Agency Bytes Podcast
Agency Bytes is a video podcast series that packs a ton of important agency information on one topic, from one expert into a 25-minute brief.
Why 25 minutes?
Because who has the attention span for much more these days, and you can squeeze in a listen between meetings with time for a bathroom break or coffee refill before your next meeting.
Easily find the episode you’re looking for with the Podcast Search feature - type in a guest name, topic, or episode number and voila!
Listen & subscribe on the platform of your choice
Subscribe for email delivery each week
Ep 164 – David J. Ebner, Content Workshop – Why AI Is Creating a Sea of Sameness in Content
David J. Ebner traces his storytelling career back to childhood dinners in a small Ohio town, stretching the truth just to get an emotional reaction out of his mom. Now, as president of Content Workshop, he helps B2B tech brands find the human story buried inside their most technical products. In this conversation, we get into why AI is flooding the market with sameness, why some clients leave for AI tools and come right back, and why the agencies winning right now are the ones willing to zag.
Ep 158 – How Matt Dean Built a Commercial Real Estate Branding Agency by Going All In on One Niche
Matt Dean set a goal at 19 to own an agency by 30. Five years after launching Dean & Co. with his wife Jackie, he's built one of the most in-demand branding studios in commercial real estate, working across seventeen states, by refusing to be a generalist and refusing to be called a vendor.
Ep 152 – Michael Perry, Tavern – Why Relationships — Not Design — Actually Grow Your Agency
Mike Perry, founder and Chief Creative Officer of Tavern, joins Agency Bytes to unpack "modern heritage" — building timeless brands by mining the past instead of chasing trends. Steve and Mike dig into real niching, staying hands-on as a founder, launching your own product brand, and why this is fundamentally a relationship business above all else.
Ep 148 – Cameron Herold, COO Alliance – Work On the Business: The COO Mindset Agencies Need Now
In episode 148, I sit down with Cameron Herold, founder of COO Alliance and one of the most recognized voices in operational leadership, to talk about the mindset shift agency owners desperately need right now: stepping into the role of CEO and building a true COO mindset inside their business.
Cameron has helped scale companies like 1-800-GOT-JUNK and advised hundreds of growth-stage businesses, and in this conversation, we unpack what it really means to work on the business instead of being trapped inside it. We talk about the operator’s lens, how founders accidentally become bottlenecks, and why operational maturity is often the difference between a lifestyle business and a scalable asset.
If you’re an agency owner who feels stretched thin, stuck in delivery, or unsure how to elevate your leadership team, this one is a masterclass in stepping up and leveling up.
Key Bytes
• The CEO’s job is vision. The COO’s job is execution. Most agency owners are trying to do both — and burning out.
• Operational discipline isn’t about bureaucracy — it’s about freeing the founder from the day-to-day.
• If you’re still the glue holding everything together, you don’t have a scalable business — you have a dependency.
• Working on the business requires intentional systems, delegation maturity, and the courage to step back.
• Strong operators build companies that can grow, sell, or run without the founder in the weeds.
Chapters
00:00 Welcome & Cameron’s Scaling Background
04:12 The Difference Between a Founder and a CEO
09:48 Why Most Agencies Don’t Truly Work “On” the Business
16:35 The COO Mindset Explained
23:10 Founders as Bottlenecks
31:42 Building Operational Discipline Without Red Tape
40:18 Hiring & Developing Strong Operators
49:03 Scaling vs. Lifestyle Businesses
57:25 Final Advice for Agency Owners
Cameron Herold is the mastermind behind the exponential growth of hundreds of companies globally. Founder of the COO Alliance, and Invest In Your Leaders training. Cameron is known as the "CEO Whisperer", and is also the former COO of 1-800-GOT-JUNK?, where he engineered the company's spectacular growth from $2 million to $106 million in revenue in just six years.
The publisher of Forbes magazine, Rich Karlgaard, stated "Cameron Herold is the best speaker I've ever heard...he hits grand slams”. Cameron is
the host of the Second In Command podcast, author of 6 bestselling books, including The Second In Command, Vivid Vision, Meetings Suck, Free PR, Double Double, and The Miracle Morning for Entrepreneurs.
Cameron is a top-rated international speaker and has been paid to speak in 26 countries and on all 7 continents, including Antarctica in early 2022.
www.cooalliance.com
www.cameronherold.com
https://www.instagram.com/cameron_herold_cooalliance
https://www.facebook.com/COOAlliance/
https://www.linkedin.com/in/cameronherold
https://www.linkedin.com/company/coo-alliance/
https://twitter.com/cooalliance
https://www.youtube.com/@CameronHerold?sub_confirmation=1
https://cooalliance.com/vivid-vision/
Ep 147 – Amy Hood, Hoodzpah Design – Make the Work You Want: The Proactive Path to Better Clients
In episode 147, I sit down with Amy Hood, designer and co-founder of Hoodzpah Design, the Southern California brand identity studio behind work for Disney, Nike, Netflix, Target, and the Lakers. Amy and her twin sister Jen built Hoodzpah out of necessity after realizing they were “unhireable on paper,” and turned it into a nimble, right-sized studio that’s intentionally stayed small to protect speed, momentum, and creative quality.
