Marketing Agency Exposed Podcast

Navigating the promises and pitfalls of the agency-client relationship. Discover strategies for aligning expectations, establishing boundaries, and crafting clarity around goals, metrics, and shared vision. The key to success? Honest communication, mutual understanding, and a relationship built on trust and partnership.

Summary:

In this week's episode, the guys delve into the nuances of managing client expectations and optimizing the agency-client relationship. Bob kicks things off by highlighting the disconnect that can occur when clients request general awareness and agencies deliver specific metrics. Ken emphasizes that agencies can only control their expertise, not guaranteed outcomes, since external factors also influence results. Brad shares an example where a client disregarded research recommendations, then blamed the agency when their gut instinct didn't pan out. Bob advocates for an immersion day to align on goals and strategy before engagement. Ken argues that clients should view agencies more like employees, carefully vetting values and vision. He notes that in successful past relationships, mutual philosophy and respect were key. Brad stresses empathy for clients' high-stakes position while hiring agencies. Bob recommends using tools like HumanIK to analyze clients' psychological profiles and craft tailored communication. In closing, the guys encourage honest, ongoing dialogue to establish shared expectations and boundaries. Keeping clients' ultimate aims top of mind, whether fame or fortune, can help agencies LEAD expectations by forging trust, partnership and clarity.

Top 3 Curtain Pulls in this episode:

1. Agencies: Guide, Don't Guarantee. Agencies should view themselves as experts and guides, not miracle workers promising guaranteed outcomes. While skilled advisors can absolutely influence results, many external factors also contribute to an agency's impact. Establish reasonable expectations by being upfront about what your expertise can and cannot control. Guide clients to success without overpromising uncontrollable results.

2. Clients: Seek Shared Values, Not Just Skills. When hiring an agency, look beyond just skills to carefully assess if their values, vision and problem-solving philosophy align with yours, as you would with a new employee. Shared principles and mutual respect create the foundation for successful relationships, not just temporary wins. Avoid viewing agencies as interchangeable vendors to be swapped out. Seek out an agency that is a true fit.

3. Both: Define Success in Their Language. Switchtracking wastes time and fractures trust. Make sure you're speaking the same language when defining goals and metrics for success. Agencies: Interpret marketing-speak into practical business aims clients care about. Clients: Articulate your ultimate definitions of victory. Laser focus on shared communication pays dividends.

For more tips, discussion, and behind the scenes:

• Follow us on Instagram @AgencyPodcast

• Join our closed Facebook community for agency leaders

About The Guys:

Bob Hutchins: Founder of BuzzPlant, a digital agency that he ran from 2000-2017. He is also the author of 3 books. More on Bob:

• Bob on LinkedIn

• Bob on Twitter

• Bob on Instagram

• Bob on Facebook

 

Brad Ayres: Founder of Anthem Republic, an award-winning ad agency. Brad’s knowledge has led some of the biggest brands in the world. Originally from Detroit, Brad is an OG in the ad agency world and has the wisdom and scars to prove it. Currently that knowledge is being applied to his boutique agency. More on Brad:

• Brad on LinkedIn

• Anthem Republic

• Brad on Twitter

• Brad on Instagram

• Brad on Facebook

 

Ken Ott: Co-Founder and Chief Growth Rebel of Metacake, an Ecommerce Growth Team for some of the world’s most influential brands with a mission to Grow Brands That Matter. Ken is also an author, speaker, and was nominated for an Emmy for his acting on the Metacake Youtube Channel (not really). More on Ken:

• Ken on LinkedIn

• Metacake - An Ecommerce Growth Team

• Growth Rebel TV

• Ken on Twitter

• Ken on Instagram

• Ken on Facebook

Show Highlights:

[1:42] Brad introduces the topic of managing client expectations around results when working with agencies.

[3:18] Ken discusses how agencies can only control their expertise, not guarantee outcomes.

[5:39] Brad shares an example where a client disregarded research recommendations, then blamed the agency when it didn't work.

[8:20] Ken argues clients should view agencies like employees, carefully vetting values and vision.

[11:37] Brad stresses empathy for clients' high-stakes position while hiring agencies.

[17:47] Brad highlights the difference between what clients say and what they actually want.

[22:11] Ken emphasizes the importance of mutual philosophy and respect in successful agency-client relationships.

[28:55] Bob advocates for defining perfect customer criteria to evaluate fit.

[32:13] Brad discusses the high-risk stakes for clients hiring agencies.

[33:40] Ken compares hiring an agency to hiring an employee.

[38:38] Bob recommends using HumanIK to analyze clients' communication styles.

[41:16] Brad suggests identifying red flags early to navigate new client relationships.

[42:36] Bob reminds listeners to like, subscribe and check out the new 3-camera format on YouTube.

Learn how to get the highest returns on your time and money investments. The guys provide actionable tips on becoming a "time multiplier," maximizing conference experiences, starting a podcast, and aligning your efforts with principles that create exponential growth. Discover how to build assets that compound over time.

Summary:

In this episode, the guys discuss strategies for investing time and money wisely to achieve optimal returns. They talk about the concept of becoming a "time multiplier" by investing time upfront into tasks that eliminate repetitive work and create compounding returns. For example, spending time to automate processes saves ongoing effort in the future. They emphasize the importance of focusing on high-impact activities versus low-value repetitive tasks. Regarding conferences, the guys debate their value, with mixed opinions. Conferences can offer opportunities to connect and gain insights, but often lack real ROI. More curated events like TED provide better educational experiences. Interactive workshops and pre-recorded talks can also enhance conferences. Ultimately, investing in a mastermind group or coach provides higher returns than conferences for many. Starting a podcast is highlighted as a worthwhile investment; it enables access to high-profile individuals and provides a platform to share valuable insights. The guys stress the power of aligning efforts with universal success principles that compound over time, whether in business or personal contexts. Rather than scarcity, adopting an abundance mindset is key. Overall, the episode provides pragmatic tips for becoming a wise steward of time and money, creating assets that continue to pay dividends into the future.

Top 3 Curtain Pulls from this episode:

1. Become a time multiplier. Dramatically increase your productivity by identifying tasks that eliminate repetitive work. Invest time upfront into efforts that create exponential returns in the future. Automating processes is a simple example that saves huge amounts of time long-term. Become a wise steward of your most precious asset.

2. Conferences have mixed value. Conferences offer networking but often lack real ROI compared to other investments like masterminds or coaches. Look for events with genuine educational experiences like TED. Interactive workshops and pre-recorded talks can also enhance conferences.

3. Adopt abundance and success principles. Shift to an abundance mindset regarding time and money. Align efforts with universal success principles that compound over time. Start a podcast to share your own insights. Keep learning and growing through the ups and downs.

  About The Guys: 

Ken Ott: Co-Founder and Chief Growth Rebel of Metacake, an Ecommerce Growth Team for some of the world’s most influential brands with a mission to Grow Brands That Matter. Ken is also an author, speaker, and was nominated for an Emmy for his acting on the Metacake Youtube Channel (not really). More on Ken: 

• LinkedIn - https://www.linkedin.com/in/kennethott/ 

• Metacake - An Ecommerce Growth Team - https://metacake.com/ 

• Growth Rebel TV - https://mtck.co/YouTube-2Y5GUQ9 

• Twitter - https://twitter.com/iamkenott?lang=en

• Instagram - https://www.instagram.com/iamkenott/ 

• Facebook - https://www.facebook.com/iamKenOtt/

 

Bob Hutchins: Founder of BuzzPlant, a digital agency that he ran from 2000 -2017. He is also the author of 3 books. More on Bob: 

• LinkedIn - https://www.linkedin.com/in/bobhutchins-cmo-chief-marketing-officer-growth-hacker-digital-marketing-executive/ 

• Twitter - https://twitter.com/bobhutchins?lang=en 

• Instagram - https://www.instagram.com/bwhutchins/?hl=en 

• Facebook - https://www.facebook.com/profile.php?id=100039351973426 

 

Brad Ayres: Founder of Anthem Republic, an award-winning ad agency. Brad’s knowledge has led some of the biggest brands in the world. Originally from Detroit, Brad is an OG in the ad agency world and has the wisdom and scars to prove it. Currently that knowledge is being applied to his boutique agency. More on Brad:

• Linked In - https://www.linkedin.com/in/bradayres/

• Anthem Republic - https://www.anthemrepublic.com/ 

• Twitter - https://twitter.com/bradayres?lang=en

• Instagram - https://www.instagram.com/therealbradayres/?hl=en 

• Facebook - https://www.facebook.com/Bradayres 

 

Show Highlights:

[5:08] Ken talks about the importance of good times and bad times in life and business for growth.

[7:09] Bob asks the guys about their thoughts and predictions for 2023 and changes they'll make in their businesses.

[7:34] Brad discusses focusing on new business development, evaluating their services, and figuring out how to better serve current clients in the new year.

[11:52] Ken emphasizes the importance of profit and the misconception that high profit is greedy or selfish.

[18:27] Bob discusses changing mindsets and beliefs around profit.

[20:30] Brad applies the adage "shoot for the stars, land on the moon" to goal setting.

[22:22] Ken suggests questions agencies should ask themselves to prompt mindset shifts.

[25:54] Bob talks about becoming a "time multiplier" and investing time to get exponential returns.

[28:50] Brad compares the concept of a time multiplier to compound interest.

[31:13] Brad emphasizes the importance of setting measurable goals and targets.

