Agency Leadership Podcast

Chip Griffin and Gini Dietrich
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  • MARKETING
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Chip Griffin and Gini Dietrich share practical advice for PR and marketing agency owners build better businesses.

  1. 1D AGO

    Build the business you want to own, not the one you hope to sell

    Most agency owners have read Built to Sell. But many have internalized the wrong lesson from it—fixating on that final chapter where the protagonist drives off into the sunset with a pile of cash, rather than the actual business-building advice throughout the book. The result is owners spending years building businesses optimized for a sale that may never happen, or that won’t deliver the outcome they’re imagining. In this episode, Chip and Gini discuss Chip’s “Build to Own” philosophy as a counterpoint to the built-to-sell mindset. The core principle: focus on creating a business that serves you today, not some hypothetical buyer tomorrow. This doesn’t mean you can’t or won’t sell—it means you stop treating the sale as the primary objective and start treating ownership as the thing you’re optimizing for right now. Chip breaks down the TMRW framework for thinking about what you want from your business: Time (how much you spend and what flexibility you have), Meaning (what gives you satisfaction—clients, team, impact), Rewards (financial outcomes that fund your life today and tomorrow), and Work (the actual role you’re crafting for yourself). Gini shares her decision to retire from speaking despite conventional wisdom saying agency owners should be out there raising their profile—because the anxiety wasn’t worth the marginal business benefit. The conversation tackles the uncomfortable reality that most agency owners counting on a sale to fund their retirement are likely building businesses that won’t command the multiple they’re hoping for. Meanwhile, owners who build businesses that throw off enough cash to fund retirement directly—while also being enjoyable to run—end up with something far more attractive to buyers when and if they do decide to sell. Gini tells the story of a friend who prepared five years in advance for a sale: removing himself from day-to-day operations, hiring a president to build culture, ensuring the business wasn’t founder-dependent. The result? An 18x multiple. But the episode’s point isn’t “here’s how to get a great sale”—it’s that you should make every decision through the lens of “would I still be happy with this if I never sold?” Key takeaways Chip Griffin: “What’s the point of taking on all the risk and stress of owning the business if you’re not getting what you want from it? At that point you are working for the business you own rather than putting the business to work for you.” Gini Dietrich: “If you think about it from the perspective of let’s just pretend you’ll never sell the business, what do you want right now? Write those things down and be really honest with yourself, and then build the business around that. I promise you that if you do those things, you’re gonna be much more attractive to a buyer later.” Chip Griffin: “You should always ask yourself the question, would I still be happy with this decision if I didn’t sell? Because that is candidly the more likely scenario for most people listening to this show.” Gini Dietrich: “If you’re implementing somebody else’s plan, just go work for somebody else. There’s no reason to have all the risk and blood and sweat and tears, just go work for someone else.” Turn ideas into action Define your TMRW priorities this week. Block 30 minutes and write down what you actually want from your business right now across four areas: Time (how many hours, what flexibility), Meaning (what gives you satisfaction), Rewards (what financial outcomes you need), and Work (what role you want to play day-to-day). Be brutally honest—not what you think you “should” want, but what you actually want. This clarity becomes your filter for every business decision going forward. Audit your last five major decisions against your ownership goals. Look back at recent significant choices—a new service line, a hiring decision, a client you pursued, a speaking commitment you accepted. For each one, ask: “If I never sell this business, would this decision still make sense for what I want from ownership?” If more than half don’t pass that test, you’re optimizing for the wrong outcome. Calculate whether you’re funding your future or gambling on it. Open your financials and answer three questions: Are you paying yourself a competitive salary (what you’d make if you took a job elsewhere)? Are you contributing to retirement at the level you’d need to retire comfortably without a sale? Is the business profitable enough to sustain both? If the answer to any is “no,” you’re counting on a sale rather than building a business that works for you today—and that’s a bet most owners lose. Resources Chip’s Build to Own philosophy Related Build to Own: Getting More From Agency Ownership Build for TMRW to get more from your agency Adopting the Build to Own Mindset The Build to Own mindset Building the agency you want to own (featuring Chris Williams) View Transcript The following is a computer-generated transcript. Please listen to the audio to confirm accuracy. Chip Griffin: Hello and welcome to another episode of the Agency Leadership Podcast. I’m Chip Griffin. Gini Dietrich: And I’m Gini Dietrich. Chip Griffin: And I think we’re gonna talk about construction today, Gini. Gini Dietrich: We are. Chip Griffin: We’re gonna talk about building. Gini Dietrich: Yes. Structure. I, Nope, I can’t do it. Sorry. Chip Griffin: It’s my job to torture things. You’re, yes, you’re, Gini Dietrich: yes. I, Chip Griffin: you are too grounded in reality. I’m the one who’s off in Never Never Land making up weird stuff. So, yes. No, we are not talking about about construction, I think. Gini Dietrich: No, but we are talking about building. Chip Griffin:  into all sorts of zoning violations and probably code compliance issues and all that. Don’t listen to us on that stuff. Gini Dietrich: We’re not touching construction. Chip Griffin: We are talking instead about my Build to Own concept because it’s something I’ve talked about a little bit over the years, but haven’t really focused on well enough. So I wrote an article about it recently to try to underscore a little bit about my overall philosophy about how you ought to go about running your agency. Gini Dietrich: Yeah, I think it’s a really good topic because you know, there’s the book called Built to Sell, which I think probably most of us have read, which the idea is that you’re building process and procedure to be able to sell your business someday. But what does that look like if you don’t sell or that’s not part of your goal, or you’ve built a lifestyle business, or you’re in the middle of it, and you’re like, Ugh, how much longer do I have to do this? Right? And so changing your mindset to be around built to own is, I think a really good one. Chip Griffin: Yeah. And look, I mean, I, I think that there is, like everybody else I have read Built to Sell, I think it is a great book. There’s a lot of good advice in there. Gini Dietrich: Yep. Chip Griffin: I think, you know, my issue with it is that a lot of people don’t read all of the advice. And so instead they think about the title of the book. Right. And so it’s, it is very much, a build to sell is, or Build to Own rather, is a definite counterpoint to built to sell because it does two things. First of all, instead of looking in the rear view mirror as built to sell does with the word built instead of build. And also it helps you to understand that you need to think about what’s going on with your business today. Gini Dietrich: Right? Right. Chip Griffin: Yes. Maybe someday you’ll sell, but if you focus just on the maybe someday. You may have a miserable existence until then. Gini Dietrich: Yeah. Yeah. Chip Griffin: And too many people read Built to Sell and they dwell on the last couple of pages of the book. Yep. Where it makes it seem like the owner has driven off into the sunset and is sitting on some beach in Tahiti sinking drinking mai tais for the rest of their lives. That is an unlikely scenario. Yes. For most agency owners. We’ve talked about that before. So fundamentally the same things that you want to do in order to be appealing to a buyer, typically, you’re gonna make it more appealing to own as well. But it’s changing your mindset to think about first and foremost, what you want from the business. And, and starting from there, instead of saying, what might somebody else want? Why should I, you know, I wanna get into this particular sector because that’s a hot sector that someone wants to buy, or I wanna focus on growing revenue because if I grow it by, you know, 50% a year, someone’s gonna be excited about it. But what does it mean for you today? Gini Dietrich: Right. Yeah, I think it’s a really good question to ask yourself and, and I think we’ve also talked about this too, that it changes, right? It may not, it may not be the same that it is right now. I mean, in 2012, I remember looking ahead to 2020 and thinking like 2020, the year 2020, like perfect vision, here’s the things that I want to have accomplished. And we all know what happened in 2020, right? Just the, right? So things change. Things… you know, the world happens, the economy happens. Sectors change. Your needs change, your desires change, all of those things. And I think it’s really important to say, what is it that I want to build right now? And be okay with the fact that it may evolve in three years. It may evolve in five years, and that’s okay. Yes. But what is it that we’re trying to build right now and, and how can I be satisfied with that? And I think you raised some really good points in your article,

