true abilities? In this episode of The Agency Blueprint, I’m joined by Fletcher Wimbush to discuss actionable strategies for making smarter, more confident hiring decisions. Fletcher is the CEO and founder of Discovered Performance Hiring Software and has dedicated a decade to tackling hiring's hardest problems. As an ethical AI proponent, he's focused on pioneering AI-powered initiatives for talent selection. Listen in to learn how to assess a candidate’s critical thinking and understand their creative processes during interviews. You will also learn about the hidden opportunity costs of making a bad hire and the power of always building and nurturing a talent bench. Key Questions: [01:43] How can an agency owner dig deeper to truly understand a candidate’s thinking, process, and individual contributions? [05:56] How important is it for a candidate to present their design work? [13:40] What are the hidden things we don’t often think about in the cost of hiring the wrong person and not being thoughtful in the hiring process? [15:55] How do you balance the need to hire quickly when you're behind on projects with the risk of rushing and making a poor hiring decision? What You’ll Discover:  [02:00] A step-by-step process to help you assess a candidate's actual work on portfolio pieces and identify if their skills match the job requirements. [06:49] How to be patient and help introverted creatives become great communicators and eventually tell their stories. [10:23] How to turn trial projects into collaborative experiences where candidates get to meet your team and experience your work culture. [14:06] Why the true cost of a bad hire isn't just in money spent, but in lost opportunities, project delays, and unhappy clients. [16:52] Why building a talent bench and always recruiting is the key to being ready when opportunity strikes. [19:50] Why your hiring process deserves more attention than sales and how investing in your team directly impacts long-term success. [21:39] Fletcher’s Fact Driven Hiring course—an eight-hour, 40-module system to help you master hiring and level up your agency's recruitment process. Get In Touch with Fletcher: WebsiteLinkedIn

Client onboarding is crucial for establishing strong relationships. The discussion explores how automation can streamline the process while preserving a personal touch. Smooth onboarding helps alleviate buyer’s remorse and reduce micromanagement. Strategies for creating a standardized process are highlighted, focusing on efficiency without sacrificing client care. Additionally, the podcast delves into personalizing automated communications to enhance client experiences, ensuring a seamless transition into partnership.

Do you often feel overwhelmed by constant client demands, unpredictable schedules, and the pressure to always be available? Establishing clear boundaries can help you regain control of your time and improve your client relationships. In this episode of The Agency Blueprint, we discuss how to regain freedom by setting professional boundaries in a respectful, structured way with clients. We explain the importance of clearly defining expectations around scope of work, communication tools, and response times to avoid burnout and maintain a healthy work-life balance. Don’t miss this episode to learn from a cautionary tale that highlights how personal involvement with clients can lead to burnout and strained relationships! Key Questions: [00:40] Are you setting clear boundaries with your clients and how did that improve client relationships? [04:57] What specific items should you include and exclude in your scope of work to avoid clients demanding additional, unplanned tasks? [13:52] Have you ever found yourself in a situation where a client became entitled to your time, and how did you handle it? [20:52] How do you currently set and enforce boundaries with your clients, and what steps can you take today to improve those processes? What You’ll Discover: [01:38] The negative impact of not setting clear boundaries and how clients will take advantage of your availability if boundaries aren't set. [03:38] How to define your scope of work and set clear deliverables in your proposal process to avoid overwork. [04:57] How to handle additional work requests and communicate additional costs effectively. [05:56] The importance of having a structured communication process and avoid the trap of always being available. [08:10] The importance of internal communication within your team to ensure consistency with clients and avoid confusion. [09:07] How to handle internal expectations of client response times and ensure clarity across all team members. [10:35] A success story of an agency that improved their client relationships by setting clear boundaries. [12:50] The lasting benefits of setting boundaries, including improved client retention, respect, and profitability. [13:52] An inside look at how a client demanded unreasonable time and how it led to the breakdown of the relationship. [16:53] How personal involvement with clients can cloud judgment, leading to negative consequences for both parties involved. [20:52] The importance of setting clear boundaries early in the relationship and consistently enforcing them. 

