How do you move from taking whatever business you can get to building a purpose-driven, aligned client base? The right-fit client base fuels not only revenue but also passion and long-term fulfilment.

In this episode of The Agency Blueprint, we discuss how agency owners can stop chasing clients and start choosing them. We also explain why it’s time to stop being a generalist trying to appeal to everyone and take a bold positioning, even if it means turning some people away.

Don’t miss this episode to learn about the power of authentic storytelling to your audience, which builds connection and trust!

Key Questions:

[02:14] Who is your true Ideal Client Profile, and what do they really care about?

[04:20] Can you name a client you didn’t enjoy working with? Why?

[05:36] Are you afraid of repelling potential clients by taking a clear stand in your messaging?

[11:44] Where does your ideal client actually spend their time, and are you showing up there?

[17:40] Can your story of failure help someone avoid the same mistake?

What You’ll Discover:

• [02:14] Defining your Ideal Client Profile (ICP): demographics, psychographics, buying triggers, and decision-making structures.
• [04:20] Why defining who you don’t like working with can often be more revealing than listing who you do.
• [05:36] Why taking a strong position in your messaging, even at a cost, makes you magnetic to the right clients.
• [06:55] Understanding how your ideal client makes buying decisions helps you mirror their process and build trust faster.
• [08:24] Why tailored positioning isn’t a marketing tactic but how you build seamless, mutual trust and fit.
• [09:44] How choosing the right clients allows you to enjoy your work without the dread of toxic interactions.
• [11:47] How to map your client's professional environment so you can market more strategically.
• [13:00] How a small niche craft business scaled massively by starting in one Facebook group and expanding consistently.
• [15:04] How being more human and vulnerable in your content helps build authentic connections and trust.
• [17:40] The power of authentic storytelling in increasing audience trust and helping potential clients feel more connected.
• [19:44] When you stop chasing and start choosing your clients, your business becomes more impactful and joyful.

Have you learned to differentiate between keeping a team motivated and keeping them engaged without burnout? If your default is more meetings and perks without building the foundations of real alignment, consistent communication, and sustainable systems, you will lose great people.

In this episode of The Agency Blueprint, I discuss how to build a thriving, purpose-driven team that doesn't just work for you but grows with you. I also explain how to create sustainable, high-performing teams through clarity, communication, and trust-building systems.

Don’t miss this episode to learn more about how feedback loops, transparency, and a culture of fast failure and experimentation can drive massive innovation!

Key Questions:

• [01:00] What does it look like to reduce headcount, increase freedom, and still grow your business?
• [02:20] Are you brave enough to let your team opt in or out of your vision?
• [03:26] Could a lack of transparency be costing you trust and true buy-in from your team?
• [08:24] Are you creating intentional spaces for your team to give you feedback, and do you actually want to hear it?
• [09:37] Have you normalized failure in your company culture, or do your people feel punished when things don’t go perfectly?

What You’ll Discover:

• [02:20] Alignment over control. How to align your team with your vision and with transparency to build trust.
• [04:58] The importance of consistent communication as the key to keeping your team aligned, informed, and motivated.
• [07:41] Why sharing your struggles and wins can help your team feel seen, inspired, and aligned.
• [08:24] The power of not only requesting feedback but wanting it, even when it stings, because it’s the fastest path to growth.
• [09:37] Build a culture of quick iteration and open dialogue around failure to help teams grow and innovate effectively.
• [11:32] How a multi-tiered incentive system creates powerful alignment and peer-driven accountability.
• [12:45] The systems we have implemented to reduce redundancy, increase asynchronous communication, and automate work.
• [14:50] The trial process that helped implement a permanent four-day workweek and how the team policed itself.
• [16:47] Understand that your team needs clear goals, autonomy, and meaningful systems to thrive, not more pressure.

Do you still treat onboarding as an afterthought, even though it sets the tone for long-term success in your agency? It’s time to rethink your onboarding.