    20 min

  2. MAR 12

    Holding companies discover retainers, call them “subscriptions”

    S4 Capital has announced a revolutionary new pricing model that will transform how agencies charge for their services: instead of billable hours, they’re moving to… subscriptions. Fixed monthly fees. Annual contracts that auto-renew. All costs absorbed into the price rather than passed through as variables. You know, retainers. The pricing model most independent agencies have used for decades. In this episode (somewhat abbreviated due to Gini’s technical difficulties), Chip and Gini dissect the holding company’s “brilliant innovation” with the appropriate level of sarcasm, then pivot to the more interesting question buried in the announcement: how should agencies price around AI? The conversation moves from eye-rolling at repackaged retainer models to wrestling with legitimate uncertainty about how AI costs will evolve and what that means for agency pricing strategies. Chip points out that we only know what AI costs today, and it’s likely those costs will rise as platforms realize they’re replacing expensive labor and can charge accordingly. This creates a pricing puzzle—do you transparently pass through AI costs, absorb them into your general cost of doing business, or find some middle ground? Gini shares how she’s handling questions from college students about whether jobs will exist when they graduate, explaining that the work itself is shifting from doing to orchestrating, from creating to editing and refining AI outputs. The discussion highlights the difference between cosmetic changes (calling retainers “subscriptions”) and substantive challenges (figuring out sustainable pricing as AI capabilities and costs both increase). They land on the principle that AI costs should be factored into your total cost of doing business rather than line-itemized separately, giving you flexibility to adapt as the landscape shifts without locking yourself into specific cost structures that may not hold. The subtext throughout is that holding companies remain out of touch with how most agencies actually operate, still discovering “innovations” that the rest of the industry implemented years ago. Key takeaways Chip Griffin: “We only know what AI costs us today. As AI becomes more and more of a labor replacement, the vendors understand that the value that they’re creating for you is going up. Just as you want to charge your clients more because you’re providing more value, they want to charge you more because they’re providing you more value.” Gini Dietrich: “The job that I had when I graduated from college is not the job that you’ll have when you graduate from college. Those things are going to be done by AI. What you are going to be doing is sort of orchestrating your orchestra of AI bots.” Chip Griffin: “AI has come a long way in the last year. It doesn’t mean that everything that it does should be immediately blasted out to the universe. Sometimes the tone isn’t quite right, or maybe it misses the point slightly because you didn’t give it enough information to begin with.” Gini Dietrich: “Just like you would absorb an employee’s salary into your hourly rates or retainers or however you’re doing your pricing, that same thing. The AI needs to be absorbed into that.” Resources ‘The billable hour does not allow for any meaningful innovation’: S4 Capital builds subscription model for the AI age (Digiday article) Related Structuring retainers for long-term profitability Understanding pricing models for your agency’s services 9 ways to price your agency’s services Choosing the right pricing model for your agency’s services View Transcript The following is a computer-generated transcript. Please listen to the audio to confirm accuracy. Chip Griffin: Hello and welcome to another episode of the Agency Leadership Podcast. I’m Chip Griffin. Gini Dietrich: And I’m Gini Dietrich. Chip Griffin: And Gini, I think I wanna subscribe to your wisdom. I don’t wanna, I don’t wanna, you know, pay you retainer or anything like that. I wanna subscribe. Gini Dietrich: Oh okay, sure. $1 million a week. Chip Griffin: $1 million a week? I don’t know. Yes. I mean, even, even for you, that might be, that might be a little bit much. Gini Dietrich: It’ll be worth it. I promise. I promise. I’ll give you some benchmarks. It’ll be, it’ll be worth it. Chip Griffin: Oh, some benchmarks. Oh, well, I mean, as long as there are some benchmarks. Gini Dietrich: Yes. Chip Griffin: That’s really, you gimme some pretty charts to show that. Absolutely. That you’re achieving those benchmarks, I assume. Gini Dietrich: Yes, absolutely. I’ll, yes, 100%. Chip Griffin: Yeah. Okay. Well, that, that should solve it. That’s, that’s good for me. If it’s good for you and so, you know. Let’s do it. Gini Dietrich: Amazing. Yay. That was easy. Chip Griffin: Yay. Gini Dietrich: No, I don’t have to work anymore. Chip Griffin: We’re gonna talk about pricing today. We’re gonna talk about how you charge for your services and it seems like we’ve talked about this a lot, but, but now we have a brilliant new idea being foisted upon us from holding company land. Gini Dietrich: Brilliant is sarcastic, by the way. Chip Griffin: Where all of the ideas come from. I mean. Holding company mind. I think every, every good idea and innovation in the agency world has come from a holding company, hasn’t it? Gini Dietrich: Yeah. I think, I think you’re right. Yep. Yes. Chip Griffin: And it’s always, it’s always very original thinking that we can expect from the holding companies. Gini Dietrich: Uhhuh. Yes. Chip Griffin: So that’s what we have to discuss today. We have the proclamation from none other, none other than S4 Capital. S4 Capital, for those of you who don’t know, is I think, didn’t they originally describe themselves as like the non holding company holding company or something like that? Gini Dietrich: They did, yes. Chip Griffin: They tried to pretend Gini Dietrich: they did Chip Griffin: That they’re not really a holding company. Gini Dietrich: Mm-hmm. Chip Griffin: They’re still a holding company folks. Gini Dietrich: Yes. Chip Griffin: And so what we are being told is that we should move away from the billable hour to a subscription model. Ugh. Now this wild innovation is something that has never been considered before, so I’m glad they’ve brought this to the table. Certainly we’ve never heard of retainers in the agency world. Gini Dietrich: No. Never. Mm-hmm. Nope. Chip Griffin: So this must be different than a retainer, correct? Gini Dietrich: Um, nope. Chip Griffin: No. Gini Dietrich: I mean, when I dug into it, it’s, it’s essentially a retainer. Essentially. Chip Griffin: So the brand new. Innovative idea from holding company land? Mm-hmm. Is that, that we should have retainers and not billable hours? Gini Dietrich: Yeah. I think the difference that they’re trying to expound, expel, expound upon, expand upon is that, it’s renewable every year, so you don’t have contracts. It’s the same amount every month. Retainer. Mm-hmm. And there was one other piece. Hang on. I, I wrote it down. One year terms, it renews every month. It’s, it’s not a fixed checklist. So eventually you get more output over time, especially if you’re allowed to use AI. And it allows you to absorb costs. So instead of you doing a pass through on expenses, it just absorbs it into that and you, you still pass it through, but it absorbs it instead of doing it one off because procurement doesn’t like variable pass through costs. Chip Griffin: Mm-hmm. Gini Dietrich: So those were the big things in the subscription model versus the hourly bill hourly model. Chip Griffin: Gosh, I, I mean, I, I really hate to break it to them, but that’s how I’ve run every one of my agency businesses for a quarter of a century. Gini Dietrich: For years. Yeah. Chip Griffin: I mean, I consider myself a relatively innovative guy, but I, I don’t, I don’t claim to have invented that, so I’m, I’m not gonna sue them for doing this. Gini Dietrich: Right. Chip Griffin: Because I came up with it first. I certainly didn’t, but I think, I think if they did a little bit of research, they would find this is actually a pretty common way Yes. To do business if you are not a holding company. Gini Dietrich: Correct. Yes. Chip Griffin: I think this is one of those circumstances where the holding companies have got their blinders on Uhhuh. They’ve, they, they drink their own Kool-Aid. They focus only on the way that they do things. And yes, holding companies do a lot of dumb stuff, particularly on the advertising side. They, they like to use billable hours. They like to do pass through expenses with dramatic markups. They like to take kickbacks from publishers and websites in order to place advertising there. Mm-hmm. They do all sorts of stuff. Mm-hmm. That I think is a really bad idea. Gini Dietrich: Mm-hmm. Chip Griffin: So I guess maybe we should be encouraged by the fact that they’re going to act in a way that’s a little bit more normal. I don’t think it’s gonna help them. I think all of the struggling that we’ve seen holding companies go through in recent years is only gonna continue because the holding company model is a bad model. Yeah. It is a broken model. Gini Dietrich: Yeah. Chip Griffin: And you, you can only put so much makeup on it and try to make it look good. It’s just not gonna happen. Gini Dietrich: It’s, I mean, I read it and my first instinct was, I think I even said to you, oh, so it’s a retainer. And then I, I dug deeper and I read the comments and I read

