In episode 103 of Agency Bytes, I sit down with Greg Hickman, founder of Alt Agency and an expert at helping agency owners break free from the time-for-money grind. Greg shares his fascinating journey from the world of big agencies to building his own seven-figure business—while working just 25 hours a week! We dive deep into the pitfalls of the traditional agency model and explore how the Alt Agency approach helps owners productize their services, streamline operations, and reclaim their time.

Greg and I also unpack the difference between productizing and commoditizing agency work (hint: you don’t have to sacrifice creativity for efficiency!). We talk about scaling smart, building systems that don’t drain your soul, and why redefining wealth goes beyond the numbers in your bank account. Plus, Greg shares some personal stories and life lessons about being present for the moments that really matter, in business and at home.

If you’re looking to run a more sustainable and rewarding agency, this is one you won’t want to miss.

Key Bytes

• Greg Hickman transitioned from traditional agency roles to founding AllAgency.

• The Alt Agency model focuses on monetizing expertise rather than just labor.

• Productization of services can lead to greater scalability and efficiency.

• Wealth is defined not just by money, but by time and health.

• Agencies can benefit from creating multiple service tiers to cater to different client needs.

• The lines between agencies, SaaS, and coaching are increasingly blurred.

• Building a scalable business requires a shift in mindset and operations.

• Automation and systems are key to reducing workload and increasing profits.

• Greg's journey highlights the importance of adapting to market needs.

• The impact of helping 800 agencies showcases the ripple effect of effective coaching. 

• Productized services focus on specific outcomes.

• Systematization helps agencies improve efficiency and profitability.

• Lead generation is crucial for agency success.

• Productization simplifies marketing and client management.

• Agencies often lose money due to inefficient pricing models.

• Creativity can thrive within a productized framework.

• Differentiation is key to avoiding commoditization.

• Personal growth involves learning from past experiences.

• Being present in personal life enhances overall happiness.

• Enjoying the journey is as important as the destination.

Chapters

00:00 Introduction to Agency Bites and Guest Background

01:30 Greg's Journey in the Agency World

04:21 Transitioning to the Alt Agency Model

07:37 The Evolution of Services and Client Focus

10:40 Impact and Scale of the Alt Agency Model

12:59 Defining Wealth Beyond Money

13:31 Understanding the Alt Agency Model

19:54 Building a Scalable Offer Suite

21:31 Transforming Agency Services into Productized Offerings

24:33 The Importance of Systematization in Agencies

27:52 Lead Generation and Client Retention Challenges

30:19 Differentiating Productization from Commoditization

33:21 Personal Insights and Life Lessons

Greg Hickman helps agency owners and consultants escape the trap of trading time for money. After nearly two decades working with brands like Pepsi, AT&T, and the NY Jets, Greg built his own marketing automation agency and built funnels and systems for entrepreneurs like Dan Martell, Chris Ducker, John Lee Dumas, Jasmin Star, Nerd Fitness, and more. Now through AltAgency, he's helped over 800+ service providers build profitable, sustainable businesses by productizing their services and monetizing their expertise. Greg runs his 7-figure business working 3-4 days per week (most weeks), taking Fridays off for mountain biking, and wants to help others learn how to do the same. His unique approach helps owners ‘scale’ profits without scaling the complexity or sacrificing their lives.

Contact Greg: 

altagency.com

gregsvideos.com

In episode 102 of Agency Bites, I’m joined by Rena DeLevie—a leader and teacher who gets real about what it actually takes to show up fully and compassionately in today’s world. Yes, she’s got the corporate leadership chops and has been on a mission to end fear-based management, but what resonated most with me in this conversation was how personal and human her journey is.

Rena shares how, as someone with deep empathy and anxiety in her DNA, she learned to soothe her nervous system so she could show up with clarity and compassion—not just at work, but everywhere. We talk about the practices she leans on every day—meditation, breathwork, walking in the woods, connecting with nature, and even humor—as ways to ground herself and navigate stress, overwhelm, and tough decisions.

She’s lived through corporate toxicity, hard layoffs, and the pressure to “toughen up” as a leader. But instead of staying stuck in survival mode, she learned how to reconnect with herself, how to be present, and how to lead with kindness without losing her edge. 

