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: 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. 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. 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: 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. 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. 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:    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.” 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.” 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:    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.” 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.” 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:    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.” 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.” 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:    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.” 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.” 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:    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.” 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.” 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:    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.” 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.” 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:    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.” 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.” 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:    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?” 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.” 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.”

Subtitle: When most people think about AI, they think of the dangerous robots or technology from movies that destroy the human race. Though AI does have the potential to be dangerous, it also has a lot of potential to assist businesses by creating content, cleaning up writing, and helping with research. Today, the guys dive into the practical uses and dangers of Chat GPT and AI. They also talk about communication, misinformation, human nuance, Wall-E, and more on this week’s episode.   Summary: In this week’s episode, Bob, Ken, and Brad engage in a discussion about Chat GPT and AI. Bob starts by asking how the guys use AI practically in their agency and business. Bob also explains that machine learning is the precursor to AI and has been around since the 1960s. He defines AI as generative, meaning it takes a prompt and tries to match and complete the thought as accurately as possible. The group then delves into the importance of words and communication in human relationships. They consider if it is the words alone, the context of the words, or the embodiment behind the words that matter most. Bob highlights the complexity of communication and how AI may struggle to understand the nuances of human language and relationships. Brad shares his experience exploring and using Chat GPT. He tests its capabilities and tries to find ways to use it to save time and create authentic content. He also discusses the amount of information that Chat GPT can retain as context, which affects its ability to generate accurate responses. Ken brings up the importance of using technology and AI wisely, leveraging time and avoiding the dangers of atrophy. He warns about relying too heavily on AI and losing valuable skills, such as writing. Brad agrees and highlights how Chat GPT has helped him save time and create content. Ken then asks Brad if he has used Chat GPT for research purposes. Brad discusses the extensive knowledge that Chat GPT has and also raises concerns about the dangers of AI creating and publishing false information. He emphasizes the importance of fact-checking and ensuring the accuracy of the information generated by AI. Brad highlights that the value of writing is not the writing itself, but the concepts behind it. Bob elaborates on the idea that AI does not have the same understanding of nuances as humans do, which could lead to misinformation. He explains that AI is only trying to give what it thinks the user wants, but has no incentive to provide what is true and accurate. Bob raises the concern about the potential for the best AI to become a tool solely for wealthy individuals and businesses. He warns about the unequal distribution of technology and the consequences of a small group having access to such powerful tools. Finally, Ken wraps up the discussion with a warning about the need for discipline in balancing technology and human skills. He emphasizes the importance of finding a balance between using technology and preserving valuable skills, such as critical thinking and writing. He stresses that there is no self-discipline in technology, and it is up to us to exercise discipline in its use.   Top 3 Curtain Pulls in this episode:    AI has the potential to increase your comfort or leverage; choose wisely. AI can revolutionize the way we live and work, offering new levels of comfort and efficiency. Whether you're looking to streamline your daily tasks, automate repetitive processes, or gain insights from large data sets, AI has the potential to increase your comfort and leverage in many ways. However, the danger of atrophy remains so it is vital to examine the motives behind using AI. “There's two ways you can use technology and AI. One way is to increase comfort, and the other way is to increase leverage.” AI is a tool, not a human. AI is a useful tool but lacks the emotions, empathy, and understanding of human relationships that are essential to many aspects of our lives. By recognizing the limitations of AI and balancing its use with human skills, we can unlock its full potential and use it to enhance our lives and work. “There's no self discipline to balance technology with not technology. We have to exercise a lot of human discipline with these things, because they're really powerful.”  The dangers of AI are very real.The dangers of AI are real and can't be ignored. It lacks human nuance and context, leading to misinterpretation and false information. Misinformation spread by AI can have serious impacts, so it's important to use AI transparently, accurately, and responsibly to avoid these dangers and ensure its benefits to society. “It's just trying to give you what it thinks you want, but it has no incentive to give you what is true and what is accurate.” 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: [0:42] Bob begins a discussion about this episode’s topic, Chat GPT and AI.  [1:35] Ken asks the guys how they use AI practically for agency and business. [3:14] Bob talks about how machine learning is the prequel to AI, and AI has been around since the 60s. He says that AI is, “what we call generative. It's taking a prompt and it's actually trying to match that prompt and finish that thought and make it as accurate as possible.” [5:45] Bob dives deep and asks, “what's the importance of words and communications in how we relate to other human beings? Is it the words alone? Is it the context of the words? Or is it the actual embodiment of someone behind those words?”  [10:00] Brad talks about some of the practical ways he’s been exploring and using Chat GPT. “I'm just testing it out, I'm trying to figure out how this thing can help me. What type of processes can I throw at it that it would give me the results I'm looking for? how much information could it retain, that it can use as context?” [13:48] Ken talks about the importance of leveraging your time wisely and how to use technology and AI to either increase comfort or leverage; he also discusses the dangers of atrophy. “If you just asked it to write everything for you, eventually you'd lose the ability to write.” [15:39] Brad talks about other ways he’s been using Chat GPT and how it has helped him save time and create authentic content.  [18:29] Ken asks, “Have you used it for anything on the research side of things?” [18:33] Brad discusses the extensive knowledge that Chat GPT has and also launches a discussion about the dangers of AI creating and publishing false information.  [21:25] Brad says that, “The value of writing is not the writing. It's the concepts.” [23:57] Bob elaborates on the idea that AI doesn’t have the same understanding of nuances as humans do and how this could lead to misinformation and its various dangers. “It's just trying to give you what it thinks you want, but it has no incentive to give you what is true and what is accurate” [33:49] Bob talks about the potential for the best AI to become a tool solely for wealthy individuals and businesses.  [36:18] Ken wraps up with a warning, “There's no self discipline to balance technology with not technology. We have to exercise a lot of human discipline with these things, because they're really powerful.”