[33:23] Ken introduces his new show "Growth Time" and the topics and episodes he's covered.

[38:59] Brad asks about the frequency of Ken's podcast and how often guests appear.

[40:49] Ken commits to releasing a book by the end of 2023 based on his podcast.

Subtitle: 

Dive into a world where business insights blend with the rhythm of excellence, as we unpack the essence of the "Messi Effect." Just as a catchy jingle sticks in your mind, on today’s episode, we explore how aligning strengths and impeccable timing can revolutionize success. Join the guys as they discuss how to simplify the complex, fine-tune your abilities, and conduct your own symphony of achievement. 

 

Summary:

In this week's episode, the guys talk about their summer experiences, rest, value, profit, simplicity, and more. Ken shares his family's annual trip to upstate New York, emphasizing the significance of establishing deep familial connections in the Adirondacks. Brad delves into his newfound intentional rhythm for managing tasks and avoiding feeling overwhelmed. Bob describes his Florida vacation and the highlight of his summer – witnessing Lionel Messi's debut in MLS. He extrapolates important life and business lessons from Messi's approach, highlighting the value of understanding one's strengths, staying focused, and delivering when the time is right. The discussion shifts to business matters. Ken outlines positive changes his business has made, underlining the importance of proper pricing and recommending reframing the term "agency" to bring about transformative shifts. Ken introduces a tool called Harpa for analyzing longer texts and segues into the "Messi Effect," advising businesses to focus on their core strengths and remain within their expertise. The conversation touches on the tendency to overlook simple solutions and the value of practicing intentional simplicity. Brad observes that relentless busyness doesn't necessarily drive business growth, while Bob introduces the effort justification bias as it relates to focusing on strengths. Brad advocates for setting aside personal time to enhance creative flow and cognitive capabilities. Bob concludes the episode by stressing the need to balance and nurture both sides of the brain, preventing burnout and cognitive overload by renewing, resting, and reviving mental capacities.

 

Top 3 Curtain Pulls in this episode: 

 

1. Maximize the Messi Effect. By concentrating on unique strengths, mastering expertise, and delivering value strategically, you can achieve remarkable results. This approach prioritizes focus over dispersion, encouraging alignment with core competencies and seizing timely opportunities for impactful outcomes. “He knows his lane. He knows what he's good at. And he doesn't try to be anything. But when it’s time for him to stand up, he delivers. He doesn't try to be all things and doesn't try to defend. His timing is impeccable. He's always passing, he's unselfish.”

2. Seek out the simple. In the realm of business, valuing simplicity is a potent yet often overlooked strategy. Embracing simplicity cuts through the noise, unveiling efficient solutions. “It took me a long time to realize that we as humans are conditioned to think that the simple solution is not the right solution…The thing that you are really good at, just do a lot of that thing. So don't jump to the other side.”

3. Create a rhythm to optimize your abilities. Establishing a consistent routine enhances efficiency and minimizes overwhelm. By aligning actions with energy levels, you unlock cognitive and creative potential. This rhythm becomes a reliable guide, smoothing the path to your goals. Take time to rest, enjoy nature, and use the other half of your brain. “In the creative space, the flow is what gets your juices going, but you have to shut everything out. Allow your brain to maximize its capability. It's soothing and healing.”

 

For more tips, discussion, and behind the scenes:

• Follow us on Instagram @AgencyPodcast

• Join our closed Facebook community for agency leaders

 

About The Guys: 

Bob Hutchins: Founder of BuzzPlant, a digital agency that he ran from from 2000 -2017. He is also the author of 3 books. More on Bob: 

• Bob on LinkedIn

• twitter.com/BobHutchins

• instagram.com/bwhutchins

• Bob on Facebook

Brad Ayres: Founder of Anthem Republic, an award-winning ad agency. Brad’s knowledge has led some of the biggest brands in the world. Originally from Detroit, Brad is an OG in the ad agency world and has the wisdom and scars to prove it. Currently that knowledge is being applied to his boutique agency. More on Brad:

• Brad on LinkedIn

• Anthem Republic

• twitter.com/bradayres

• instagram.com/therealbradayres

• facebook.com/Bradayres

Ken Ott: Co-Founder and Chief Growth Rebel of Metacake, an Ecommerce Growth Team for some of the world’s most influential brands with a mission to Grow Brands That Matter. Ken is also an author, speaker, and was nominated for an Emmy for his acting on the Metacake Youtube Channel (not really). More on Ken: 

• Ken on LinkedIn

• Metacake - An Ecommerce Growth Team

• Growth Rebel TV

• twitter.com/iamKenOtt

• instagram.com/iamKenOtt

• facebook.com/iamKenOtt

 

Show Notes:

[0:35] Brad opens this week’s episode with the idea that the guys should have a jingle for Agency Exposed.

[1:30] Bob asks the guys what they did this summer.

[2:00] Ken talks about his family’s trip to upstate New York to the Adirondacks and the value of putting down deep familial roots. “I've gone every year for my entire life. It's just a special place for us.”

[7:55] Brad tells the guys about his new 1980 Porsche and his trips up to Michigan.

[12:15] Brad also breaks down his new intentional rhythm he’s been creating over the summer. “I feel like this summer I have been able to kind of just create more of a rhythm and it's been really helpful…there's a point where you start feeling overwhelmed, and you really don't know why. You have to stop and take a look at your day and try to figure out how do I do what I need to do, but not feel overwhelmed when I'm doing it?”

[14:07] Bob talks about his vacations to Florida and his highlight of the summer, seeing Lionel Messi play his first MLS game. “There's just something amazing about watching people that are like the highest elite level of their game.”

[18:05] Bob breaks down some important life and business lessons he’s learned from Messi. “He knows his lane. He knows what He's good at. And he doesn't try to be anything. But when it’s time for him to stand up, he delivers. He doesn't try to be all things and doesn't try to defend. His timing is impeccable. He's always passing, he's unselfish.”

[19:44] Bob segues into a new topic by asking the guys about their businesses.

[19:57] Ken mentions some of the positive changes his business has made, the importance of pricing, and why you shouldn’t call yourself an agency. “Change the name to change the game.”

[23:35] Brad talks about AI, its explosive growth, and the potential for all businesses. 

[24:11] Bob adds that it’s important to, “stop yourself and go, what can I automate, and what can I make more efficient with this tool?”

[27:18] Ken tells the guys about Harpa, a tool he uses to analyze and understand longer or larger texts.

[29:50] Ken talks about “The Messi Effect”, and how to apply it to your business. “I think it comes down to like doing what you're really, really good at, and just staying in that lane.”

[33:51] Ken discusses the tendency to overlook the simple answer, and the importance of intentionally practicing simplicity. “It took me a long time to realize that we as humans are conditioned to think that the simple solution is not the right solution…The thing that you are really good at, just do a lot of that thing. So don't jump to the other side.”

[37:19] Brad adds on saying, “I've noticed that,I felt like in business that if I wasn't running hard, that wasn't moving the needle in my business. That never gets you anywhere.”

[39:36] Bob mentions an important psychological principle, effort justification bias, and relates it to pursuing the simple; focusing on your strengths and assets. 

[41:11] Ken talks about the importance of your time because it’s, “the most valuable thing in your life. And it's the only thing that you have to really leverage into doing something of worth or good.”

[46:51] Brad discusses the value in setting time aside for yourself to prepare and reset in order to maximize your brain’s capabilities. “In the creative space, the flow is what gets your juices going, but you have to shut everything out. Allow your brain to maximize its capability. It's soothing and healing.”

[47:57] Bob closes this week’s episode by talking about the importance of accessing both parts of the brain to prevent burnout or cognitive overload. “You have to renew it, and you have to rest it, and you have to revive it.”

Subtitle: 

Though the title may sound suspiciously too good to be true, trust us, it’s easier than you think to become the best in the world. Today, the guys dive into topics surrounding the challenges of agencies recently as well as commodity agencies, superpowers, being the best, cheapest, or only, profit, mindset, creativity, and more. 

 

Summary:

In this week's episode the guys have a conversation about the challenges faced by agencies in the current business landscape. Bob highlights the conflicting reports he has heard recently: some agencies claim to be thriving, while others are struggling to retain talent. This sets the stage for a discussion on how agencies can create value and improve their offerings. Brad emphasizes the concept of finding a "pure play," a specific area of expertise that distinguishes an agency from being perceived as a generic service provider. He also mentions the business strategy principle of being the only, the best, or the cheapest to succeed. He points out the unique challenges faced by agencies that fall between being the best and the cheapest, often resulting in mediocrity. Switching gears, Bob asks the participants to discuss what agencies can do to prepare for the future and make necessary adjustments. Brad shares his goal of diversifying revenue streams by aiming for 20% of their income to come from their own products in the next five years. He talks about forming alliances with like-minded agencies to create a larger community and broader offerings. Brad expands on his goals, expressing his desire to utilize their products to assist other businesses, engage in acquisitions, and serve clients while also being a significant customer themselves. Ken emphasizes the benefits of launching one's own products, highlighting the opportunities for innovation, balance, and freedom it provides. He stresses the importance of achieving profitability to invest in research and development and to continually showcase innovation. He adds that discovering and leveraging one's superpower, accurately pricing the value offered, and maximizing profit are crucial for building a successful business.  delves into the critical factor for project success, attributing it to the mindset of agency leaders and teams, who must commit to achieving success regardless of the obstacles. To wrap up, Bob asks the guys to share the most important focus or action that solopreneurs and agencies of all sizes should undertake for the remainder of the year. Brad emphasizes the need for business owners to take time off and reflect on personal values before returning to run their businesses, as this can provide valuable insights. Ken highlights the significance of making significant investments in one's business, including purchasing items that expand capabilities and raise the bar for service offerings. In closing, Bob encourages agencies to identify their unique strengths, become recognized experts in their respective fields, and dedicate the next six months to honing their expertise in those areas.