    15 min

  3. FEB 19

    The PESO Model evolves for the AI era (and why your website isn’t dead)

    The PESO Model has been guiding smart communications strategies for over a decade, but the tactical landscape underneath it keeps shifting. In the latest evolution, Gini and her team have completely revamped the PESO Model Certification to address how AI and large language models are fundamentally changing visibility in 2026. In this episode, Chip interviews Gini about the newly updated certification and what’s changed in how organizations should think about paid, earned, shared, and owned media. The conversation centers on “visibility engineering”—the intersection of owned and earned media where LLMs are scraping information and making decisions about who appears in AI-generated answers. Gini explains why owned media remains the foundation (without content on your own properties, there’s nothing to demonstrate to journalists, creators, or LLMs what you’re about), but the recommended path has shifted from owned-then-earned-or-shared to a more deliberate owned-then-earned-then-shared-then-paid sequence. This evolution reflects how AI systems verify information by comparing what’s on your website against what credible third parties say about you. They also tackle the persistent “X is dead” headlines that plague the industry—whether it’s websites, PR, or press releases. Chip and Gini push back hard on the notion that websites are becoming irrelevant, pointing out that your owned content hub becomes more valuable in an AI-driven world, not less. It’s your source of truth, the fuel for custom AI assistants, and the foundation that persists even as social platforms come and go. The conversation covers practical questions about implementing PESO in smaller agencies, whether you need to be full-service to deliver on all four pillars, and how the certification meets communicators at different experience levels—from college students to seasoned professionals. If you’ve been treating PESO as just four columns of tactics rather than an operating system for communications, this episode clarifies what you’re missing. Key takeaways Gini Dietrich: “Owned is still the foundation because without your own thought leadership, your subject matter experts, your content, all of that, there’s nothing to demonstrate to a journalist, a creator, a newsletter author, a podcast host, what you’re about and how you’re different.” Chip Griffin: “In a world where you’re able to start customizing your own versions of LLMs for your internal or external audiences, huge value exists there. So having that central repository, I think is actually of increasing value today, not decreasing.” Gini Dietrich: “We are in a zero click world. And so how does that affect the work that we’re doing? It’s really how are we helping to inform humans, search engines, and LLMs so that we’re showing up no matter if it’s a human looking, if it’s Google surfacing information or if it’s an AI surfacing information.” Chip Griffin: “Having your content in a world where you’re able to start customizing your own versions of LLMs for your internal or external audiences, huge value exists there. That would not be possible without a thousand plus articles and videos because that is the fuel for that tool.” Turn ideas into action Audit where your owned content actually lives. Open a spreadsheet and list every place you’ve published content over the past two years—your website, Medium, Substack, LinkedIn articles, guest posts, anywhere. Mark which platforms you own versus rent. This awareness exercise reveals how vulnerable your content strategy is to platform changes and algorithm shifts. Map one content piece through all four PESO pillars. Take your next webinar, speaking engagement, or major thought leadership piece and plan the full PESO path before you execute: owned content on your site summarizing key insights, pitching earned media opportunities based on those insights, creating social distribution that doesn’t just promote but educates, and identifying where paid amplification makes strategic sense. This forces you to think about PESO as an integrated operating system rather than disconnected tactics. Dive deeper into the PESO Model. Visit spinsucks.com/peso-model-certification to learn more about the newly updated certification program. Whether you’re looking to formalize your team’s approach to integrated communications or simply understand how the model has evolved for the AI era, the certification provides a structured path from foundational concepts through practical implementation. Resources For more on the PESO model, visit the Spin Sucks website Related Agencies need the PESO model now more than ever Has the PESO Model become a necessity for modern agencies? How PR agencies can use the PESO Model to improve client retention How to allocate your client’s PESO budget Wake up or get left behind: AI is forcing your hand View Transcript The following is a computer-generated transcript. Please listen to the audio to confirm accuracy. Chip Griffin: Hello, and welcome to another episode of the Agency Leadership Podcast. I’m Chip Griffin. Gini Dietrich: And I’m Gini Dietrich. Chip Griffin: And Gini, I, I’ve heard that you might be involved with this thing, I think it’s called the PESO Model. Gini Dietrich: Oh, maybe. Chip Griffin: You may you use that, right? That’s, yeah. Just you found it and you said this should, this is something we should use. Gini Dietrich: Yeah. Something I just found and thought we should use it. Yeah. Chip Griffin: Yeah. Yeah, no, in all fairness, you are in fact the inventor of the PESO model, which is widely used throughout the PR and communications world, and it has been evolving with the times as we all should be. And so I, I think we have some, some new news that you’ve been sharing around the PESO model. Gini Dietrich: Oh, well, according to a couple of people on the internet, it has not evolved at all because they are not able to use Google or AI to say, has the PESO model evolved since 2014? Perhaps. It has. And you know, all of last year I spent a good amount of time, especially on the blog and the Spin Sucks podcast, talking about visibility engineering, which is where owned and earned media meet because that’s where the LLMs are getting their information, right. We’re finding more and more that they’re scrubbing websites and then they’re comparing that to earned media, to the things that media not, and not just traditional media, newsletters, podcasts, things like that, that they’re saying about the brand and looking to see if they match. And if they do, then they’re appearing. You’re, you start to appear in AI answers. So I spent a good amount of time last year exploring that and understanding that and, you know, using the blog and the podcast as my sandbox to learn more about it and teach the industry about it and understand what was happening. As part of that, I said, okay, it’s time to do a big refresh of the certification. Because we did the certification in 2020 and then we did a small update to it in 2024. And this one is a completely revamped certification that shows you how exactly AI is… how exactly you’re showing up in AI answers and doing that via the PESO model. So we start with owned, we go to earned, then we use shared and paid. There’s integration and measurement and it brings it all together. So I’m actually, I said to my team, not to brag, but this is really good. It’s a really, really good course. And we hired, last March I hired a chief learning officer who has helped me build it into something that’s more effective for an adult learner. So it’s really specific to, you know, you can get the work done while you’re also a working professional. So she has done a really nice job of bringing that element into it. It has AI prompts so that you can use the PESO AI that we built to help you do the work. And it’s, it’s pretty good. I’m, I’m really proud of it. I’m really proud of the work we did. Chip Griffin: Well, I mean, it really is something that, that fuels most communication thinking in smart organizations today, whether that’s agency side, client side, that sort of thing. Now it’s not always as well understood it should be. Some people just throw the term around. A little bit willy-nilly. Yes. You know, without really thinking it through. Of course there are other people who claim that it’s also their invention, which is, you know, but we’re not gonna go down that path ’cause we’re staying positive today, Gini. Gini Dietrich: Yes, yes. We’re gonna stay positive. Positive, yes. Chip Griffin: But I think to, you know, to me, one of the things that, when I look at the PESO model, I think is, you know, it’s great because it is an overall set of principles and framework that is effectively timeless when it comes to communications. And then it’s the implementation side of it. The tactical side of it. That’s the piece that needs to evolve. The, I mean, the four letters are still the same. It’s not like you, right? Yes. The evolution has not been to change PESO to something else. Gini Dietrich: Nope. Chip Griffin: It, it’s really just saying. Okay. All of these different components, the paid, earned, shared, and owned have evolved over the last 10 or 15 years. Yeah. And so how we implement it needs to adapt to that. Gini Dietrich: Yeah. It’s very much, I mean, when we did it in 2020, it was very much like how, how you’re using content marketing really to inform your contributed content through earned and then sharing that link through, through social and then putting some money behind it to boost it. And that was, you know, that was six years ago, and it worked back then, right? It’s st