Subtitle: Processes. For many that word sounds boring, but for the wise owner it means profit. It’s one of your best tools to increase your profit. On this week’s episode, the guys dive right in, emphasizing the importance of developing and optimizing processes in business. By streamlining tasks and creating templates, businesses can work more efficiently and achieve better results. The guys also provide practical tips and tools that businesses can use to develop and optimize their processes, helping them to navigate uncertain times and achieve their goals.    Summary: The guys stress that in uncertain times, it's important to figure out how to optimize what you're doing and create less cost while generating more profit. They emphasize that this is why processes are important. Processes can help to standardize operations, streamline tasks, and help teams to work more efficiently. The guys discuss how to get started with developing processes, suggesting that the first step is to document how tasks are currently done. By documenting tasks, businesses can create a foundation for developing SOPs that can be used by all team members. The guys also discuss the importance of seeking an outside perspective when developing processes and systems. The guys then dive into the specifics of how processes and systems can be developed and optimized. They talk about two areas where processes and systems have major value: delivery and product creation. The guys use an analogy of Lego blocks and a menu of items to express the importance of organizing and creating templates for each product or service a business offers. They also discuss how using tools like Monday can help create templates for projects and increase efficiency and organization. Monday is a project management tool that allows businesses to create project templates that can be easily customized and duplicated. The guys emphasize that tools like Monday provide accountability for all team members and clients and ensure that everyone is on the same page. The guys stress the importance of creating a culture that makes data and metrics fun, so that team members are more likely to engage with them. They also discuss the importance of setting goals for the business and using processes and tools to achieve them. By setting goals, businesses can work backward to determine the processes and systems needed to achieve those goals. Finally, the guys discuss how to improve results and charge higher prices by improving processes. They suggest asking how to charge 10 times what a business is currently charging, which can help to identify areas where processes and systems can be improved. By improving processes and delivering better results, businesses can charge more for their products or services.   Top 3 Curtain Pulls in this episode:    Document any and all processes. Documenting current processes is a simple way to get started with process optimization. It enables clear communication and can help identify areas that need improvement. Having a centralized location to store all processes and systems can also streamline operations and ensure everyone has access to the right information and resources. These simple steps can help businesses create effective and efficient processes for improved productivity and success. “One of the most simple things you can do to get started on this more process oriented and time and resource saving endeavor is to simply document how you do things.” Create product templates; you want to be a menu, not a personal chef. Creating templates for products using systems and processes brings immense value to a business. It standardizes and streamlines the production process, saving time and resources while maintaining consistency and quality. This eliminates the need to create new products from scratch and ensures efficient and error-free production. “We want like Lego blocks, or a menu of actual items. And so we don't want to be making new Lego blocks.” Set goals; what do you want to achieve through these processes. Goal setting is crucial for any business and requires the use of processes and tools to achieve them. Without a clear target, it becomes difficult to measure success. It's important to consider how to handle projects and manage them efficiently, especially when scaling up.“You can't hit a target, and you can't see or you can't measure.” 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: [1:07] Bob asks the guys how they’re doing, launching a discussion about their businesses and the economy in the new year. [5:08] Ken talks about how hard seasons in life and business are necessary in order to grow stronger. “Good times create weak people, weak people create bad times, bad times create strong people, strong people good times.” [6:48] Ken segues into this episode’s topic, processes. “It's always good, especially in these times to figure out how to optimize what you're doing. And if you can create less cost, and create more profit, then you have a better way of producing at a profit. And so that's why processes are important.” [7:32] Brad mentions a quote he’s heard recently that ties into his word for the year and how those things relate to processes. “If you don't know how to put what you're doing into a process, you don't know what you're doing.” [10:21] Bob talks about where to start when looking at how to create and define the sometimes overwhelming processes in your business. “One of the most simple things you can do to get started on this more process oriented and time and resource saving endeavor is to simply document how you do things.” [12:50] Brad discusses the importance of seeking an outside perspective and having one location where you can store every system and process each employee uses. [14:22] Ken talks about two areas where processes and systems have major value; delivery and the actual products. He uses a Lego analogy to express the importance of organizing and creating a template for each product or service you offer. “We want like Lego blocks, or a menu of actual items. And so we don't want to be making new Lego blocks.” [17:23] Brad dives into the specifics about how he and his business utilize his tool, Monday, to create templates for their projects and how it has increased efficiency and organization. “So what we do is we've started templates for our projects. We literally will just drag that project and start a brand new project. It automatically has all the hours for it, and we pretty much know what the cost is. You can tweak it, if there's some nuances and stuff. But then what happens is, the whole project is already set up all the timelines, all we do is we trigger it.” [21:52] Brad discusses how his tool, Monday, has really helped his business because, “it just gives accountability to your customers, it's really accountability for everybody, and clarity.” [24:30] Bob talks about the value and saved time that result from having templatized products. [31:13] Brad says, “you can't hit a target, and you can't see or you can't measure.” [32:35] Bob talks about the importance of creating a culture that makes the data and the metrics fun so that you are able to optimize the processes. “If you can create a culture, you not only make it better for the client and for yourself, and you are able to optimize, but you also catch things quicker.” [36:41] Brad talks about the importance of setting goals for your business and using processes and tools to achieve them. “Let's just dream a little bit? And let's just say we actually are able to meet this goal? How are we going to be able to handle these projects? When, you know, without? How do we do this? How do we manage? Efficient? How do we scale?” [39:51] Brad says that in order for your processes to be successful, you have to plan on them being used by the average person. “There's going to be superstars in your agency who can do projects quicker, get them up on their feet quick. But you have to plan for the average person and their speed.” [41:11] Ken wraps up by asking, “how can we charge 10 times that? Ask yourself that question because then it forces you to the next step to ask, how can we improve the result that it creates?”

Subtitle: How’s 2023 going so far? We start every year with successful themes and words; not resolutions. Approximately 80 percent of those who set New Year’s Resolutions give up at the beginning of February. This is why we at Agency Exposed believe that choosing a word to guide your year and give you something to focus on is a better way to achieve change and grow. In this week’s episode, we break down our themes for this year, our themes from last year, and AI.   Summary: On this week's episode the guys break down their words from last year, their words for 2023, and AI. Ken explains the reasoning behind choosing a word or a theme for a year instead of having resolutions. He quotes basketball coach Tim Grover, stating that "The difference between winners and losers is that winners value the process of winning, and losers, only value the result." He emphasizes the importance of valuing the journey and not just the end goal. Bob then asks the guys to reflect on their words from the previous year, and how they put them into practice. Ken talks about his word from last year, leverage, and how it helped him to understand that by loosening his grip, he can achieve more. He also explains how he views his past words as building blocks and tools to continue to change and grow. Brad talks about his phrase for last year, more fun, and how it helped him to focus on doing more things that bring him joy and laughter. He also shares a conversation he had with his dad that inspired his word, where his dad regretted working too much and not spending enough time with his family. Bob shares his word for the previous year, simplify, and how it helped him to realize that the biggest journeys and adventures are not somewhere out there to conquer, but with the people he does life with. He also talks about his new business that he is launching and how he believes that collaboration is greater than competition. Ken shares his word for this year, belief, and how it has been unpacked for him in so many different ways. He emphasizes that the greatest human superpower is expectation, which is closely related to belief, and that if you change what you expect, you get what you expect, and not what you deserve. Brad talks about the process he used to arrive at his word for this year, transparency, and how he believes it applies not only to business but also to his personal life. He also talks about how he's been testing and using AI and how it's helped him and his business. Bob joins the conversation and talks about the importance of recognizing the things that AI succeeds at and the things that humans succeed at, and how to utilize them to our advantage. He concludes the episode by emphasizing the importance of creating value around our creativity and ideation, as well as our people and services.   Top 3 Curtain Pulls in this episode:    Belief. Ken shares his word for this year and explains how it has been significant for him in various ways. He stresses that the greatest human superpower is expectation, which is closely related to belief. He states that if one changes their expectations, they will get what they expect and not what they deserve. “The greatest human superpower is expectation. If you change what you expect, you get what you expect. You get what you believe, you don't get what you deserve.” Transparency. Brad explains that he arrived at his word for this year, transparency, through a process of reflection and it applies to both business and personal life. He believes that being transparent allows for deeper connections and trust and it also helps him to be more authentic in his interactions. “Clarity is the understanding of something but transparency is being able to see it as well.” Collaboration. Bob’s word for the year is collaboration, and he emphasizes that it is more important than competition; especially for building his new business. Collaboration can lead to better problem solving, innovation and stronger relationships. “Collaboration is greater than competition.” 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: [0:39] Bob opens this week’s episode by introducing this episode’s topic, the guys’ words for 2023.  [2:48] Ken talks about the reasoning behind choosing a word or a theme for a year instead of having resolutions.  [5:05] Ken talks about a quote from basketball coach Tim Grover and applies it to setting goals. “The difference between winners and losers is that winners value the process of winning, and losers, only value the result.”  [7:37] Bob asks the guys to break down their words from last year. “Why don't we talk about our words last year, briefly talk about what the experience was.. And how you live that out.” [8:18] Ken talks about his word from last year, leverage. “You can lift more if you loosen your grip.” [10:04] Ken your multiplier is someone who spends their time on something that actually makes more time in the future. It's like an investment. [15:40] Ken says that he views his past words as building blocks and tools to continue to change.  [16:23] Brad talks about his phrase for this past year, more fun. “I live with the goal of doing more stuff. But it's always for return on investment. And I realized that I'm best when I'm laughing.” [20:29] Brad talks about a discussion he had with his dad that inspired his word and created a shift in his perspective. “I asked my dad, what is the one thing in life that you regret? And he said, "I regret working so much, because I wasn't around my family as much.” [21:25] Bob talks about his word for last year, simplify. [24:51] Bob opens with his word for this year, collaborate and talks about his new business that he is launching. “I know that collaboration is greater than competition.” [27:32] Ken talks about his word for this year, belief. “Over the last year, that word keeps coming up in my life, and in different ways. And it's been unpacked, for me, in so many different ways…  the greatest human superpower is expectation, which you can say is basically a synonym of belief. But basically if you change what you expect, you get what you expect. You get what you believe you don't get what you deserve, you get what you believe.” [32:13] Brad talks about the process he used to get to his word, transparency. “So first I, my word was clarity. I'm going to choose a different word. While clarity is the understanding of something, transparency is being able to see it as well.” [33:45] Brad digs into the idea of transparency and authenticity and how it not only applies to business but also to his personal life. [37:09] Ken starts a discussion about AI and how it is being used today. [38:09] Brad talks about the ways he’s been testing and using AI and how it’s helped him and his business. “And so I will tell, I will kind of craft the initial idea of what I want. And they'll just ask it to refine, refine, refine, refine, refine, and then I'll say, Give me three alternatives to that. And it'll give you ideas.” [42:25] Bob talks about the importance of recognizing the things that AI succeeds at and the things that humans succeed at, and utilizing those to your advantage. [49:36] Bob wraps up this episode by saying, “you need to create value around your creativity and your ideation versus your people and your services.”