We talk about why “make the work you want to get” is still the most reliable path to better clients, how relationships compound when you lead with curiosity (not strategy), and why creatives have to treat marketing as part of the job if they want opportunities to find them.
Amy also shares the story behind Hoodspa’s Adobe MAX banner plane stunt (“No more broke creatives”), what they learned from taking a big marketing swing, and how they’re shifting from service work into products like their updated book Freelance, and Business, and Stuff and the Fort font subscription app.
Key Bytes
• Making the work you want to get is still the fastest way to change the caliber of clients you attract.
• Staying small on purpose can be a growth strategy — speed and momentum beat bureaucracy.
• If you don’t share your work, people can’t refer you because there’s no proof you exist.
• Spectacle marketing works when it’s aligned, intentional, and captures attention in a sea of noise.
• Diversifying income through products creates longevity — especially when your body can’t grind forever.
Chapters
00:00 Welcome + who Amy Hood is
01:05 Hoodzpah’s origin: “unhireable on paper” to studio owners
02:59 Twin partnership: dividing roles and avoiding scorekeeping
08:41 Staying small on purpose (and why bigger can be slower)
11:18 Landing better clients by making the work you want
18:03 Dream clients + putting your hat in the ring
21:00 Adobe MAX banner plane: “No more broke creatives”
28:40 From service to product: book, fonts, and Fort app
31:48 Font licensing fear and why clients are gun-shy
38:44 Rapid fire: resets, creative myths, and boundaries
Amy Hood is a designer and co-founder of Hoodzpah, Inc, a brand identity studio in Southern California that has worked with companies like Disney, 20th Century, Nike, The Lakers, Target, and Netflix. Amy's logo and identity work centers around custom lettering solutions. She is the font designer behind Palm Canyon Drive, Beale, and Beverly Drive. When she's not stress-watching Laker games, Amy can be found at the beach plein-air doodling and practicing her Smashball back hand. She co-authored the book “Freelance, and Business, and Stuff: A Guide for Creatives” (and it's related online course) with her sister Jennifer based on the Professional Practices class they taught at Laguna College of Art & Design.
instagram.com/hoodzpahdesign
youtube.com/hoodzpah
Ep 135 – Drew McLellan, AMI – The Owner’s Actual Job: Vision, Profit, and a Pipeline That Isn’t You
In episode 135, I sit down with Drew McLellan, CEO of Agency Management Institute and host of the Build a Better Agency podcast. Drew’s been in the business for over 30 years and has coached thousands of agencies on how to grow profitably, attract better clients, and actually enjoy the perks of ownership.
In this conversation, we unpack what the real job of an agency owner is — and how easy it is to get lost in the weeds doing everyone else’s. Drew shares how founders can move from day-to-day chaos to the higher-level work of vision, leadership, and building a pipeline that doesn’t depend on them. We also talk about the mental shift from “founder hustle” to “CEO clarity,” and what it really means to build an agency that serves your life, not the other way around.
Key Bytes
• The three things only the owner can and should do
• Why your agency’s profit tells the truth about your leadership
• Building a self-sustaining pipeline that runs without you
• How to structure your week around the owner’s actual job
• The difference between running an agency and owning a business
• What makes an agency truly “sellable”
• Common traps that keep founders stuck in the weeds
• How to get your time back without losing control
Chapters
00:00 Welcome and Drew’s background
04:12 The evolution from founder to true agency owner
09:45 What the “owner’s actual job” really is
14:58 Why agency profit is a mirror of leadership
20:17 Building systems and pipelines that aren’t you
26:04 The importance of clarity and delegation
31:42 Common mistakes that limit scalability
38:27 How to build an agency that can thrive without you
44:10 Preparing for eventual sale or succession
49:22 Drew’s advice for new and seasoned agency owners
Drew McLellan has worked in advertising for 30+ years and started his own agency, McLellan Marketing Group in 1995 after a five-year stint at Y&R and still actively runs the agency.
He spends the lion’s share of his time running Agency Management Institute (AMI), which he also co-owns/runs with his wife Danyel.
AMI serves thousands of agencies small to mid-sized agencies (advertising, digital, marketing, media and PR) every year, so they can increase their AGI, attract better clients and employees, mitigate the risks of being self-employed in a such volatile business and best of all — let the agency owner actually enjoy the perks of agency ownership.
AMI is the only agency network that is run by an active agency owner. It offers:
Public workshops for agency owners, leaders and account service staff
Owner peer networks (like a Vistage group or 4A’s forums)
Private coaching/consulting for agency owners
Annual primary research with CMOs and client decision makers about their work with agencies
The highly praised podcast Build A Better Agency
The only conference built for small to mid-sized agencies – the Build A Better Agency Summit
Drew often appears in publications like Entrepreneur Magazine, New York Times, Washington Post, Forbes, AdAge, CNN, BusinessWeek, and many others. The Wall Street Journal calls him “one of 10 bloggers every entrepreneur should read.”