 

Top 3 Curtain Pulls in this episode: 

 

1. Superpower all the way. Embracing your superpower empowers you to create a meaningful impact and achieve success in the competitive business world. It represents your unique strengths, sets you apart from competitors, and positions you as an expert. By focusing on your superpower, you attract the right audience, deliver exceptional value, and enhance your reputation. “It's essential to be good at whatever you do.”

2. Profit helps everyone, so make sure you’re getting enough. Profit is beneficial to everyone involved in a business. It fuels innovation and growth, enhances employee opportunities, and enables businesses to contribute to the community. Ultimately, a healthy profit ensures long-term sustainability and prosperity, benefiting customers, employees, stakeholders, and the wider community. “Let's say you make a million dollars a year, I believe you should have $300,000 of profit, like 30% or so after you pay yourself. Now you've got $300,000 that you can actually invest in r&d,like starting a product or a service or some area where you become one of your clients. Now you've got number one, an asset, number two, stability, and Number three, something that you can say, hey, I innovate all the time over here.”

3. Don’t become a commodity. Avoiding commodity status is crucial for businesses. It preserves uniqueness, prevents price competition, and maintains profitability. By emphasizing distinct value and exceptional experiences, businesses can stand out, attract loyal customers, and achieve long-term success in a crowded marketplace. “People have to think creatively about their sources of income, and not just rely on those commodity services, because those are going to constantly go through these waves of being lowered.”

For more tips, discussion, and behind the scenes:

• Follow us on Instagram @AgencyPodcast

• Join our closed Facebook community for agency leaders

 

About The Guys: 

Bob Hutchins: Founder of BuzzPlant, a digital agency that he ran from from 2000 -2017. He is also the author of 3 books. More on Bob: 

• Bob on LinkedIn

• twitter.com/BobHutchins

• instagram.com/bwhutchins

• Bob on Facebook

Brad Ayres: Founder of Anthem Republic, an award-winning ad agency. Brad’s knowledge has led some of the biggest brands in the world. Originally from Detroit, Brad is an OG in the ad agency world and has the wisdom and scars to prove it. Currently that knowledge is being applied to his boutique agency. More on Brad:

• Brad on LinkedIn

• Anthem Republic

• twitter.com/bradayres

• instagram.com/therealbradayres

• facebook.com/Bradayres

Ken Ott: Co-Founder and Chief Growth Rebel of Metacake, an Ecommerce Growth Team for some of the world’s most influential brands with a mission to Grow Brands That Matter. Ken is also an author, speaker, and was nominated for an Emmy for his acting on the Metacake Youtube Channel (not really). More on Ken: 

• Ken on LinkedIn

• Metacake - An Ecommerce Growth Team

• Growth Rebel TV

• twitter.com/iamKenOtt

• instagram.com/iamKenOtt

• facebook.com/iamKenOtt

 

Show Notes:

[1:31] Bob opens this week’s episode with his perspective on agencies and their struggles right now. “One thing I have noticed in the last month or two is I'm hearing a duality of things. I'm hearing, “business is booming, and it's great.” Or I'm hearing, “we're really struggling, we can't keep people.””

[4:23] Ken talks about things that he and his business are doing to continue to create value and get better at what they do. 

[5:23] Brad discusses the idea of finding your pure play, “something specific that you do really well that you’re known for” and how that can help you not be a ‘commodity agency’.

[7:31] Brad brings up the business strategy principle that in order to succeed, you want your business to be the only, the best, or the cheapest; he discusses the challenges that are unique to the agencies that fall between the best and cheapest. “I think agencies are struggling between being the cheapest, and being the best, and they're actually just mediocre.”

[8:10] Ken adds a quote from Dan Kennedy, “there is no strategic advantage to being the second cheapest.” 

[9:15] Bob begins a discussion about the pros and cons of being the cheapest on the market by talking about convenience versus value when your business chooses the cheapest strategy. “I don't know that the customers see you as valuable. I think they see you as convenient. So that can be a business model, but I don't think if you're trying to look for value you're going to find that and be the cheapest.”

[13:12] Brad summarizes the pros and cons of choosing to be the cheapest, and highlights that while this strategy is possible, it is incredibly challenging to achieve in the service industry. 

[15:38] Bob changes topics, asking the guys to, “talk about what agencies can do as they look down the road into next year, and how do they need to adjust?”

[16:15] Brad talks about how he and his business are pursuing a goal to reach 20% of their revenue from their own products in the next five years as well as an agency community. “So right now, we're in talks with a group of agencies that are like minded, who are looking to do a very similar type of roll up and to understand what that might look like. So we would still act as our own agencies and we would be part of a greater community and a greater offering.”

[17:56] Brad elaborates on his goals, discussing how he wants to use his products to help other businesses, acquisitions, and clients. “make yourself one of your number one clients.”

[25:15] Ken talks about the balance, opportunities, and freedom to innovate that launching your own products can provide. “I think it's essential to be good at whatever you do and to have your own place where you can fail and play with things.”

[26:46] Ken discusses the wide reaching benefits of developing your own products as well as the significance of profit. “Let's say you make a million dollars a year, I believe you should have $300,000 of profit, like 30% or so after you pay yourself. Now you've got $300,000 that you can actually invest in r&d,like starting a product or a service or some area where you become one of your clients. Now you've got number one, an asset, number two, stability, and Number three, something that you can say, hey, I innovate all the time over here.”

[29:55] Bob talks about the way to avoid lowering prices in commodities. “You guys are talking about the way forward; I think people have to think creatively about their sources of income, and not just rely on those commodity services, because those are going to constantly go through these waves of being lowered.”

[32:31] Ken says that being aware of your superpower, leveraging it to you and your client’s advantage, and pricing your value accurately to create a maximized profit is the best way to create the best version of your business. “But you have to find the superpower. And then you have to figure out your cost basis. And then you have to add your profit… I talk to a lot of agency owners about this, and a lot of times I come up against a very limiting belief of like, “oh, we cannot do that. No one does that. It's wrong to do that.” All this stuff, right? And they're suffering in this really poor business model.”

[36:46] Ken dives deep into a discussion about the determining factor in a project’s success, the client’s mindset, and relates it to pricing. “It turns out, the determining factor in success is simply the person who's like the leader, or the team, basically saying we will be successful one way or another. That factor is critical. The premium price helps sift out all the people that are not.”

[40:14] Bob asks the guys, “What is the one thing that every solopreneur, small agency, and medium and large agency needs to be thinking about and or doing for the rest of this year?”

[40:34] Brad says that all business owners need to take time off. “You need to go and take a day and not deal with the business. Go away, take a walk, and think about life and what you're about, personally, and what is meaningful to you personally, and then go back and run your business. It will help, trust me.”

[41:13] Ken mentions the importance of making a significant investment in your business. “Buy something expensive that scares you, that is an investment, but also something that expands your level. You can't sell someone something for $100,000 If you don't buy something for $100,000.”

[41:46] Bob closes out by saying, “find out what your only is, become the obvious expert, and work on that for the next six months.”

Subtitle: 

It’s a freestyle Friday so you know some secrets to success are about to be dropped. The guys dive deep into the importance of building a business that serves you first, the secret recipe to the foundation of a successful business, insightful books and psychological principles, the idea of practitioners v.s. owners, and more on this exciting episode!

 

Summary:

This week’s episode is a freestyle Friday! The guys discuss their recent endeavors. Ken shares that he is actively pursuing his vision and leveraging his abilities to align his life and business with what he truly desires. He specifically talks about the challenges of pursuing personal vision in a service-oriented business, where one can often prioritize clients' needs over their own aspirations. Brad contributes to the conversation by highlighting how personal vision and desires change over time. He explains that as individuals age, their businesses may no longer fulfill them, prompting them to question their motivations and purpose. Bob adds to the discussion by emphasizing the roles of self-awareness and crystallized intelligence in shaping one's interests and vision. He suggests that these factors play a significant role in the shift of personal goals and interests. Ken takes the conversation further by discussing the notion of a midlife crisis, suggesting that individuals may feel trapped in what they have built, leading to a sense of confinement and dissatisfaction. He emphasizes the importance of ensuring that one's business serves them first, similar to the concept of putting on your own oxygen mask before assisting others. The idea of having a calling or mission in life is introduced by Ken, who believes that certain talents within him need to be expressed better. He asserts that if his business does not align with this calling, it is not serving him adequately. The guys delve into the foundation and core of a business, debating whether it is based on people, the balance sheet, the idea, or the vision. They explore the distinction between being business practitioners and being business owners who possess a broader understanding of business principles and can apply them across different industries. They also discuss the significance of values, mission, and culture in establishing a strong foundation for a business. Bob argues that lacking this foundation can lead to becoming enslaved by the business rather than serving a greater cause. Ken introduces the book "Who Moved My Cheese," drawing psychological principles from it to emphasize the importance of being intentional about having a business that serves oneself first in order to provide better service to clients. The conversation touches upon the idea that true enjoyment cannot be derived from tasks performed solely for survival or necessity. They discuss the importance of investing in culture and foundational principles for long-term success and fulfillment. Each participant reflects on their personal visions, plans, and goals. Ken acknowledges that he is still in pursuit of his desired reality, emphasizing the need to leverage one's talents in the right ways. Brad shares his recent realization about the importance of contentment and being present in the journey. Bob concludes the conversation by emphasizing that individuals are doing their best with the resources they have and that a shift in internal perspective is necessary to move forward effectively.

