As agency owners settle into 2026, it’s easy to operate on autopilot—chasing the next tactic without reconnecting with what made the business work in the first place. In this episode, Chip and Gini make the case for looking backward before charging forward.

Chip admits his first agency started because “consultant” sounded better than “unemployed.” But the real question isn’t just why you started—it’s why you decided to keep building. That motivation should be informing your strategy today.

Gini shares how she once believed she wanted a large agency with hundreds of employees and global clients. When she hit 30+ people, she realized she’d built something she didn’t enjoy leading. She was buried in HR issues instead of doing the work that energized her.

The Great Recession forced a reset, and she restructured the business around her strengths. Her advice: figure out what brings you joy in the business, and protect time to do more of it. Otherwise, you risk drifting into micromanagement or burnout.

The episode also digs into practical growth tactics from the early days that still work. Gini recalls how she built her pipeline by developing relationships with business development leads at large agencies. When prospects came in below their fee threshold, they’d refer the work her way—a principle that remains just as relevant today.

Both hosts encourage owners to revisit their “things I’d never do” list from when they started. It’s worth checking whether you’ve quietly drifted into those same patterns over time.

The following is a computer-generated transcript. Please listen to the audio to confirm accuracy.

Chip Griffin: Hello and welcome to another episode of the Agency Leadership Podcast. I’m Chip Griffin.

Gini Dietrich: And I am Gini Dietrich.

Chip Griffin: And Gini, I’m thinking way, way back, way back decades now to why I started my agency.

Gini Dietrich: Oooh. Decades, huh?

Chip Griffin: And I can’t remember ’cause I’m too old now, so. No,

Gini Dietrich: you can too remember.

Chip Griffin: Well, I mean, the honest answer is that I started my first agency was because I was unemployed.

And it was better to describe myself as a consultant than unemployed. Yeah. Sure. And then than accidentally started accumulating business. Yeah. But I, but I do think it, it is a helpful exercise for us to go back and, and think about why we started the businesses or, or maybe not, in some cases, like mine, because I was unemployed, is not the greatest explanation.

So you know more why did I decide to, to, to build it into an actual business.

Gini Dietrich: Why? To keep going. Yeah. I think that’s good, especially as we’re, we’re thinking about starting out the new year and remind ourselves, you know, of the reasons that we started this.

Some of us do it because we’re, we’re unemployed. Some of us did it because we found a better, we, we think we had a better way of doing things. Some of us did it because we have a problem with authority. Some of us did it ’cause we’d make terrible employees. I mean, there are lots of different reasons, but I think reaching back into our archives in our brains and thinking about why we did it or why we, I think that you’re right, why we continue to do it is a, is a really good exercise.

Chip Griffin: Yeah, I mean, I, and, and I’ve said over and over again over the years that, that I think too many agencies operate on inertia, as opposed to any kind of a, a fundamental strategy. And so, you know, it’s very easy to say as, as I’m sure many people ask you as they do me, well, what’s the, what’s my next step?

Here’s where my agency is now, what, what should I do next? And the answer is very different depending on what you’re trying to accomplish with the business. So trying to think back to those early days and what motivated you to start the business.

Evaluate it because it, that may have changed, right? You, you may have started it because it served a particular need in the moment, and maybe it’s different today, but thinking about that and thinking about what you really want from the business is usually a better way to come up with strategic decisions than it is to say, well, what do other agencies like mine do when they get to this stage of growth or to this challenge?

It’s, you really need to to match it up because otherwise, what’s the point of taking on all of that risk and stress of being a business owner?

Gini Dietrich: Yeah. I mean, a really good example of that is I really thought I wanted to build a great big agency with hundreds of employees and, and clients around the globe and all of the, all of the things.

And as I started to grow and we got to about 30 ish, 33, 32 people, I realized that’s not what I wanna do. Right. It was not enjoyable. I had built a company that I was not thriving in, that I didn’t enjoy leading. You know, I was dealing mostly with HR issues and not doing the work.

And so the, the Great Recession did afford me the opportunity, unfortunately and fortunately to kind of take a step back and, and think about what kind of business do I want to have? And what kind of business do I want to lead? And while we’re back up to that same size, it’s a different structured business that allows me to focus in on the things that I do best and do the things that I enjoy versus HR ’cause that is not something I enjoy at all.

Chip Griffin: I, I think I’ve yet to meet an owner who likes, enjoys doing HR or accounting or those sorts of things. Not fun. There are some who do it well. But don’t enjoy it. But I, I don’t think I’ve found any that actually enjoy doing it.

