Small But Mighty Agency: How to Grow Your Agency

A lot of agency owners think about selling one day. But selling is not something you prepare for at the last minute.

And here's what most people miss: the things that make an agency attractive to a buyer are the same things that make it stronger, more stable, and more enjoyable to run right now. 

Whether an exit is on your radar or not, this conversation is worth your time.

In this episode, I sit down with Steve Guberman, M&A advisor for agency leaders, to get into what owners are building well, what they're avoiding, and what it really takes to run a business you could sell if you wanted to.

Here's what we cover:

• The difference between building a team and building a team that can run without you
• What "panic selling" looks like and why so many owners end up there
• Why the goal isn't to sell. It's to have the option.

You don't build a great agency to sell it. You build it well, and selling becomes an option. 

Show Notes:

-Website: agencyoutsight.com

-Get the Operators Audit Worksheet: agencyoutsight.com/resources

-LinkedIn: linkedin.com/in/agencycoach

-Podcast: agencyoutsight.com/podcast

Hey thanks for hanging out with me at the Small But Mighty Podcast. If you enjoyed this episode it would mean the world to me if you hit the follow or subscribe button in your podcast app and share it with a friend. And I’ll see you on the next one. 

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep152

Podcast Edits by Lindsay Curtis

Most agency owners think exit means one thing: finding a buyer.
This episode offers a different perspective.

I sat down with Daniel Pillai, CEO of Langton PR, to talk about a path into ownership that did not come through a traditional sale, but through trust, mentorship, and a gradual transition shaped over time.

It’s a conversation about leadership, succession, and the often unseen inner work of stepping into a role you’re not sure you’re ready for.

Together, we explore what agency owners may be missing when they overlook internal succession, how potential can show up before someone fully believes in themselves, and why leading well is one of the most important parts of building an agency that lasts.

In this episode, you’ll hear about:

• why exiting an agency doesn’t always have to mean selling to an outside buyer
• how account management and relationship leadership can become a foundation for ownership
• what true mentorship and stewardship can look like inside an agency
• why internal succession is not just an exit strategy, but a reflection of how well you lead

If you’ve ever thought about legacy, leadership, succession, or what it really means to build an agency that can outlast you, this conversation will give you a lot to think about.

Show Notes:

-Website: langtonpr.com

-Instagram: @daniel.pillai

-TikTok: @queendeehbic

Hey thanks for hanging out with me at the Small But Mighty Podcast. If you enjoyed this episode it would mean the world to me if you hit the follow or subscribe button in your podcast app and share it with a friend. And I’ll see you on the next one. 

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep151

Podcast Edits by Lindsay Curtis

Some agencies do solid work and still lose clients.

And in a market like this, I think that raises a more important question than most people are asking:

What actually makes a client want to stay?

Because client retention is not just about doing good work.
It is not just about being responsive, likable, or easy to work with either.

There is a deeper layer to strong client relationships. A kind of value that makes a client feel steadier with you in the room, more confident in your perspective, and more likely to see you as someone who helps them think, not just someone who helps them deliver.

This episode explores what that kind of relationship really requires now.

I get into why client relationships feel different in this market, why strategic advisory matters more than ever, and what actually helps agencies become harder to replace when budgets tighten, pressure rises, and trust carries more weight.

If you want to become harder to replace in the eyes of your clients, this episode will help you see where that value really comes from.

RSVP to the next Mixer: https://agencytogether.com/mixer-event

Hey thanks for hanging out with me at the Small But Mighty Podcast. If you enjoyed this episode it would mean the world to me if you hit the follow or subscribe button in your podcast app and share it with a friend. And I’ll see you on the next one. 

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep150

What does it actually take to market to diverse audiences with depth, respect, and relevance?

In this episode of the Small But Mighty Agency Podcast, I sit down with Marissa Nance, founder of Native Tongue Communications, to talk about what too many agencies still get wrong when trying to reach diverse audiences.

Marissa shares why broad multicultural marketing often falls short and why she prefers the term micro cultural marketing instead. We explore what it means to understand people beyond surface-level demographics and why empathy, research, and cultural nuance matter more than ever.

We also talk about the pressure agencies are facing right now as DEAI becomes more politicized, AI reshapes the marketing landscape, and brands risk losing the human insight that makes their work resonate.

In this conversation, we unpack:

• Why “micro cultural” is a more useful lens than “multicultural”
• Why culture goes deeper than race, ethnicity, or gender
• How empathy leads to stronger marketing
• Where AI can support the work and where human judgment still matters
• What agencies can do to market with more intention and integrity

If you want to create marketing that resonates more deeply and reflects a better understanding of the people you serve, this episode is worth a listen.

Show Notes:

-Website: nativetonguecommunications.com

-Instagram: marissa.nance

-LinkedIn: linkedin.com/in/marissanance

Hey thanks for hanging out with me at the Small But Mighty Podcast. If you enjoyed this episode it would mean the world to me if you hit the follow or subscribe button in your podcast app and share it with a friend. And I’ll see you on the next one. 

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep149

Is AI quietly making your agency more replaceable?