 

Top 3 Curtain Pulls in this episode: 

 

1. Don’t build a prison; build a business that serves you first. In entrepreneurship, prioritize building a business that serves you first, avoiding the creation of a prison. By aligning your business with your personal aspirations and values, you empower yourself to thrive and achieve both professional success and personal fulfillment. “If my business does not serve me first, how could I possibly be healthy enough to serve you? It's the oxygen mask concept.”

2. Strong culture + strong values + a strategy = the foundation of a healthy and successful business. A healthy and successful business is grounded in practical elements that form its foundation. Well-defined values serve as guiding principles, fostering trust among employees, customers, and partners, creating a strong culture grounded in the business’s values. A carefully crafted strategy aligns goals, resources, and actions, providing a roadmap for growth, competitive advantage, and long-term success in the ever-changing business landscape. “If you don't have that strong foundation of this is our vision and this is the mission of why we exist, you're gonna fall into that eventually, and you become a slave to it versus I'm serving a bigger cause bigger than myself.”

3. Measure backwards, be present and content, and do your best. Measuring backwards, being present and content, and doing our best with what we know are key principles for a fulfilling and successful business. These are practical ways to prevent being trapped by your business, make it work for you, and begin on the path to its best version. “We only see the world as we are internally. And until we shift our own internal perspective, however that happens, we’re really doing the best we can and we believe that we’re doing what is right to get us where we need to go.”

 

For more tips, discussion, and behind the scenes:

• Follow us on Instagram @AgencyPodcast

• Join our closed Facebook community for agency leaders

 

About The Guys: 

Bob Hutchins: Founder of BuzzPlant, a digital agency that he ran from from 2000 -2017. He is also the author of 3 books. More on Bob: 

• Bob on LinkedIn

• twitter.com/BobHutchins

• instagram.com/bwhutchins

• Bob on Facebook

Brad Ayres: Founder of Anthem Republic, an award-winning ad agency. Brad’s knowledge has led some of the biggest brands in the world. Originally from Detroit, Brad is an OG in the ad agency world and has the wisdom and scars to prove it. Currently that knowledge is being applied to his boutique agency. More on Brad:

• Brad on LinkedIn

• Anthem Republic

• twitter.com/bradayres

• instagram.com/therealbradayres

• facebook.com/Bradayres

Ken Ott: Co-Founder and Chief Growth Rebel of Metacake, an Ecommerce Growth Team for some of the world’s most influential brands with a mission to Grow Brands That Matter. Ken is also an author, speaker, and was nominated for an Emmy for his acting on the Metacake Youtube Channel (not really). More on Ken: 

• Ken on LinkedIn

• Metacake - An Ecommerce Growth Team

• Growth Rebel TV

• twitter.com/iamKenOtt

• instagram.com/iamKenOtt

• facebook.com/iamKenOtt

 

Show Notes:

[1:13] Bob suggests that the guys do a freestyle Friday, beginning a conversation about what the guys have been working on recently. 

[1:36] Ken talks about how he’s pursuing his vision of where he needs to be, leveraging his abilities better, and doing what he wants to be doing in life and business. 

[3:54] Ken continues to talk about how to pursue your vision for yourself in a service business and the accompanying challenges. “Because the nature of a service business is to get clients and build things and serve them and do things for other people. You might end up doing a bunch of things for the people and never doing the things that you wanted to.”

[5:35] Brad discusses how your vision for yourself and what you want to be doing changes over time. “You get to a point in your age where your business no longer fulfills anymore. And then you have to go through a process of understanding ‘why do I do what I do?’”

[8:06] Bob talks about the roles of self awareness and crystallized intelligence and how they impact the shift of interest and vision. 

[10:32] Ken concludes that this shift often results in the creation of a midlife crisis. He also discusses the truth of the idea that you become trapped inside what you build. “I imagine those midlife crisis moments are because you feel trapped, and you just at some point break… You literally build your own prison. And that's a scary feeling.”

[15:14] Ken segues into the way to break out of this prison; make sure it serves you first. “If my business does not serve me first, how could I possibly be healthy enough to serve you? It's the oxygen mask concept.”

[15:55] Ken says that, “I believe I have a calling in life. And I can't describe it, but there are certain talents inside of me that I feel need to be expressed better. And I can't describe it any other way than a calling or a mission. And so if my business is not doing that it's not serving me.”

[18:16] Brad asks the guys what they think their business is, at its foundation and core. Essentially, is your business the people, balance sheet, idea, vision, etc?

[21:48] Ken talks about the idea that many agency owners are business practitioners versus owners (they are serving people and are good at their craft). He argues that a business owner is a master of the principles of business and can apply those principles in any type of business. “Principles are principles, because they're universal. And so a business needs to make a certain number of bounded profit, whether it's an agency or it's Verizon.”

[22:28] Bob discusses the importance of values, mission, and culture, and how having a strong foundation of these things prevents you from building your own prison. “If you don't have that strong foundation of this is our vision and this is the mission of why we exist, you're gonna fall into that eventually, and you become a slave to it versus I'm serving a bigger cause bigger than myself. I think that at its core, that's what's really missing in people's lives.”

[28:13] Ken begins a conversation about a book called, Who Moved My Cheese, and applies the psychological principles discussed in it to being intentional that your business serves you first so that you can better serve your clients.  

[30:08] Ken talks about the idea that, “you will not enjoy anything you have to do. So if you're in a business where you have to do this thing to survive, you have to serve this client this way just to survive. That's never going to be the best end result for you or the customer.”

[31:48] Bob tells a story about a new client of his and how this client has prioritized investing into his foundational principles, values, and culture, as well as his strategy and app and how that will set his business up to serve him first, destroying the prison. “I have never seen a company that has invested in culture successfully that has not gone on to be very successful, and very fulfilling for the people who work in it.”

[35:44] Brad asks the guys where they feel like they are at in their personal visions, plans, and goals for themselves. 

[37:25] Ken talks about his perspective on where he’s at in his vision. “I try to be intentional. I've always had a desire to pursue a certain type of reality. But I don't believe that I'm fully fulfilling it right now. But I don't think that that's a failure. I think it's a pursuit. When it feels like I'm not acting on something that I should, it's like, I've got this you know, all star baseball arm, but I'm just like I'll do that in 10 years. There's this feeling of like, um, you're not leveraging you're not really like living out the talents that you have in the right ways and pursuing them.” He also talks about a book, The Gap in the Game, and the idea of measuring backwards versus comparing yourself against an ideal. 

[43:27] Brad discusses his journey in realizing the importance of contentment. “What I've learned recently is that I'll never be where I want to be. So I have to understand that I have to be present, and I have to be content without being there.”

[45:14] Bob closes with his thoughts on where he’s at and the idea that most people are doing the best they can with what they have. “We only see the world as we are internally. And until we shift our own internal perspective, however that happens, we’re really doing the best we can and we believe that we’re doing what is right to get us where we need to go.”

 

Subtitle: 

Unlocking the Secrets to Success: Discover the transformative power of creativity, differentiation, and strategic pricing as the guys delve deeper into the concept of "10x-ing" prices. From the link between creativity and income generation to the art of effective communication and leveraging unique labels, this episode unveils the keys to delivering exceptional value and achieving unparalleled success in business. Get ready to revolutionize your approach and create happier, more satisfied customers along the way. The guys break down the role of creativity, AI, the power of labels, time, your unique superpower, and more on this week’s episode. 

 

Summary:

In this episode, Bob starts by reviewing the previous discussion about the importance of "10x-ing" prices and reveals that they will explore this concept further. Ken connects creativity to price increases, referencing the book "The Science of Getting Rich" and emphasizing creativity as a means to generate income. Bob adds to this by mentioning a study by the World Economic Forum, highlighting creative thinking as the top skill needed in the future. Brad explores the role of AI in creativity, concluding that human creativity and experience are necessary to fine-tune AI-generated outputs. Bob asks the guys if they believe that raising prices significantly while offering the same services is feasible. Ken discusses the power of labels, highlighting the need to differentiate oneself and avoid being categorized based on common expectations. The importance of finding one's superpower and leveraging it for differentiation, creativity, and increased prices is emphasized. Ken shares insights on increasing prices without increasing expenses, particularly in terms of time. Brad explains how his company implements the "10x" method by assessing client satisfaction and excitement rankings. Bob differentiates himself by presenting a larger scope of services and leading with his expertise and experience. Ken adds to this by emphasizing the importance of effective communication of a unique label and highlighting how businesses can provide value in distinct ways. The uncertainty in the business world and economy is discussed in relation to raising prices, with Ken noting that money is infinite while time is finite. Brad discusses leveraging opportunities during recessions and relates them to raising prices. Ken provides tips for preparing for price increases, including believing in their possibility and necessity, and ensuring that costs remain a fraction of the price charged. Bob concludes by emphasizing that charging more money enables businesses to deliver exceptional results and create happier customers. Overall, the discussion revolves around the importance of creativity, differentiation, effective communication, and the benefits of raising prices in delivering exceptional value and success in business.