In this episode of The Agency Blueprint, we discuss why rushed and inconsistent onboarding not only undermines team confidence but also becomes a bottleneck to scale. We also discuss the five non-negotiables framework, a repeatable, role-based onboarding strategy that ensures transparency, accountability, and competence.

Don’t miss this episode to learn how intentional onboarding builds confidence, speeds ramp-up time, and creates a resilient team foundation!

Key Questions:

• [01:26] Have you observed new hires forgetting critical information or making repetitive mistakes?
• [03:55] Have you ever thought about how much your turnover is costing you?
• [08:37] Do you have clear metrics for new hire progress, or are milestones vague and frustrating?
• [15:14] Are you documenting your trainings and FAQs in a way that allows new hires to self-reference instead of interrupting your workflow?

What You’ll Discover:

• [01:52] How rapid-fire training during high-anxiety periods leads to forgetting 70 % of key information, a recipe for mistakes.
• [04:21] Why onboarding must include introductions, role clarity, and integration with your team’s culture.
• [07:45] The “five non-negotiables” framework per role as the foundation for repeatable onboarding.
• [08:37] A weekly rollout plan: training, dry runs, shadowing, then full live execution—designed for safe skill building.
• [11:23] How a roadmap with clear timing expectations empowers new hires to own their progress and ask for help at the right time.
• [13:43] Understand that even top-performing hires benefit from being slowed down during onboarding.
• [15:14] The importance of investing in recording training, creating SOPs, and building sandboxes for new hires.
• [16:57] Onboarding is a serious investment, and doing the hard work upfront gives your hires the tools they need to perform.
• [19:06] Understand that strong onboarding systems reduce team dependency and build cross-team confidence and clarity.

Are you struggling to make tough business decisions without second-guessing yourself? You’re not alone; many creatives struggle with balancing human connection with data-driven clarity.

In this episode of The Agency Blueprint, I’m joined by Bill Coletti to discuss the interplay between fear and data in entrepreneurship, especially during pivotal decision-making moments. Bill is the founder of Kith.co and SCT Leadership, a seasoned entrepreneur, strategist, and author of Critical Moments. With decades of experience navigating global political campaigns and leading reputation management for brands like Target and American Airlines, Bill now dedicates his expertise to helping founders evolve into CEOs.

Listen in to learn why basic understanding of financials is essential as a mindset shift when evolving from freelancer to CEO. You will also learn in detail the emotional and psychological challenges that come with leadership, hiring, and entrepreneurship.

Key Questions:

• [01:27] How has fear—especially self-doubt—shaped your entrepreneurial journey?
• [04:42] Were there moments when data helped you manage or even intensify your fears?
• [09:39] How can creatives, who often dislike data, still use it effectively without sacrificing their creative edge?
• [19:11] How have you helped people to see where fear or logic is their guiding financial decision-maker?
• [22:00] What’s the worst possible outcome of your next big decision, and are you okay with it?
• [34:20] What if you stopped judging your emotions and started observing them instead?

What You’ll Discover:

• [02:02] Bill’s internal fears during early entrepreneurship, including impostor syndrome and leaving the safety of a big firm.
• [04:55] How data became essential when he planned to exit his company, transitioning from a practitioner to a high-level operator.
• [07:39] The importance of not losing sight of humanity when relying on data, because numbers impact people.
• [09:57] How to keep communication simple and tie data directly to vision and execution as a data-averse creative.
• [11:36] The danger of creatives who ignore financials and how it turns businesses into hobbies.
• [13:50] The two major revenue inflection points—$300K and $1M—and what changes at each level.
• [17:28] Understanding what parts of financial management you can outsource and what parts you must still understand.
• [19:53] How a scarcity mindset can paralyze even a well-capitalized business from investing in growth.
• [23:53] How founders often double down on bad decisions to protect their ego, and how to break that pattern.
• [27:42] Why smooth sailing might not be teaching you anything and how challenges can become fuel for evolution.
• [31:08] How visualizing future success can re-energize your present and dissolve fear-based hesitation.
• [32:46] Understand why emotional self-awareness—not just strategy—is at the heart of great leadership.
• [34:42] How combining self-exploration with professional competence creates a balanced, effective leader.

