Do You Like Elephants

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Beware the IRRELEPHANT.

(Imagine David Attenborough is narrating this…)

Lurking in the shadows of your sales decks.

Peeking through the windows of your team meetings.

Sniffing around your client calls.

The Elephant of Irrelevancy - better known as THE IRRELEPHANT - is on the prowl.

And it’s hunting your agency.

It feeds on disconnection→ between you and your team, your team and your clients, your strategy and the market, your platform knowledge and real-world performance.

It doesn’t roar. It creeps. It is stealthy, despite its size. It is continuously ravenous and needing to feed.

But THE IRRELEPHANT is cunning. A lithe predator, it waits
Quietly.

Patiently.

Then one day, you get distracted by deliverables, buried in sales calls, obsessed with “being great” at the work.

That’s when it strikes. Lightning fast & with deadly precision.

THE IRRELEPHANT is a Leadership Problem

It’s not a weak strategy.

It’s not underperforming ads.

It’s not your AM dropping the ball.

Those are symptoms of disconnection.

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You Allowed Yourself To Be Hunted

You got pulled back into execution.

You decided to master Figma or ChatGPT Agent mode instead of mastering vision.

You started tinkering with ad creative when you should’ve been laser-focused on strengthening your team, your insights, your positioning.

THE IRRELEPHANT has infrared hearing that knows when your team thinks “WTF do I do next?” & radar eyesight that hears the client writing down “New agency?”  on their notepad during reporting calls.

THE IRRELEPHANT smells bad fit prospects through its tusks and senses the vibrations of potential client churn with its eyelashes.

That’s when its true nature as the apex agency predator emerges.

You Don’t Fight THE IRRELEPHANT With Tactics.

You fight it by building an agency that never gives it room to sneak in:

1. Hire great SMEs: People who are better than you at the work.

2. Hire great account managers: People who understand client outcomes, not just task lists.

3. Feed your team: Give them clarity, support, and freedom to lead their own learning.

4. Stay above the work: Because only you can see the market clearly, spot new opportunities, anticipate emerging threats, and feel the changing client needs drifting away from your POV.

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The Scariest Part?

To truly fight irrelevancy, you have to let go of the version of you that built the agency.

The doer. The fixer. The best-in-class channel expert.

That version? It’s IRRELEPHANT FOOD.

The safety of your agency depends on a version of you that sees over the horizon just a bit & can map the path from where you are today to that point that others can’t see quite yet.

The safety of your agency depends on a version of you that doesn’t allow your team to react to client needs, but rather teaches them to lead the client to the best outcomes.

The safety of your agency depends on a version of you that never says to their team, “Nevermind, I’ll do it…” when the team is struggling or a client is unhappy. You have to say, “What do you need from me to change/fix/adapt? What’s the best support that we can give because you’ve got this.”

THE IRRELEPHANT never really leaves.

Lead like it’s always watching…you’ll stay one step ahead.

Want To Keep The IRRELEPHANT At Bay?

Here are some great resources about entrepreneurial leadership:

• Problems To Possibilities: Boston area Babson College is a sneaky entrepreneurial powerhouse. It’s not quite Harvard BSchool - but this isn’t leadership for frat bros - this is real thinking from nerds who study this stuff for realz.

• Coaching Leadership: OK - this is from Harvard Business Review - this is the straight skinny on scaling your leadership abilities as your business scales. Yeah, it’s smart people using big words, but they are right - hate that.

• Leaders Eat Last: This Simon Sinek’s gentle way of saying: “Dude, stop being a jackass.” Apparently, the secret to loyalty, trust, and high performance isn’t free snacks or unlimited PTO, it’s knowing how not to be a d-bag to your team.

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