Is “Scale My Agency” The Right Answer?

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In Today's Episode

• What Does “Scale My Agency” Even Mean?

  • Here’s how UNSCALE works:

• UNSCALE in Action: The Next 5

  • The Next 5.

  • UNSCALE - It’s not just a strategy. It’s a vibe.

• News & Notes

• Thanks to Our Sponsor - Blue Wheel Media

• Have You Joined The Agency Inner CircleSlack Commu …

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What Does “Scale My Agency” Even Mean?

 Unscale Your Agency—Less is More

Holy guacamole, sports fans, let’s talk about the one thing every agency owner claims they want - SCALE MY AGENCY. That’s why people hire me as an agency coach. They think they want scale…but that isn’t really what they are after…

Here’s the straight skinny:

An agency owner dreams of more revenue, bigger profits, and somehow… fewer late-night Slack messages from clients, right? But what if the secret to all that wasn’t scaling up, but scaling back? Yep, I’m talking about this idea that has my brain buzzing - Unscale Your Agency.

Unscale isn’t about doing more; it’s about doing better. Think: fewer clients, deeper relationships, and delivering the kind of work that makes your clients say,

Thanks to AI, the marketing world has shifted. Anyone with ChatGPT and a spreadsheet can pump out decent results. The “proprietary process” that agencies used to flaunt? It’s about as special as instant coffee.

So, What’s Left?

Here’s how UNSCALE works:

• Be selective: Work with clients you genuinely understand and (this is radical) respect.

•  Go deep: Solve problems beyond KPIs. Revenue, profit, market share—that’s the real game.

• Lead boldly: Stop being an order-taker and start being the strategic partner they actually need.

And don’t forget your team. The less they’re buried in busy work, the more they can think deeply, collaborate, and deliver magic.

The best part? UNSCALE isn’t just better for your clients. It’s better for you. More joy, more profit, and more time to focus on what really matters. Let’s stop glorifying “more” and start building something smarter.

UNSCALE in Action: The Next 5

When I say UNSCALE is the future, I’m not just blowing smoke. One of my favorite examples of this idea in action?

The Next 5.

Think about it: Instead of building some massive, overly complicated lead-gen system, what if you just focused on landing your next five clients?

Simple, right?

But also… genius. 

Because here’s the thing - thinking deeply about small, meaningful steps beats throwing together a giant machine that is held together with bubble gum, zip ties & hope.

Here’s how The Next 5 works:

1. Clarity over chaos: Instead of a hundred targets, you focus on five. That’s it. Five.

2. Iterate to improve: With each client you land, each set of tasks you do you learn what works. Then you do it better. (And better. And better.)

3. Align deeply: By being patient and selective with your sales process, you have time to understand what they really need, and if they’re even a good fit for you.

The Next 5 isn’t just a lead-gen tactic; it’s an UNSCALE mindset. It’s about going deeper, not wider. About focusing on quality, not quantity. And here’s the kicker: It works. Like, really, really works.

Agencies that embrace The Next 5 get better clients, stronger relationships, and way less chaos. And honestly? Isn’t that why you started this whole thing in the first place?

So, forget the big, shiny funnels and the endless automation hacks. Let’s get back to basics. Focus. Execute. Land your Next 5.

UNSCALE - It’s not just a strategy. It’s a vibe.

News & Notes

AI Will Disrupt Advertising In 2025: While perhaps not an earth-shattering pronouncement, this London Times profile of David Jones, CEO of the $4B agency BrandTech, shows you the inevitability of this (r)evolution…

TiKTok, Trump & Tech On Parade: TikTok was down for a few hours because of some poorly thought out legislation. And while the Biden administration said that they would not enforce the ban (or punish any entities involved), TikTok sucked up to Trump and gave him credit for the restoration of the service, and then tech royalty had the best seats in the house after making millions of dollars in donations to Trump’s “inauguration fund”. While I am no Trump fan (its OK if you are - we can agree to disagree), I am increasingly uneasy with the overtly public purchasing of presidential and governmental access by tech platforms & those that run them. Maybe I am naive and this has always been the case, but tech platforms already shape the behavior of millions. It’s disappointing that platforms choose to buy more access and less regulation, and it’s downright shameful that there is an administration that makes it so easy to buy.

Speaking of Influence: Blair Enns, of the Win Without Pitching Manifesto fame has a new book out called The 4 Conversations. It is a solid tome - worth a read if that’s your jam. The “conversations” he talks about are essentially the stages of engagement between a provider of expertise (eg, you folks - agency owners) and prospects. I find a lot of alignment with what Enns writes.

However, the conversation that few of us really focus on is the “conversation before the conversation”.

That conversation is what you put into the market to show your expertise, to show your thought process, to show your intent, to show your working style... These softer elements of who you are, what you value and how you approach the market is your brand. These things make up an agency or consultant’s brand in what is largely a brandless space. It isn’t your technical prowess or complex result sets rendered in multi-colored graphs that engender trust and alignment in prospective clients BEFORE they speak to you. Those elements that build trust in your expertise and work style are what we work on in my GEN+ (and to be clear, I launched GEN+ before Enns wrote the book, so this isn’t a derivative - its more of a “great minds (?) think alike thing…)

I’d like to invite you to schedule a GEN+ brainstorming session where we can work on ways for you to make that “conversation before the conversation” richer and more effective without adding a giant pile of work to your plate. It is undoubtably aligned with my UNSCALE philosophy. (And FYI, GEN+ is now available in group and 1 on 1 flavors…)

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