This isn’t just a conversation about business—it’s about how we take care of ourselves so we can take care of others. It’s about slowing down enough to be intentional in how we speak, lead, and live. It’s about taking care of ourselves all ways, always. 

If you’ve been feeling stretched thin, reactive, or stuck in fight-or-flight mode, this episode will give you some simple but powerful ways to reset and recenter. Let’s get into it.

Key Bytes

• Compassion can radically transform agency culture and leadership.

• Fear-based management often leads to anxiety and burnout.

• Authenticity in leadership energizes both the leader and the team.

• Compassion and accountability must coexist in effective leadership.

• Daily meditation can help manage anxiety and foster self-awareness.

• Choosing yourself means prioritizing self-compassion and understanding.

• Humor can shift the energy of a toxic work environment.

• Compassionate leadership requires setting boundaries and not being a doormat.

• Navigating toxic environments often requires personal resilience and strategy.

• Modeling compassionate behavior can influence workplace culture positively.

Chapters

00:00 Introduction to Compassionate Leadership

01:15 The Shift from Fear-Based to Compassionate Leadership

04:06 The Energizing Power of Authenticity

10:00 Navigating Toxic Work Environments

12:56 Compassion and Accountability in Leadership

19:46 Daily Practices for Compassionate Living

25:52 Choosing Yourself: The Path to Self-Compassion

31:50 The Importance of Humor and Perspective in Leadership

Rena combines over 25 years with Fortune 500 companies and 20 years as a practitioner of mindfulness/meditation to show us the path to eliminating the fear-based culture so prevalent in

corporate America. Her book, Compassionate Management, How Ambitious Creatives Become Kick-Ass Leaders, and her TEDxTalk, Compassionate Management -- using compassion as a business tool has been used in businesses around the globe as a model to radically change leadership culture and how we treat one another.

Rena has given a TEDx Talk, presented at over 30 conferences, led over 60 workshops, and been on

dozens of podcasts. Rena is a high-energy presenter and interactively engages audience members to show compassionate leadership in action. This experiential approach empowers attendees to redefine their own leadership style and evolve their expectations of leadership culture.

Contact Rena on their website: renadelevie.com

In Episode 101 of Agency Bytes, I sit down with Kyra Cavanaugh, a wellbeing consultant, meditation coach, and Qigong instructor, for a conversation that feels like a deep breath in the middle of a hectic workday. We explore what it really means to prioritize wellbeing—not just for ourselves but for our teams and the people we lead.

Kyra shares practical, down-to-earth strategies for finding balance in a world that pushes us to hustle nonstop. We talk about how small, intentional moments of self-care can ripple into productivity, creativity, and stronger connections—both at work and in life. From recognizing when a teammate (or you) might need a breather, to breaking the cycle of “push through and crash later” culture, this episode is all about giving yourself permission to slow down in order to show up fully.

If you’ve ever struggled with burnout, felt the pressure to always be “on,” or wondered how to create a healthier, more human-centered workplace, this conversation is for you. Take a pause and join us.

Key Bytes

• Wellbeing is essential for productivity and creativity.

• Connection and mental health challenges have been prevalent for years.

• Daily self-care practices can help mitigate stress.

• Leaders must model wellbeing for their teams.

• Emotional intelligence is crucial in leadership.

• Establishing boundaries is key to healthy workplace relationships.

• Investing in oneself is a necessary practice.

• Simple check-ins can foster team connection.

• Recognizing the impact of personal struggles is important.

• Human connection should be prioritized in the workplace.