Top 3 Curtain Pulls in this episode: 

 

1. Embrace the boundless potential of creativity. Unlock the transformative power of creativity and witness its profound impact on business success. According to the renowned World Economic Forum, creative thinking reigns as the foremost skill crucial for the coming years, emphasizing the immense value of nurturing and embracing creativity in the pursuit of innovation and growth. By cultivating a culture of creative thinking, businesses can develop groundbreaking solutions, confidently raise prices, and achieve unprecedented levels of success. “Creativity is how you get anything. It's an unlimited well to generate income. I would venture to say that thinking about how to 10x your prices is an example of using creativity, not anything else, to generate more income.”

2. Widen your label scope. The guys emphasize the power of labels and the importance of defining a unique identity that sets your business apart from competitors. By doing so, you can attract the right clientele and charge higher prices. Stand out and thrive in a competitive marketplace by leveraging the value of labels and differentiation. “Just calling yourself an agency puts you into a certain category where certain people expect certain types of things and certain prices and certain ways of engaging with you, and that may not be advantageous to you.”

3. Expensive = higher quality = a happy customer and business owner. By charging more, businesses can not only allocate resources to deliver exceptional results but also invest in continuous improvement, ensuring long-term success and customer loyalty. Experience the positive impact of pricing strategies that prioritize quality and customer satisfaction. “People are happier when you charge them more money, because it gives you the resources to do an amazing job. That's why you 10x so you can be the best that you can be. And they can be the happiest customers on the other end.”

 

For more tips, discussion, and behind the scenes:

• Follow us on Instagram @AgencyPodcast

• Join our closed Facebook community for agency leaders

 

About The Guys: 

Bob Hutchins: Founder of BuzzPlant, a digital agency that he ran from from 2000 -2017. He is also the author of 3 books. More on Bob: 

• Bob on LinkedIn

• twitter.com/BobHutchins

• instagram.com/bwhutchins

• Bob on Facebook

Brad Ayres: Founder of Anthem Republic, an award-winning ad agency. Brad’s knowledge has led some of the biggest brands in the world. Originally from Detroit, Brad is an OG in the ad agency world and has the wisdom and scars to prove it. Currently that knowledge is being applied to his boutique agency. More on Brad:

• Brad on LinkedIn

• Anthem Republic

• twitter.com/bradayres

• instagram.com/therealbradayres

• facebook.com/Bradayres

Ken Ott: Co-Founder and Chief Growth Rebel of Metacake, an Ecommerce Growth Team for some of the world’s most influential brands with a mission to Grow Brands That Matter. Ken is also an author, speaker, and was nominated for an Emmy for his acting on the Metacake Youtube Channel (not really). More on Ken: 

• Ken on LinkedIn

• Metacake - An Ecommerce Growth Team

• Growth Rebel TV

• twitter.com/iamKenOtt

• instagram.com/iamKenOtt

• facebook.com/iamKenOtt

 

Show Notes:

[2:08] Bob kicks off this week’s episode by reviewing the discussion last episode about the importance of 10x your prices, and reveals that they will be diving deeper into this idea this episode.

[3:15] Ken makes the connection between creativity and price increases and discusses a book he read recently, “The Science of Getting Rich”, and how it links them.”This book was written in the 20s. It's basically all about creativity and how creativity is how you get anything. It's an unlimited well to generate income. I would venture to say that thinking about how to 10x your prices is an example of using creativity, not anything else, to generate more income.”

[5:05] Bob adds to Ken’s discussion on creativity by mentioning a study done by the World Economic Forum. “One of the graphs that caught my eye said, ‘What would you rank in priority, the top skills that are going to be in demand and needed in the next several years?’ And so you're thinking, you know, all kinds of logical perspectives, but the number one thing that they said is going to be needed is creative thinking.”

[7:50] Brad explores the idea of AI and creativity, and comes to the conclusion that although AI is an incredible tool, it’s much like an unpaid intern; at the end of the day, it gives you the rough basis and you use human creativity and experience to fine tune it.“You don't give the interns work to a client, unless you look over it, right, tweak it, change it.”

[9:51] Bob asks the guys to unpack the idea that, “you can't offer the same services and then raise your prices considerably and call it the same thing.”

[11:49] Ken talks about the power of labels, and goes back to the roots of running a business; building wealth, and being fulfilled. “Just calling yourself an agency puts you into a certain category where certain people expect certain types of things and certain prices and certain ways of engaging with you, and that may not be advantageous to you.”

[16:13] Bob touches on the importance of finding your superpower and the role that can play in labeling yourself, creativity, and increasing your prices.

[18:46] Ken wraps up the chat about labels with some insight on increasing your prices without increasing your expenses; especially in time. “The more you talk about things in the labels that are commodities, the less you will be able to do anything about changing your income, your pricing your profit, and you won't be able to decide that.”

[22:52] Brad dives into some of the ways he and his company have been implementing the 10x method and offers some insight. “For us, we have to look at what specific projects or what type of work we can do… The key is for you to have a satisfaction/excitement ranking on your client. You have to kind of diagnose every one of your customers… So maybe the diagnosis is we can't 10x anything on this customer. But we can get them from a satisfaction/excitement ranking of two to a 10.”

[26:36] Bob discusses how he differentiates himself from competitors and utilizes a larger perspective to do so. “One of the ways that I've differentiated myself is to try to present the bigger scope of what I'm providing versus the individual things. And to lead with that. And like you said, it's easier for me because I'm not going back to a bunch of previous clients necessarily. So the way that I do that, is say, I'm an executive growth hacker that looks at things through the lens of behavioral science and psychology. So if you need an executive, ie high level person that understands how to grow your business in the digital context. Secondly, I say, I can serve as a fractional CMO. I'm approaching it from a bigger perspective of saying, You're not hiring me to do these things, you're hiring me for my experience.”

[29:02] Ken adds to Bob’s thoughts and connects it back to the power of labeling and effective ways of communicating your unique label. “Nike is known for what they’re known for and that’s why they charge what they charge. I would ask the question, you could probably do the exact same thing, just in a different way; like you're known for certain things that no one else is. You can't be an agency. You're not a consultant. You're Bob Hutchins. It's very different. Like, you may do consulting, you may do some agency like work, and you do some non agency stuff. We deliver these types of results. We've had this type of experience, we had this type of success. If you like this, this is who you’re looking for.”

[32:10] Bob asks the guys for their thoughts on raising prices in light of the uncertainty in the business world and economy. 

[33:39] Ken says, “Money is infinite; time is finite.”

[34:32] Brad discusses some of the leveraging opportunities that arise during a recession and relates them to raising prices. 

[35:58] Ken mentions some important tips to help as you prepare for price increases in uncertain times. “Believe that it's possible, believe that it's necessary, believe that your cost needs to be no more than 1/5 of the price that you cha36:08rge. If your business isn't serving you, well, you're not profiting from it appropriately, then nothing else works; you have to fix that.”

[39:23] Bob wraps up with some final thoughts on 10x your price. “People are happier when you charge them more money, because it gives you the resources to do an amazing job. That's why you 10x so you can be the best that you can be. And they can be the happiest customers on the other end.”

 

Subtitle: 

Take a moment to think about any famous, successful company. (Apple, Tesla, Google, Facebook, etc). One thing that most people think about when they think about a successful company is profit; how much money do they make, and how do so many people pay so much money for their products? We definitely don’t have a simple solution, but instead, a few ways you can break out of your box and increase your prices and therefore profits. We break down mindset, communication, commodities and how to not be one, defining your unique strengths, strategy, and more on this week’s episode!

 

Summary:

In the episode, the guys discuss the importance of raising prices in a business, particularly during times of economic instability. They acknowledge that many business owners may feel hesitant to increase prices, but argue that it's necessary for sustainable growth and profitability. One of the key points the guys make is the importance of understanding the mindset of the customer. Brad emphasizes the need to communicate the value that a business provides to its customers, which can help support higher prices. Ken stresses the importance of not becoming a commodity and argues that higher prices benefit all parties involved, as it ensures that businesses are able to provide quality service and remain sustainable over the long term. Bob offers a few questions that can help business owners focus on promoting the human elements of their work and expertise, such as "What differentiates me as a person?" and "What makes me an expert in these areas?" He also encourages business owners to work on their attitudes of scarcity and abundance mindsets, which can influence their perceived ability to raise prices. Ken advises business owners to focus on their unique strengths and passions and use those to differentiate themselves from competitors. He suggests taking away the label "agency" from a business and finding ways to break out of the box to become more unique. Bob talks about the importance of recognizing that not every prospective client is a good fit for a business and that it's important to not devalue oneself for the sake of gaining clients who are unwilling to pay what one's worth. Throughout the episode, the guys offer actionable advice and strategies that can help business owners raise their prices successfully. They also highlight the importance of mindset and attitude in achieving this goal, as well as the need to differentiate oneself from competitors and communicate the value that a business provides to its customers.

 

Top 3 Curtain Pulls in this episode: 

 

1. Mindset matters. Mindset is crucial for business owners when it comes to increasing prices. Having a positive and abundant mindset can help communicate the value provided to customers and confidently set prices that reflect that value. Conversely, a scarcity mindset can lead to undervaluing work and hurting the bottom line. By recognizing and working on mindset, business owners can achieve their goals for growth and profitability.  “I would challenge you to work on your own attitudes of scarcity, and abundance mindsets. That's really at the heart of being able to raise prices regularly without pain and without struggle.”