Subtitle: 2022 flew by and 2023 is here. That means it’s time to reflect on 2022 and what you want to change for yourself and your business in 2023. In today’s episode, we break down our goals, predictions, and thoughts for 2023 along with what we think all agencies should focus on. We talk about profit, efficiency, value, processes, Severance, shooting for the stars, and more on this week’s episode. Let us know your thoughts, goals, or questions in the comments below.    Summary: In this episode, we discuss our goals, ideas, and theories for 2023 along with some changes we will be making in our businesses. Each agency is unique and has different strengths, yet there are a few things we all could be doing to improve and spark change in the coming year. The first of these being focusing on and prioritizing profit. Profit is mistakenly viewed as greed driven or selfish when it is often in fact the opposite. In order to serve your customers well, you have to be able to fund ways to do that, this is where profit comes in. Most midsize agencies make around 15% of profit per year, and small agencies make around 10%. This is simply not enough to successfully run a business and allow for growth and investment. Profit also ties into efficiency and value. Profit is based on value, and value requires efficiency. So in order to increase your profit, you need to evaluate and improve your efficiency and improve the way you communicate your value to your clients. This is where mindset comes into play. You have to believe that you have earned your profit and that what you have to offer is valuable. It’s also crucial to recognize the importance of processes and evaluate how you can implement them to create more efficiency. We also talk about the advancement of technology, what that looks like, and what that means for agencies moving forward. It’s important to identify your ‘Lego blocks’ and improve your attribution.  Top 3 Curtain Pulls in this episode:    Focus on profit. One of agencies’ most common misconceptions is that high profit is for the greedy and selfish. This is due in part to agencies’ low profit and their mindsets. Instead we must understand that profit is not greed, but instead a tool for our businesses to better serve our clients and employees while also growing and investing in the future of the business. “Unhealthy, low profit businesses don't help anybody, not the people that work for them, not the people that own them, not the people they serve.” Improve efficiency and the ways you communicate value. Profit is built upon value, so one of the ways to increase your profit is to communicate your value in a creative, meaningful, or practical way. Value is due in part to time and therefore efficiency. Value, profit, and efficiency are all tied together, so by strengthening one, you inadvertently strengthen all three.  “It's important for agencies, especially smaller ones, to understand that profit is based on value.” Change your mindset. Many agencies view themselves as service providers when in fact, they are media companies. Because they view themselves in this way, they often fall into the trap of validating themselves through busy work. To avoid this, agencies need to shift their mindset to one that shows that they are media companies, and that profit is a way to better serve their clients due to the high value they as an agency produce. “You need to shift your thinking from just being a service to seeing yourself as a media company.” For more tips, discussion, and behind the scenes: Follow us on Instagram @AgencyPodcastJoin 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 LinkedIntwitter.com/BobHutchinsinstagram.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 LinkedInAnthem Republictwitter.com/bradayresinstagram.com/therealbradayresfacebook.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 LinkedInMetacake - An Ecommerce Growth TeamGrowth Rebel TVtwitter.com/iamKenOttinstagram.com/iamKenOttfacebook.com/iamKenOtt   Show Notes: [1:05] Bob opens this week’s episode with a chat about how the meaning of phrases or words change over time due to new societal context.  [3:00] Brad talks about the importance of having a holistic and balanced life and how work can, “disconnect us from who we are”. [3:24] Ken says that, “there's no such thing as business life and personal life.”  but we often separate the two mentally.  [7:09] Bob asks the guys about their thoughts, and predictions for 2023 and any goals or changes they’ll be making in their businesses.  [7:34] Brad talks about some of his new focuses for his business in 2023. “We are focusing a lot more on new business development, looking at our processes and services and really challenging what we do, making sure that our clients get the best value, but also that we are competitive, really offering value where our customers can't find that easily, and looking at our current customers and trying to figure out how do we serve them better?” [8:24] Brad dives more into serving his current customers better and his ideas on how to do that. “We are shifting our models, diving into our sales data to understand where our key profit centers are, and trying to package a little bit more of our services in a way that is more better clarity. We've hired somebody to kind of spearhead that, a Director of Client partnership, and just really understanding, you know, where our sweet spots are trying to dive into that further.”  [9:43] Ken talks about an analogy he uses to identify and create replicable things to sell.  [11:01] Brad mentions the importance of recognizing, “processes run your business and people run the processes”.  [11:52] Ken discusses his thoughts for 2023 regarding the importance of profit and how that enables you to serve your clients. “A lot of people associate profit with greed. And if I have a high profit, my clients won't be happy. That is a common misconception; it's the exact opposite.” [12:59] Ken says that, “10% profit margin margin is not enough to run the business. Any MBA will tell you and the standard is around 30%.” [15:00] Ken elaborates more on profit and its relationship with efficiency and value.   It's important for agencies, especially smaller ones, to understand that profit is based on value…Agencies tend to validate themselves with busy work more often than other businesses…Unhealthy, non profitable, low profit businesses don't help anybody, not the people that work for them, not the people that own them, not the people they serve.” [18:27] Bob talks about changing our mindset and beliefs of profit to one that allows you to, “learn how to charge more and realize I'm going to be able to serve my clients.” [20:30] Brad applies the adage, “when you shoot for the stars, at least you’ll land on the moon,” to setting goals for and dreaming about your business.  [21:51] Ken talks about the role of your inputs and how that impacts your ability to shoot for the stars. “Whatever star you're hitting, is probably in line with the inputs that you have.” [22:22] Ken asks a few questions that all agencies should be asking themselves in order to prompt a mindset change that will help them to begin to pursue their big goals.  [27:10] Brad discusses the importance of presenting value in a creative way or a way that makes sense, and uses an example from his business recently to demonstrate its importance.  [29:37] Bob breaks down his thoughts and predictions for 2023 including technology’s advancement, smaller agency sizes, and understanding your business’ attribution, and how these things will impact agencies and what agencies of the future will look like.  [33:58] Bob also talks about blockchain being integrated into marketing, data integrity, investing in technology, the commoditization of services, and changing your mindset of being a service to being a media company. “You need to shift your thinking from just being a service to seeing yourself as a media company. Some of that might be print, some of it might be intellectual. But 90% of what we do is we create media.” [38:41] Ken summarizes this episode with three key points for agencies to focus on. “Focus on profit, focus on efficiency, focus on value.” [38:48] Brad wraps up by saying, “If you guys have any questions, or if you guys are doing things this year in your business, reach out to us.”

