How do you escape the agency treadmill and get to your prize?
As you wrap up 2024, maybe you haven’t made all the progress you hoped for in January.
For many of us, what makes agency life meaningful is the variety of new problems to solve. But this is the same thing that can turn agency life into an endless treadmill.
New types of clients and engagements. New approaches. Figuring it out as we go, with everyone doing whatever it takes to deliver.
Leadership can be so busy supporting the team and firefighting that there’s little headspace to address underlying issues and make things better.
There is a way to beat the treadmill. A path to more freedom. More impact for clients. More profit. More options.
The key is deliberate action: expose reality and act on it.
It’s not sexy or innovative. But it works.
Make space with your leaders to answer these questions:
- Where do we want to be at the end of 2025? Describe this place, how it’s different from where you are now, how you’d know you arrived.
- How will we measure success? Choose your key metrics and draft the targets for each to make your December 2025 destination tangible.
- Where are we now? Measure the current state of your key metrics. Filter the dataset to understand what subsets drive the average up and down.
- What is the first stage? Set an initial objective for each metric between the current state and your end-of-year targets. Inspired by your understanding of the drivers, identify the levers and approaches you’ll use to make progress. Set a date for the first stage.
- Who will champion what? Decide who will own each metric+objective. And make sure everyone has the clarity, capabilities, and support to succeed.
- How will we remain accountable? Schedule a rhythm of check-ins (at least monthly) to keep exposing reality, hold each other accountable, and troubleshoot challenges.
With a clear view of where you’re going and an empowered and accountable team, you will accelerate toward your goals. And shortcomings in your leadership and team will surface so you can address them and keep moving forward.
Reality is not always comfortable. Facing it can be painful and taxing. But as you do, you’ll get traction and build momentum.
It’s worth the effort.