He’s also written several books, the most recent being Sell with Authority (January 2020). The latest book has garnered rave reviews and has been the guidebook for agency growth and business development in today’s world.
Drew also speaks at leading agency and marketing conferences like Inbound, Content Marketing World and MAICON and is often cited in agency centric content for his expertise in the industry.
When he’s not hanging out with clients or agency owners and their staff, Drew spends time with his wife, their blended family and following his beloved Dodgers.
http://agencymanagementinstitute.com
THIS EPISODE IS SPONSORED BY IGNITION. START YOUR FREE 14 DAY TRIAL ignitionapp.info/agencybytes-trial Use Code OUTSIGHT25 to save 50% off!
Ep 134 – Jen Moss, JAR - Podcasting That Connects: Story First, Metrics That Matter
In episode 134, I sit down with Jen Moss, Chief Creative Officer and co-founder of JAR, where she helps brands and agencies craft podcasts that move people—not just metrics.
Jen calls herself a podcasting doula, guiding clients through the messy middle of creative storytelling. In this conversation, we dive into how to create audio that actually connects, what makes a podcast worth listening to, and why “Job, Audience, Result” is the framework every agency should adopt before hitting record.
Jen and I explore why most branded podcasts fizzle, how to define success beyond downloads, and the difference between authenticity and algorithm-chasing. If you’ve ever thought about starting a podcast for your agency—or making your current one work harder—this episode’s for you.
Key Bytes
• The JAR method: Job, Audience, Result—a simple framework for podcast strategy.
• Why authenticity and storytelling beat reach every time.
• How agencies can use podcasts as pillar content that drives real relationships.
• Common landmines when launching an agency podcast.
• Why generosity and curiosity build audience trust.
• The most meaningful metrics: engagement, consumption rate, and return listeners.
• When to use internal vs. external hosts—and why it depends.
• The role of creative courage in a crowded podcast space.
• Why “connection” should always be your North Star.
Chapters
00:00 Intro – Meet Jen Moss, podcasting doula and CCO of JAR
02:00 From theater to radio: Jen’s storytelling roots
06:00 The JAR framework explained: Job, Audience, Result
09:30 The real “why” behind launching a podcast
12:30 How agencies can use podcasts as strategic marketing tools
16:30 Internal vs. external hosts: what actually works
19:45 Common landmines and why most podcasts fizzle
22:00 Authenticity, generosity, and giving value away
24:30 Is podcasting too saturated? Finding signal in the noise
27:45 Connection over clicks—how to stand out
31:00 The metrics that matter: consumption, return, and reach trends
33:50 Rapid Fire with Jen Moss: storytelling, creative courage, and dream guests
In her role as Chief Creative Officer of JAR, Co-Founder Jen Moss loves bringing stories to life. With her clients, Jen acts as a “podcasting Doula,” helping them harness their strengths in service of great storytelling. Deeply steeped in the creative process, Jen is unafraid of its ambiguities, and enjoys guiding others through its twists and turns. Drawing on her strong background in theatre, arts journalism, audio documentary, and new media storytelling, Jen helps clients tell the authentic stories that matter to them, and to their audience. She spent many years working as a producer and award-winning content creator for CBC Radio, and as an interactive story producer for The National Film Board of Canada’s Digital Studio, which taught her to think of stories as living things, full of potential for impact. It also taught her to take an “audience first” approach. Jen is never afraid of surfacing big ideas, but understands that sometimes, it’s the little things – the specific lens that “only you” can bring – that will gain the most traction with an audience. Jen loves to look for “fresh tracks” in the form of stories that haven’t been told before. She encourages her clients and her team at JAR to try out new ideas, learn from what the audience data reveals, and let that inform future creative strategy. Finally, Jen keeps her own professional learning curve alive as she lectures part-time at the University of British Columbia’s School of Creative Writing, interacting with the next generation of writers, podcasters, new media producers, and audiences.
https://www.linkedin.com/in/jennifer-moss-8a356930/
THIS EPISODE IS SPONSORED BY IGNITION. START YOUR FREE 14 DAY TRIAL ignitionapp.info/agencybytes-trial Use Code OUTSIGHT25 to save 50% off!
Ep 128 – Logan Lyles, DemandShift – Build a Thought-Leadership Engine that Sells
In episode 128, I sit down with Logan Lyles, founder of DemandShift and longtime B2B sales and marketing pro. Logan’s career has spanned brand side, agency side, and now his own consultancy—giving him a unique perspective on what it really takes to grow pipeline.
We unpack his journey from scaling Sweet Fish Media to Inc. 5000 status, building the Agency Life series at Teamwork, and leading growth at Business Builders. Most importantly, Logan shares how he turned disappointing webinar results into a repeatable framework that consistently converts registrations into booked sales calls.
If you’ve ever run a webinar that felt like a win… until the dreaded “conversion cliff,” this episode gives you the practical, step-by-step fixes to turn those views into revenue.
