Agency operators should stop trying to serve every client and industry. Pick your niche, explicitly say who you won't work with, and partner with other agencies for what's outside your lane. You get better at fewer things than mediocre at many.
What's your number two tip for agency operators? Really get clear on on your goals and your expectations and part of that is define what you're not willing to do. I find that everybody wanted to talk about, oh, we're willing to do this. What are the things you're not willing to do? Things like, hey, are there certain industries we refuse to work with? Are there certain types of organizations that we just know aren't a good fit? Resist the urge to try to be all things to all people. I found more value in developing really solid partnerships with other AGENC that deliver value and I think if you can do that and do that well and stay in your swim lanes, it really allows you to focus kind of niche in into what you're doing. If you can get that, I think you're going to see that you're going to grow. You're going to get really good at doing a few things better than anybody rather than a lot of things just mediocre.