Chapters

00:00 Introduction to Wellbeing in the Workplace

05:55 Shifting Mindsets: From Work-Life Balance to Daily Wellbeing

11:48 Practical Strategies for Self-Care and Team Support

17:50 Emotional Intelligence in Leadership

23:50 Fostering Human Connection in the Workplace

Kyra Cavanaugh is a well-being consultant, meditation and healing coach, and Qigong instructor. She's worked with hundreds of businesses and thousands of leaders to improve personal, team and organizational well-being. She's an author, podcaster, speaker, coach and serial entrepreneur based in Asheville, NC where she loves to hike and listen to local, live music.

www.15Be.com

www.freeyourself.world

www.youtube.com/@freeyourselfworld

In the 100th episode of Agency Bytes, I couldn’t think of a more fitting guest to mark this milestone than the legendary Debbie Millman. As a designer, writer, educator, and the pioneering host of Design Matters, Debbie has shaped the creative industry in ways that continue to inspire me and so many others. In this conversation, we dive into her remarkable journey—from leading Sterling Brands to an Omnicom acquisition, to her impact on branding and design education, and even the evolution of her own 20-year podcasting career. She shares invaluable insights on leadership, overcoming rejection, embracing an abundance mindset, and finding inspiration in unexpected places. Plus, we discuss her upcoming book Love Letter to a Garden and the deeply personal connection between creativity and growth. It’s an episode filled with wisdom, warmth, and a celebration of resilience in the creative industry.

In this episode, we dig into:

• Debbie’s leadership at Sterling Brands and the journey to an Omnicom acquisition

• The evolution of Design Matters and what 20 years of podcasting has taught her

• How an abundance vs. scarcity mindset changed her creative path

• The impact of Milton Glaser’s mentorship and his powerful five-year vision exercise

• Advocating for women in design and her role in Omnicom’s Omniwomen network

• Dealing with rejection, imposter syndrome, and the realities of a creative career

• Her new book Love Letter to a Garden and the inspiration behind it

So, whether you’ve been here since episode one or you’re tuning in for the first time, thank you for being part of this journey with me. I sincerely hope you enjoy this special 100th episode of Agency Bytes with the one and only Debbie Millman!

Key Bytes

• Debbie became a shareholder at Sterling Brands in 1998.

• Leadership requires balancing financial acumen with creative passion.

• Debbie's management style was demanding yet fair.

• The acquisition by Omnicom was a pivotal moment for Sterling Brands.

• Debbie actively mentors and advocates for women in the industry.

• Her podcast, Design Matters, has evolved significantly over 20 years.

• Debbie's closing statement reflects her commitment to making a difference.

• The podcast has maintained a loyal audience despite industry changes. 

• Debbie's early writing for Armin Vitt's blog sparked her design journey.

• Milton Glaser's teachings on scarcity and abundance were transformative for Debbie.

• Writing a five-year plan helped Debbie visualize her future.

• Debbie emphasizes the importance of teaching and sharing knowledge.

• Rejections are a common experience, and feelings are temporary.

• Travel serves as a major source of inspiration for Debbie's work.

• Debbie's upcoming book combines her love for gardening and visual storytelling.

• Debbie encourages embracing both successes and failures in one's career.

• Believing in oneself is crucial for achieving goals. 

Chapters

00:00 Celebrating Milestones: The 100th Episode

12:37 Navigating Challenges in a Changing Market

18:06 Empowering Women in Creative Industries

24:42 The Evolution of Design Conversations

33:35 Navigating Rejections and Setbacks

42:05 Upcoming Projects and Personal Growth

Named “one of the most creative people in business” by Fast Company, “one of the most influential designers working today” by GDUSA, and a “Woman of Influence” by Success magazine, Debbie Millman is also an author, educator, designer, and podcast pioneer. Debbie is the host of the Webby and Signal award-winning podcast Design Matters, one of the first and longest-running podcasts in the world; Chair of the first-ever Masters in Branding Program at the School of Visual Arts, Co-owner and Editorial Director of PrintMag.com, and the author of seven books on design and branding. Debbie is the recipient of a Cooper Hewitt National Design Award and a Lifetime Achievement award from AIGA, the Professional Association for Design. She is currently a Harvard Business School Executive Fellow and was recently invited to the Design Advisory Board of Canva. 

Contact Debbie:

www.debbiemillman.com

branding.sva.edu

In episode 099 of Agency Bytes, I got to have our first-ever repeat guest: Kelly Campbell. Kelly is a trauma-informed leadership coach, author of Heal to Lead, and creator of The New TLC: Trauma, Leadership, and Consciousness on Substack. They aren’t just talking about leadership—they’re redefining what it means to be a leader in today’s world, starting from the inside out.