    23 min

  4. FEB 12

    Building the ideal agency: wrestling with the tough decisions

    David C. Baker recently published a fascinating thought experiment about what he’d do if starting an agency from scratch today—and it’s packed with provocative ideas worth serious consideration. His article offers a comprehensive blueprint covering everything from organizational structure to compensation philosophy, and much of it aligns with how Chip and Gini think about building sustainable agencies. But the most interesting conversations happen when smart people disagree, which is why this episode focuses on the handful of points where Chip and Gini see things differently. Not because Baker’s ideas are bad, but because they expose the tension between aspirational agency management and the messy realities of running a business with real budgets, real people, and real client demands. In this episode, Chip and Gini tackle mandatory one-month sabbaticals for every employee, open-book finances published on your website, 360-degree reviews, and incentive compensation structures. They dig into why ideas that sound compelling in theory often create unintended consequences in practice—like how retention-based bonuses can fuel scope creep, or why forced sabbaticals don’t actually solve the single-point-of-failure problem they’re designed to address. The conversation reveals thoughtful nuance on both sides. Gini shares her brutal experience with anonymous feedback that backfired when presented poorly. Chip explains why he sees most performance measurement systems as “performance theater” while still advocating for more financial transparency with teams. They discuss the logistical nightmares of scheduling multiple month-long absences and why backup systems for unexpected departures matter more than planned time off. Throughout, they return to a central theme: what works brilliantly at one stage of growth can be completely wrong at another. The goal isn’t to declare Baker’s ideas right or wrong, but to test assumptions and recognize that even the most well-intentioned frameworks deserve scrutiny before implementation. Key takeaways Chip Griffin: “Really to deal with single points of failure, you need to be able to handle those unexpected absences, right? Someone has a family emergency, someone has a health issue. Those are the kinds of things that you wanna make sure you’ve handled.” Gini Dietrich: “When you’re constantly slacking or texting or calling while on vacation, and we don’t give you a response, it makes people angry. But what I’m trying to do is give you the time off because you deserve it and I want you to come back refreshed and ready to work.” Chip Griffin: “When you have incentive compensation, whether that is commissions or for hitting profit targets, the problem that you run into is people tend to focus on the thing that gets them the commission. It doesn’t mean that it’s good revenue. It doesn’t mean that it’s profitable.” Gini Dietrich: “I subscribe to give ongoing feedback. You get feedback consistently. And when we’re in a meeting and I see something that you did really great or I see something that could use some work, I tell you that immediately.” Turn Ideas Into Action Read Baker’s full article and identify your three favorites. Don’t just focus on the disagreements—pull out the ideas that resonate most with your vision for your agency and commit to implementing one of them this quarter. The value in thought experiments like this isn’t picking sides, but using them to clarify what you actually want to build. Spend 30 minutes reading, then schedule time to test one concept that genuinely excites you. Identify your true single points of failure. List every critical role in your agency, then honestly assess what would happen if that person disappeared tomorrow without warning. Focus on unexpected absences—not planned sabbaticals—because those expose the real vulnerabilities. For each critical role, document who could cover the basics for 1-2 weeks while you figure out a longer-term solution. This takes less than an hour and protects you better than mandatory vacation policies. Replace annual reviews with ongoing feedback. If you currently do annual or 360-degree reviews, shift to giving immediate feedback when you observe something—positive or negative. Make it a two-sentence conversation: “That client presentation was excellent because you anticipated their objections” or “When you miss that deadline without communication, it creates problems for the team.” Save annual conversations for compensation changes and goal-setting, not for dumping a year’s worth of stored-up feedback all at once. Resources David C. Baker’s article If I Started A New Firm, Now Related Starting your own agency Should you force employees to take time off? Setting your agency’s PTO, vacation, and leave policies Employee compensation essentials for agencies View Transcript The following is a computer-generated transcript. Please listen to the audio to confirm accuracy. Chip Griffin: Hello, and welcome to another episode of the Agency Leadership Podcast. I’m Chip Griffin. Gini Dietrich: And I’m Gini Dietrich. Chip Griffin: And Gini, we’re going back to a place that we’ve used for inspiration before. And no, I’m not talking about Reddit this time. Oh, I’m, I’m sorry. Dear listeners, this is not one of our Reddit episodes. Gini Dietrich: I, I’m always scared of the Reddit episodes. Chip Griffin: The Reddit episodes are always, they’re interesting. We’ll leave it at that. Gini Dietrich: Yeah. I saw one the other day that I was like, oh boy, okay. In the real world… Chip Griffin: Sometimes I just, I read those posts in the, in the agency subreddit, and I just, I wonder if, if they’re actual, real people posting about real stuff, because some of it just seems so insane that it just couldn’t be real. Gini Dietrich: Yes. And some of it is very junior level entitled frustrations who don’t understand how a business operates. And so some of it you’re just like, Ugh. Okay. Chip Griffin: Yep. But I mean, we were all once those people sort of a little bit Gini Dietrich: Fair, true. Chip Griffin: At one point in time. Gini Dietrich: Yes. So absolutely. Chip Griffin: But that is not what this episode is. We are going to use another source of inspiration for us that we’ve used in the past, and that is David C. Baker. And, in this case, he had a post in his newsletter recently about what he would do if he was starting his own agency today. And it’s a lengthy article that walks through all of the different choices, that he would make strategically and tactically for the business. And there’s a lot of good food for thought in there. It’s, mm-hmm. It’s probably gonna inspire a few additional episodes, down the road as we dig deeper into some of the specific topics there. But, one of the things that I did on LinkedIn was I broke out into four buckets, my perspective on it, and broke it into things that I agree with, things that I agreed to disagree with. It depends because, hey, that’s our motto here, so why not? It does depend. Yes. Yep. And then of course, food for thought. So, there are far too many points for us to cover in a reasonably length podcast episode. So. I figured why not be controversial? Let’s deal with the disagrees that I had on my list and, use that as our jumping off point. And we’ll of course include a link to the article in the show notes that you can go read the full article as well as additional context around what we’re gonna talk about today because there is a lot to, to explore here. Gini Dietrich: And I think the buckets that you, you broke it into are really good. And for the most part I agree with how you’ve compartmentalized them all. But there are some interesting ones on the agree to disagree bucket. So let’s, let’s do that. Let’s start there. Chip Griffin: Alright. Do you have, do you have one that you would like to start with or do you want me to just start calling ones out? Gini Dietrich: Let’s see. Yeah, there’s, well, yes I do. That we require one month annual sabbatical to eliminate single points of failure. Sounds lovely. I would also like a one month sabbatical every year. Chip Griffin: It’s as, as I understood the article, and it is possible, I misunderstood the intent in the article, but as I understood it, he was suggesting that every year, every employee. Gini Dietrich: Everyone. Yes. Chip Griffin: Had to take a full one month sabbatical. Gini Dietrich: Yes. That’s how I read it as well. Chip Griffin: That is, I mean, it’s a nice idea. I think it is highly impractical for most organizations. And look, I think the, stated intent here is truly a good one, which is to avoid those single points of failure, over reliance on any individual team member. Yeah. ’cause this is a giant problem for agencies, honestly, of most sizes until you get to be giant. But it is something that, that you need to be conscious of. I don’t know that you need a full one month sabbatical for every employee every year in order to get there. Gini Dietrich: Yeah, and I mean, truth be told, like if you’re designing in the agency of the future and you’re starting from scratch today, I don’t know how you do that. I mean, to your point, even in a large organization, I don’t know that how, you do that because it costs a lot of money. Not just resources and time, but it costs money to have people out. And so, you know, if you’re a, you’re an agency of three people or you’re an agency of 50 people, or you’re an agency of hundreds of people, it still costs money. And so requiring that I think is a bit too much. And also, I will say that as somebody who has an extra