Connect with Bill:

• Website
• LinkedIn

Are you one of those entrepreneurs that obsess over routines like cold plunges, journaling hacks, and early morning rituals hoping to unlock clarity and energy? These surface-level habits aren’t the key to running a thriving agency, mastering foundational leadership principles is.

In this episode of The Agency Blueprint, I discuss four foundational leadership principles that drive better decision-making and sustainable agency growth. I explain the power of prioritizing needle-moving work, having constraints, using long-term vision to guide daily decisions, and having consistency over intensity.

Don’t miss this episode to learn more about why boring but repeatable actions build real muscle in your business systems than shortcuts!

Key Questions:

• [03:15] What problem are you solving now and is your current to-do list aligned with that?
• [04:23] What constraints could you create to protect your focus and eliminate constant pivots?
• [11:44] Are you showing up consistently in your business, or just chasing intensity every once in a while?

What You’ll Discover:

• [01:07] Four basic principles that radically improve how you show up, make decisions, and grow your agency with intention.
• [01:32] Focus. Why doing less—but doing it better—is the true marker of successful CEOs and business leaders.
• [04:23] Constraints are a superpower. How applying constraints can prevent distractions and shiny object syndrome.
• [09:00] Use long-term vision to guide daily decisions. Clarity on destination helps filter decisions and avoid distractions.
• [11:44] Consistency over intensity. Business growth is built on reliable, repeatable systems—not short bursts of effort.
• [13:50] The importance of doing unsexy, repetitive tasks that most people ignore—true results lie in boring but crucial work.
• [16:32] Understand that real leadership isn't about hacks—it's about showing up daily with clarity, constraint, and discipline.

Is revenue growth the dangerous illusion that could be silently sabotaging your agency? While many agency owners celebrate high revenue, few realize that without healthy profit margins and sustainable cash flow, their business could be bleeding money.

In this episode of The Agency Blueprint, we discuss how agencies become revenue-rich but profit-poor. We explain why mispriced services, long client payment terms, and unchecked operational costs quietly destroy profits.

Don’t miss this episode to learn more about why running an agency requires smart, sustainable business models that go beyond vanity metrics like revenue!

Key Questions:

• [01:36] What numbers actually matter to you if you want a healthy business, not just a busy one?
• [06:12] Could firing your biggest client actually be the smartest financial move?
• [10:28] Are you truly calculating all costs—including hires and subcontractors—before taking on new work?
• [11:40] Are you scaling your agency with a flawed business model that drains your resources instead of fueling growth?
• [13:20] Are your projects silently killing your profit by dragging on too long?
• [17:55] Do you know your minimum acceptable gross profit margin before taking on work?

What You’ll Discover:

• [01:36] A breakdown of which financial metrics actually matter to build a stable, sustainable agency that supports your lifestyle.
• [02:48] Darren’s experience analyzing backend agency numbers and realizing just how misleading high revenue figures can be.
• [05:10] Example of an agency that lost money working for their biggest client—until a pricing overhaul doubled their profit in a year.
• [07:14] How rate sheets and blended rates are frequently miscalculated, which can lead to long-term damage.
• [08:38] The importance of saying no, pricing confidently, and understanding all cost implications before chasing more revenue.
• [11:40] The dangers of scaling with the wrong business model and what metrics show financial health.
• [13:03] How delivery delays can destroy project profitability and why throughput is the metric you might be missing.
• [14:29] How early visibility into negative cash flow lets you take smart action, like securing leads or re-aligning sales efforts.
• [15:43] Why chasing big revenue deals without evaluating the backend costs can quickly backfire.
• [17:55] How to assess whether your delivery model is built for growth, margin, or something unsustainable.

Are you in the messy middle of growth, struggling to scale sustainably, or just craving more freedom without dropping balls?

In this episode of The Agency Blueprint, I’m joined by Taylor Frame, co-owner and CRO of Best Practice Media, to discuss everything from systems building and team autonomy to the emotional rollercoaster of entrepreneurship. He opens up about what it takes to scale a successful digital agency from launching over 100 e-commerce brands to six-figure months to building a team of 30+ full-time staff.

