What is a lifestyle agency? Well, a bit like quantum computing, it’s complicated. Over the years the term has been used almost like a dirty word. Weekly I hear stories where founders have been told they’re “just” running a lifestyle agency, and often felt looked down on for that decision. The message of growth has…
If you are looking to reposition your agency and potentially niche into a sector, service or both, then there’s multiple factors at play here. Some of this will be driven by data, some by gut feel. Maybe you’ve worked on a few projects in a sector that you’re all excited about? You can see the…
They can be highly profitable and highly specialist. But there’s such a stigma around the term ‘lifestyle agency’ that people are afraid to say that that’s exactly what they want. The message of growth has been pushed so hard in the agency world and in business – that we’re scared to say that’s NOT what…
The idea that there’s a single “right” way to build and run an agency is deeply ingrained – and deeply unhelpful. While agencies often face similar challenges, no two are operating under the same conditions. Founders bring different goals, levels of capacity, personal priorities, and definitions of success. Treating them as interchangeable only leads to…
Or to put it better, what’s your point of view? It’s 23 years in agency land for me this year, and the one thing that hasn’t changed in all that time? Agencies still can’t position themselves well. And it is hard, granted. How unique is our brand process, our web development process or the way…
As 2026 begins, there’s one question every founder should pause to ask: What does success really look like – and how are you measuring it? For too many agency founders, success has quietly become code for longer hours, constant availability, and earning time off instead of designing for it. When the agency dictates the founder’s…
Putting all your eggs in one basket when it comes to niching can be a little overwhelming, but there’s plenty of ways to test the market before you go all in. Micro-campaigns are the best way to do this. If it’s a niche you already have some experience in, you’ll want to create a ‘proof…
If you’re considering entering a new niche sector, these are the three things I would evaluate before testing the concept. 1. Market Resilience While no sector is entirely immune to economic downturns, some will be more resilient than others. Understanding these things can help mitigate risk. 2. What does your Value Proposition look like? Niching…
Often the perception of a niche is that it can feel too narrow, too restrictive. But the reality is most niche’s are quite broad. Take Visitor Attractions for example. A VA can cover a wide range of venues. From Museum, to Theme Park, Zoo, to Stately Home, Farm Park to Cathedral. Each deemed a Visitor…
Stayed visible. And that means doing all this… And if you’re tied to the office, there’s this amazing new thing called video meetings where you can speak to people face to face over the internet – what a time to be alive.
Hear me out. I’m a huge advocate for niching, but it’s not right for every agency. Pivoting into a sector or service niche, as a medium or large agency is going to be tough. You’ll end up with disappointed existing clients, team and board unrest unless you have a bloody good business case for doing…