So, but, but I think that, you know, as you think back to those early days and you think about what motivated you, it can often help you to figure out, you know, what is, what is that spark that you need in the business for you to either continue enjoying it for a longer period of time or bring back some of that, that joy that you had in those early days.

Because I know a lot of agency owners these days are, are frustrated and, you know, trying to figure out how to change things for the better. And I think part of the way you inform yourself of that is by thinking back to those early motivations and figuring out how you can inject more of that into your business today.

Gini Dietrich: Mm-hmm. Yeah, I think it’s, I think it’s really important to do that. And I think there, you know, for me personally, I get really passionate and enjoy my job when I’m learning and doing new things. So artificial intelligence, of course, has been a great big thing for me because I’ve really enjoyed learning it and understanding it and implementing it into my business and then taking it to clients.

You know, last month we launched the PESO operating system, AI edition, where the AI prompts you instead of you prompting it. So it will say, what are your business objectives? What are you trying to achieve? What are your audiences? What are your messaging? And then it builds a PESO program for you that’s fully integrated versus you saying I need you to act like a marketing director who can, who understands PESO and can build this and this.

It’s that. So I like, those are the kinds of things that really get me excited. And building those kinds of things gets me excited and motivated. So it’s, it’s easy because I understand that about myself. It drives my team crazy ’cause they’re like, oh, she’s got something new. Or my, their favorite thing is, I had an idea.

And they’re like, oh no, no, not again. But that’s what keeps me, yeah, that’s what keeps me motivated. So finding a way to understand what brings you joy in the business, I think is incredibly important. So that without exhausting your team, of course, but doing it in a way that keeps you motivated and, and not burned out.

Chip Griffin: Yeah. One of the things that always used to, to drive my teams nuts was I would say, you know, over the weekend I was playing with this new thing. And, and you could just see the looks on their faces and they’re like, oh, this is a lot more work for me now.

Gini Dietrich: This is gonna be fun. Yep.

Chip Griffin: This is, yep. Yep. They, they never seemed to appreciate it the way that I had hoped they would when I came to them.

Correct. With these, these brilliant brainstorms of mine.

Gini Dietrich: Yes.

Chip Griffin: I, and I think as, as you know, founders of agencies, most of us come in with some sort of that. Idea that, that we want to be creative or strategic or those kinds of things. And as we end up in more of a management role, we have less and less opportunities to do it.

So I, I think that, that rather than giving up on that dream, we need to figure out how we can sprinkle enough of that in there to keep ourselves motivated. We can’t give up the, the management piece. We can’t give up the business development piece. Many of us would like to. But the, the reality is that, unless you’ve built a fairly large agency, you just don’t have the ability to pull yourself out of that, as a solo owner.

But it doesn’t mean that you have to give up on those things entirely. You can carve out a piece of time to work on that, and if you are structuring your role in such a way that you’re enjoying what you’re doing, it also means that you’re frankly less likely to be doing the, the, the bad things that founders of businesses can do, which is micromanagement and tinkering with things that you don’t really belong in because you, because you’re not occupying yourself with the things that really motivate you.

And instead, you’re continuing to try to do every aspect of the business. And that’s where you start to, to run into team morale problems quite often.

Gini Dietrich: Yeah. You know, I think one of the biggest lessons I’ve learned over the years is that, yes, I can do the work, and yes, I can probably do it pretty well, but is it really something that I should be focused on?

And if not, is it something that I can pay an expert to do because in the long run, it’ll cost me less money, less time, less resources, all of the things. And I know as small agency owners, it’s really hard to say, gosh, I’m gonna have to spend $2000 or $3,000 a month on an expert. When in fact it might save you, you know, 15 or 20 grand on the backend.

So I think you have to think about these things as investments in your business and investments in your time so that you can focus on the things that, that you are great at and the things that make you the happiest and the things that are most motivating to you, because that’s how your business will grow.

Chip Griffin: Absolutely. And if, if that happens to be being creative and strategic, then, then you can, you shouldn’t be doing it day to day in all likelihood for clients. Sure. But you should find ways to do it either as part of, you know, quarterly or annual client reviews. Or internal brainstorming sessions that you’re engaging in.

There’s a lot of things you can do behind the scenes to be useful and, and to, to exercise those muscles in a way that that gives you satisfaction. But doesn’t put you on the front lines so that you’re, you know, now the, the one that the, the client decides they’re gonna call every time they’ve got an issue. Because that, that ends up eating up a lot of your time in a way that probably you’re not going to enjoy.

So sometimes it’s doing things behind the scenes that gets you the, the most value, or doing annual in person with the client. But they understand it’s special that you’re here, this is not. Mm-hmm. Mm-hmm. This is not something they can or should expect every week.

