Why Most Agencies Build in Reverse (And Wonder Why Growth Is So Hard)
I posted about this on LinkedIn recently and it struck such a nerve that I knew I had to dive deeper. Most agencies are building in reverse, and it's exactly why growth feels so damn difficult. Let me explain what I mean.
The Backwards Agency Blueprint
Here's how most agencies start (and this might sound familiar):
You're a specialist first. Maybe you're a media buyer, a strategist, or you're great at Facebook ads. You decide to start an agency because hey, you're already good at this stuff.
So you deliver the service. You find some clients because you've got a network. You're delivering results, things are going well. Then you get more clients. And more.
Then reality hits: you're overwhelmed. You're just one person trying to do everything. So you think, "I need to hire people. That's what agencies do, right?"
This is where everything starts falling apart.
The Reactive Hiring Trap
You hire someone, but here's the problem: all the "special sauce" for how the work gets done is still in your head. You haven't documented processes. You don't have SOPs. You just expected them to figure it out.
So now you're still doing most of the work, but paying someone else too. You're making less money, not more. Quality starts slipping because you can't be everywhere at once.
Then you think, "I need to automate things!" But you can't automate chaos. You need processes first. Clear, defined processes. Otherwise, you're just scaling a mess.
Where It All Goes Wrong
This backwards approach creates a nasty cycle:
Your reputation as a credible specialist gets tarnished
Clients start churning because quality is inconsistent
You can't position yourself as premium anymore
You can't build authority because you're constantly firefighting
Growth becomes this painful, stressful grind
Sound familiar? A lot of you are living this right now.
How the Best Agencies Actually Build
The agencies that grow smoothly and profitably do things differently. They establish foundations first. And yes, I know this is hard when you're in reactive mode, but it's the only way out.
You need to step back and build three foundational frameworks:
1. Core Values
These aren't just words on a wall. They're your DNA. Without them, your agency will mutate into something you can't control.
2. Ideal Client Profile (ICP) / Positioning
Who exactly are you serving? What makes you different? This defines everything else.
3. Financial Management
How much can you afford to spend on people while staying profitable? You need to know your numbers.
The Right Order of Operations
Once you have those foundations, then you move to operational frameworks:
Service delivery processes
Client experience design
Delegation systems
Project management
Hiring procedures
Only after that comes scaling multiplier frameworks:
Strategic partnerships
Agency-wide automation
Marketing and business development
The foundational frameworks define the operational frameworks. Your core values determine who you hire, how you deliver service, what clients you'll work with. Your positioning defines what services you offer. Your financial management determines what resources you can invest.
Skip the foundations, and you're scaling chaos.
The Core Values Game-Changer
I've seen this firsthand. About a year and a half ago, our agency was stuck at a plateau. We'd hit a ceiling and couldn't break through. We'd tried changing everything except our core values.
Our core values were weak, undefined, and didn't connect to anything meaningful in the business. People said they understood the mission, but they weren't doing what was expected.
So we finally fixed our core values. We embedded them into every aspect of the business. Everything changed. We broke through the plateau. The agency grew. That's actually when we changed our entire positioning and even rebranded.
Why You Can't Skip This
I know what you're thinking: "This sounds important, but I don't have time for it."
You don't have time NOT to do it. Your core values are going to determine:
How you make decisions
Who you hire and how
What clients you work with
How you manage people
Your messaging and marketing
How you handle money
Everything
The Bottom Line
If you have one takeaway from this, let it be this: you need core values. Real ones. Not some generic list you pulled from a template.
Your core values are the blueprint for your entire agency. Without them, you're building on quicksand. With them, everything else becomes clearer and easier.
Stop building in reverse. Start with your foundations. Define your core values, nail your positioning, and get your finances straight. Then build your operations. Then scale.
Your future self will thank you for taking the time to do this right.
And hey, if you need help figuring out your core values, hit me up on LinkedIn. I love talking about this stuff with fellow agency owners. Because honestly, this is the work that changes everything.