2. Change the name to change the game. Labeling a business as an agency can be limiting for increasing prices, as it connotes a commoditized service. By shifting away from this label and focusing on unique value propositions, businesses can avoid competing solely on price and differentiate themselves in the marketplace. This can lead to increased profitability and long-term success.  “I think you immediately limit yourself, and you call yourself an agency or a marketing agency or an advertiser, whatever it is website development, because it's commoditized. You got to change the name to change the game.”

3. Knowledge, strategy, attribution. Focusing on knowledge, strategy, and attribution can allow businesses to create higher prices. It allows them to communicate their value, optimize resource allocation, measure ROI, and position themselves as valuable partners. This can result in increased revenue and profitability. “There's three things in my opinion that I've observed, that you need to focus on that will make you valuable; it's knowledge, strategy, and attribution.”

 

For more tips, discussion, and behind the scenes:

• Follow us on Instagram @AgencyPodcast

• Join our closed Facebook community for agency leaders

 

About The Guys: 

Bob Hutchins: Founder of BuzzPlant, a digital agency that he ran from from 2000 -2017. He is also the author of 3 books. More on Bob: 

• Bob on LinkedIn

• twitter.com/BobHutchins

• instagram.com/bwhutchins

• Bob on Facebook

Brad Ayres: Founder of Anthem Republic, an award-winning ad agency. Brad’s knowledge has led some of the biggest brands in the world. Originally from Detroit, Brad is an OG in the ad agency world and has the wisdom and scars to prove it. Currently that knowledge is being applied to his boutique agency. More on Brad:

• Brad on LinkedIn

• Anthem Republic

• twitter.com/bradayres

• instagram.com/therealbradayres

• facebook.com/Bradayres

Ken Ott: Co-Founder and Chief Growth Rebel of Metacake, an Ecommerce Growth Team for some of the world’s most influential brands with a mission to Grow Brands That Matter. Ken is also an author, speaker, and was nominated for an Emmy for his acting on the Metacake Youtube Channel (not really). More on Ken: 

• Ken on LinkedIn

• Metacake - An Ecommerce Growth Team

• Growth Rebel TV

• twitter.com/iamKenOtt

• instagram.com/iamKenOtt

• facebook.com/iamKenOtt

 

Show Notes:

[0:59] Ken opens this week’s episode by introducing the topic, increasing your prices. 

[2:17] Bob asks important questions in light of recent economic instability. “How do you raise prices? How often? And how do you do it?”

[3:34] Brad discusses the importance of understanding the mindset of the customer and communicating value to them.

[4:34] Ken talks about the importance of not becoming a commodity, and how higher prices benefit all parties involved. “It's a perpetual spin to the bottom, I think it's bad for everybody. you can't be a commodity.”

[8:00] Bob says that it’s crucial to focus on and promote the human elements versus technology and offers some questions to help your business get there. “I think people buy expertise. What differentiates me as a person? Why am I unique? And why am I an expert in these areas? And why can I be a fit for you and what your needs are?”

[9:29] Ken discusses the importance of public perception. “The way you don't be a commodity is you become the only option.”

[13:43] Brad talks about an element of customer empathy that sets his business apart from others and the success they’ve seen from it.

[15:46] Ken discusses the role that founders and their values play in becoming ‘the only one’. “My advice to myself, is to lean in, figure out what it is that you love, and what you're better at than anyone in the world.”

[17:28] Bob brings up the importance of mindset and attitude and how they can influence your ability to increase your prices. “I would challenge you to work on your own attitudes of scarcity, and abundance mindsets. That's really at the heart of being able to raise prices regularly without pain and without struggle.”

[18:34] Ken breaks down some important questions to break out of the scarcity mindset.

[21:19] Bob talks about the importance of two ways you can narrow down; you as a person and your niche.

[24:32] Ken discusses the value in taking away the label “agency” from your business and how that will help you break out of the box and become unique. “I would propose that the biggest barrier to raising prices and to charging more is yourself… you need to charge more and not do more.”

[27:29] Bob reveals and dives deep into three things that will make you more valuable. “There's three things in my opinion that I've observed, that you need to focus on that will make you valuable; it's knowledge, strategy, and attribution.”

[30:22] Ken dives deep into the value behind not calling yourself an agency; it only creates limits for your business. “I think you immediately limit yourself, and you call yourself an agency or a marketing agency or an advertiser, whatever it is website development, because it's commoditized. You got to change the name to change the game.”

[32:37] Ken suggests a mental exercise and series of questions to help your business break out of the mental limitations holding you back from increasing your prices. 

[35:16] Bob talks about the importance of recognizing that not every prospective client that walks through your door should be a client you serve. “I'm not going to devalue myself for the sake of getting this immediate, quick dollar, when they're not willing to pay what I'm worth.”

[37:03] Ken wraps up by discussing a quote he heard. “Once someone realizes that you need them, they realize that they don't need you.”

 

Subtitle: 

When you think about creativity, you typically think of painting, poetry, or some other art form. The truth is, creativity is in everything; whether it’s a design, a color scheme, or a plan of action. In business, creativity can be your secret weapon to success. The hard part is convincing others that it’s a weapon, not a hindrance. In this episode, we break down practical ways to market creative as well as the importance of communication, conviction, the true meaning of a brand, breaking stereotypes, and more in this week’s episode. 

 

Summary:

In this episode, the guys delve into the topic of creativity in the workplace and explore its importance and practical value in business. Bob opens the discussion by asking whether being creative makes one a better business person and whether creativity is essential for success. Ken responds by discussing the importance of leveraging creativity and how it can create value. He breaks down practical ways to use creativity to drive business elements and highlights its power in generating practical results. Brad joins the conversation by emphasizing the true meaning of a brand, which is not just a logo or brand colors, but a promise. He explains how creativity can elevate and express that promise, emphasizing the importance of backing up the brand with logistics, practical elements, and product execution. Bob adds to this by stressing that without the practical elements to back up the brand, it loses its value. The guys then discuss how creativity can impact and improve areas of our lives on a personal level. They talk about the importance of breaking down the existing stereotypes about creativity and shifting one's mindset to embrace creativity as a valuable skill. They emphasize that creativity is not limited to artistic endeavors but can be applied in all aspects of life, including problem-solving and decision-making. The conversation then shifts to marketing creative services effectively. Ken asks the guys if they have any strategies or thoughts on how to do so. Bob answers by emphasizing the importance of communication and interpreting branding, marketing, and strategy in a language that the client can understand. Brad adds to this by discussing the importance of understanding the customer journey and how a brand makes them feel. The guys also discuss the importance of backing up a rebrand with fulfilled promises and how communicating the value of creativity is crucial in effectively marketing creative services. They acknowledge the challenges of marketing creative services and stress the importance of communicating their value. In conclusion, the guys close with a quote by Maya Angelou, "people don't remember what you said or what you did. They remember how you made them feel." This quote highlights the importance of the emotional impact that creativity can have and how it can leave a lasting impression. Overall, the episode emphasizes the practical value of creativity in business, personal growth, and marketing creative services effectively.

Top 3 Curtain Pulls in this episode: 

 

1. Keep your promises. Keeping your promise is crucial in building a successful brand. If your brand promise is not backed up with logistics and practical elements, then it has no value at all. Failing to deliver on your promise can damage your reputation, reduce customer loyalty, and ultimately harm your bottom line. It's crucial to ensure that you're consistently delivering on your brand promise by aligning your creative strategy with practical elements and focusing on delivering an excellent customer experience. “Your brand is not your logo, it's not your brand colors. A brand is a promise. A promise is elevated and expressed through creativity.”

2. Communicate value. Communicating value is crucial when marketing creative services. To effectively communicate value, focus on the client's issues and frame them in a way that they'll understand. By approaching marketing from a communication perspective and using common language, you can build trust and establish a level playing field. It's also important to understand your customers' journey and tailor your messaging to resonate with them. Ultimately, focus on being clear, concise, and compelling in communicating the benefits of your creative services. “I always approach it from a communication perspective. Because most people understand that you're kind of on a level playing field. And if you can reinterpret branding, marketing, strategy, all of that and put it into common language of communication, I think you'd then you're on that's how you can sell that a lot better.”

3. Find your conviction. Finding conviction is crucial in the creative industry. It involves having a deep belief in your creative abilities and the value of your work. To find your conviction, collaborate with like-minded individuals, define your brand, and be true to your values. Trusting your instincts, taking risks, and creating authentic work can lead to greater success and fulfillment. “You have to have really strong conviction as a creator.”