Gini Dietrich: Yeah. You know, I, I know I’ve talked about this before on the podcast, but we do quarterly planning with our clients.

We do a quarterly look back, and then we, you know, say, okay, based on metrics and data and all that and your priorities, here’s what we’re suggesting for quarter two or in the next quarter. And that has afforded many opportunities. A, for me to, to work in my where I’m, where I’m strong, but it also almost always gets us more money.

So when you’re, when agency owners are like, oh, should I do a cost of living raise every year? Should I increase by 10 or 15% every year? That kind of goes away because you are getting new projects every quarter based on the the plan and the strategic strategy and creativity that you’re providing to the clients every quarter, because they’re like, oh gosh, yeah, we should actually do that.

And some, and sometimes they’ll say, we don’t have extra budget. Can we move some things around? Which is okay, but most of the time they’ll say, you know, we, we have a little extra budget. Let’s focus on doing that. We have to launch a new website. Here’s some extra budget for that. We have to do a series of webinars to maintain our CEUs. Let’s here’s a little extra budget for that.

So there are things and opportunities for you to, for lack of a better term, term upsell when you’re doing these quarterly meetings versus waiting for the annual.

Chip Griffin: Yeah. And, and so, you know, finding a way to, to inject yourself in those things is a valuable exercise.

Absolutely. From that, look back to the early days. But the other thing that that can be helpful in looking back to your early days of your agency is, you know, what helps drive your early success? Because a lot of times when we’re trying to find solutions to our current growth issues, we can find clues in some of those early days and mm-hmm.

A lot of that, you know, in the early days of, of most agencies, it may be that low hanging fruit from personal networks and things like that. But there are usually other patterns that you might be able to see there that might help you to understand what are, what are the basics that you need to go back to?

How do you, how do you employ some of those rather than, than focusing on, you know, all of the fancy new things that you see, you know, some, you know, genius podcast hosts talking about as far as how to grow an agency and instead say, Hey, this is what worked for me. Yep. Because you may find something that works again today.

Gini Dietrich: Yeah, absolutely. I mean, we say this to clients all the time, but going back to the basics. It works. And it works for you too, so absolutely you should think about those kinds of things.

Chip Griffin: Yeah. I mean, you didn’t get here by accident. Well, maybe you got, maybe it’s a little bit of an accident sometimes that happens.

Maybe, yeah. Some of it. But, if you’ve had any longevity at all, even a few years of longevity as an agency owner, there are patterns that you can find usually that started in those early days. That you can lean into for understanding and rather than trying to do something wild and different, focus on the things that you know, you’ve proved can work for your business.

Gini Dietrich: Yeah. One of the things, if I were to dig back into the archives, one of the things that worked extremely well for us is I had developed relationships with people who did business development at the large agencies, and what I found is that if they had an RFP or a current client or a prospect come in and say, we only have a quarter of a million dollars to spend.

They’re not even gonna look at that. And so they started just referring that business to us, which is how I grew the business. Mm-hmm. So if I think about that now, how could we replicate that kind of, you know, pipeline development? It was extremely effective. And I, I gift that to all the listeners too.

Like there are larger agencies in all of your cities that they have a certain threshold, and if any something comes in below that, they are happy to refer business. So there is, there is one way for you to start thinking about how am I going to, you know, keep myself motivated? How am I gonna keep my pipeline full?

How am I gonna keep cash coming in? That’s one of the things that you can think about.

Chip Griffin: Yeah, and thinking those things through. I mean, sometimes it’s not a one for one where you did exactly the same way you did it originally, but you take that nugget of an idea. And you know, things like, finding other people who can refer you business that’s not quite a fit for, for them, but might be for you.

It’s a good reminder to be out there and having conversations with your peers. With people even that you might perceive sometimes as competitors, because there are often opportunities. In the work that I do with agencies, it’s not uncommon for some of the other consultants in the space to refer clients to me that are a better fit for my background and the kinds of agencies that I work with and vice versa.

Because you know, we all have our specialties. And as an agency you have your specialties, so it is very common for many agencies to have grown this way. So certainly something to be looking at today, particularly if you’re struggling to find that new business in 2026.

Gini Dietrich: Yeah, I think I really love the advice of thinking back to how you got to where you are and some of the things that you did, and going back to basics a little bit, because those are the things that are going to continue to work.

And to your point, maybe tweak a little bit to make a more, be more effective in ’26.

Chip Griffin: I mean, it also puts you in the right mindset, I think, because if you’re thinking back to those early stages, that tends to be when many agencies have the most growth, when things are most exciting. And so if you can try to bring back even a sprinkling of that, that can be really helpful.