Or is it revealing where your real value actually lives?

Right now, content can be generated in seconds. Blog posts. Emails. Website copy. Entire strategies drafted with a prompt.

Which raises an uncomfortable question for agency owners:

If the machine can produce the words… what are clients really paying us for?

In this episode of the Small But Mighty Agency Podcast, we pull back the curtain on what AI actually looks like inside a working content agency serving technical clients.

My guest, Victoria Cowan, founder of Wordplay Creative, built her business on thoughtful, human-centered storytelling. When AI hit the marketing world she felt what many writers felt: fear.

Not hype. Not instant adoption. Fear.

Instead of ignoring it or blindly embracing it she integrated it intentionally.

In this conversation, we unpack what’s really happening behind the scenes:

• Where AI genuinely speeds up workflow and where it creates more work
• Why most AI-generated content sounds the same
• The growing importance of editorial discernment
• How tone of voice is becoming a serious competitive advantage
• What agencies need to consider around transparency and IP
• Why strategic thought partnership is becoming more valuable than execution

As more agencies use the same tools, sameness becomes the default. 

If you’re navigating how to use AI without becoming commoditized, this episode will help you think more clearly about where your real leverage lives.

Let’s dive in.

Show Notes:

-Website: https://www.wordplaycreative.ca/

-LinkedIn: https://www.linkedin.com/in/victoriajunecowan/

Hey thanks for hanging out with me at the Small But Mighty Podcast. If you enjoyed this episode it would mean the world to me if you hit the follow or subscribe button in your podcast app and share it with a friend. And I’ll see you on the next one. 

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep148

Podcast Edits by Lindsay Curtis

Your agency is working.
But the way you’re making decisions may no longer match where you actually want to go.

From the outside, everything looks steady but inside, something feels heavier than it should.

That heaviness often shows up when the business keeps operating in a way that made sense in the past, even though your perspective has started to shift. 

You see your work differently now, and the way the agency runs hasn’t fully caught up.

Maybe you’re clearer about the clients who energize you.
Clearer about the work that strengthens the business instead of just sustaining it.
Clearer about what feels aligned and what quietly drains you.

But clarity doesn’t automatically reshape a business.

There’s often a stretch where your thinking evolves, but the business is still running on old patterns.

Most owners move through this alone, feeling the friction but not yet knowing what to adjust.

This episode continues the Small But Mighty series by exploring that in-between space—the gap between insight and intentional redesign. 

Inside, we explore: 

• Why your agency can feel heavy even when it’s successful
• The hidden gap between knowing what you want and running the business that way
• How old decision patterns keep you operating from an earlier version of your agency
• What actually shifts when you start choosing work that aligns with the direction you want to grow

If your agency looks successful but feels heavier to lead than it once did, this episode will help you understand the source of that heaviness and what’s actually ready to shift.

Want More Context?
This episode is part of a series exploring what happens when your agency grows but the way you build it needs to evolve.

Part 1 (Podcast): Two $1M Agencies. Very Different Realities
Part 2 (Blog): Why the Agency Growth Model Worked And Why It Doesn’t Now
Part 3 (Podcast): Some Agencies Make Growth Feel Easier. Here’s Why
Part 4 (Blog): You Outgrew Your Business

Hey thanks for hanging out with me at the Small But Mighty Podcast. If you enjoyed this episode it would mean the world to me if you hit the follow or subscribe button in your podcast app and share it with a friend. And I’ll see you on the next one. 

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep147

Podcast Edits by Lindsay Curtis

There’s a subtle difference you start to notice after enough time in this industry.

Some agencies grow with more ease. 

Decisions get clearer instead of noisier. Momentum builds without everything getting heavier at the same time. 

Not because they’ve found a shortcut, and not because they’re avoiding the realities of today’s market.

They’re operating in the same conditions as everyone else.
And yet, growth behaves differently for them.

This episode is about understanding why.

Not by looking for new tactics or better execution, but by naming the underlying forces that change how growth compounds over time. 

When you step back, a different picture of growth starts to emerge. Not growth defined by doing more or adding more, but growth that feels more exciting and easier to sustain because it’s grounded in decisions that reinforce each other instead of competing for energy and attention.

In this episode, we explore:

• Why positioning that reduces buyer effort changes how momentum builds long before a sales conversation begins
• How trust, built through a clear point of view, shortens decision cycles and helps people feel confident choosing you
• Why fit becomes a compounding force when the work you take on actively makes your agency better over time
• How these forces work together to support growth that feels focused, intentional, and worth carrying forward

This conversation isn’t about changing how you work or adopting a new model overnight. It’s about understanding what makes growth feel smarter in a market that’s noisier, more uncertain, and more demanding than it used to be.

________

For those following the Small But Mighty series, this is Part 3. 

Part 1 [Two $1M Agencies. Very Different Realities] is a podcast episode exploring the lived tension many agency owners are feeling right now. 

Part 2 [Why the Agency Growth Model Worked – and Why It Doesn’t Now] is a blog post unpacking why the traditional growth model isn’t working anymore.