Subtitle: How to write a book. So many want to, so few do. Though it might seem lofty, unrealistic, or daunting, you CAN write a book. Everyone in our world has a different experience and perspective and something unique to say; the challenge is putting it into book form. In the last episode, we dove into Bob Hutchins and Jenny Black’s book, Our Digital Soul, breaking down the solution to media trauma and collective anxiety. In today’s episode, we continue our three part discussion of Bob’s book, but we focus more on the behind the scenes of how to write a book as well as the processes and some practical tips. We highly encourage you to check out Bob and Jenny’s book on Amazon or ourdigitalsoul.com and let us know your thoughts or questions in the comments below.    Summary: In this episode, we continue to discuss Bob Hutchins and Jenny Black’s book, Our Digital Soul. In our last episode, we talked about how to heal and be part of the solution to the collective anxiety and media trauma we as a society have endured and continue to bear. If you haven’t yet, please go check out the previous two episodes to get the full scoop of our three part series breaking down Bob and Jenny’s book. This episode is different from the past two because instead of breaking down the content of Bob’s book, instead, we dive into the processes involved in writing a book. Bob talks about his motivation behind writing this book and his previous three as well as the role writing has played in his business and life. He also talks about his process behind picking a topic, doing research on it, and deciding if it is something the public is interested in. Bob discusses the opportunities he’s had because of his book as well as his top tips and advice for anyone thinking about writing a book. He also talks about the importance of writing everyday, finding your unique perspective, and making your book authentically you. If you enjoyed today’s episode and feel curious about media trauma and how to heal, don’t forget to purchase Bob Hutchins’ and Jenny Black’s book, Our Digital Soul: Collective Anxiety, Media Trauma and a Path Toward Recovery.    Top 3 Curtain Pulls in this episode:    Write everyday. Whether it’s a journal, notes of things you learned, or simply an idea you thought of, it makes a huge difference to write something everyday. These writings don’t have to be groundbreaking ideas, just little snippets that you can reflect on later that can help you when in the process of writing a book. “I’m just writing everyday.” Find your unique perspective. This may sound cliche, but everyone in this world has their own perspective and something to say. Find what you’re passionate about and talk to people about it to see if there seems to be a public interest in it. Do your research and see if and what other authors have written about the topic. Don’t get discouraged by what you may find, keep an open mind and continue writing and researching. “My test is always, when you talk to people about it, does it resonate, do their eyes light up and say, ‘Oh, I've never thought about it that way.’” Make it book authentically yours. Don’t retell someone else’s story or filter your passion or perspective through someone else’s lens. Even if you think your book is the most boring book on the face of this earth, it will resonate with and impact someone because true connection happens through authenticity and honesty. Tell the story you want from your unique, authentic perspective. “The most important number one most important thing is make sure it's authentically yours.” For more tips, discussion, and behind the scenes: Follow us on Instagram @AgencyPodcastJoin 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 LinkedIntwitter.com/BobHutchinsinstagram.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 LinkedInAnthem Republictwitter.com/bradayresinstagram.com/therealbradayresfacebook.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 LinkedInMetacake - An Ecommerce Growth TeamGrowth Rebel TVtwitter.com/iamKenOttinstagram.com/iamKenOttfacebook.com/iamKenOtt   Show Notes: [0:32] Bob opens this episode with a chat about old tv shows, inflation, and how the  [6:34] Brad says, “the thought of writing a book is very daunting to me. So I would love to break down some myths of writing a book… I'd like to get to the heart of like, your motivation for book writing,” [7:31] Bob talks about his love of writing and how he’s built his business and marketing on content and how those things helped him become familiar with and comfortable with the idea of writing.  [9:49] Bob discusses the importance of identifying your reasoning behind why you want to write. “Depending on what your reasoning for writing is, also should drive how it's done.” [12:10] Bob talks about his motivation for writing this book and his overall motivation to write. “The motivation was certainly thought leadership. And so that's a lot of my drive is thinking deeply about things and having a voice in the environments that I found that I find myself in my career.” [13:05] Ken asks Bob, “what was your process like in just deciding your topics?” [14:09] Bob says that there isn’t just one way to write a book and that one of the most important things is to just write something everyday. He also talks about the way he identifies if his topic is interesting to the outside world and would make a good book.  [17:53] Brad asks Bob, “How do you figure out if your book is unique? What’s the process?” [18:38] Bob talks about the importance of research, outlining ideas, and identifying the target demographic. [21:22] Brad asks Bob, “what kind of things does your book allow you to do that you maybe wouldn't have been able to do?” [23:37] Ken talks about how in any type of business and marketing, “you have to have a formula for success.” [29:02] Ken mentions that one of the values of writing quality content is that it can be used to write a book. He also talks about his secret to writing effective articles and blog posts.  [34:40] Bob breaks down the most important thing to remember when writing a book. “The most important number one most important thing is make sure it's authentically yours.” [36:11] Brad asks Bob what the cost would be to write a book. [37:13] Bob says that the price depends on what you’re looking for but it could be between a few thousand dollars to twenty thousand.  [39:49] Ken asks Bob if he writes the title first or last and if he recommends finding a publisher or not.  [47:04] Bob closes today’s episode by telling the listeners that they can find his book on Amazon. “It's called “Our Digital Soul: Collective Anxiety, Media Trauma, and a Path toward Recovery. You can just Google my name or Jenny black, my co author or just Our Digital Soul.”