Particularly when times are tougher, or you’re looking for the inspiration to take things to the next level or whatever challenge you may be facing today, those lessons can be extremely valuable and also motivating at the same time.

Gini Dietrich: Absolutely. Yeah. I used to, I used to get mad at companies that would hire big PR firms for like brand awareness and, you know, sending news releases and they didn’t get any coverage. They didn’t get any results. And I would get, I would get angry and I would call the company and be like, you’re so stupid. I would never do that today. But I had such a, I was just so naive and passionate about what we were doing, that it didn’t bother me to call and be like, we can do this significantly better for you.

And in some cases they laughed and hung up on me. And in some cases, like we became agency of record. Like we took AOR away from Fleischman Hillard one year from a big, big company with a big, big company. And it was because I made a phone call where I was like, I can’t believe that you’re spending this kind of money and getting these kinds, these lackluster results.

They were like, all right, let’s listen. I don’t think I would do that today, but it worked.

Chip Griffin: Right. But, thinking back to those things can help you do two things. One is to think some of the positive things that you can do or the affirmative steps, right. That you can take.

But the, but sometimes looking back to, to how you got started can also be reminders not to do certain things.

Gini Dietrich: Sure, sure.

Chip Griffin: So, particularly if you’ve started an agency and maybe you worked at an agency previously when you started, you probably had this laundry list of things. I would never do these things as an agency.

And I, I think back to my first agency and some of the agencies that I had worked with previously, you know, did a lot of what I felt was nickel and diming of you in terms of back in the day charging you for faxes and photocopies. Sure. Yes. And all sorts of little expenses. And so, you know, I was committed back then to making sure that my invoices were always clean and simple and fixed, and I just worked in the cost of all of these things.

Into my total cost of doing business so that I never had to aggravate a client. Fast forward to today. If I found myself doing that, I, by looking back, I would say, wait a minute. Let me think about that. Am I, am I being true to what my vision was of the business? And if not, is that because I’ve actually learned something and it does make sense to do what I thought was wrong back then.

Because I mean, you can learn and grow. There’s nothing wrong with that. Sure. Or have you just fallen into the trap because you walked around and you saw other people doing it. So you said, well, I’m gonna start charging for faxes too. And if you’re charging for faxes in 2026, by the way,

Gini Dietrich: we have a problem, but

Chip Griffin: we have a huge problem because, what the heck are you using that fax machine for?

Let alone that you’re charging for it. And by the way, where did you find a fax machine? Because I haven’t seen a fax machine in person in a really long time, except maybe like at the back of a doctor’s office. The, you know,

Gini Dietrich: the bank and the doctor’s office. Yeah, I think that’s it.

Chip Griffin: Well, I haven’t, I don’t, I kind, I haven’t been inside a bank in a long time, but

Gini Dietrich: yeah,

Chip Griffin: everything’s, everything’s electronic now.

Gini Dietrich: Yeah. There’s no need for that.

Chip Griffin: But yeah, think, think back to those, those motivations that you may have had that rather than I want to do this, it was, I never want to be the kind of agency that does this. Because it, it is really so easy to fall down those rabbit holes over time without even realizing that you’re just, you’re doing the same things that, that you didn’t ever want to see when you started your business.

Gini Dietrich: Yeah. And I think it’s so easy to sit on social media, and you’ll get served ads from experts who say this is the way that you should do things. And in some cases it might work. And in some cases you might be like, there’s no way. And I think it’s really easy to listen to somebody and say, yeah, but we went from $3 million in debt to making $3 million a day, like, you know, these wild claims.

And then you kind of get sucked into that. I think if you’re really true to who you are and what kind of agency you want to build, that’s going to enable you to say, this just doesn’t feel right to me. I’m not, I’m just gonna… great if he’s really making $3 million a day, I need to just bypass this one.

Chip Griffin: Because you need to do what’s right for you. And so, I think that the key to that is, is really going back to your roots, understanding what motivated you to get started, what drove that success in the early days. And by understanding the, the early months or years of your agency, the more that you can inform some of the decisions that you’re making going forward one way or the other.

Gini Dietrich: Absolutely. Absolutely. Yeah. Think about it. It’s a good way to start ’26.

Chip Griffin: Nice positive way. We, we managed to get through an episode here without beating up on our listeners. We didn’t start the year on a negative note, did we? We started positive. We did. Think about, we think about what has worked for you previously.

Yes. And do more of that. Do more. So we will do more of this on a future episode of the Agency Leadership Podcast. But in the meantime, I’m Chip Griffin.

Gini Dietrich: I’m Gini Dietrich.

Chip Griffin: And it depends.