Key Bytes
• Logan explains how most agencies fall into the “conversion cliff” trap—lots of registrants, little pipeline—and the two-part fix that changed everything.
• He shares the importance of packaging your expertise into a clear framework that creates a natural next step.
• We break down his two-step registration process that boosted webinar conversions by 5–10x.
• We compare free vs. paid events, what impacts show-up rates, and which strategy works best for agencies.
• We talk about how webinars double as content engines for thought leadership and trust building.
• Logan shares why solopreneurs and 20-person agencies alike can adapt this strategy with the right tech stack.
• He opens up about lessons learned in sales—why not every “yes” is worth chasing.
Chapters
00:02 Intro to Logan Lyles and Demand Shift
01:14 Logan’s meandering career path from journalism to sales to agency life
03:09 Lessons from scaling Sweet Fish Media and leading growth at Business Builders
06:44 Why referrals aren’t enough for agencies anymore
07:28 The “conversion cliff” of webinars and how Logan fixed it
09:48 The two-step registration process that boosted conversions 5–10x
12:59 Free vs. paid webinars: show rates, signups, and strategy
15:57 Webinars as thought-leadership engines and content machines
19:11 Blending demand gen with brand building for faster sales cycles
23:02 Rethinking webinars: live podcasts, polls, and engagement tactics
27:08 Sales lessons: why not every yes is worth chasing
27:50 Wrap-up and where to find Logan (demandshift.co)
Logan Lyles has spent 17 years in B2B sales & marketing, drawing on his journalism background & working both agency- and brand-side in various roles. He has helped multiple agencies scale, including helping lead Sweet Fish Media onto the Inc 5,000 List 2 years in a row & increasing Business Builders monthly email list growth by 580% in 2024.
Logan is the founder of DemandShift, a webinar-as-a-service agency, the co-host of the weekly podcast: The Marketing Max Show & a LinkedIn Top Voice.
http://linkedin.com/in/loganlyles
Ep 127 – Kelly Schuknecht, Two Mile High Marketing – The Agency Owner’s Visibility Plan: Podcasts, Stages, LinkedIn
In episode 127, I talk with Kelly Schuknecht, founder of Two Mile High Marketing and host of the Beyond the Best Seller podcast. Kelly shares her journey from being laid off to launching her agency, how she quickly built a team, and why she’s focused on helping agency owners and CEOs grow through thought leadership platforms. We dig into what I call The Agency Owner’s Visibility Plan—a repeatable system of podcasts, stages, and LinkedIn that helps agencies build authority, stay top-of-mind, and consistently attract clients.
Key Bytes
• The Agency Owner’s Visibility Plan comes down to visibility, credibility, and consistency.
• Trusting yourself to leap without a safety net accelerates growth.
• Niching disqualifies the wrong buyers while pulling in the right ones.
• Visibility means showing up where your audience already is.
• Credibility is built in a snap judgment—package your proof.
• Consistency matters more than volume—set a realistic cadence.
• Every podcast interview can fuel a month’s worth of content.
• Delegating early unlocks owner time for actual growth work.
• In-person events still beat virtual for relationship building.
Chapters
00:00 Introducing Kelly and the story behind “Two Mile High”
03:30 From acquisition layoff to launching an agency
06:45 Why she pivoted away from “fractional CMO”
09:55 The challenge and power of niching down
13:50 Hiring early and delegating with trust
16:20 The Visibility–Credibility–Consistency framework
19:55 A realistic cadence for LinkedIn, podcasts, and speaking
24:10 In-person vs. virtual events and AI’s limitations
26:45 Rapid Fire: superpowers, lessons learned, and marketing myths
Kelly Schuknecht is the founder of Two Mile High Marketing, where she partners with agency owners and business leaders to build powerful thought leadership platforms. With over 15 years of marketing experience and a track record of elevating brands from behind the scenes, Kelly now helps experts step into the spotlight through strategic content, visibility tactics, and authentic personal branding. She’s the host of Beyond the Bestseller, a podcast featuring women who use their stories to lead.
Ep 119 – Jessica Malnik – Building Your B2B Content Moat
In episode 119, I sit down with Jessica Malnik, a B2B messaging strategist who’s helped over 75 founders and lean marketing teams craft content that actually gets read—and drives results. We talk about the risks of over-commoditized content in the age of AI and why a flood of “cheap” output isn’t a strategy. Jessica walks me through her signature framework, the Marketing MOAT, which focuses on Messaging, Distribution, and Content Efficiency.
She also shares practical, low-lift ways agencies can build content machines, maximize existing assets, and stay consistent without burning out. We even talk about content imposter syndrome, the curse of knowledge, and why you don’t have to be totally unique—you just need to show up as yourself.
If you’ve ever struggled with creating content that converts (and keeps converting), this episode is packed with clarity, systems, and smart takes that’ll help you raise your signal-to-noise ratio.
