A Year of Smart Agency Masterclass Wisdom: Best of 2024 | Ep #752

Smart Agency Masterclass with Jason Swenk: Podcast for Digital Marketing Agencies

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The Smart Agency Masterclass podcast reached new heights in 2024, delivering game-changing insights from entrepreneurs who transformed their challenges into triumphs.

From battling impostor syndrome to scaling revenue and reclaiming personal freedom, our guests didn't just share their success stories—they offered a blueprint for agency owners walking the same path they once traveled. Industry titans like Guy Kawasaki and Gino Wickman brought their hard-earned wisdom to our listeners, creating moments that resonated deeply with our community.

As we reflect on this remarkable year, I'm excited to share some of the most powerful conversations that shaped our 2024 season.

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Sponsors and Resources

E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.

Matt Shields on Building Communities for Client Success

For Matt, one of the best decisions he made when it came to building his client community was modeling it after an already successful group. In this case, they modeled Joe Kaplan’s agency community, which they knew well having been through it. They loved the community, coaches, and mastermind and strived to build the same for real estate agents, a move that proved to be successful. By bringing clients together, providing coaching, and inviting experts, they aimed to foster a competitive environment that motivated them to excel and achieve success.

However, he does admit to some missteps, most notably failing to set clear expectations for community members. The absence of clearly defined core values can lead to chaos and disarray and can result in a community that lacks cohesion, where individuals operate independently without regard for the collective goals. Matt set this right by setting community standards and clear core values, and giving members the option to say no once the standards were clear, which according to Matt only made them more likely to say yes in their eagerness to be part of a tribe. The competitive nature of realtors within the community sparked a desire to outperform each other, leading to increased effort, dedication, and ultimately, success.

Furthermore, Matt emphasizes the role of a free Facebook group in building this community. He and his partner purchased an existing Facebook group within their niche, which had 8,000 realtors. This acquisition proved to be a valuable resource, as it provided a platform for interaction, engagement, and the opportunity to showcase their expertise. The free group served as a stepping stone for potential members to become part of the main paid community, as they were already familiar with the agency's values and offerings.

Dimi Albers on Taking a $500M Agency to Global Markets

Back in 2014, Dimi’s agency made the pivotal decision to expand its services and target international clients. They wanted to transform from a design and tech-focused agency into a company that covers the customer’s full digital journey. This strategy was considered relatively unique and presented an opportunity for growth. At the time, the agency had a very good reputation in The Netherlands and was valued at 15 million USD.

Even with capital backing, they remained relatively conservative in investments. Dimi focused on establishing profitability for core revenue drivers within a tight 12-18 month timeframe.

For Dimi, an agency is fundamentally a people business and requires making sound decisions consistently rather than betting on a few big moves. He has a client-first approach to expanding globally, and says niche or market domination is not as important as being client-focused. More than market leadership, he thinks it’s about who you’re servicing and whether or not you’re helping them grow and save money.

His agency methodically built its value proposition in the Dutch market first. From this solid foundation, they gradually expanded into Europe, the US, and ultimately APAC - advancing to new geographies only after careful evaluation of their capability strengths and each market's receptiveness. This thoughtful, capability-driven approach to global scaling enabled successful service expansions into new territories.

Guy Kawasaki on Overcoming Self-Doubt and Finding the Hidden Benefit of Imposter Syndrome

Thinking back on his career, Guy reflects on the things that held him back at times and finds that most people are held back by their mindset. You can have people in your life who don’t believe in you and, as much as it sucks it’s also a relatively easy thing to ignore as long as you believe in yourself. However, if you don’t believe in yourself, then that’s a real problem.

In his experience, this kind of mentality can slow your progress, as it did for him back when he was writing his first book. Filled with self-doubt, he wondered if he had what it took to publish a book. Thankfully, he was able to overcome this by realizing that he didn't need external validation or permission to pursue his passion. It’s a thinking he carries with him and advises anyone to adopt, whether they wish to write a book, make a movie, or try anything new.

Doubts about one's capabilities often stem from imposter syndrome, a common feeling of inadequacy experienced in new or challenging situations. However, Guy asserts that imposter syndrome can signify awareness and humility, catalyzing growth, rather than a barrier to success. He contrasts this with entitlement syndrome, emphasizing that while imposter syndrome can be overcome and lead to personal development, entitlement is counterproductive to growth.

Natalie Hogg on The Key to Building a Scalable Business

As the head of a multimillion-dollar agency, does she have more freedom? “I did in the beginning,” she says. Now past that initial fun stage, boundaries mean making a conscious decision not to put her full self in the business and end up exhausted.

Once you make the decision to take care of yourself to avoid burnout, who’s going to be there to fill the gap? Finding the right people to fill that gap is crucial for that transition into more freedom. Sure, creating these jobs can end up initially impacting profitability, but it will no doubt help the business make more money down the line.

For Natalie, trust is a cornerstone of a functional and high-performing team. She has been lucky to work with individuals she has known for years, which has helped her build a foundation of trust that enables her to delegate responsibilities more effectively and focus on strategic decision-making rather than getting bogged down in day-to-day operations. Moreover, when team members feel trusted, they are more likely to take ownership of their roles, leading to increased motivation and productivity.

Still, many agency owners struggle to let go and let their team take over most tasks. Letting go and being very strict about your free time is all about building habits and creating rules for yourself. Just like you schedule your meetings, block some time in your schedule exclusively for your enjoyment. It’ll help you enjoy your business that much more.

Building a business that is scalable means building a business where you’re not doing everything. You’re just doing what you do best and keep learning and evolving to then bring that to the business.

Gino Wickman Shares 3 Discoveries to Free Your True Self

Some people think that growing and selling your business brings freedom. However, Gino presents a different perspective, advocating for three transformative insights that can help you unlock your authentic self while enhancing your energy, impact, and inner peace.

Recognize and accept that being driven is part of an entrepreneur’s DNA and wiring. Acknowledging this helps you navigate the ups and downs of that drive and recognize the impact it has on your mental, physical, and emotional well-being.

All decisions are made out of love or fear. Understanding the motivations behind your actions will help you make more conscious choices that align with your true self rather than your ego. This awareness can help entrepreneurs break free from patterns of fear-based decision-making and move towards a place of love and authenticity.

Know it is possible to be BOTH driven and have peace. This may seem contradictory at first, as many driven individuals equate drive with a constant state of hustle and striving. However, finding peace does not mean losing drive; in fact, it can enhance it. At this stage of his life, Gino has everything he’ll ever need; nonetheless, he’s more motivated than ever. By letting go of the need to constantly be in motion and finding a sense of inner calm, driven entrepreneurs can tap into a deeper source of motivation and creativity.

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