Lifestyle is a Plan Book: The book for creative founders building life-first agency
Lifestyle is a Plan is a rallying cry for creative founders ready to build an agency that works for their life, not the other way round.
For a long time, “lifestyle agency” has been used as a bit of a backhanded label. A way to quietly question ambition, success, or seriousness.
That’s something I’ve always wanted to challenge.
After nearly two decades building, niching, and ultimately selling my own agency, I’ve learned that success doesn’t have to look the way we’ve been told it should. It’s not just about scale, headcount or exit value. It’s about building something that actually works for your life.
That’s where Lifestyle is a Plan comes from.
This book is for founders who are done with the growth hustle. The ones who’ve tried doing things the “proper” way and realised it doesn’t quite fit. Through real stories, practical tools, and some honest reflection, I explore a different way of building an agency – one where smaller can be smarter, and lifestyle is a strategy, not a compromise.
Inside, I share what I’ve learned about reclaiming time, strengthening positioning, simplifying marketing, and building long‑term stability without burning out along the way. Most importantly, it’s about finding your way back to enjoying the work again.
Because life comes first. The agency is the plan to make it happen.
Who it’s for
I wrote this book for:
- Solo founders and small agency owners (1–10 people) who are craving more clarity, consistency and calm after years of chaos
- Creative, digital and marketing leaders who want to build profitable, purpose‑driven businesses without scaling for the sake of it
- Founders who’ve lost their spark a bit, and want to fall back in love with their agency
- Anyone who’s ever been told they’re “just a lifestyle business”… and is ready to realise that’s actually something to be proud of
Why now
There are now more than 25,000 agencies in the UK, and the vast majority of them have fewer than 10 employees.
Something is shifting.
More and more founders are quietly choosing profit over pressure, purpose over performance, and life over work.
That’s the movement this book gives voice to.
My hope is to help redefine how “lifestyle agencies” are seen – not as something lesser, but as the future for founders who want sustainable, human growth.
This is not a book about building to sell your agency – it’s a book about building to live.
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