Why stick to a static budget when you could proactively predict your financial future with rolling projections? Continuously updating financial projections allows businesses to reflect actual performance and adjust to changing conditions. In this episode of The Agency Blueprint, I’m joined by Dan DeGolier to discuss valuable insights on financial forecasting, budgeting, and cash flow management for small and medium-sized businesses. Dan is the founder of Ascent CFO Solutions, has extensive experience as a CPA, and is now a fractional CFO. He is passionate about helping entrepreneurs understand their finances and cash flows so they can obtain the capital needed for growth. Don’t miss this episode to learn the importance of focusing not just on profitability but also on the timing of cash inflows and outflows. Key Questions: [01:03] What is the defining difference between a budget and a rolling forecast? [03:38] In what ways could frequent updates to your financial projections benefit your business’s decision-making process? [07:40] How can a business owner leverage rolling forecasts and projections to make more informed decisions during periods of rapid growth? [13:42] What are the common mistakes that CEOs and CFOs run into while they’re leveraging available financial information? What You’ll Discover:  [01:16] The difference between a budget and a rolling forecast and the importance of a rolling forecast for early-stage companies. [02:55] The connection between projections, cash flow, and the risk of running into financial issues even when a business is profitable. [03:50] How frequent updates to financial forecasts can help adjust for unexpected costs, like hiring, and avoid cash flow issues. [04:54] Key questions agency owners should ask when reviewing their financial forecast. [05:46] Why Excel is still a preferred tool for financial projections for smaller businesses. [07:54] The challenge of managing cash flow and profitability during rapid business growth periods, and how projections help make strategic decisions. [09:22] The importance of managing cash flow separate from profitability, and how rolling forecasts provide a clearer picture of both. [11:35] Cash basis vs. accrual accounting, and why accrual-based financial statements offer a more accurate view of a business’s financial performance. [13:54] The importance of having a backup plan to ensure financial stability during unexpected challenges. [17:14] The importance of financial management and forecasting as core foundational elements of business success. Get In Touch with Dan: WebsiteLinkedIn

Are you an agency owner struggling to decide where to focus your marketing efforts for reliable lead generation and scalable growth? In this episode of The Agency Blueprint, I discuss the power of being strategic and intentional in your marketing approach, focusing on where your ideal clients already spend their time. I share my personal journey from doing everything to focusing on one strategy and optimizing every funnel stage—resulting in consistent and meaningful lead generation. Don’t miss this episode to learn more on the importance of knowing how much time and money you can afford to invest in a strategy before seeing meaningful results! Key Questions: [00:34] Are you focusing your marketing efforts where your ideal clients are already spending their time, or are you spreading yourself too thin trying to be everywhere? [07:50] Do you understand your ideal client’s goals, fears, and challenges? [10:32] Do you clearly understand what a marketing channel selection looks like specifically for you? [17:09] Have you set clear limits on how much time and money you’re willing to invest in a new marketing strategy before you evaluate its success? What You’ll Discover: [00:34] How to strategically choose where to market your agency to generate the right number of leads without spreading yourself too thin. [01:45] Why most marketing strategies fail: lack of focus, unrealistic expectations, and inconsistency in execution. [02:37] How I shifted from the “do everything” approach to a strategy that made meaningful impact by placing attention in the right place.  [05:30] How incremental 1-2% improvements at every funnel stage can significantly increase your lead generation results over time. [06:18] How selecting the right marketing channels amplifies your message, while the wrong channels waste both time and money. [07:50] Why creating psychographic profiles of your ideal clients helps you get inside their heads, understand their pain points, and connect on a deeper level. [09:18] Techniques for writing emotionally resonant copy that builds authority and rapport rather than jumping straight to a sales pitch. [10:32] Understanding marketing channels, plus the importance of knowing what you can afford to spend on acquiring a client. [14:52] Understanding short-term, mid-term, and long-term lead generation methods and how to evaluate which one suits your business goals. [17:09] How to set upfront time and investment limits and establish minimum KPIs to decide whether to continue or cut off a campaign. [18:47] The importance of testing and tracking your marketing data to gather a statistically significant data set before making major decisions.

