Most agency owners don’t set out to become CEOs. They fall into the role.
They’re incredibly skilled at their craft—whether it's marketing, advertising, or a specific niche. And because they’re damn good at what they do, they suddenly find themselves running a business with a team around them. But with that comes a whole new set of challenges:
→ They’re now responsible for paying salaries—keeping the lights on for families who rely on that paycheck.
→ They’re looked to for support, guidance, and even a sense of purpose.
→ They’re expected to steer the ship, make the big calls, and keep everything moving in the right direction.
The weight of all that responsibility? It’s heavy.
The Shift: From Doing to Leading
Instead of spending their time doing what they excel at—like running ad campaigns or crafting killer marketing strategies—owners find themselves buried in things like setting a vision, mapping out long-term direction, or handling financial forecasts. And often, they’re left wondering:
- What should I actually focus on?
- Am I making the right decisions?
- Are we moving quickly enough?
- Is the business even heading in the right direction?
The Truth: There’s No “Right Way” to Lead
I always remind my clients: there’s no predefined path you have to follow as an agency owner. There’s no cookie-cutter finish line you need to cross. You’re the one who gets to decide what success looks like for you.
But here’s the kicker:
I don’t believe every agency owner should remain in the CEO role. In fact, I’d argue that many don’t want or need to be there. They started their agency because they were great at what they did, not because they wanted to manage a team, handle operations, or steer the strategic ship.
How I Help Owners Reclaim Their Focus
When I start working with an agency, the first thing I focus on is the owner—not the business itself.
→ We dig deep into what’s truly important to them.
→ We get crystal clear on what they actually want to achieve.
→ We figure out how to shape the business around their strengths and desires.
The truth is, not every agency owner needs to become a brilliant CEO. If they get the right support, they can focus on what they’re great at, and more importantly, what they want to be doing.
The Bottom Line
Don’t stay stuck in a leadership role just because you think you have to. If your passion lies elsewhere, build the business in a way that lets you focus on:
A) What you love
B) What you’re truly good at