    25 min

  5. FEB 5

    Wake up or get left behind: AI is forcing your hand

    No more excuses. No more waiting to see how things play out. AI has moved past the experimental phase, and if you’re still treating it like a nice-to-have rather than a fundamental shift in how your agency operates, you’re already falling behind. In this episode, Chip comes out swinging with a wake-up call for the agency community: the ground is shifting faster than most are willing to admit, and the window for meaningful adaptation is closing. Gini backs him up with examples of how AI has progressed from an intern-level tool to something that can genuinely replace mid-level work—if agencies don’t evolve what they’re selling. They dig into the practical reality of training AI tools to work like team members, not just one-off prompt machines. Chip explains how he uses different platforms for different strengths—Claude for writing, Gemini for competitive intelligence, Perplexity for research, and ChatGPT as his strategic baseline. Gini shares how her 12-year-old daughter creates entire anime worlds through conversation with AI, demonstrating the power of treating these tools as collaborators rather than search engines. The conversation covers what clients actually want to pay for in 2026 (hint: it’s not social posts and press releases), how to build AI agents trained on your specific expertise, and why the process of training AI forces valuable clarity about your business. They emphasize that this isn’t about slapping the “AI-powered” label on your services—it’s about fundamentally rethinking what value you deliver and how you deliver it. If you’ve been sitting on the sidelines waiting for the AI dust to settle, this episode is your warning: there is no settling. There’s only evolution or extinction. Key takeaways Chip Griffin: “If you do not change, it will replace you. It will take away your revenue. If you keep doing the same thing that you’re doing today, it absolutely will destroy you.” Gini Dietrich: “We are no longer relying on our agencies to do the work. We are relying on agencies to teach us what’s coming ’cause we don’t have the time.” Chip Griffin: “AI is not just changing how your business operates, it’s changing how other businesses operate. It’s changing how the media operates. And so it is truly a disruptive force that we need to be thinking about.” Gini Dietrich: “When somebody says to me, oh, I just can’t get it to output what I need, I’m like, user error. You haven’t taken the time to train it.” Turn ideas into action Train one AI tool this week like you’d train an employee. Pick the platform you use most (ChatGPT, Claude, or Gemini) and spend 30 minutes having an actual conversation with it about your preferences—tone, structure, what you hate (like emojis), and what outcomes you need. Feed it examples of your best work and tell it explicitly when outputs miss the mark and why. The tool won’t improve with one-shot prompts; it needs training just like a new hire. Map what clients will actually pay for in 2026. Block one hour to list every service you currently bill for, then honestly assess which ones AI can now handle at a competent level. Don’t lie to yourself—if ChatGPT can draft solid social posts or press releases after reviewing past examples, that’s table stakes now. Identify what remains valuable: strategy, teaching clients to use these tools, implementing new processes, or solving problems AI can’t touch. This clarity will drive every business decision you make this year. Test AI on something personal before rolling it to client work. If you or your team are intimidated by AI, start with meal planning, fitness routines, managing schedules, or drafting birthday card messages. Use it for something low-stakes where you can experiment with conversation-style prompting without pressure. Once you see how it responds to feedback and training in a personal context, you’ll understand how to apply the same approach to agency work. Resources LinkedIn post by Vineet Mehra that Gini references Related Agencies succeed through consistency and evolution AI myths agencies must avoid View Transcript The following is a computer-generated transcript. Please listen to the audio to confirm accuracy. Chip Griffin: Hello, and welcome to another episode of the Agency Leadership Podcast. I’m Chip Griffin. Gini Dietrich: And I’m Gini Dietrich. Chip Griffin: And Gini, you know, we started the new year off on a note where we weren’t gonna yell at our audience, but I feel like it, it’s time to yell at our audience again. I’ve taken too much time off from being Mr. Nice guy. Gini Dietrich: Okay, well this shall be interesting. I can’t wait. Chip Griffin: I, and this is, it’s partly for our audience, but it’s really for the overall agency community, particularly PR and marketing, PR and communications generally, even outside the agency world. I’m just, I’ve become kind of wound up lately because I think that the industry as a whole, and perhaps even some of our listeners are not acting swiftly enough to understand just how much the ground is shifting beneath them. Gini Dietrich: Yep. Chip Griffin: And how much serious evolution needs to take place. Really over the next year. I mean, I don’t think, I don’t think we’re on a long-term horizon here. I think that too many have waited to change too long in many ways, and AI is now becoming sort of the, the real trigger point for it, but it’s bigger than that. I think a lot of the, the PR space in general has lagged behind a lot of what’s going on in the business community, and AI is just the fist to the face that’s, that’s gonna separate out the people who are gonna survive. Gini Dietrich: The fist to the face. Wow. All right, then. Chip Griffin: I told you I was a little wound up on this one, so, Gini Dietrich: okay. So everybody’s gonna be punched in the face. Got it. Okay. Chip Griffin: If that’s what it takes to wake up and pay attention. Gini Dietrich: Yeah, no, I, yeah, I totally agree with you. And, you know, I have been gungho on AI for going on four years now. And it’s, it’s my second love for sure. But it is time to pay attention to how it is changing things and what it’s going to do to your business, to your teams, to how you deliver work, all those things. Chip Griffin: I mean, look, a lot of the PR world has been focused in recent years on figuring out how to keep their head above water and survive, and hang on to the old ways of doing things. And this predates the explosion of AI in recent years. Gini Dietrich: Yeah. Chip Griffin: But, what the explosion of AI has done is really, it has drawn the attention of particularly clients to the issue. It has drawn the attention of employees. It, and it is still being ignored. And I think we’ve hit that point where we can no longer ignore it. I think we’re at the point with a lot of these AI tools where they are now both accessible and reliable enough that there’s no reason not to accelerate your pace of change using AI as a tool to get there. And we’ve talked about this before, and I, and I’m not changing my point of view, AI is not the end in itself. The AI is just a way to get there. So don’t mistake what I’m saying here for saying that, you know, you just need to adopt AI for the sake of AI. You still need to find problems to solve first and AI will help you on a lot of them, but you need to be finding those problems. You need to be thinking ahead to what do clients really want from you? What is going to help them to get the results they’re looking for? It can’t be about how do I use AI to make myself a little bit more efficient in what I’m currently doing. Because everything is changing. And we need to be on top of that. Gini Dietrich: I read an article on LinkedIn probably in November, and I’ll see if I can find the link to include in show notes. But it, it was from a chief marketing officer at a Fortune 10 company, and what he said was this: if I were an agency wanting to work with clients in 2026, here are five things I would do. And I can’t remember all of them, but one of them was teach organizations, teach marketing and comms teams how to use AI to be more effective. Implement your process, whatever it happens to be. Because we are no longer relying on our agencies to do the work. We are relying on agencies to teach us what’s coming ’cause we don’t have the time. And that has stuck in my head because I think that’s right. I think that. Yeah, sure, agencies will always, or big companies, will always need arm extra arms and legs to do the work, but that’s not the work that most of us want to be doing. Right? We don’t wanna be writing the social posts and the news releases. We wanna be part of the strategic conversation. We wanna be part of the of helping to move an organization forward. And if we can do that by teaching our clients how to use AI to be more effective, to be more productive, to accelerate their work, and I know everybody’s worried it’s going to replace me, it’s going to, it’s going to reduce our number, our billable hours, whatever happens to be. I think there’s a huge opportunity here for you to reframe how you’re helping clients and using AI to be able to do that. Chip Griffin: Yeah, but I would be very direct with listeners. If you do not change, it will replace you. It will take away. Gini Dietrich: That’s fair. That’s totally fair. Chip Griffin: Your revenue. Gini Dietrich: Yes, it will. I totally agree with you. Yeah. Chip Griffin: So, you know when we say that you know that AI is not gonna destroy your agency, that’s only if you evolve. Gini Dietrich: That’s fair. Chip Griffin: If you keep doing the same thin