 

For more tips, discussion, and behind the scenes:

• Follow us on Instagram @AgencyPodcast

• Join our closed Facebook community for agency leaders

 

About The Guys: 

Bob Hutchins: Founder of BuzzPlant, a digital agency that he ran from from 2000 -2017. He is also the author of 3 books. More on Bob: 

• Bob on LinkedIn

• twitter.com/BobHutchins

• instagram.com/bwhutchins

• Bob on Facebook

Brad Ayres: Founder of Anthem Republic, an award-winning ad agency. Brad’s knowledge has led some of the biggest brands in the world. Originally from Detroit, Brad is an OG in the ad agency world and has the wisdom and scars to prove it. Currently that knowledge is being applied to his boutique agency. More on Brad:

• Brad on LinkedIn

• Anthem Republic

• twitter.com/bradayres

• instagram.com/therealbradayres

• facebook.com/Bradayres

Ken Ott: Co-Founder and Chief Growth Rebel of Metacake, an Ecommerce Growth Team for some of the world’s most influential brands with a mission to Grow Brands That Matter. Ken is also an author, speaker, and was nominated for an Emmy for his acting on the Metacake Youtube Channel (not really). More on Ken: 

• Ken on LinkedIn

• Metacake - An Ecommerce Growth Team

• Growth Rebel TV

• twitter.com/iamKenOtt

• instagram.com/iamKenOtt

• facebook.com/iamKenOtt

 

Show Notes:

[1:51] Bob opens this week’s episode by discussing the topic for this week, creativity’s role in the workplace and breaking the existing stereotypes about creativity. “Does being creative make you a better busin353ess person? And then I would take it a step further and say, Does being creative and learning how to think creatively? Is it essential for success?”

[4:08] Ken talks about the importance of leveraging creativity and the value it can create. 

[5:32] Ken breaks down some of the ways you can practically leverage creativity. “That's why I think creativity is so powerful; it’s so practical, because when leveraged correctly, it actually drives practical business elements.”

[7:41] Brad discusses what a brand actually is. “Your brand is not your logo, it's not your brand colors. A brand is a promise. A promise is elevated and expressed through creativity.”

[12:13] Bob talks about the importance of backing up your brand with logistics, practical elements, and your creative. “If it's not backed up with the logistics and the practical side and the product and how that product is executed, then the brand has no value at all.”

[14:49] Bob begins a new discussion, talking about the practical and personal ways creativity can impact and improve areas of our lives. 

[21:07] Bob talks about the importance of breaking down the believed stereotypes about creativity and shifting your mindset. “There's real value in going, I don't have to just do it this one way. That's the value that people come and pay us for.”

[24:44] Ken discusses the importance of identifying your superpower and advantages in the market.

[26:18] Brad talks about the power of strong conviction in creative, product, and brand. “You have to have really strong conviction as a creator.”

[28:18] Ken asks the guys if they have any strategies or thoughts on how to effectively market creative services.

[29:55] Bob answers and discusses the importance of communicating the client’s issue to them in a way they’ll understand. Often miscommunication is the issue, so looking at the application of creative services with that lens is an effective way to market them. “I always approach it from a communication perspective. Because most people understand that you're kind of on a level playing field. And if you can reinterpret branding, marketing, strategy, all of that and put it into common language of communication, I think you'd then you're on that's how you can sell that a lot better.”

[32:21] Brad talks about the importance of understanding the journey of the customers and how does your brand make them feel? 

[35:31] Brad discusses the importance of backing up a rebrand with fulfilled promises. “But if you reinvent yourself, it's not just changing a logo; that was the last thing we did. They had to change and make a promise that they had to organizationally keep.”

[38:51] Ken talks about the challenges of effectively marketing creative and the importance of communicating its value. “In a marketing problem, there are very few things that are not creative related.”

[42:03] Brad closes with a Maya Angelou quote, “people don't remember what you said or what you did. They remember how you made them feel.” 

 

Subtitle: 

As a kid, you were probably taught that creativity is something only for “artsy kids” and that it was “unique” but it wasn’t going to help you make money. In this week’s episode, we challenge that idea by diving into the importance of creativity in today’s business world, and how your creativity is the key to success. We talk about the stigma surrounding creativity, innovation, curiosity, mindset, phases of life, and more on this week’s episode!

 

Summary:

In this week’s episode, the guys discuss creativity and its relevance in the constantly changing world of 2023. They acknowledge that people are going through their own life changes, including shifting their businesses, experiencing layoffs, and adapting to hybrid or remote work environments, and everything seems to be a little bit upside down. They suggest that this is a great and necessary time to think a little bit differently, and to leverage creativity to find new and better solutions to problems. The guys then break down the stigma surrounding creativity, which is sometimes seen as a non-income driver. However, they argue that creativity is required to be successful at anything, and that it is essential for problem-solving and achieving goals. They emphasize that creativity is not just for creativity's sake, but rather that it is a skill that can be harnessed to create value for businesses and individuals alike. The guys discuss the importance of recognizing an agency's unique perspective and role in creating value for clients. They also touch on the idea that creativity sets humans apart from other mammals, as it allows us to imagine something and then bring it to life. The guys then explore the mindset of successful business people, who have a greater fear of not achieving their ideas than the fear of failing. They emphasize that failure is the key to growth and success, and that it is important to learn from failures and use that wisdom to have a grateful mindset. Throughout the episode, the guys emphasize the importance of being curious and having a pliable mind in order to be creative. They discuss the balance between discipline and creativity, and suggest that removing the word "impossible" from one's vocabulary can help to expand creative possibilities. The guys also touch on the cyclical nature of phases in life, and the importance of realizing that life and career exist in phases rather than one big chunk. They discuss the benefits and dangers of past, present, and future mindsets, and suggest that understanding where one spends their thoughts and time can help them to move forward in a positive direction. The guys conclude by emphasizing the importance of innovation and always looking for ways to improve. They suggest that creativity looks at order, blows it up, and then puts it back together in something new, better, more creative, and more functional. They use an analogy to highlight the importance of staying innovative and continuing to look for new and better ways to do things. Overall, this podcast episode provides valuable insights into the importance of creativity and how it can be leveraged to create value in a changing world. It encourages listeners to be curious, embrace failure, and stay innovative in order to find new and better solutions to problems.

Top 3 Curtain Pulls in this episode: 

 

1. Be curious. Curiosity is essential for creativity. It drives exploration and innovation by encouraging individuals to ask questions, challenge assumptions, and seek out new experiences. Without curiosity, creativity can become stagnant, leading to tired ideas and approaches. Embracing curiosity unlocks new possibilities for growth and innovation. “Creativity is required to be successful at anything. when there's a problem, you have to have the ability to be creative and get around it.”

2. Embrace failure. Embracing failure is crucial for creativity. It enables experimentation, risk-taking, and learning from mistakes. Fear of failure can stifle creativity and limit innovation. By embracing failure, individuals can push boundaries and adapt to challenges, leading to greater resilience and growth. Failure is an opportunity for learning and growth, unlocking creativity's full potential. “Be able to learn that wisdom to be grateful, and say, I would have never learned that had I not failed.”

3. Break the stigma. Breaking the stigma surrounding creativity is crucial as it enables individuals and organizations to recognize and utilize the potential of creative thinking. It allows individuals to approach problems with a fresh perspective, leads to increased productivity and innovation, and dispels the notion that art and creativity are not viable career paths. However, breaking the stigma requires a shift in mindset, embracing failure as part of the creative process, and prioritizing experimentation and risk-taking. Ultimately, breaking the stigma surrounding creativity unlocks the full potential of human imagination and innovation.  “I want to dispel the myth that you’re not creative. As human beings, we have that so we can solve problems and express deeper truths; it is so that we can reframe things in our mind.” 

For more tips, discussion, and behind the scenes:

• Follow us on Instagram @AgencyPodcast

• Join our closed Facebook community for agency leaders

 

About The Guys: 

Bob Hutchins: Founder of BuzzPlant, a digital agency that he ran from from 2000 -2017. He is also the author of 3 books. More on Bob: 

• Bob on LinkedIn

• twitter.com/BobHutchins

• instagram.com/bwhutchins

• Bob on Facebook

Brad Ayres: Founder of Anthem Republic, an award-winning ad agency. Brad’s knowledge has led some of the biggest brands in the world. Originally from Detroit, Brad is an OG in the ad agency world and has the wisdom and scars to prove it. Currently that knowledge is being applied to his boutique agency. More on Brad:

• Brad on LinkedIn

• Anthem Republic

• twitter.com/bradayres

• instagram.com/therealbradayres

• facebook.com/Bradayres

Ken Ott: Co-Founder and Chief Growth Rebel of Metacake, an Ecommerce Growth Team for some of the world’s most influential brands with a mission to Grow Brands That Matter. Ken is also an author, speaker, and was nominated for an Emmy for his acting on the Metacake Youtube Channel (not really). More on Ken: 

• Ken on LinkedIn

• Metacake - An Ecommerce Growth Team

• Growth Rebel TV

• twitter.com/iamKenOtt

• instagram.com/iamKenOtt

• facebook.com/iamKenOtt

 

Show Notes:

[1:30] Bob opens this episode by discussing creativity and its relevance. “In 2023, the world has changed and is changing, it's a little bit crazy out there. And we have friends who are going through their own life changes, whether it's shifting their business, maybe going through some layoffs, their leadership styles have changed because people are hybrid or remote, and everything's a little bit upside down. It's a great and  necessary time to think a little bit differently.”

[3:14] Ken discusses some of the stigma surrounding creativity. “We're kind of brought up with the idea that creativity is not a is not an income driver.”

[5:17] Brad talks about the importance of recognizing an agency’s unique perspective and role. “In our business, we don't create for creative's sake. We're paid to create.”

[7:12] Ken continues to talk about the stigma surrounding creativity and the importance of recognizing that, “Creativity is required to be successful at anything. when there's a problem, you have to have the ability to be creative and get around it.”

[10:34] Bob talks about the importance of creativity and how we as humans were intentionally given the ability to be creative. “I want to dispel the myth that you’re not creative. As human beings, we have that so we can solve problems and express deeper truths; it is so that we can reframe things in our mind.”