Are you struggling to qualify leads quickly and efficiently, wasting time on unqualified prospects? Instead of immediately pitching services, the initial sales conversations should focus on evaluating the fit to save time and increase your chances of closing deals with the right clients. In this episode of The Agency Blueprint, we discuss strategies to qualify leads quickly and efficiently. We explain why asking the right questions, understanding a potential client’s needs, and knowing when to walk away from unqualified prospects can streamline your sales process and focus on the right opportunities. Don’t miss this episode to learn the value of preparing a script to guide the conversation while allowing flexibility for a more natural discussion. Key Questions: [00:33] How do you currently qualify leads in your agency, and how much time do you spend on unqualified prospects? [01:23] Are you more focused on pitching your services or evaluating whether the client is a good fit for your agency? [02:29] How quickly do you decide to walk away when you know a potential client is not a good fit? [05:40] How do you maintain a calm, neutral tone without over-selling or pushing for the sale? What You’ll Discover: [01:23] Why it’s important to stop pitching immediately and start with evaluating whether the client is a good fit. [03:23] Save your time and energy by understanding why some clients only need a quick piece of advice, not a full engagement. [05:40] Avoid being too pushy and maintain a calm, helpful attitude throughout sales calls. [07:20] How to quickly determine if a client is a good fit and set the right expectations by scheduling shorter initial meetings. [08:59] The benefits of having a script to guide your sales conversations while allowing room for genuine dialogue. [12:00] Red flags to watch out for during conversations, such as cost-driven inquiries and negative comments about past agencies.

Are you ready to transform how your agency handles client feedback and elevates project delivery? To master agency workflows and create exceptional client experiences, you must streamline communication, reduce revisions, and deliver results. In this episode of The Agency Blueprint, I’m joined by Masud Hossain to discuss the art and science of managing client feedback while optimizing agency processes for efficiency and growth. Masud is the CEO of Queue, a platform designed to streamline agency operations. He’s a first-generation immigrant from Bangladesh and his entrepreneurial journey began with coding at age 12 to launching and selling his first startup A Sense of Life for $10 million during his residency. Don’t miss this episode to learn how to detach personal ego from design work and the importance of raising prices to avoid overwhelm! Key Questions: [03:52] What does data suggest about both client satisfaction when it correlates to feedback and feedback levels? [10:43] Do you have any data around conflicting feedback from multiple stakeholders within a project? [12:45] What other insights do you have on what guidance to give the client when asking for feedback? [17:27] How many rounds of revision work do you see happening with different types of design work? What You’ll Discover:  [02:07] How Queue uses data from over 2 million comments to uncover insights into client feedback and agency challenges. [04:11] How high-performing teams ensure smoother feedback processes with project manager oversight. [07:07] Why setting shorter deadlines—3 to 7 days—is critical for getting timely client feedback and avoiding project delays. [09:44] How to avoid derailing projects by engaging all client stakeholders during project reviews. [11:18] Strategies for managing conflicting feedback by consolidating all input in one centralized platform like Figma. [12:52] The importance of onboarding calls for aligning brand voice, vision, and design systems to reduce miscommunication. [14:50] How designers can balance professionalism and creativity when receiving client feedback. [17:52] How different types of design work, from videos to web design, vary in the number of revisions typically required. [19:22] The dangers of overloading agencies with too many clients and the benefits of raising prices instead. [21:25] Strategies for transitioning freelancers into full-time employees to ensure reliable and consistent workflow delivery. Connect with Masud: Website