    24 min
  6. Stop letting your website embarrass you

    JAN 22

    Stop letting your website embarrass you

    You built an agency you’re proud of. So why does your website still feature that glowing tribute to someone you wouldn’t recommend today, or explain services you stopped offering three years ago? In this episode, Chip and Gini tackle the unsexy but critical task of auditing your agency’s website content. They share practical approaches for identifying what needs updating, what deserves deletion, and how to prioritize your efforts when you’re staring down hundreds (or thousands) of outdated pages. The conversation covers everything from quick wins—like updating your homepage and key pages—to strategic decisions about high-traffic content that no longer serves your business. Gini shares her process for using tools like Screaming Frog to audit content systematically, while Chip emphasizes the importance of focusing on human users rather than chasing every algorithm change. They also dive into the balance between refreshing old content and creating new material, with specific guidance on when each approach makes sense. The episode wraps with a reminder that consistency matters more than perfection—especially when AI is increasingly using your bio and content to determine whether to recommend you. If your website is starting to feel like a liability rather than an asset, this episode offers a manageable roadmap to get it back on track without turning it into a year-long project. Key takeaways Chip Griffin: “First and foremost, focus on the end user’s experience. And only after that, think about, okay, are there tweaks or additions I could make in order to help the search engines or the AI spiders or that kind of thing?” Gini Dietrich: “I would rather have accurate numbers so I know exactly what my pipeline looks like, my lead generation looks like, what my lead nurturing looks like, and be able to work it backwards.” Chip Griffin: “If you’re getting a lot of traffic to a page that either is not as relevant as it should be or not as accurate as it should be given the way the world has changed, you know, those are ones that you want to address.” Gini Dietrich: “AI notices inconsistencies. So if you are inconsistent across different websites, social media, all the places that you are online, you are not going to show up in AI answers no matter how good your content is.” Turn ideas into action Audit your homepage today. Open your website and read your homepage copy with fresh eyes—does it accurately reflect who you serve, what you do, and where your agency stands today? If not, block two hours this week to rewrite it. This is your most important page and the fastest way to stop misrepresenting your business. Check Google Analytics for your top 20 pages. Identify which pages drive the most traffic, then ask yourself if each one still serves your business or if you’re just attracting irrelevant visitors. Kill off pages that generate traffic but don’t support your current positioning—inflated vanity metrics aren’t worth the confusion. Ensure bio consistency across platforms. Compare your bio on your website, LinkedIn, and other platforms where you appear. Make them consistent (accounting for character limits) so AI can confidently present you as an option when people search for expertise in your area. Related Real talk about agency websites How to think about your agency’s website View Transcript The following is a computer-generated transcript. Please listen to the audio to confirm accuracy. Chip Griffin: Hello and welcome to the Agency Leadership Podcast. I’m Chip Griffin. Gini Dietrich: And I’m Gini Dietrich. Chip Griffin: And Gini, I’m old. Gini Dietrich: Yes, you are. Chip Griffin: But you know what else is old? Gini Dietrich: What else? Chip Griffin: Some of the content on my website. Gini Dietrich: Yeah, sure. Mine too. Yeah. Chip Griffin: It’s, it’s one of the perils of having been around for a while. Gini Dietrich: Yes, indeed. Chip Griffin: Both as a human, as a business. And so we have a lot of content out there on the website that maybe isn’t as current as we’d like it to be. Some of it I haven’t looked at in many years, so I don’t even know if it’s up to date or not. Gini Dietrich: Sure. Chip Griffin: I’m sure that many of our listeners have content on their website or maybe entire websites that are old and out of date. Gini Dietrich: Yes. Chip Griffin: So my question to you is, how should we be thinking about this kind of, how do we deal with this problem? Or we, we can’t just spend, I mean, I, I don’t know about you, but my website’s got over a thousand different pieces of content on it. Oh yeah. Now I think most of our listeners probably don’t have websites with quite that much content on it, but some do, and even if you’ve only got a couple hundred, you know, that’s still a substantial body of content that you need to audit in some fashion. So what, what do you do about that? Gini Dietrich: You know, it’s funny, this conversation is happening right now because about a week ago, right after the holidays, I got an email from a friend that said, Hey, uh, I don’t know if you know this or not, but you have a blog post from, from 13 years ago, literally 13 years ago, praising Elon Musk. And I was like, well, let’s delete that! But like, I don’t know how she found that. She must have been searching on the site for something and found it. Right. So I think it’s important to do an audit and I did delete it. I moved it to the trash. But, I think it is important to do an audit. We have a client that said to us, we don’t think we need new content. We have plenty. And we went in and we’re like, okay, great. Let’s do an audit and see. And we audited it and they do have plenty of content, but the most recent is two and a half years old. So one of the things that we’re working on with them right now, well, twofold. One is going through the audit that we did to see what needs to stay with an update, a refresh, and what should be deleted. There are lots of, there’s lot, there’s lots of content on their site. And actually this will appeal to many of you listeners too. There’s content on their website that has some great SEO value. You know, showing up first in Google results and things like that. So you don’t wanna get rid of that content, but it probably needs a good update. It probably needs to be refreshed. It probably needs new quotes, new experts, new expertise, new statistics, whatever it happens to be. So that’s what I would do. It’s pretty easy. We use, Screaming Frog to do the audit, so it’ll, it will look at your entire website and then give you an Excel list of all of your links, and then you can go and you can tell it I want dates and topic and all that kind of stuff. And you can go through that fairly easily to say, this is old, we don’t need that. Move that to a different tab. This is good stuff. We don’t wanna lose it. And then I would compare that to what you’re keep, I would compare what you’re keeping to do a Google search. Are you show, are those links showing up in Google? And I would also ask AI. Are you showing, is AI showing that content in its answers. So you probably, I would venture to guess, like you and me, we, it would be a really big undertaking ’cause we have years and years of content. But for most agency owners, I would guess it’s probably a, I dunno… And you can use AI to help you, but it’s probably a two or three hour thing that you can split up over several weeks, right? To get it done. But 100% you should be, you should have an up update up to date website overall, and you should be updating content so that it’s refreshed, not necessarily the URL, but updating the content inside the article or the blog post or the page or whatever it happens to be. Chip Griffin: Yeah. And I, I think the advice to sort of just kind of, you know, go through a list of it is a really good starting point. Whether you use some third party tool, or frankly, if your website isn’t too huge, if you just go into WordPress and start scrolling back through the pages and posts. Mm-hmm. And just looking at the headlines, it at least, you know, things that are obviously in need of help will jump out at you. Yeah. Or you know, that you praise somebody that doesn’t make sense or whatever. And, and we have to keep in mind that, that sometimes that old content might be a year old, it might be 10 years old, right? It might still need some sort of an updating. The other thing that’s, that’s often helpful is just to go into, you know, something simple like your Google Analytics and just look at, you know, the top 20, 30, 40 pages in terms of traffic and just ask, are all of these pages the way I still want to present myself in whatever the current year is that you’re listening to us? Because, you know, that can be a really helpful way of prioritizing what you wanna address, what you wanna update. And particularly if you’re getting a lot of traffic to a page that either is not as relevant as it should be or not as accurate as it should be given the, the way the world has changed. You know, those are ones that you want to address. I, to me, one of the interesting cases is, you know what, and I’ve seen this a lot, and I, some of the organizations I’ve worked with have had this issue where you’ve got a page that gets a ton of traffic, but it’s frankly totally irrelevant to what they do today. Right. It’s still, it’s still an accurate bit of content, which is why it keeps getting traffic, you know, because it’s answering whatever question the searcher may have had, but it doesn’t really benefit the organization other than it does produce a fair amount of inbound traffic. So, to me, those ar