Hey thanks for hanging out with me at the Small But Mighty Podcast. If you enjoyed this episode it would mean the world to me if you hit the follow or subscribe button in your podcast app and share it with a friend. And I’ll see you on the next one. 

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep146

Podcast Edits by Lindsay Curtis

If you’ve ever looked at the version of “success” the agency world keeps promoting and felt a quiet sense of resistance, here’s a question worth sitting with:

What if growth isn’t supposed to feel this heavy?

Most agency owners aren’t afraid of growth. They’re ambitious. They care deeply about their work. They want their businesses to be profitable, respected, and sustainable.

And yet, somewhere along the way, growth starts to feel like more pressure instead of more clarity. More responsibility instead of more freedom. More motion instead of more stability.

This episode kicks off Small But Mighty: A Different Way to Grow an Agency — a five-part series exploring why so many capable agency owners feel misaligned with the dominant growth narrative, and what it looks like to build something different.

This conversation isn’t about tactics or positioning tricks. It’s about identity. About understanding why many “right” moves start to feel wrong when the underlying growth logic doesn’t actually fit the kind of agency you want to build.

In this episode, we unpack:

• The unspoken assumptions behind most agency growth advice — and how they quietly push agencies toward volume and complexity
• Why pricing, boundaries, and decision-making get harder even as revenue grows
  A concrete contrast between two $1M agencies — and why they feel radically different to run
  What the Small But Mighty agency identity really means in a market shaped by commoditization and noise

If you’ve ever wondered why growth feels harder than it should — or why success hasn’t delivered the ease you expected — this episode will help you see your business, and yourself, with more clarity.

Because there may be nothing wrong with you at all.

You may simply be building toward a different kind of success.

Sign up for our newsletter: agencytogether.com/about

Hey thanks for hanging out with me at the Small But Mighty Podcast. If you enjoyed this episode it would mean the world to me if you hit the follow or subscribe button in your podcast app and share it with a friend. And I’ll see you on the next one. 

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep145

Podcast Edits by Lindsay Curtis

We talk a lot about niching in the agency world.

Pick an industry.
Go deep.
Specialize.

But in today’s market, industry alone isn’t enough — and many capable agencies can feel that, even if they can’t quite name why.

Execution is easier to buy. Capability is everywhere. And “great work” doesn’t help clients feel confident when the stakes are higher.

What cuts through now is being clear about the outcome you’re willing to stand behind.

In this episode of the Small But Mighty Agency podcast, we move beyond outcome clarity and into the real decision agencies are facing right now: choosing an outcome niche without boxing yourself in.

This isn’t about rebranding or narrowing for the sake of narrowing.
It’s about removing friction for your clients and for you, and creating focus that actually supports momentum.

In this episode, we explore:

• What outcome niching actually means and what it doesn’t
• Why niching by industry alone no longer creates enough traction
• The three guardrails that make outcome niching work without overcommitting
• How choosing an outcome can simplify sales, referrals, and delivery

If you’ve felt like you’re standing at the edge of your next stage and haven’t quite named what comes next, this episode will help you think it through.

These are the kinds of conversations we also have inside Agency Together.

If you’d like to pressure-test your thinking with other agency owners, you can RSVP for the next Agency Together Strategic Partnership Mixer here:
https://agencytogether.com/mixer-event

Tune in to rethink what specialization really means — and how choosing the right outcome creates clarity and momentum.

Hey thanks for hanging out with me at the Small But Mighty Podcast. If you enjoyed this episode it would mean the world to me if you hit the follow or subscribe button in your podcast app and share it with a friend. And I’ll see you on the next one. 

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep144

Podcast Edits by Lindsay Curtis

What does your agency need to be known for in order to stay relevant as the market keeps shifting?

In this episode of the Small But Mighty Agency podcast, we explore the strategic shifts quietly shaping how agencies build momentum right now—and what it actually takes to future-proof your agency without chasing every new trend.

This isn’t about services, channels, or keeping up appearances. It’s about clarity—specifically, clarity around the outcomes your work creates, and how that clarity changes everything from sales conversations to capability-building.

Together, we explore:

• Why future-proof agencies anchor their growth to outcomes, not services or channels
• How outcome clarity reshapes offers, pricing, and sales conversations without adding complexity
• What capability-building actually looks like when it’s tied to a clear outcome (and why this matters in an AI-heavy world)
• Why community isn’t just support but a strategic advantage for staying grounded and informed
• The difference between “sounding clear” and being clear in a noisy market

This episode sets the stage for the next conversation, where we’ll go deeper into outcome niching: what it really means, how to do it without boxing yourself in, and what makes it work for you not against you. 

🎧 Tune in to rethink what future-proofing your agency actually requires and where clarity becomes your advantage.

Show Notes:

Join the next Agency Together Mixer: https://agencytogether.com/mixer-event

Hey thanks for hanging out with me at the Small But Mighty Podcast. If you enjoyed this episode it would mean the world to me if you hit the follow or subscribe button in your podcast app and share it with a friend. And I’ll see you on the next one. 

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep143

Podcast Edits by Lindsay Curtis