Key Bytes
• Messaging without a unique perspective leads to content that gets ignored
• AI-only content creation can dilute your brand and commoditize your services
• Her “Marketing MOAT” framework focuses on messaging, distribution, and content efficiency
• Distribution must be built into strategy from the beginning, not as an afterthought
• Agencies should reuse and repurpose evergreen content instead of always creating new
• Consistency (3x/week on LinkedIn) matters more than frequency spikes
• Authenticity in content doesn’t mean oversharing—it means resonance
• Set goals based on team size, budget, and business stage, then reverse engineer your strategy
Chapters
00:01 Welcome and intro to Jessica Malnik
01:46 Common agency messaging mistakes
03:26 Why AI-only content is risky for agencies
05:14 Jessica’s Marketing MOAT framework explained
07:21 How to develop “spiky” messaging and content positioning
10:34 Distribution strategy: where your audience actually is
14:04 Own your content—don’t rely only on social algorithms
15:09 Content efficiency and repurposing systems
19:00 Best practices for publishing frequency
21:16 Balancing personal and professional content
22:28 Reverse engineering content strategy based on goals
23:41 Rapid Fire Q&A with Jessica
Jessica Malnik has helped over 75 B2B founders and lean marketing teams fix their positioning and craft messaging people actually read and respond to.
I’ve spoken at half a dozen in-person conferences in the U.S., Australia, and Thailand, as well as dozens of virtual webinars, workshops, and podcast guest appearances.
I’ve also been featured in WSJ, The Next Web, MicroConf, Wynter, SXSW, and MSN UK, among many others.
Contact Jessica:
Ep 118 – Jamie Brindle – From Freelancer to Entrelancer: Building a Business That Scales
Ep 118 – Jamie Brindle – From Freelancer to Entrelancer: Building a Business That Scales
In episode 118, I’m joined by Jamie Brindle—a freelancer, strategist, and creator who’s built a half-million-strong audience around helping creative solopreneurs build sustainable, scalable freelance businesses. In this conversation, Jamie breaks down what it means to be an “Entrelancer”—a hybrid of entrepreneur and freelancer—and why the traditional view of freelancing is overdue for a reboot.
We talk about why having an audience builds instant trust, how freelancers can evolve into business owners without employees, and the myths around websites and portfolios that keep too many creatives stuck in planning mode instead of taking action. Jamie also shares a powerful framework for moving strangers into long-term client relationships—and why every freelancer should be thinking like a strategist, not just a task-taker.
Whether you’re freelancing, running an agency, or somewhere in between, this one’s packed with fresh thinking.
Key Bytes
• Jamie shares the origin of the term “Entrelancer”—and how it reflects a more modern, business-minded freelancer.
• He explains how their TikTok content (originally not for clients) unexpectedly opened doors to Fortune 100 opportunities.
• We dig into the importance of digital products, productized services, and building systems to support time freedom.
• Jamie outlines the four stages of the customer journey: Stranger → Lead → Client → Client for Life.
• He gives a masterclass in how to manufacture delight, over-deliver, and secure repeat work.
• We challenge the sacred cows of freelancer websites and portfolios—and why Jamie believes they’re massive time-wasters.
• Sales anxiety? Jamie offers a grounded, simple mindset shift that removes pressure and focuses on being helpful.
• He explains how positioning yourself as a solution—not a task-taker—is the unlock to charging more and building authority.
Chapters
00:00 Welcome and Intro to Jamie Brindle
01:00 The accidental power of TikTok and building trust
04:30 Redefining success as a freelancer
07:00 “Entrelancer” vs. freelancer: What’s the difference?
11:40 Scaling without employees: Productized and digital offers
13:00 Pivoting from video work to social media consulting
15:25 Lessons from shifting services and getting back in the field
19:30 Jamie’s four stages of the customer journey
24:00 Reframing sales: It’s just solving a problem
28:00 Positioning yourself as a strategic partner
34:00 Why portfolios and websites are the biggest time wasters
37:00 Final thoughts and closing
Jamie Brindle is a freelancer who gives advice to over half a million other creatives on social media about building a scalable and sustainable freelance business.
Contact Jamie:
@thejamiebrindle on all socials
Ep 108 – Yael Morris, Decode Insights – Why Your Customers Buy, or Don’t
In episode 108 of Agency Bytes, I sit down with Yael Morris from Decode Insights to dive deep into the psychology behind why customers really buy — and why they don’t. Yael shares her fascinating journey from selling granola bars to becoming a go-to expert for decoding customer motivations through intimate, one-on-one conversations. We explore why traditional focus groups often miss the mark, how true empathy fuels marketing success, and why no AI tool can replace the magic of a real human conversation. If you’ve ever relied on gut feelings to shape your messaging, this one’s a must-listen. Plus, stick around for some rapid-fire questions where Yael shares personal insights, favorite tools, and advice she’d give her younger self.
Key Bytes
• Understanding buyer psychology is crucial for effective marketing.
• Customer insights can drive product development and marketing strategies.
• Empathy in marketing leads to better customer connections.
• Human conversations yield deeper insights than surveys or forms.