[12:01] Ken discusses the idea that creativity sets humans apart from other mammals. “Being creative is the ability to imagine something and then bring it to life.” 

[16:50] Ken talks about the mindset of successful business people and how, “They have a greater fear of not achieving that (idea), than the fear of failing.”

[17:01] Brad mentions that failure, “is the key to growth and success.”

[19:03] Bob discusses the importance of being curious and having a pliable mind in order to be creative. 

[20:55] Ken talks about the balance between discipline and creativity as well as removing “impossible” from your vocabulary.

[22:37] Ken breaks down a question he asks himself to break out of a restricted mindset. “Ask yourself, how could this be possible? If you ask yourself that question and really spend time on it, you'll actually find really great answers.”

[25:58] Bob discusses the idea of the “leftover mentality” and the importance of realizing that your life and career exist in phases versus one big chunk.

[28:18] Brad talks about past, present, and future mindsets and the benefits and dangers of each. “Try to understand where you spend your thoughts and your time, because where your thoughts are, that's where you're going toward.”

[32:56] Ken says that it takes creativity to have a grateful perspective. 

[33:36] Bob discusses the importance of learning to fail fast and learn from failures. “Be able to learn that wisdom to be grateful, and say, I would have never learned that had I not failed.”

[37:41] Bob talks about the cyclical nature of phases. “In our stages of life, there's order to disorder and reorder, and we're constantly going through that cycle. Creativity looks at order, blows it up and then puts it back together in something new and better and more creative and functional.”

[40:59] Bob wraps up this week’s episode by using an analogy to dive into the importance of innovation and always looking for ways to improve. 

 

Subtitle:

Have you ever been inside a store, picked up an item you thought was unique, looked at the price, and then put the item back on the shelf? This is a universal experience in all industries, and is particularly an issue in the agency world. How can we as business owners and professionals achieve successful value-pricing? In this episode, the guys discuss the concept of value pricing and how it can be applied to businesses. They emphasize the importance of differentiating your business and establishing yourself as an authority in your field. They also discuss the significance of positioning through branding, creating your own category, shifting your mindset, and more on this week’s episode. 

 

Summary:

In this episode the guys discuss the concept of value pricing and how it can be applied to businesses. Ken dives into the idea behind value pricing and the role that context plays in determining the price people are willing to pay. He explains that all the information you provide about your product or service is what influences the price people are willing to pay. The gap between the cost and the result is the value, and the more you can push those two factors apart, the closer you get to an irresistible offer. Brad talks about the importance of differentiating your business in a crowded market. He says that as a business or a product, you can only be the cheapest, the best, or the only one. Ken adds that to differentiate your business, you need to establish your positioning through branding and determine your superpower. Bob talks about the importance of establishing yourself and your business as the authority and how that ties into value pricing. He explains that becoming the authority means establishing your own category, creating your own language, and shifting your mindset. Ken discusses the value in becoming aware of the business you’re really in. He emphasizes the importance of understanding your industry and your competitors and knowing how to position your business within that context. He says that if you're not aware of the business you're in, you'll encounter problems. Ken asks, "How do you move to value-based pricing?" and discusses the truth that no one wins if you don’t charge enough money. He explains that you need to use information in psychology to create awareness of all the value around the service that you have. He also talks about how he uses budgeting and cost plans to illustrate to the clients that there is a reason for each part of the price and if they want a price drop, something will need to be cut. Brad talks about clients asking for a reduction in price and uses an analogy to illustrate how this can become an issue in the service industry. He says that it's like going to a doctor and saying, "Doctor, I need a hip replacement," without a proper diagnosis. He emphasizes the importance of establishing yourself as the authority to prevent clients from asking for unreasonable reductions. Bob discusses the importance of positioning yourself as the obvious expert. He says that you need to position yourself as the authority every single time; otherwise, you'll be seen as a commodity. He emphasizes that the difference between those who are able to do value-based pricing and those who struggle with a commoditized business and an hourly model is their ability to position themselves as an authority. Ken talks about the importance of removing your assumptions, beliefs, and preconceptions in order to be able to "charge 10 times as much for that." He emphasizes that you need to think outside the box and be creative in determining the value of your services.

Top 3 Curtain Pulls in this episode: 

 

1. Establish your positioning as an authority and expert. To establish your business as an authority and command higher prices through value pricing, it's essential to identify your unique value proposition and leverage it through effective branding and positioning. Customers are willing to pay more for businesses that they perceive as experts in their field, and by establishing yourself as the authority, you can attract more customers and command value-based prices for your products or services. “You have to get your positioning, we talk a lot about your branding, and like that kind of stuff. And like being like, what's your superpower?”

2. Become aware of what business you’re really in. Identify the unique value proposition that your business offers and how it can solve your customers' problems. Without a clear understanding of your business, it can be difficult to create effective marketing strategies, attract and retain customers, and set value-based prices. By becoming aware of the business you're really in, you can focus your efforts on your core competencies, differentiate yourself from your competitors, and offer unique value to your customers.  “If you're not aware of the business that you're in then I think there's problems.”

3. Determine what the value of your service or product actually is. Value pricing is creating awareness of the value of your service by using psychology. Budgeting can be used as a tool to explain that each part of the price has a reason, and if you want a price drop, something will need to be cut. This approach helps businesses determine the actual value of their product or service. “How do you charge anything for anything?”

For more tips, discussion, and behind the scenes:

• Follow us on Instagram @AgencyPodcast

• Join our closed Facebook community for agency leaders

 

About The Guys: 

Bob Hutchins: Founder of BuzzPlant, a digital agency that he ran from from 2000 -2017. He is also the author of 3 books. More on Bob: 

• Bob on LinkedIn

• twitter.com/BobHutchins

• instagram.com/bwhutchins

• Bob on Facebook

Brad Ayres: Founder of Anthem Republic, an award-winning ad agency. Brad’s knowledge has led some of the biggest brands in the world. Originally from Detroit, Brad is an OG in the ad agency world and has the wisdom and scars to prove it. Currently that knowledge is being applied to his boutique agency. More on Brad:

• Brad on LinkedIn

• Anthem Republic

• twitter.com/bradayres

• instagram.com/therealbradayres

• facebook.com/Bradayres

Ken Ott: Co-Founder and Chief Growth Rebel of Metacake, an Ecommerce Growth Team for some of the world’s most influential brands with a mission to Grow Brands That Matter. Ken is also an author, speaker, and was nominated for an Emmy for his acting on the Metacake Youtube Channel (not really). More on Ken: 

• Ken on LinkedIn

• Metacake - An Ecommerce Growth Team

• Growth Rebel TV

• twitter.com/iamKenOtt

• instagram.com/iamKenOtt

• facebook.com/iamKenOtt

 

Show Notes:

[0:54] Ken opens this episode with a chat about how he is not a pet person. 

[1:41] Brad says that he’s so thankful for the guys and the time spent together on this podcast. 

[3:53] Bob discusses new AI voice technology and dives into possible future applications. 

[7:05] Ken introduces today’s topic “we're going to talk about how to charge anything for anything.”

[7:21] Ken dives into the idea behind value pricing as well as the role context plays. “All the stuff that you say, is really what influences the price people pay.” … “That gap between like, what does it cost me, and what is the result; that's the value. Everyone's pushing those as far apart as possible, and the  more you can push those apart, the closer you get to an irresistible offer.”

[10:40] Brad talks about the importance of differentiating your business. “As a business, and as a product, you can only be the cheapest, the best or the only.”

[11:22] Ken peels back some of the layers of value pricing by discussing the crucial element of positioning through branding. “You have to get your positioning, we talk a lot about your branding, and like that kind of stuff. And like being like, what's your superpower?”

[14:02] Bob talks about the importance of establishing yourself and your business as the authority and how that ties into value pricing. 

[16:25] Bob dives into the significance of establishing your own category, creating your own language, and shifting your mindset. 

[22:54] Ken discusses the value in becoming aware of the business you’re really in. “If you're not aware of the business that you're in then I think there's problems.”

[25:33] Ken asks, “How do you move to value based pricing?” and discusses the truth that no one wins if you don’t charge enough money. 

[33:55] Brad talks about clients asking for a reduction in price and uses an analogy to illustrate how this can become an issue in the service industry. “It's like going to a doctor and saying, Doctor, I need a hip replacement. And the doctor is like, how do you know that? So they come with their own diagnosis, and they're looking for a doctor to prescribe something for them.”

[36:14] Ken defines value pricing as “using information in psychology, to create the awareness of all the value around the service that you have.” He also talks about how he uses budgeting and cost plans to illustrate to the clients that there is a reason for each part of the price and if you want a price drop, something will need to be cut. 

[43:56] Bob discusses the importance of positioning yourself as the obvious expert. “You've got to position yourself as the obvious expert every single time otherwise, you're going to be seen as a commodity. that's the difference between those people that are able to do value based pricing and those who are struggling with a commoditized business and an hourly model.”

[45:57] Ken talks about the importance of removing your assumptions, beliefs, and preconceptions in order to be able to, “charge 10 times as much for that.”

[47:37] Bob wraps up by asking the listeners to, “Please like and recommend this podcast. We haven't asked you to do that in a while and to all you audio listeners, we do have a YouTube version of this. We haven't pushed that a whole lot lately either. So you can go to YouTube and just search up ‘agency exposed podcast’ and find us there.”