Ten things I’ve learnt in the ten years since I started an agency

Build new strengths 

The personal strengths that helped me start a business (the hustle, being a jack-of-all-trades, making fast decisions and dictating what I think needs to be done) haven’t been what’s needed to sustain and grow it. As Poem’s developed, I’ve had to let go of doing things myself, learn to empower others who are better at what they do than me and find satisfaction in seeing what the agency does, not what I do personally. It’s been a tough lesson, which I still get wrong. 

A start-up is not just for Christmas 

Leaving your stable day job to start an agency (or your own business of any kind) is a huge leap of faith, but it’s also exciting and fun and, if it works out, it could be the best thing you ever do both personally and financially. That said, there’s also a chance it could fail…which will hurt, but at least you’ll have learnt a lot along the way. What people don’t tell you, however, is how much fricking energy, patience and personal investment it takes to keep it going after the first six months. The rollercoaster is relentless and you’re in it for the long term. At least puppies grow older and stop peeing on the floor. 

Grow strong fingernails 

On exactly this subject, a wise man (Chris Savage) once told me that the most successful agencies are the ones that can cling on by their fingernails for the longest. At the time, in my quixotic naivety, I thought that sounded cynical. But I was wrong and, as with many things, he’s right. Resilience isn’t everything, but it’s super important. It doesn’t matter how good you or your company is, you will go through times of strife; it’s part of growing up. So you have to make the most of the opportunities when you have them and hold on tight when things get tough – the rollercoaster doesn’t stop, but it gets less scary. 

Choose: the rocket ship or the cruise liner 

David, our accountant, explained that there are two types of business; the rocket ship and the cruise liner. Rocket ships are built to break orbit and go new places no human has gone before. They’re more exciting, but they’re harder to build, harder to maintain and potentially harder to make a profit on. cruise liners, however, cater for all tastes and travel to over-priced tourist destinations. They’re generally unexciting (dependent on your expectations), but you know what you’re going to get, they’re easier to run and usually more profitable. Poem is and always has been a rocket ship. That’s been a career choice from the start. Personally, it’s what excites me and I believe you need to stand out for long-term success, but there’s easier, less stressful (and potentially more stable) choices. 

Evolve…constantly 

This is probably obvious, but over 10 years, people, technology and society changes. Social media was still a bit clunky in 2015 when we launched and influencer marketing was just beginning. Now there’s TikTok, What’s App, podcasts, internet memes and streaming services, all competing for people’s attention. The next 10 years will see even more dramatic and faster change with AI. Your business cannot stay the same. It has to evolve at the same speed as humans and technology. Ten years ago our goal was to be ‘the most creative PR agency and best at earning media attention’. But media no longer has a monopoly on people’s attention. So now, our vision is to be ‘experts at earning consumer attention for the world’s most ambitious brands, across any channel’. That’s meant huge changes over time to how we’re structured, who we hire, how we scope and what skillsets we need within the agency to do this well.  

Work on yourself 

If there’s one thing I’ve learnt, it’s how much I don’t know. All the different skillsets it takes to run a business over time; people management and personality types, finance, business strategy, self-awareness, stress management; are all things I know I could be better at and have tried to improve on.

There are people that can help. Explore coaching, there are business growth advisors and accountants and fractional CFOs, business planners, industry mentors, industry peers (your competitors!) and more important than ever in my opinion – personal development and wellness experts who can help you survive and hopefully thrive throughout whatever life throws at you. If you’re like me and your business takes you through mid-life, kids, ageing parents, Covid, economic downturn and leadership changes, it’s a lot of pressure that can either break you down or be an opportunity to grow, so get help along the way. 

Be stoic 

I’ve learnt not to take things personally. People change. Staff move on. Clients come and go. It’s impossible to keep things the same and it’s not good to do so anyway. That doesn’t mean a high turnover of either is ok, but when it does happen, which it will, don’t take it to heart (or at least for not too long). The change usually leads to a good opportunity if you make the most of it. 

Treat clients like colleagues 

I’ve always hated it when people try to sell me things. It gives me ‘the ick’ when I see agencies do it. And yet I also realise we have to sell our services and ideas in order to win business. There is some element of ‘jazz hands’ of course, but what I do think stands out and creates longer-lasting and productive client relationships, is being genuine with your counsel, honest with your opinions and passionate about doing great work that makes a difference, above just earning money. It leads to better outcomes. 

Trust your gut

When something doesn’t feel right, some self-reflection is good. Learning to listen to and ask others is great. Questioning your own behaviours and preconceptions is definitely worthwhile. But when you’ve done all that, learn to listen to your gut and act on it decisively. It could be about a client, a business decision, your team or how you spend your own time. I’ve wasted a lot of time and put myself and others through undue stress by not making quicker, clearer decisions. That clarity and self-confidence comes and goes in waves and is something I’m always striving for. 

Business isn’t everything 

Learn to switch your phone off outside of work hours. Create a buffer between the office and home. Turn your phone off on holiday. Create space and time. Invest as much in you, your family and your friends as you do your work. Find healthy ways to deal with stress. Set personal challenges outside of work. Hire good people who are supportive and make your day brighter. Invest in culture. Don’t put up with people, clients or accounts that bring you or your team down, regardless of the money.  

Starting and then even more so, growing a business can be all-consuming, but don’t let it consume you. It’s a privilege and a responsibility that takes equal parts personal development, a supportive team (at home and in the office), plus finally some differentiating skill at whatever it is your business does!  

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