• AI cannot replace the emotional context of human interactions.
• One-on-one interviews provide richer data than focus groups.
• Customer-driven messaging is essential for successful marketing.
• Patience is key when introducing unconventional ideas.
• Building rapport in interviews encourages openness from customers.
• Insights from customer conversations can significantly impact business growth.
Chapters
00:00 Understanding Buyer Psychology
02:52 The Journey to Customer Insights
05:59 The Importance of Human Conversations
09:10 The Role of Empathy in Marketing
11:47 Universal Application of Customer Insights
15:05 The Impact of AI on Customer Understanding
18:03 The Value of One-on-One Interviews
21:02 Leveraging Insights for Business Growth
24:05 Focus Groups vs. One-on-One Interviews
26:52 Rapid Fire Questions and Closing Thoughts
Yael Morris from Decode Insights goes deep into buyer psychology to decode the real reasons behind why your customers buy, or don't buy from you. Through 1:1 customer interviews, she uncovers her clients customers' real-lived moments of struggle and desired outcomes that led them to purchase, giving a new human-level understanding of exactly what really matters to customers.
Contact Yael:
Ep 107 – Blair Enns, Win Without Pitching – The Fourth Conversation
In episode 107 of Agency Bytes, I sit down with Blair Enns, founder of Win Without Pitching and author of The Win Without Pitching Manifesto and The Four Conversations. If you’ve heard Blair on other shows—or are one of the many who’ve followed his work for years—you might think you’ve heard it all. Not this time. In this conversation, we go beyond the usual talking points and uncover insights he’s never shared before.
Blair opens up about the real mindset shifts creative professionals need to make if they want to stop selling like vendors and start showing up as experts. We break down the Four Conversations model, what most agency owners still get wrong about pricing, and how to rewrite the dynamics of the sales process to work in your favor.
We also explore why repetition beats inspiration, how to protect your power in client engagements, and what Blair believes is the single biggest opportunity for agencies right now—even in a time of AI disruption and economic uncertainty. If you want to charge more, pitch less, and finally own your value—this episode brings the fire.
Key Bytes
• Blair Enns emphasizes the importance of lifestyle choices in career decisions.
• The Win Without Pitching Manifesto serves as a foundational text for creative professionals.
• Sales should be viewed as a series of conversations rather than a pitch.
• Pricing is a critical area for agencies to improve profitability.
• Repetition in learning is essential for mastery of sales techniques.
• Creative professionals often struggle with the mindset of being a salesperson.
• The Four Conversations provides a framework for navigating sales effectively.
• Surviving economic uncertainty is crucial for agency success.
• Agencies should focus on their unique expertise to stand out in the market.
• Building strong client relationships is key to successful sales.
Chapters
00:00 Introduction to Blair Enns and His Journey
02:59 The Catalyst for Change: Lifestyle Choices
06:00 The Birth of Win Without Pitching
09:06 Understanding the Win Without Pitching Manifesto
12:12 The Four Conversations: A New Model for Selling Expertise
17:54 Lessons Learned from Coaching Agencies
20:50 The Importance of Repetition in Learning
25:56 Navigating Sales Conversations Effectively
31:59 Mindset Shifts for Creative Professionals
35:05 Opportunities and Challenges Ahead for Agencies
Blair Enns is the founder of Win Without Pitching and the author of three books on selling and pricing for expert advisors and practitioners, including the brand new The Four Conversations: A New Model for Selling Expertise.
A former advertising professional and consultant, Blair launched Win Without Pitching in 2002 to help creative professionals learn to win more business at higher prices without giving their services away for free in a pitch. His selling philosophy and pricing strategies resonated beyond the advertising and design professions to the point where today Win Without Pitching serves expert advisors and practitioners around the world in over a dozen professions, including finance, marketing, consulting, engineering and healthcare.
Blair also co-hosts, along with David C. Baker, the popular podcast 2Bobs: Conversations on the Art of Creative Entrepreneurship.
Contact Blair: winwithoutpitching.com
Ep 106 – Lisa Colantuono, AAR Partners – Building Relationships, Not Pitches
In episode 106 of Agency Bytes, I chat with Lisa Colantuono, president of AAR Partners and a 25-year veteran in agency-client matchmaking (though she hates that word!). If you’re tired of wasting time on endless pitch decks, spec work, and one-sided RFPs, this episode is a must-listen.
Lisa shares what really matters to brands during the agency search process—and how agencies can proactively position themselves to win more work without chasing every lead. We dive into how to build trust that leads to long-term relationships, how to get your agency noticed through smart PR, and why your creative work still needs to deliver real impact. Lisa also drops actionable advice on reputation-building, client retention, and what it really takes to stand out in a crowded agency landscape.
Whether you’re running a small shop or a growing firm, Lisa’s insights are full of practical steps to help you stay relevant, get on the right shortlists, and keep your agency’s name in the room—even when you’re not.
Key Bytes
• Streamlining the agency review process is essential—both for marketers and agencies trying to avoid wasted time and energy.