Listen in to learn the importance of time tracking, SOPs, and team delegation for service-based agency owners. You will also learn the importance of surrounding yourself with business-minded peers who understand your struggles.

Key Questions:

• [01:18] How was your journey through Best Practice Media, and how was it different from your first agency?
• [09:55] What does grit actually look like when the results don’t match the effort, and clients still walk away?
• [17:00] What do you do when you feel like you're in the "swamp" of business, when nothing is going right, and you're getting hit left and right?
• [22:45] Do you run your agency by the numbers — and if not, how can embracing metrics give you clarity?
• [32:02] If you could go back to when you were earning $20K/month as a freelancer, what advice would you give yourself?”

What You’ll Discover:

• [01:33] How Taylor “accidentally” became an agency owner and why systems and infrastructure are non-negotiable for true growth.
• [05:03] How self-limiting beliefs around systems can become your ceiling and hold everyone back.
• [08:03] How to use the 1-3-1 model to train your team to bring you clear problems, multiple solutions, and a recommended decision.
• [10:20] The mental toughness required to run a service business, even when clients leave despite strong results.
• [14:22] How separating business success from personal worth can be essential to staying sane and grounded as a founder.
• [17:36] The mindset and tactical frameworks needed to get you off the trenches of difficulty and stabilize your agency.
• [20:58] The importance of building a culture of systems to protect your team’s bandwidth and prevent burnout.
• [23:11] The three sets of numbers Best Practice Media uses: P&L for fiscal health, client health scores, and team bandwidth tracking.
• [28:15] How to define success from the client’s perspective to stay aligned and measure the right outcomes.
• [29:50] How Taylor’s agency is investing in AI to remove repetitive tasks from the team's plates, enabling them to become strategic thinkers.
• [32:14] The power of documenting everything with SOPs and always working to get things off your plate.
• [35:18] The importance of surrounding yourself with other business owners who understand your struggles.

Connect with Taylor:

• Website
• LinkedIn

Are you the bottleneck in your business without even realizing it? Not because of a lack of trust or effort, but simply because you've been involved in everything for too long, and now every decision flows through you.

In this episode of The Agency Blueprint, I discuss the critical hats every agency owner wears—the technician, the manager, and the CEO—and when each hat should be worn or retired. I also explain why delegation is about moving from control to leadership and not just about removing yourself from the grind.

Don’t miss this episode to learn more about the 1-3-1 decision-making framework, which empowers teams to think strategically instead of defaulting to you for every decision.

Key Questions:

• [01:08] Are you still the only one thinking ahead in your business, and what needs to shift to change that?
• [04:39] Which hat are you wearing right now: technician, manager, or CEO? Is that the right one?
• [07:44] Are you delegating tasks or are you truly transferring decision-making and ownership?
• [09:02] Have you trained your team to assess risk the way you do as a founder?
• [13:11] Do you unconsciously enjoy being needed so much that it stops others from growing?
• [16:51] Are you the bottleneck in your agency without realizing it?

What You’ll Discover:

• [01:31] The three hats every agency owner wears—technician, manager, CEO—and how wearing the wrong one at the wrong time keeps you stuck.
• [03:38] How defaulting to the technician role in times of stress is natural, but damaging to your long-term goals.
• [04:39] How to track the time you spend in each role and learn when it’s time to retire the technician hat completely.
• [05:53] The five levels of delegation—from step-by-step instructions to total decision-making autonomy.
• [07:44] How to transfer decision-making power, not just task ownership, in a way that protects your business and develops your team.
• [09:02] The importance of teaching your team how to think about risk because their risk tolerance won’t naturally align with yours.
• [13:59] The power of uncovering hidden problems and why 99% of the solution lies in proper problem identification.
• [15:48] How implementing the 1-3-1 framework will give your team the autonomy to act strategically.
• [16:51] Why you’re the bottleneck and how to shift from being a dependency to creating frameworks.