Subtitle: Being human in a digital world. It’s no secret that our society has become a digital one; almost everything we do is online or involves the internet. In the last episode, we dove into Bob Hutchins and Jenny Black’s book, Our Digital Soul, breaking down collective anxiety and media trauma. In today’s episode, we continue our discussion of Bob’s book, but we focus more on the solutions and ways to reduce media trauma through screen time and how to heal from the influence of technology. We highly encourage you to check out Bob and Jenny’s book on Amazon or ourdigitalsoul.com and let us know your thoughts or questions in the comments below.    Summary: In this episode, we continue to discuss  Bob Hutchins and Jenny Black’s book, Our Digital Soul. In our last episode, we talked about what collective anxiety and media trauma are and in this episode, we discuss how to heal as a society and how to remain human in a digital world. In order to remain human, it’s important to consider what defines humanity and then apply those aspects to our lives in the digital age. Bob discusses a few of the ways to remain human. The first one is that staying human is about less. Online we have the world at our fingertips. The internet enables you to do so many things online. Another way to stay human is to accept your limitations. Because the internet is so vast and has “all the answers”, it conditions society to believe that we do not have limitations when online. Bob also discusses the importance of coming to terms with the paradox and mysteries of humanity. Our world isn’t black and white, yes or no, there’s often a lot of gray and maybes. The internet can convince its users that everyone is one way or another and this is false. There are many mysteries to life that we haven’t figured out yet, and sometimes there isn’t a clear cut answer. We as humans also don’t always get what we want, but technology creates the illusion that we can always get what we want due to the lack of limits on technology. As professionals in the technology industry, we are responsible to lead the way and start setting boundaries and being intentional about our marketing and be the start of the solution. You won’t want to miss our next episode where we’ll break down the process of writing a book. If you feel curious about media trauma or want to be part of the solution, don’t forget to purchase Bob Hutchins’ and Jenny Black’s book, Our Digital Soul: Collective Anxiety, Media Trauma and a Path Toward Recovery.    Top 3 Curtain Pulls in this episode:    Staying human is about less. We’ve all been that person who hoarded their halloween candy or had a random collection of rocks. This behavior is unhealthy, yet we allow ourselves to indulge in it when it comes to technology. We as a society are endlessly scrolling, posting, or hoarding our online experiences. We use technology as a tool to escape the limits of our world. Instead of hoarding when it comes to technology, we might exercise discipline and enjoy the social experience online in moderation. “Successful humanity is about making decisions, sticking with them, and moving forward.” Accept your limitations; you can’t always get what you want. We are human and we have limitations on what we can do and it’s a fact of life that it is impossible to always get what you want. Technology has enabled and conditioned us as a society to believe that because knowledge is so accessible and almost everything is right at our fingertips, we can get whatever we want whenever we want. This is false, and when we ‘return to reality’ after being online and we don’t get what we want, this can drive us back to technology to continue getting the bursts of dopamine. It’s also important to remember that creating beautiful things takes time and effort, it’s not going to be instant or easy and we will make mistakes along the way. “All of the things in the real world take time; it takes accepting our limitations in order to create something beautiful.” Come to terms with the paradox and mysteries of humanity. Though the internet almost always has the answers, recipes, or news you are looking for, there are things that it will never understand. There’s only so much that programming and social media can convey. Nothing is ever just black or white; there is more middle ground than the internet may lead you to believe. Humanity is complex, and it can’t be defined or simplified by technology. “When you're in a digital space. Everything is divided into either or categories. In real life, you're a mix of things. Online, you're actively creating an identity that begins to define you in society. Then it begins to define society, and when the digital definition becomes your primary identity, you will miss out on innumerable human facets of who you are that a program can't translate or compute.”   For more tips, discussion, and behind the scenes: Follow us on Instagram @AgencyPodcastJoin 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 LinkedIntwitter.com/BobHutchinsinstagram.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 LinkedInAnthem Republictwitter.com/bradayresinstagram.com/therealbradayresfacebook.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 LinkedInMetacake - An Ecommerce Growth TeamGrowth Rebel TVtwitter.com/iamKenOttinstagram.com/iamKenOttfacebook.com/iamKenOtt   Show Notes: [0:31] Bob opens this episode by introducing the topic, part two of Our Digital Soul by Jenny black and Bob Hutchins. [2:37] Brad talks about how in the previous episode, they discussed the challenges posed to us through social media and screens, and he asks Bob to unpack the solutions and the ways we as a society can heal. [5:22] Bob begins a discussion about some of the solutions or methods we can use and act on to limit our time on technology and the resulting trauma. “The first one is: Staying human is about less.” “Successful humanity is about making decisions, sticking with them, and moving forward. We look at a person who hoards and we go, that's really unhealthy. We kind of do that in the digital world, we hoard our options. We're endlessly scrolling, we hoard our experiences, because we want to escape from the limits of human existence.” [8:25] Ken talks about the importance of exercising the discipline muscle because, “once it's gone, it's really hard to get back, and it's so critical in life.” [9:41] Brad talks about how he’s noticed that often he will use his phone as a way to fill dead space and prevent boredom. “Why do I feel the need to pick up my phone? When there's a dead space? Why can't I just allow this space to happen? And be okay with not having to entertain my mind right now?” [10:23] Bob discusses the fact that, “boredom is our brain processing”.  [11:29] Ken adds that your subconscious does process things through sleeping or just when your conscious is not focused or actively doing something. [12:42] Bob reads a segment from his book and talks about two other ways to remain human in the digital world, “the second one is staying human means accepting limitations. All of the things that in the real world take time, it takes accepting our limitations in order to create something beautiful.”... “Staying human means coming to terms with the mystery and paradox of humanity.” [17:05] Brad mentions the idea that remaining human in this digital space is not only about what you consume but also how you present yourself. [20:27] Ken discusses the adage, “with great power comes great responsibility.” and how it applies to technology. [25:47] Bob reads a section of his book and breaks down the idea that “Staying human also means you don't always get what you want.” and how technology has conditioned our society to believe that we can have whatever we want whenever we want because there are no boundaries to what we can do with technology.  [32:04] Bob talks about how each of his three kids have grown up in different eras of technology and how it has impacted each of their lives individually. He also talks about some of the rules he and his family have to help them remain human and reduce the time they spend on screens.  [43:15] Ken asks, “As professionals in this industry, what can we do? To not help hurt the situation, but improve the situation? How do we put boundaries on what we do to be part of the solution and not the problem and still do business?” [43:58] Bob discusses the importance of giving a genuine experience to your customers that is human and natural that doesn’t exploit their weaknesses through technology.  [45:35] Ken entertains the idea of, “Putting reasonable limits on the unlimited. Put even limits on E commerce. I was thinking in my head, like, what if we shut down websites at 9pm? Like should websites close?” [49:40] Bob wraps up by informing listeners that they can purchase Our Digital Soul on Amazon for fifteen dollars. “We're the number one release in the psychology section for about a week and a half. It's called Our Digital Soul: Collective Anxiety, Media Trauma and a Path Toward Recovery. You can go to our digital soul.com If you want to know more, or you can just search it up on Amazon.”