This conversation goes deep. We’re talking about the unspoken struggles that agency owners face—the hidden emotional baggage, the past experiences that shape how we lead, and why doing the inner work isn’t just self-care, but a leadership imperative.

Kelly shares how their own journey led to a radical shift in understanding leadership—not as a performance, but as an extension of our healing. We unpack why self-awareness is the foundation of trust, how compassion (not control) is the key to stronger teams, and why integrating past trauma is essential for leading with clarity and confidence.

We also get into:

• Why so many leaders struggle with reactivity, trust, and burnout—and how to break the cycle.

• The real difference between empathy and compassion (and why one is more effective in leadership).

• The danger of people-pleasing in leadership—when “being supportive” crosses into self-sacrifice.

• How agency leaders can create cultures of psychological safety, especially in uncertain times.

• Kelly’s bold decision to step away from LinkedIn for a year—and why they’re doubling down on deeper, more meaningful conversations on The New TLC.

• The agency landscape in 2025—why some agencies are thriving while others are struggling, and what owners need to focus on to stay ahead.

If you’ve ever felt like leadership was more exhausting than it should be—if you’ve questioned why certain situations trigger you, or if you want to create a more human, connected, and resilient agency culture—this episode will challenge you in all the right ways.

Kelly’s insights are game-changing, their wisdom is undeniable, and this conversation is one you don’t want to miss.

Key Bytes

• Publishing a book is a unique and challenging journey.

• The feedback from my book has led many to seek therapy.

• Vulnerability in leadership fosters trust and connection.

• Creating supportive environments is crucial for employee well-being.

• Compassionate leadership can reduce attrition and enhance collaboration.

• Personal experiences shape our leadership styles and effectiveness.

• Building community is essential for personal and professional growth.

• Experimenting with social media can lead to clearer boundaries.

• Daily practices can significantly impact overall well-being.

• Self-awareness is key to effective leadership.

Chapters

00:00 The Journey of Healing Leadership

06:30 The Creative Process of Writing a Book

12:00 Personal Growth Through Vulnerability

19:22 Navigating Leadership and Emotional Intelligence

23:44 Creating Supportive Work Environments

29:11 The Future of Leadership in a Changing World

33:12 Building Community and Personal Practices

39:53 Experimenting with Social Media and Boundaries

Kelly L. Campbell (they/them) is a Trauma-Informed Leadership Coach to emerging and established leaders who want to live, lead, and love with confidence and freedom. They are the author of HEAL TO LEAD: Revolutionizing Leadership through Trauma Healing. As a Sacred Trauma Healing practitioner, they work one-on-one with those who have experienced trauma in childhood or adulthood. Kelly has written for Entrepreneur, Fast Company and Forbes, and currently writes on Substack about “The New TLC: Trauma, Leadership, and Consciousness.” Their vision is for more than half of humanity to heal its childhood trauma so that we may reimagine and rebuild the world together.

Contact Kelly:

https://klcampbell.com

https://kellylcampbell.substack.com/

https://www.linkedin.com/in/kellylcampbell/

https://www.instagram.com/kelly.l.campbell/

In Episode 085 of Agency Bytes, I had the privilege of sitting down with Dia Bondi, a communications expert and author of Ask Like an Auctioneer. Dia shares her fascinating journey from the world of auctioneering to becoming a sought-after communication coach.

We dive deep into the art of asking effectively in high-stakes situations, exploring how to embrace rejection, craft impactful asks, and understand the value behind what you're offering. Dia introduces her powerful framework for building and delivering asks with confidence and clarity.

This episode is packed with insights on training your mindset to recognize what you truly want, articulate it boldly, and go after it fearlessly. Dia inspires us to make our dreams known and actively chase our goals with intention and determination.

If you’ve ever struggled with asking for what you deserve, this conversation is one you don’t want to miss!

Key Takeaways

• Asking like an auctioneer involves maximizing potential asks.

• Rejection should be seen as a sign of success, not failure.

• Design your asks based on what you truly want, not what you think you can get.

• Understanding the perceived value is crucial in negotiations.

• The offer inside the ask should benefit both parties involved.