Could it be that you’re not maximizing your agency’s true value? While many agencies focus solely on tangible outcomes, you can tap into your most valuable offerings by separating and monetizing strategy. In this episode of The Agency Blueprint, I discuss how to identify strategy as a high-value service and the role of strategy-only models in driving agency success. I explain why implementing structured strategy phases not only aligns client goals with execution but also ensures continuous improvement. Don’t miss this episode to learn about the different strategy delivery models and how to set clear client communication when using strategy! Key Questions: [01:43] Are you willing to pay for a service but hesitant to charge for it yourself? [03:49] Do you treat strategy as a separate deliverable or bundle it within projects? [06:27] How can you position your agency as a strategic partner rather than just a service provider? [15:05] Are you aligning your pricing with the transformative value your strategies provide clients? What You’ll Discover: [02:30 The importance of recognizing strategy as a high-value service and ensuring it is compensated appropriately. [04:00] The value of positioning your agency as a strategic partner rather than a deliverable-focused service provider. [06:27] How to structure your strategy deliverables with defined processes, data inputs, and client communication. [08:59] Different strategy delivery models—oversight, building blocks, and integrated execution. [12:39] How to structure retainer-based strategy engagements using credits and modular deliverables. [14:12] The importance of clear client communication and setting expectations for strategy-only engagements. [15:05] A motivational reminder to value your expertise and charge based on the impact of solving client problems.

Are you making the right financial decisions to scale your business effectively? Financial decision-making for business owners can be complex but differentiating expenses from investments and focusing on risk assessment and ROI can make a difference. In this episode of The Agency Blueprint, I’m joined by Calvin Wilder to discuss the dos and don’ts of agency investments. Cal is the founder and CEO of SmartBooks, where their team empowers business owners to run financially healthy businesses through a mix of bookkeeping and accounting, financial reporting, and CFO advisory services. He started his career journey as an investment analyst, then worked as a CFO, and still does occasional CFO work for his clients. Don’t miss this episode to learn the importance of a portfolio-based approach and how investment diversification can safeguard an agency’s financial health! Key Questions: [01:22] What are some practical guidelines for agency owners to determine whether a business expense meets current needs or paves the way for growth? [05:40] What’s your advice to someone considering risking everything on a single investment opportunity? [10:21] What are some examples of high costs or potentially high-risk investments you made with your agency and did they pay off in the end? [15:00] What framework would you use to determine whether to invest or not? [17:22] Are there percentages you consider when thinking about making investments on whether they should take place or not? What You’ll Discover:   [01:36] How to distinguish between standard operating expenses and growth-driven investments for agency owners. [03:35] The importance of evaluating ROI and risk when considering investments and how optimism can sometimes cloud judgment. [05:50] How personal circumstances and life stages influence financial decisions and risk tolerance. [08:13] The portfolio approach to business investments: balancing risks across multiple opportunities. [10:40] Examples of high-cost investments, like project management systems, that deliver long-term productivity gains. [15:10] Criteria for determining whether an investment opportunity is relevant today or better suited for the future. [17:39] Understanding metrics to consider as an agency owner when looking into new investment opportunities. Connect with Calvin: WebsiteLinkedIn

How can balanced scorecards and KPIs transform your business success? Well-designed performance metrics bring transparency, align teams, and streamline decision-making processes. In this episode of The Agency Blueprint, we discuss the transformative potential of balanced scorecards and well-structured key performance indicators (KPIs) for businesses. We also explain how to break down long-term objectives into actionable department-specific goals. Listen in to learn how full transparency with your team helps build trust and drive the business vision forward. You will also learn the importance of clarity, timeliness, and focus in KPI tracking to avoid vanity metrics. Key Questions: [01:40] What level of data transparency do you maintain with your team? [06:44] Are your KPIs aligned with your business’s true pain points and opportunities for growth? [11:04] How can you effectively translate your 3-5-year objectives into clear annual and departmental goals? [21:21] Are you tracking meaningful KPIs or focusing on vanity metrics that don’t contribute to real growth? What You’ll Discover: [02:09] How full transparency with your team helps build trust and drive the business vision forward. [03:56] How to distinguish between valuable and motivated team members and those who may harm team morale. [06:20] The importance of identifying core inputs and aligning them with your business goals to avoid chasing irrelevant metrics. [11:15] How to break down long-term business objectives into specific, actionable goals for each year. [14:25] How to establish clear departmental and individual metrics to ensure accountability and progress tracking. [16:09] The motivational impact of using leaderboards to foster healthy competition and engagement within teams. [17:47] Common pitfalls in KPI tracking and why focusing on meaningful data is crucial for business growth and effective decision-making.