Subtitle: Media trauma. Sounds scary… but (our own) Bob Hutchins and Jenny Black’s new book, Our Digital Soul helps to, “guide you through the overwhelming maze of modern life to the life you really want, as it takes a hard look at the impacts of digital media and the trauma that results for all ages and every generation. Backed by research and experience, Black and Hutchins share their own personal journeys as well as those of their clients to explore a path where we can recover and thrive alongside our digital reality.” We dive deep on Bob’s new book, trauma bonds, technology, social media, small-t trauma, and more on this insightful episode.    Summary: What is media trauma? In order to understand what media trauma is, we first need to acknowledge that all technology is an extension of us. Because of this it impacts and changes who we are physiologically, psychologically, emotionally, and as a community. The magnitude of this impact is partially due to the imbalance of our brains and our technology. While our technology has continued to advance, our brains have stayed the same. This imbalance can lead to overwhelming amounts of small-t traumas. Small t-traumas are things such as a breakup, the death of a pet, losing a job, getting bullied, or being rejected by a friend group. These social small t-traumas happen even more online, that compound upon each other, causing media trauma. All trauma is created through trauma bonds and trauma bonds are defined as “emotional bonds with an individual that arise from a recurring cyclical pattern of abuse, perpetuated by intermittent reinforcement through rewards and punishment.” If we changed the word “individual” into “technology” would that statement not define our relationship with technology? In order to heal from media trauma, we must become aware of it, educate ourselves and others on the magnitude of media trauma, and begin to exercise self discipline. We will dive even further into Bob Hutchins and Jenny Black’s book, Our Digital Soul in the next episode; you definitely won’t want to miss it! We also highly encourage you to check out their book on Amazon or ourdigitalsoul.com and let us know your thoughts or questions in the comments below.    Top 3 Curtain Pulls in this episode:    All technology is an extension of us. Though technology can be a very broad term it could include things that are considered commonplace along with computer and internet based inventions. Consider this; an airplane is an extension of our feet and a shovel is an extension of our arms. With this kind of perspective, computers could be considered extensions of our brain and the internet an extension of our nervous system. This understanding helps lay the foundation for comprehending media trauma and the magnitude of its impact. “If it's an extension of us, then it fundamentally changes us. Physiologically, psychologically, and as communities…” We have godlike technology. Bob has mentioned this quote before, “The problem with humanity is we have Paleolithic brains, medieval institutions and godlike technology”. Due to this unique combination, this can lead to overwhelming amounts of small-t traumas because of the imbalance between us and our technology. Media trauma is real. We’ve all experienced feeling left out, and this feeling along with others is magnified and multiplied by social media, creating repeating small-t traumas that compound upon one another. Bob defines trauma bonds as relating to an abusive relationship with a spouse, and changes “someone” into “technology”, as a stark description of our relationship with technology. He doesn’t make this comparison lightly. “Trauma bonds, or emotional bonds, with a device or a technology that arise from recurring cyclical patterns of abuse, perpetuated by inner intermittent reinforcement, through rewards and punishment.”   For more tips, discussion, and behind the scenes: Follow us on Instagram @AgencyPodcastJoin 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 LinkedIntwitter.com/BobHutchinsinstagram.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 LinkedInAnthem Republictwitter.com/bradayresinstagram.com/therealbradayresfacebook.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 LinkedInMetacake - An Ecommerce Growth TeamGrowth Rebel TVtwitter.com/iamKenOttinstagram.com/iamKenOttfacebook.com/iamKenOtt   Show Notes: [0:32] Bob opens this week’s episode with a chat about what the guys have been up to recently. [5:47] Bob talks about his book that was just released, “Our digital soul: collective anxiety, media trauma and a path toward recovery”. [8:47] Bob begins a discussion about technology and its impact on society and says that,  “good marketing is Psychology and math.” “it's getting people to respond and engage and then measuring and scaling it”. [16:06] Bob talks about the difference between video games and cell phone time/social media/work and how they impact your brain differently.  [17:16] Bob breaks down how all technology is simply an extension of us as humans. “Every new technology is an extension of us. if you think of the wheel, it was an extension of our feet, right? We have to frame it that way, versus it's just a tool, and it's separate from me, no technology is ever separate from us…If it's an extension of us, then it fundamentally changes us. Physiologically, psychologically, and as communities… What is the computer and the cell phone an extension of? It's an extension of our brains. So what then is the internet? It's a further extension of our brains, and I would argue it's an extension of our nervous systems.” [21:57] Brad adds that it can often be very easy to be overwhelmed with the high amounts of information with emotional ties that enter our brain every day. [23:06] Bob talks about a quote from a biologist, EO Wilson, “the problem with humanity's we have Paleolithic brains, medieval institutions and godlike technology.”, adding that, “you can't plug a Paleolithic brain and expect it to keep up with godlike technology.” [24:25] Brad asks Bob if he believes that AI will be able to regulate the amount of information and stimulation we receive to healthier levels.   [26:54] Bob defines media trauma, “small-t” traumas, and dives into some of the side effects (or “small-t’s”) of screen life. “We define media trauma as experiences through media, and personal devices that hinder or harm our capacity to be mentally whole.” [32:22] Ken discusses how according to Dr. Andrew Huberman, “the frequency of dopamine hits that we get daily is the number one societal problem because because they're their weight, they're way more frequent than they ever have been in history.” [34:29] Bob dives deep into an explanation of his and Jenny Black’s book, discussing how the internet compounds small-t traumas, three of the five symptoms that indicate that you have media trauma, and breaks down trauma bonds. “That's something called a trauma bond. Now I want to read the definition, and then I'm going to change one word. Trauma bonds are emotional bonds with an individual that arise from a recurring cyclical pattern of abuse, perpetuated by intermittent reinforcement through rewards and punishment.  But let me change one word. Trauma bonds, or emotional bonds, with a device or a technology that arise from recurring cyclical patterns of abuse, perpetuated by inner intermittent reinforcement, through rewards and punishment.” [42:58] Ken asks whether we as a society can exercise our discipline muscle now that we know the true impact of technology on our lives.  [44:36] Bob talks about the importance of self awareness, education, and collective intervention in order to, “retrofit this crazy godlike technology to our paleolithic brains.” [48:03] Ken asks what the audience should take away from this, and why should they read this book?   [49:09] Bob says that, “mental health and wellness professionals. We want to get it in the hands of all of them. So hopefully it's accessible to everyone. But it is chock full of studies and data and information that could make an impact.” [49:58] Bob says that you can buy Our Digital Soul on amazon.com or at ourdigitalsoul.com.  [50:29] Bob talks about some of the topics for the next episode. “What are some things that you can do to heal? What are you addicted to? One of the indicators is, what's the first thing that comes to your mind when you open your eyes in the morning you wake up?”