    21 min
  7. Rediscovering your agency’s founding spark

    JAN 15

    Rediscovering your agency’s founding spark

    As agency owners settle into 2026, it’s easy to operate on autopilot—chasing the next tactic without reconnecting with what made the business work in the first place. In this episode, Chip and Gini make the case for looking backward before charging forward. Chip admits his first agency started because “consultant” sounded better than “unemployed.” But the real question isn’t just why you started—it’s why you decided to keep building. That motivation should be informing your strategy today. Gini shares how she once believed she wanted a large agency with hundreds of employees and global clients. When she hit 30+ people, she realized she’d built something she didn’t enjoy leading. She was buried in HR issues instead of doing the work that energized her. The Great Recession forced a reset, and she restructured the business around her strengths. Her advice: figure out what brings you joy in the business, and protect time to do more of it. Otherwise, you risk drifting into micromanagement or burnout. The episode also digs into practical growth tactics from the early days that still work. Gini recalls how she built her pipeline by developing relationships with business development leads at large agencies. When prospects came in below their fee threshold, they’d refer the work her way—a principle that remains just as relevant today. Both hosts encourage owners to revisit their “things I’d never do” list from when they started. It’s worth checking whether you’ve quietly drifted into those same patterns over time. Key takeaways Chip Griffin: “Agency owners often ask me, what should I do next? And the answer is very different depending on what you’re trying to accomplish with the business.” Gini Dietrich: “We say this to clients all the time, go back to the basics. It works. And it works for your agency, too.” Chip Griffin: “You need to do what’s right for you. And so, I think that the key to that is really going back to your roots, understanding what motivated you to get started, what drove that success in the early days.” Gini Dietrich: “You want to focus on the things that you are great at, and the things that make you the happiest, and the things that are most motivating to you, because that’s how your business will grow.” Turn ideas into action Write down why you started your agency and what drove your early success. Block 30 minutes to identify patterns from those early days that you could leverage again for growth or business development today. Identify one thing that energizes you most about the work—then carve out time to do more of it. Even if it’s behind the scenes (like strategic brainstorming or quarterly client reviews), injecting that spark back into your role helps prevent burnout. Make a quick list of “things I swore I’d never do” when you started. Check whether you’ve drifted into any of those patterns on inertia—and decide if it’s a learned lesson or a habit worth breaking. Related Do you remember why you started your agency? Why one-size-fits-all advice doesn’t work for agencies View Transcript The following is a computer-generated transcript. Please listen to the audio to confirm accuracy. Chip Griffin: Hello and welcome to another episode of the Agency Leadership Podcast. I’m Chip Griffin. Gini Dietrich: And I am Gini Dietrich. Chip Griffin: And Gini, I’m thinking way, way back, way back decades now to why I started my agency. Gini Dietrich: Oooh. Decades, huh? Chip Griffin: And I can’t remember ’cause I’m too old now, so. No, Gini Dietrich: you can too remember. Chip Griffin: Well, I mean, the honest answer is that I started my first agency was because I was unemployed. And it was better to describe myself as a consultant than unemployed. Yeah. Sure. And then than accidentally started accumulating business. Yeah. But I, but I do think it, it is a helpful exercise for us to go back and, and think about why we started the businesses or, or maybe not, in some cases, like mine, because I was unemployed, is not the greatest explanation. So you know more why did I decide to, to, to build it into an actual business. Gini Dietrich: Why? To keep going. Yeah. I think that’s good, especially as we’re, we’re thinking about starting out the new year and remind ourselves, you know, of the reasons that we started this. Some of us do it because we’re, we’re unemployed. Some of us did it because we found a better, we, we think we had a better way of doing things. Some of us did it because we have a problem with authority. Some of us did it ’cause we’d make terrible employees. I mean, there are lots of different reasons, but I think reaching back into our archives in our brains and thinking about why we did it or why we, I think that you’re right, why we continue to do it is a, is a really good exercise. Chip Griffin: Yeah, I mean, I, and, and I’ve said over and over again over the years that, that I think too many agencies operate on inertia, as opposed to any kind of a, a fundamental strategy. And so, you know, it’s very easy to say as, as I’m sure many people ask you as they do me, well, what’s the, what’s my next step? Here’s where my agency is now, what, what should I do next? And the answer is very different depending on what you’re trying to accomplish with the business. So trying to think back to those early days and what motivated you to start the business. Evaluate it because it, that may have changed, right? You, you may have started it because it served a particular need in the moment, and maybe it’s different today, but thinking about that and thinking about what you really want from the business is usually a better way to come up with strategic decisions than it is to say, well, what do other agencies like mine do when they get to this stage of growth or to this challenge? It’s, you really need to to match it up because otherwise, what’s the point of taking on all of that risk and stress of being a business owner? Gini Dietrich: Yeah. I mean, a really good example of that is I really thought I wanted to build a great big agency with hundreds of employees and, and clients around the globe and all of the, all of the things. And as I started to grow and we got to about 30 ish, 33, 32 people, I realized that’s not what I wanna do. Right. It was not enjoyable. I had built a company that I was not thriving in, that I didn’t enjoy leading. You know, I was dealing mostly with HR issues and not doing the work. And so the, the Great Recession did afford me the opportunity, unfortunately and fortunately to kind of take a step back and, and think about what kind of business do I want to have? And what kind of business do I want to lead? And while we’re back up to that same size, it’s a different structured business that allows me to focus in on the things that I do best and do the things that I enjoy versus HR ’cause that is not something I enjoy at all. Chip Griffin: I, I think I’ve yet to meet an owner who likes, enjoys doing HR or accounting or those sorts of things. Not fun. There are some who do it well. But don’t enjoy it. But I, I don’t think I’ve found any that actually enjoy doing it. So, but, but I think that, you know, as you think back to those early days and you think about what motivated you, it can often help you to figure out, you know, what is, what is that spark that you need in the business for you to either continue enjoying it for a longer period of time or bring back some of that, that joy that you had in those early days. Because I know a lot of agency owners these days are, are frustrated and, you know, trying to figure out how to change things for the better. And I think part of the way you inform yourself of that is by thinking back to those early motivations and figuring out how you can inject more of that into your business today. Gini Dietrich: Mm-hmm. Yeah, I think it’s, I think it’s really important to do that. And I think there, you know, for me personally, I get really passionate and enjoy my job when I’m learning and doing new things. So artificial intelligence, of course, has been a great big thing for me because I’ve really enjoyed learning it and understanding it and implementing it into my business and then taking it to clients. You know, last month we launched the PESO operating system, AI edition, where the AI prompts you instead of you prompting it. So it will say, what are your business objectives? What are you trying to achieve? What are your audiences? What are your messaging? And then it builds a PESO program for you that’s fully integrated versus you saying I need you to act like a marketing director who can, who understands PESO and can build this and this. It’s that. So I like, those are the kinds of things that really get me excited. And building those kinds of things gets me excited and motivated. So it’s, it’s easy because I understand that about myself. It drives my team crazy ’cause they’re like, oh, she’s got something new. Or my, their favorite thing is, I had an idea. And they’re like, oh no, no, not again. But that’s what keeps me, yeah, that’s what keeps me motivated. So finding a way to understand what brings you joy in the business, I think is incredibly important. So that without exhausting your team, of course, but doing it in a way that keeps you motivated and, and not burned out. Chip Griffin: Yeah. One of the things that always used to, to drive my teams nuts was I would say, you know, over the weekend I was playing with this new thing. And, and you could just see the looks on their faces and they’re like, oh, this is a lot more work for me now. Gini Dietrich: This is gonna be fun. Yep. Chip Griffi