• Mindset plays a significant role in how we approach asking for what we want.

• It's important to communicate your dreams to those around you.

• Asking for more can lead to greater outcomes than anticipated.

• The process of auctioneering provides valuable insights into effective communication.

• Honesty and generosity should guide your asks, not manipulation.

Chapters

00:00 Introduction to Asking Like an Auctioneer

05:16 The Connection Between Asking and Auctioneering

10:28 Mindset: Embracing Rejection

15:30 Designing Your Ask

20:57 The Offer Inside the Ask

27:03 Final Thoughts and Rapid Fire Questions

Dia Bondi is a Communications Catalyst, Speaker and Author of Ask Like an Auctioneer: How to Ask for More and Get It. She coaches VC-backed founders, executives, and ambitious professionals to speak powerfully when the stakes are high. She helped Rio de Janeiro win the right to host the 2016 Summer Olympics and has helped countless leaders secure hundreds of millions in decisions and resources. A hobbyist fundraising auctioneer, Dia’s TEDx Talk was selected as a TED Editors’ Pick, showcasing how to make the kinds of asks that can change everything.

https://www.diabondi.com/bytesized

Episode 077 features David Durer, an expert in training and development. He shares insights on empowering people to reach their maximum speaking potential. He discusses the principles of adult learning theory, including ownership, complexity, and primacy and recency. He also provides tips for engaging virtual audiences and delivering impactful presentations. David emphasizes the importance of understanding the audience, practicing, and using relatable stories. He also highlights the challenges of virtual presentations and suggests incorporating theater of the mind techniques. Lastly, he advises taking things one step at a time and not getting overwhelmed.

Key Takeaways

• Understand your audience and deliver your message in a way that connects with them.

• Practice, practice, practice to improve your presentation skills.

• Use relatable stories to engage your audience and make complex concepts more understandable.

• In virtual presentations, incorporate theater of the mind techniques to compensate for the lack of visual and auditory cues.

• Take things one step at a time and avoid getting overwhelmed.

Chapters

00:00 Introduction and Background

03:46 The Principles of Adult Learning Theory

07:08 Engaging Virtual Audiences and Delivering Impactful Presentations

16:17 The Importance of Opening and Closing a Presentation

26:18 Advice for Business Professionals

With over 30 years of experience in training and development, instructional design, leadership, corporate training, public speaking, and an expert in the Adult Learning Theory, David is passionate about empowering people to reach their maximum speaking potential.

Known for his engaging style and ability to connect with his audience, David is in high demand as a speaker and trainer at industry conferences, corporate events, and educational institutions nationwide.

He has a knack for simplifying complex concepts and delivering practical insights that enable his clients to elevate their presentation skills.

Contact David:

https://presentyourwaytosuccess.com/

https://www.linkedin.com/in/daviddoerrier/

FREE eBook “Eight Principles of Engagement” - https://18ccf54b6b4.benchmarkpages.com/ebook1

In this episode, I got to speak with Dan Antonelli, President and Chief Creative Officer of KickCharge Creative. Dan’s agency is by far one of the most deeply niched teams I know of, literally owning the home service branding space and having written the book on it. Dan and I dug into the difference his agency saw once they declared ownership over that space, stopped chasing service-based work that they didn’t find profitable, and rebranded themselves to drink their own cool-aid. Dan experienced a near-death event a few years ago and he spoke about how that was a driving force for him to realign some of his priorities and team structure so they can have more impact and help more people. He also shared how that led to selling some equity in the agency by bringing on a partner this summer and the benefits that will have for KickCharge. Lastly, Dan’s team faces regular copyright infringement, mostly from freelancers stealing their designs and using them as their own. Dan shares how they deal with that, as well as what not to do in instances like that.

In this episode, I got to speak with Alyson Caffrey of Operations Agency about how she works with agencies to operationalize their business, allowing owners to live a life outside of their agency. She introduced her new book, The Sabbatical Method: How to Leverage Rest and Grow Your Business in our conversation and talks about the need for rest, repair, and rejuvenation after working hard and breaking things. Tune in to learn why she’s often referred to as “The Wolf” by her clients.