• Marketer-led reviews now make up 85% of the search landscape—agencies need to understand how to stand out in this evolving dynamic.
• Trust and relationships are everything. People buy from people they trust, and lasting partnerships are built on emotional connection.
• Agencies must treat themselves like their number one client. Prioritize your own marketing, just like you would for your best-paying account.
• Referrals, recognition, and press coverage are key to visibility—smart PR can put your agency on a brand’s radar before the pitch even starts.
• Great creative still wins. No amount of charm or strategy can replace standout work that delivers results.
• Proactivity beats complacency. The biggest reason agencies lose clients? They stop showing up with ideas.
• Personalized outreach beats “spray and pray.” Insightful, relevant communication gets attention—generic blasts get ignored.
• Your network defines your success. The company you keep, the connections you nurture—they’re all part of the relationship-driven business we’re in.
Chapters
00:00 Introduction to Agency Bites and Lisa Colantuono
01:44 Reinventing the Agency Search Process
04:21 Streamlining the Review Process
08:11 Trends in the Marketing Industry
12:26 Building Trust and Relationships in Agencies
18:10 The Importance of Reputation and Press Coverage
23:28 The Power of Recognition in Agency Work
25:06 The Importance of Account Management
26:39 Complacency: The Silent Account Killer
28:07 Proactivity in Client Relationships
29:33 Building Trust Through Networking
30:56 Emotional Connections with Brands
32:55 The Value of Insightful Communication
35:05 Understanding Client Pain Points
39:19 The Comprehensive Marketing Approach
40:09 Personal Insights and Life Lessons
Lisa Colantuono is the President of AAR Partner. With nearly 25 years of experience, Lisa has helped marketers like Ancestry, Subaru, and Panera Bread connect with the right agencies to drive meaningful results. She’s a pioneer in modernizing the agency search process, the author of @AARLisa: New Biz in 140 Characters (or Less), and the host of the On Purpose podcast. Lisa is passionate about building impactful partnerships and shaping the future of the marketing industry.
Contact Lisa:http://www.aarpartners.com
Ep 105 – Ryan Rhoten, The Distilled Brand – Messaging That Converts
In episode 105 of Agency Bytes, I’m joined by Ryan Rhoten, founder of The Distilled Brand, who helps entrepreneurs and agency owners develop crystal-clear messaging that actually connects. Ryan shares the structured process he’s refined to help business leaders articulate their value—not with jargon or vague promises, but with messaging that speaks to real human emotion and need.
We dig into his “four O’s” framework, why niching is essential (even if you resist it), and how standardizing your offers can streamline operations, boost profitability, and make your marketing 10x easier. If you’ve ever felt like your agency’s message isn’t landing or you’re reinventing the pitch every time you meet someone new, this episode is for you.
Key Bytes
• Ryan helps entrepreneurs align their internal expertise with external perceptions.
• Messaging should address both objectives and the emotional obstacles clients face.
• The Four O's: Objectives, Obstacles, Objections, and Outcomes are crucial for effective messaging.
• A messaging playbook provides a structured approach to communication across all platforms.
• Niching down helps entrepreneurs become known for their expertise.
• Standardizing offers can lead to increased efficiency and profitability.
• Clear messaging is essential for team alignment and customer understanding.
• Customers are primarily concerned with their own needs, not your company's history.
• Effective messaging should focus on benefits rather than features.
• Incremental improvement is key to long-term success in business.
Chapters
00:00 Introduction to Agency Bites and Guest Ryan Roten
02:26 Understanding Brand Messaging and Positioning
05:44 The Emotional Side of Messaging
09:16 The Four O's of Messaging
12:40 Creating a Messaging Playbook
15:01 The Importance of Niching Down
18:42 Standardizing Offers for Efficiency
20:22 Crafting a Clear Elevator Pitch
22:04 Identifying Red Flags in Messaging
25:05 Rapid Fire Questions and Closing Thoughts
Have you ever struggled to communicate your expertise in a way that truly resonates? Ryan Rhoten, owner of The Distilled Brand, understands the challenge and has developed the Brand Messaging System to help. As an expert in brand positioning and messaging, Ryan guides his clients through a proven process to distill complex ideas into clear, compelling messages to communicate your brilliance and connect with your audience.
Contact Ryan:
https://linkedin.com/in/ryanrhoten
Ep 056 – Wayne Pelletier, Resonant Pixel Company – Selling Productization
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
Ep 055 – Jacob Cass, JUST Creative – How to Stand Out Like a Flamingo
In this episode, I had the pleasure of chatting with Jacob Cass from JUST Creative about his remarkable journey from digital nomad and designer to his current roles as an agency owner, educator, and blogger. We delve into how Jacob manages to juggle multiple ventures while maintaining focus and standing out in the industry. His pursuit of creative freedom drives him to embrace new technologies and innovative ideas, such as the AI bots he's developed to support branding efforts for agencies. We also explore topics like affiliate marketing, value-based pricing, marketplace positioning, and more. Tune in for the full conversation and gain insights from Jacob's wealth of experience!