    20 min
  8. Embracing innovation to survive and thrive in 2026

    12/11/2025

    Embracing innovation to survive and thrive in 2026

    In this episode, Chip and Gini discuss the importance of strategic planning for 2026. As they near the end of 2025, they emphasize the need for agencies to set themselves apart and adapt to the evolving landscape, particularly through the effective use of AI. Despite ongoing economic challenges, they highlight the potential for AI to enhance both efficiency and strategic thinking. Chip and Gini also stress the importance of refining the ideal client profile and taking calculated risks. They share their personal experiences with using AI to assist in planning and decision-making processes, pointing out both the benefits and limitations of current AI technology. Key takeaways Chip Griffin: “I do think more than ever, continuing forward on the path that you’re on for the vast majority of agencies is not a good idea. I think most agencies require at least some modest course correction and some more than that.” Gini Dietrich: “Really think about how you can set yourself apart and get in front of prospects now and in January so that you can be doing the things that will help you scale and grow and be sustainable for the future. And some of it’s not gonna be fun.” Chip Griffin: “I think really refining that ideal client profile is something that most of us ought to be taking a very close look at for 2026 in our planning process.” Gini Dietrich: “Be willing to try some things and take some risks and see what works and see what doesn’t work, and then go move on to what works and try again.” Resources The Ragan article regarding upskilling and improving AI skills Related Planning for agency growth Using the AIM-GET Framework to drive your annual planning How to involve your team in annual planning for your agency and its clients Look to your track record as you define your agency’s ideal client View Transcript The following is a computer-generated transcript. Please listen to the audio to confirm accuracy. Chip Griffin: Hello and welcome to another episode of the Agency Leadership Podcast. I’m Chip Griffin. Gini Dietrich: And I’m Gini Dietrich. Chip Griffin: And Gini, I’m, I’m flipping through the calendar here, you know, ’cause I still have a paper calendar. Of course. I mean, who doesn’t? Gini Dietrich: Of course. Right. Chip Griffin: And it looks like we’re almost to the end of 2025. Gini Dietrich: We, we are. Which is crazy. Crazy. Chip Griffin: Which, which means that 2026 is right around the corner. Gini Dietrich: Yes. Yes it is. Chip Griffin: And what do we usually do near the end of each year? Gini Dietrich: We plan for the following next year. Yeah. Chip Griffin: And, and we have an episode talking about that. So when we have no other good ideas to bring to the table, we turn to the trusted proven stuff from the past Gini Dietrich: 2026. I mean, we could talk about 2026 trends. We could talk about 2026 AI things, but I think planning for our business growth is good. Chip Griffin: Yeah. That all goes into planning, right? So, I, and, you know, I, I’m, as long as we don’t do predictions, I’m fine. I hate predictions. Gini Dietrich: Oh, shoot. Let’s do predictions next week then. Chip Griffin: No, no, no predictions. No, that’s, that drives me up a wall. Gini Dietrich: Note to self. Note to self. Chip Griffin: And I, and I know we are just, you know, probably days away from the flood of Gini Dietrich: Yep. Chip Griffin: Articles and Yep. And podcast episodes and videos with everybody making their predictions for the year ahead. Yep. Just stop it. Gini Dietrich: Yep. Chip Griffin: So my prediction is we will see lots of predictions. Gini Dietrich: That is a good prediction. I think you’re probably going to be right. Chip Griffin: It seems pretty likely. Gini Dietrich: I’d bet on it in fact. Yeah. Chip Griffin: Yeah. Mm-hmm. Alright, so as we start thinking about 2026 planning, let’s look at it for through the, the lens of, of what, what we might do differently in thinking about 2026 than we typically do. Right? Because we, there’s plenty in our archive where people can go back and listen to us generally talk about planning. I’m sure we’ll touch on some of that in the next 20 minutes. I don’t wanna disappoint listeners. We, we will, you know, reach back to the things that we’ve talked about before, but I think it’s helpful to, to think about, you know, what’s, what’s different about 2026, and I think you’ve already hinted at one of the key things. Gini Dietrich: Oh, AI for sure. Yeah. I saw a really interesting post on LinkedIn from Parry Headrick who was talking about how he used to work for Shift and he was the VP of the San Francisco office, I think, and he said, you know, this was during the recession and I was… Anybody who was in business during the recession knows all of your business went away. It was not a fun time to be in business at all. And he talked about how he went to the office every single day for months on end, and he made cold calls to tech firms and he, he would say, we can do like a PR plan for you, a PR 101 like, and he said one out of every 100 calls accepted the offer. And then they went all out and created a really strategic, as much as it could be, plan for these companies. And gave it to them for free so that they had, they could generate some business. And he said that that was one of the things that kept the office going during that time and how miserable it was. Like he talked about it was boiling the frog, like it was miserable and it was not enjoyable. It’s not why he was doing that job, but they had to keep the office open. And I think that, I read that and I thought, you know, that’s really interesting as we think about 2026 because the last couple of years for agencies have been miserable. We have been slowly boiling the frog for sure. And you know, I have a lot of friends who have laid people off, some have gone out of business, some haven’t gone outta business, but don’t have any clients. Like, it has been rough. And I’m not sure that 26 is going to be much better. So I think one of the things that I will be advising people is, and, and for us too, is really think about how you can set yourself apart and get in front of prospects now and in January so that you can be doing the things that will help you scale and grow and be sustainable for the future. And some of it’s not gonna be fun. It’s not. Chip Griffin: Well, you’ve, uh, certainly taken this on a depressing turn here. Gini Dietrich: I mean, we can talk about AI too, but Chip Griffin: I mean No, I mean, we can, we can talk about how miserable and awful things are for everybody. Uh, that’s, Gini Dietrich: it’s been rough. It’s not like it hasn’t been rainbows and unicorns. It hasn’t. Chip Griffin: No, it, it has, it has not been rainbows and unicorns. But I, but I would also, I would, I would push back a bit. I, I don’t think we’re as bad as ’08 or ’09, or back in the early two thousands. I don’t think it’s, it is not as widespread as it was back then. I’m certainly in the agencies that I’m talking with, seeing a lot of agencies that are struggling, most, not catastrophically, most just kind of, you know, sort of malaise is, is the word I would use. Yeah. It’s good for it. And there are still some that are actually doing quite well and, and even growing. So that, to me, that is a little bit different than what we’ve seen in, you know, in  08 or ’09, or during the pandemic. Certainly. You know, where it was pretty much… I guess even in the pandemic, we had pockets, right? The, the digital firms did well because everybody had to transition from doing things in person to doing things electronically. But it, it’s just… so, I, I think we’re in that general period of malaise, you know, sort of in, in my mind, I’m old enough, I, I think Jimmy Carter, right? You know, you just sort of think, ehhh, you know, and, and how America of the late ’70’s was. And so there’s some of that, at least within the economy and, and certainly in, in the agency space. So I think that that part of the, the challenge here is that it is not as simple an explanation as to how you get out of it. Right. I mean, back in ’08, ’09, it’s like, okay, well the economy just has to come forward. And in this case, part of it’s the economy, but part of it is the, the shifting nature of the relationships between agencies and brands, and other organizations. And so I, I, I think that one of the reasons why some agencies are struggling is because they’re not taking a fresh look. At what they do, how they fit into that picture. And I think there needs to be a lot more creative thinking. And I think AI is a big driver of it, not necessarily in the, in the way that people think, though I don’t, I don’t see AI as taking away agency work. Mm-hmm. I see it as agencies just haven’t figured out how to capitalize on it effectively. And, I think that there is tremendous opportunity for those agencies who are willing to adapt their service offerings with and without AI. And moving forward in a way where they’ll leave behind a lot of of other agencies that are more committed to just plodding forward and doing the same old, same old, and, you know, sprinkling in a little bit of AI here and there. Gini Dietrich: I read a really interesting article a couple of weeks ago and I’ll see if I can find it so Jen can include it in the show notes. I’m sure it’s in my history somewhere, but it talked about how, you know, we’ve seen all of these layoffs at all these large companies in the last couple of months, you know, thousands and thousands of people. And they’re telling, most of these

    23 min
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About

Chip Griffin and Gini Dietrich share practical advice for PR and marketing agency owners build better businesses.

Information

  • Creator
    Chip Griffin and Gini Dietrich
  • Years Active
    2018 - 2026
  • Episodes
    100
  • Rating
    Clean
  • Copyright
    © Copyright Small Agency Growth Alliance
  • Show Website
    Agency Leadership Podcast

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