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How Will Winter Builds Agency Cultures That Actually Win
Episode 14 – How Will Winter Builds Agency Cultures That Actually Win
What if the secret to growing your agency isn't a better sales script… but a better environment?
In this episode of the Agency Acceleration Lab, Alex Branning sits down with Will Winter — former COO of Agent CRM and founder of the Greatness Incubator — to unpack what it really takes to build a thriving culture inside your agency.
Will shares why most agency owners skip the most important step in leadership, how your hiring funnel communicates your culture before you ever speak to a candidate, and the seven practical tools every agency owner can use to shape the world their team lives in every day.
From defining your core values to crafting the language your team uses on every call, this conversation is a masterclass in intentional leadership — the kind that turns a group of agents into a team that's genuinely bought in.
Most agency owners are so focused on recruiting and production that they never stop to ask: what kind of world am I building for my team? Will breaks down exactly how to answer that question — and then do something about it.
In this episode, you'll learn:
- How to define culture in a way that's tangible and actionable
- Why your hiring funnel is the first stage of culture building
- How core values filter out the wrong people before they join your team
- The seven tools Will uses to build world-class culture in any organization
- Why celebration and recognition are strategic leadership tools — not soft skills
- How language shapes your team's mindset (and what Chick-fil-A gets right)
- The power of stories to connect your agents to a mission bigger than money
- What to actually put on your calendar if you're serious about team development
- How to transition from top producer to world-builder inside your agency
🔗Resources Mentioned
Agency Acceleration Lab
https://agencyacceleration.aiConnect with Alex Branning
Instagram
https://www.instagram.com/alex_branning
Subscribe to the Podcast
Watch on YouTube
https://youtu.be/9chHAzmiBgQ
Follow on Spotify
https://open.spotify.com/show/3NPFO06K9WmfOBoYmHkCnRListen on Apple Podcasts
https://podcasts.apple.com/us/podcast/agency-acceleration-lab/id1882456627
If you want to stop losing good agents to bad environments and start building a team that actually stays, grows, and wins together, this episode is your starting point.
View all episodes
By Alex BranningEpisode 14 – How Will Winter Builds Agency Cultures That Actually Win
What if the secret to growing your agency isn't a better sales script… but a better environment?
In this episode of the Agency Acceleration Lab, Alex Branning sits down with Will Winter — former COO of Agent CRM and founder of the Greatness Incubator — to unpack what it really takes to build a thriving culture inside your agency.
Will shares why most agency owners skip the most important step in leadership, how your hiring funnel communicates your culture before you ever speak to a candidate, and the seven practical tools every agency owner can use to shape the world their team lives in every day.
From defining your core values to crafting the language your team uses on every call, this conversation is a masterclass in intentional leadership — the kind that turns a group of agents into a team that's genuinely bought in.
Most agency owners are so focused on recruiting and production that they never stop to ask: what kind of world am I building for my team? Will breaks down exactly how to answer that question — and then do something about it.
In this episode, you'll learn:
- How to define culture in a way that's tangible and actionable
- Why your hiring funnel is the first stage of culture building
- How core values filter out the wrong people before they join your team
- The seven tools Will uses to build world-class culture in any organization
- Why celebration and recognition are strategic leadership tools — not soft skills
- How language shapes your team's mindset (and what Chick-fil-A gets right)
- The power of stories to connect your agents to a mission bigger than money
- What to actually put on your calendar if you're serious about team development
- How to transition from top producer to world-builder inside your agency
🔗Resources Mentioned
Agency Acceleration Lab
https://agencyacceleration.aiConnect with Alex Branning
Instagram
https://www.instagram.com/alex_branning
Subscribe to the Podcast
Watch on YouTube
https://youtu.be/9chHAzmiBgQ
Follow on Spotify
https://open.spotify.com/show/3NPFO06K9WmfOBoYmHkCnRListen on Apple Podcasts
https://podcasts.apple.com/us/podcast/agency-acceleration-lab/id1882456627
If you want to stop losing good agents to bad environments and start building a team that actually stays, grows, and wins together, this episode is your starting point.