Subtitle: The goal of all businesses is to make profit, and that’s only possible if you’re able to consistently close business at a profitable rate. So the question is, how do you close more contracts? In today’s episode, we break down the process of funneling clients, and some key steps to produce the most success and increase your close rate. We talk about investing, communication, Mark Cuban, money, and more on this week’s episode!   Summary: On today’s episode we explore strategies to close more business. In order to figure out how to increase your closing rate, first you have to analyze how you get clients there and how your funnel works. Once you’ve identified the steps and processes your business uses to close contracts and work with clients, then you can work on improving your processes and systems. In the inquiry phase, the top of the funnel, we’ve learned through our experience that asking questions is key to moving forward with clients. Some of the most helpful questions that you can ask are “Why now?, Why us?, and What would a successful project or result look like for you?”. These questions can help you identify the timeline, scope, and budget of the project as well as set clear expectations. We’ve also learned that having the client make a small investment with your business is key. This investment should ultimately leave them with a high amount of valuable information about their company and what all needs to be done to reach their goals for the project. This can help eliminate competition and give you a real sense of the project as well as give the client confidence to move forward with the project. The key in all of these things is communication. Oftentimes in life, people are disappointed because of unrealistic or unmet expectations. In order to prevent this disappointment and conflict, communication is vital. Be honest with what your company needs to uphold your standards of work as well as who you are and what you are able to do. It all boils down to money and if they feel like they are receiving a high quality product. In the end, money isn’t what we care about, it’s what that money can buy or do for us.   Top 3 Curtain Pulls in this episode:    Ask the ‘why’ questions. When businesses are in the inquiry phase, it’s important to gather information about the client and their company, the project they want done, the scope, their budget, and the timeline. Three excellent questions to ask to fully understand these details are the “why questions”. “ Why now? Why us? What would the things be that make it a win?”  These questions can help your business move forward with clear direction. Build in a “small investment” step. One step in the closing process that has helped Ken and his business boost their closing rate is the “small investment” step. This step allows clients to feel like they are investing a small amount of money to understand the problem they need to solve as well as the ways it can be solved. It eliminates the risk factor, and if done correctly, can eliminate your competitors, increasing your close rate. “It allows them to test the waters with you at very low cost.” Communicate expectations and capabilities clearly. One of the most important skills in all business and in life in general is communication. Without communication, people can feel disconnected, excluded, out of the loop, shocked, and even angry. Lack of communication causes problems and can lose clients. Not only is communication with the client important, but so is communication with your team. Communication sets realistic goals and expectations and creates a healthy business relationship. “The key is to communicate to your potential client, this is who we are.”   For more tips, discussion, and behind the scenes: Follow us on Instagram @AgencyPodcastJoin 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 LinkedIntwitter.com/BobHutchinsinstagram.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 LinkedInAnthem Republictwitter.com/bradayresinstagram.com/therealbradayresfacebook.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 LinkedInMetacake - An Ecommerce Growth TeamGrowth Rebel TVtwitter.com/iamKenOttinstagram.com/iamKenOttfacebook.com/iamKenOtt   Show Notes: [0:47] Ken open’s this week’s episode by wishing Bob a happy birthday.    [3:31] Ken begins a discussion about this week’s topic, sales, and how to improve your closing rate. “What are the logical stages that we go through that we want to track step to step?” [4:36] Ken begins to break down the stages that his business, Metacake, goes through, starting at the beginning with initial inquiry. “We have some sort of initial call where we qualify them.” [5:05] Ken discusses the three main questions he asks during the initial inquiry and how it helps him to understand the company and the potential project. “Why now? Why us? What would the things be that make it a win?” [10:43] Bob talks about the importance of managing expectations.  [14:07] Ken discusses the three main factors of a project and talks about a key psychology tactic that has helped his business boost their closing percentage. “In our philosophy there are like three factors to a project. They’re timeline, scope, and budget we've adjusted our pipeline a little bit, and one of the things that has helped us close the most is like putting into place some sort of small, very low cost, essentially strategy product that allows the clients to test the waters with you at very low cost.” [20:07] Ken says that inserting this step, “develops trust, which builds in ownership to the solution. Also you kind of eliminate competition most of the time.” [28:20] Ken talks about his goal with this product was to create a clear deliverable product that benefits the client, impresses them, and allows them to see what they actually need and how his business can deliver.  [32:00] Ken discusses how helping the client visualize the solution to their problem has a magical effect; it helps them feel confident moving forward. [34:25] Ken talks about how often price is thought of as equal to quality (higher price means higher quality), and because of this assumption, many people are willing to and even happy to pay a higher price. He also adds that, “no one really cares about money. We think we do, but we really care about the results of the money.” [38:02] Brad makes the point that he and his team feel more at peace about certain projects when they know that they’re being paid enough to uphold their high standard. “We're happier internally when we know we have enough.” [39:50] Ken adds on and says, “for projects where we haven't gotten paid enough, no one's happy.” [42:11]  Brad analyzes the common belief that abundance means overpaid and how that isn’t true. “Abundance is enough.” [43:30] Bob talks about a way to communicate your financial needs in a way that  is about serving the client and upholding the company’s standard. [46:44] Brad closes by talking about Mark Cuban and his pharmaceutical business and how, “Mark knows his lane. He knows exactly what that business is going to be. The key is to communicate to your potential client, this is who we are.”

Subtitle: We’ve all waited in line for long periods of time, either by choice or necessity. As businesses, we want to be the business consumers choose to wait in line for, but be aware of what people pay for. It’s all about time, gaining more time, achieving something faster, and enjoying the time they spend. To that end, every business is in the time maximization business. On today’s episode, we break down the importance of time, time management, customer service, being proactive, pursuing purpose and meaning, and more on this week’s episode!   Summary: On today’s episode, Brad discusses a negative experience he had recently with the healthcare industry and how that’s helped him view customer service and time differently. One of the major lessons all businesses should take from Brad’s experience is customer service. No one likes waiting, and time is everyone’s most valuable asset. This is why customer service is so crucial. It’s also important to remember that your clients are, in a sense, your boss; you wouldn’t want to be disrespectful to or offend your boss. Because time is your most valuable asset, it’s important to manage it well. Whether it’s by blocking out chunks of your day on your calendar, having a checklist, or some other plan, figure out what works best for you to manage your time. Don’t waste your time; it’s limited and you can’t earn it back. This is way easier said than done, so one way to manage your time well is to not get sucked into reacting to and putting out the daily fires. Take a moment to assess the situation and then decide the level of urgency and if it’s an emergency and then go from there. Maybe have a time of day when you answer any of your team’s questions and understand the day’s squeaky wheels. Remember to pursue purpose and meaning over success and passion; those will come in time. In conclusion, maximizing your time and your customers’ time is the key to becoming the line they want and choose to wait in.   Top 3 Curtain Pulls in this episode:    Customer service is a priority. Brad’s experience with the healthcare industry has many valuable lessons for all businesses to take away. One of the top lessons is that when customer service is overlooked, it can result in stressed employees, frustrated customers, and a loss of business. Although there are differences between a doctor’s office and an agency, this principle applies everywhere. Your clients are in some ways, your boss; treating them well is a priority. “If every business ran the way a health care hospital or doctor's office runs, most businesses will be out of business.” Time is your most valuable resource; manage it well. Although everything in the world may be screaming at you to earn money, or achieve success and fame, the one asset that cannot be earned and is often misspent every day is time. The reality is, our time on this earth is limited, so how do we want to spend it? Time management is one of the most important skills a person can ever develop, and it is crucial for agency owners. Don’t make the mistake of underestimating the value of time and time management. “Of all the resources, time is the only one you can't get back.” Be the thermostat, not the thermometer. As we all know, time management is important, and most people have methods of planning and staying on top of their schedules and tasks, but we all have a million things that pop up every day that demand our attention. When this happens, it’s important to do a quick assessment of the situation and determine if it’s a real emergency. Be proactive and prepared to deal with these situations and determine how you and your team need to spend your time, otherwise you’ll spend all your time being a firefighter. “Be the thermostat, not the thermometer.”   For more tips, discussion, and behind the scenes: Follow us on Instagram @AgencyPodcastJoin 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 LinkedIntwitter.com/BobHutchinsinstagram.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 LinkedInAnthem Republictwitter.com/bradayresinstagram.com/therealbradayresfacebook.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 LinkedInMetacake - An Ecommerce Growth TeamGrowth Rebel TVtwitter.com/iamKenOttinstagram.com/iamKenOttfacebook.com/iamKenOtt   Show Notes: [0:31] Bob opens this week’s episode with a discussion about production. [2:48] Bob introduces the topic for this episode, time management and lessons to learn from the healthcare industry. [3:16] Brad talks about productivity and how he spends his time along with his struggles with time management. [6:47] Brad breaks down his recent experience with the healthcare industry and launches a discussion about the lessons all businesses should take from this experience. “There are two things that will bring people back to their health care providers. Number one is empathy, and number two is time.” [9:17] Ken says that, “if every business ran the way a health care hospital or doctor's office runs, most businesses will be out of business.” [11:11] Brad elaborates on his challenges with his recent experience and talks about his empathy for the dentist as well as his shared struggles. “I struggle with the same thing. I struggle with trying to run a business and also making sure our clients are satisfied and feeling like they’re serviced.” [12:52] Bob talks about some of the lessons to be learned from this experience as well as the shift the healthcare industry is having and the allowances that need to be made because of this shift.  [17:17] Ken talks about the value of time and how it is often overlooked as the most valuable resource.  [18:37] Ken says that it’s important to recognize your superpower and to leverage it so that people would want and choose to wait in line for you and your business. [23:03] Ken talks about the three things a business can do to earn other people’s time. “If you can determine what the problem is, be really really good at solving that problem, and become famous for that problem, you can have a line out your door.” [27:20] Brad discusses how this experience has impacted how he views customer service and interactions. [28:37] Brad asks the guys how they manage their time and avoid getting sucked into putting out fires all day.  [29:05] Bob talks about how he uses task lists to motivate him and manage his time [32:29] Ken says that he is in between Brad and Bob and that he believes, “no matter what your personality is, in order to get something done, you need to focus on it. In order to focus, you need to develop the discipline muscle to not chase squeaky wheels. I do this with my customer in mind. I look at it as, okay, I'm going to decide if this is an emergency or not, not you. In order to have a successful, peaceful, well balanced agency or any service business, you need to take ownership of what you’re going to do and when.” [34:04] Bob summarizes Ken’s thoughts on how he manages his time. “Be the thermostat, not the thermometer.” [34:08] Ken talks about the importance of recognizing the process when measuring success by results. “You have to have the awareness of not just measuring success by the result, because the result may not be there.” [40:01] Bob discusses the book, “The War of Art” by Steven Pressfield and how it relates to this discussion of productivity and time management in the business world. [43:30] Bob wraps up by talking about the importance of pursuing purpose in order to find happiness, passion, and hopefully success. “Do not pursue success, but actually follow purpose. Don't pursue happiness, pursue purpose, and when you and when you pursue and are involved in purpose and meaning, passion will ensue.”