Key Takeaways
Embrace AI in design and see how it can improve your process and productivity.
Diversify your revenue streams to create a more stable and sustainable business.
Consider value-based pricing to reflect the value you bring to clients rather than charging by the hour.
Reflect, recalibrate, and refocus regularly to adapt to changes in the market and set new goals.
Try new tools and don't be afraid to experiment and find what works best for you.
Chapters
00:00 Introduction and Background
08:24 The Role of Design in Jacob's Business
23:55 Experimenting with Tools and Embracing Change
Jacob Cass is a brand designer, strategist, educator, podcaster, business coach, community builder and the founder of JUST Creative, a branding & design consultancy that doubles as an industry-leading blog and community.
Jacob helps grow brands strategically and has worked for clients such as Disney, Nintendo and Jerry Seinfeld however he is now focused on bringing this global brand experience to smaller businesses.
For Jacob, design is a lifelong journey of continuously honing his craft, as well as empowering other fellow designers & entrepreneurs to build on theirs, which has allowed him to build a large and loyal following, including his JUST Creative website which has been viewed over 70 million times.
Jacob has spoken at TEDx and been featured in Entrepreneur, Forbes, and a number of high-profile design books including The Best of Logo Lounge Master Series.
Jacob holds a Bachelor of Visual Communication (Graphic Design Major) from The University of Newcastle, Sydney, Australia and a Brand Master Certification from Brand Master Academy, and over 17 years of experience in the industry with multiple awards on his belt.
Jacob co-hosts the JUST Branding Podcast which helps designers & entrepreneurs grow brands.
He also coaches creatives in his Inner Triangle Coaching Program, either 1:1 or in a group mastermind setting. Yahoo! recently declared him as the “Best Brand Coach”.
Jacob also runs the membership community Exponential Creatives which helps creatives grow exponentially.
Jacob is a digital nomad and travels the world now isolated in Sydney with his family of four, while running JUST Creative.
He has visited 88 countries thus far with travel guides on most of them available at his travel blog, JUST Globetrotting.
Contact Justin:
Website: https://justcreative.com
Podcast: https://justcreative.com/podcast
Branding Briefcase Freebie Download: https://brandingbriefcase.com
Newsletter: https://brandingbriefcase.com
Ep 050 – Ilise Benun, Marketing Mentor – The Simplest Marketing Plan
With the launch of Season Two of Agency Bytes, I'm thrilled to introduce an extraordinary guest for this momentous occasion – Ilise Benun from Marketing Mentor. Ilise is not only a longtime friend but also someone I've admired for decades. In this episode, I had the privilege of delving into Ilise's invaluable insights on her "Simplest Marketing Plan" and how she guides creative professionals to success by helping them focus and identify their market. We discuss the importance of cultivating a deep, focused niche and Ilise lays out actionable steps to achieve this.
Ilise believes that building your business should be enjoyable and shares her observations on why many agency owners struggle with their marketing efforts due to being too close to their businesses. We dissect the difference between horizontal and vertical niches, exploring how the latter can significantly boost marketing endeavors. Ilise also emphasizes the significance of sub-niches and provides guidance on expanding into new niches.
Furthermore, Ilise outlines her comprehensive program focusing on marketing, money, and mindset, identifying these as key areas of weakness for most creatives. We also challenge the notion that referrals are always beneficial and discuss strategies to overcome complacency in business development.
Tune in to uncover some of the invaluable secrets Ilise has accumulated over her more than 30 years as a creative business coach. This episode is packed with actionable insights and wisdom you won't want to miss!
Ep 049 – Robert Patin, Creative Agency Success
In this episode, I had the privilege of speaking with Robert Patin, an agency expert and coach from Creative Agency Success. Robert's expertise centers on benchmarks and the comprehensive analysis of agency performance, emphasizing measurable metrics. Together, we explore key metrics that every agency should be monitoring. We delve into the absence of essential systems that many "accidental" agency owners overlook at different stages of their business evolution.
Robert guides us through activities that can optimize agency operations, aiding in the focus on ideal clients and the reasons behind those choices. During our discussion on agency differentiation, Robert candidly points out that most agencies tend to sound alike, offering valuable insights on how to authentically stand out in a crowded market.
Ep 048 – Kelly Berry, Brand Therapist
In Episode 48, I engaged in an enlightening conversation with Kelly Berrk, a passionate advocate for brand strategy and yoga. We explored Kelly's journey of resetting after experiencing burnout, and the profound impact it had on her creative inspiration following a much-needed period of refocus. Kelly delved into the concept of brand therapy, an integral part of her brand strategy process, influenced by her commitment to self-care and life balance. She shared insights on how these practices serve as tools to connect the dots, helping brands articulate their messages and define their "why" and purpose.
Throughout the episode, Kelly emphasized the importance of exploration and connection with others to identify the common thread that ties together brands and relationships. She encouraged listeners to reflect on how they are fostering connections, practicing empathy, and building bridges to create meaningful openings in both professional and personal spheres.