Subtitle: *jeopardy countdown plays* “Which work environment is best: remote, in-office, or hybrid?” The answer to this question depends on what your goals, growth projections, team size, and personality are. There are pros and cons to all of these methods, and we unpack each of them as well as subleasing, mental health, office dogs, and more in this week’s episode!   Summary: On this week’s episode, we talk about the pros and cons of remote, in office, and hybrid work. Remote working makes it possible for your employees to have a flexible schedule, travel, and prioritize time with family and friends. In office working provides human connection, team camaraderie, and the potential for higher productivity. Hybrid work environments are a mix of both of these; a happy medium. Any of these methods could work well for your agency, but hybrid seems to be the most optimal. We dive deep on what elements are important to have in an office to create a healthy place where your employees can grow and thrive creatively while being productive. We also explore what the workforce will look like and want in five years as well as the importance of having a holistic perspective for your business. All of these things depend on the goals you have for your business, the size of your team, your personality, and your dreams and desires.   Top 3 Curtain Pulls in this episode:    Hybrid offers flexibility and human connection. There are many pros and cons to remote and in office work environments. The beauty of a hybrid workplace is that it combines the positive traits of both of the other methods. Human connection and flexible schedules are important for mental health, and a mentally healthy employee is a happy, productive, and creative employee. While hybrid offers a happy medium, any of these methods could work for you and your business; that’s the beauty of running your own agency! “The hybrid model seems to be the most optimal of all the studies. You can get that team creativity and workflow and face to face, which is really important, but you also get the freedom.” Future growth and goals for the business as well as team size and personalities impact what work environment would work best for you and your agency. If you are extroverted like Brad, quarantine may have been a challenge and had a negative impact on you and your work. Others who are introverted thrived during quarantine and work best remotely. The future goals for your business, the size of your team, and the personalities of your employees influence what kind of work would be best for your business. “Five years down the road, you have to move into offices. You may stay partially remote, maybe not, you never know. What kind of stuff would you need for sure at that office for your employees to thrive there?” Have a holistic view of your business. Due to the pandemic, the business world has become more aware of the importance of creating a healthy work environment where employees can thrive and grow creatively while being productive. It’s important to take these elements into consideration when deciding what works best for your business. “I think in order to make a really good, creative, productive, healthy environment, we as business owners have to think beyond just the square footage, desks, and computers.”   For more tips, discussion, and behind the scenes: Follow us on Instagram @AgencyPodcastJoin 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 LinkedIntwitter.com/BobHutchinsinstagram.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 LinkedInAnthem Republictwitter.com/bradayresinstagram.com/therealbradayresfacebook.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 LinkedInMetacake - An Ecommerce Growth TeamGrowth Rebel TVtwitter.com/iamKenOttinstagram.com/iamKenOttfacebook.com/iamKenOtt   Show Notes: [0:42] Ken opens this week’s episode by chatting with the guys about the interview with Rogan and Zuckerburg, technology, social media, and mental health. [5:08] Ken talks about how humans struggle with addictions to technology and how wisdom and restraint will become increasingly necessary as technology advances. [10:20] Bob discusses how there are many different ways to run your business as a result of the pandemic. “It's an interesting time, because while there's so many agency owners that have gotten rid of office space altogether, there's some that are going back to the office. And most are doing some sort of hybrid. There's pros and cons to all of those.” [13:38] Ken talks about the net positive and net negative effects of hybrid and remote work. He also discusses convenience and how often, “as you grow, you learn that convenience is not necessarily serving you.” [16:35] Bob discusses some of the benefits of a hybrid work environment. “The hybrid model seems to be the most optimal of all the studies. You can get that team creativity and workflow and face to face, which is really important, but you also get the freedom.” [18:00] Bob says that the best work environment depends on your desires, personality, and management style. [21:25] Brad asks the guys, “Five years down the road, you have to move into offices. You may stay partially remote, maybe not, you never know. What kind of stuff would you need for sure at that office for your employees to thrive there?” [22:48] Bob answers Brad’s question and discusses the importance of team size, growth projections, and what the goal of the space is. [24:42] Brad talks about the possibility of purchasing extra office space and leasing it out until his company needs that space. [27:23] Ken talks about defining the vision and future goals for the business, size and the cost associated with it, and subleasing. [30:04] Brad discusses the benefits of subleasing as well as the idea of purchasing and owning a space. “We could have 60% of the office, and then sublease 40%, which actually helps us subsidize our own fees and rent. I also like that there's people, even if they don't work for us, with different ideas and different backgrounds.” [31:27] Brad talks the guys through a few of the things he’s taking into consideration as he plans for his company’s new office space. [33:12] Bob asks the guys, “five years from now, what's the workforce going to look like?”, igniting a discussion about what a workplace should look like and how it can become a place your employees want to work. [35:55] Ken elaborates on what he believes is the ideal work space. “Ideally, people come here because that's the best place for them to work. And they deal with some frictions in life, because it's worth it. You've got everything you need to do a really good, productive day of work that you believe is better than in your bedroom. How do we make this the best place in my employees’ mind?” [38:54] Bob talks about the importance of taking a more holistic approach to business. [41:35] Ken closes with a chat about office dogs and says that he tells his kids, “If you want a dog, pray that God changes my heart. Because I can't take a dog right now.”