Small Spark Theory: a marginal gains approach to new business and marketing - EP94: Empowering your people to drive growth | Zoe Tuffs | Times Ten

EP94: Empowering your people to drive growth | Zoe Tuffs | Times Ten

12/09/24 • 34 min

Small Spark Theory: a marginal gains approach to new business and marketing

As we wrap up 2024 with this final episode, I’ve been reflecting on the many conversations I’ve had with agencies throughout the year, as well as the recurring themes shared by our amazing podcast guests.

It’s been a challenging year for many, which makes this the perfect moment to focus on an invaluable asset every agency has, no matter its size, discipline, or sector: our people.

So in this episode, we’re diving into how empowering our people through effective leadership and a strong culture can drive real growth. Joining me is culture transformation coach Zoe Tuffs from Times Ten.

Together, we’ll unpack some of the biggest leadership challenges agencies face—like ignoring culture issues, promoting "accidental managers" without proper support, and overvaluing productivity metrics at the expense of meaningful outcomes.

Zoe will also share her top tips for creating lasting change in 2025 and of course, we'll be uncovering more opportunities for marginal gains.

And don’t forget, we’ve got a book giveaway! Join the conversation on LinkedIn or Instagram using #SmallSparkTheory, and you could win a copy of Reculturing by Melissa Daimler, Zoe’s must-read recommendation.

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Connect with Zoe on LinkedIn here: to discover more insights on transforming your people & culture strategy, values-led leadership development and team dynamics.

Book a free 30-minute chemistry call: here to explore how Zoe can help you achieve your goals.

See the impact: Watch a client success video here showing the outcomes achieved with Sledge; a creative film and live experience agency.

Transform your people strategy: Explore Times Ten's People & Growth Workshop here. (There’s a 20% discount for Small Spark Theory listeners using the code **SST20**).

It’s been a challenging year for many, which makes this the perfect moment to focus on an invaluable asset every agency has, no matter its size, discipline, or sector: our people.

Zoe will also share her top tips for creating lasting change in 2025 and of course, we'll be uncovering more opportunities for marginal gains.

---

Connect with Zoe on LinkedIn here: to discover more insights on transforming your people & culture strategy, values-led leadership development and team dynamics.

Book a free 30-minute chemistry call: here to explore how Zoe can help you achieve your goals.

See the impact: Watch a client success video here showing the outcomes achieved with Sledge; a creative film and live experience agency.

Transform your people strategy: Explore Times Ten's People & Growth Workshop here. (There’s a 20% discount for Small Spark Theory listeners using the code **SST20**).

Previous Episode

EP93: Managing sales and marketing as you scale | Alisha Lyndon | Momentum ITSMA

As we discussed in episode 92 with Stephen Kenwright, a solid sales and marketing strategy is crucial for agency growth. However, realising that growth brings its own set of challenges. Having experienced rapid growth through acquisition while leading agency sales and marketing, I’m well aware of the pitfalls of maintaining brand consistency while keeping momentum with an ever-evolving strategy.

For this episode, I was keen speak with a founder who has faced those challenges firsthand. Alisha Lyndon, founder of the growth consultancy Momentum ITSMA, secured investment in 2019 to fund a series of high-profile acquisitions. The company now offers an expanded suite of services to some of the world’s largest B2B brands.

We discuss how the sales and marketing strategy has evolved to reflect additional service lines and expanded geographic reach, while also bringing clients and colleagues along on the journey.

As always, we’re giving away a copy of Alisha’s recommended book: Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect by Will Guidara. Tune in to find out how to win!

Also mentioned in this episode:

EP92: How to scale fast

EP62: Mastering thought leadership

EP45: Client satisfaction

Next Episode

EP95: Thriving as An Agency in 2025 | Jim Hawker

Kicking off our 2025 line-up, we catch up with previous guest Jim Hawker.

Since discussing client development with us back in 2019 (see EP28), Jim has gone on to sell Threepipe, the agency he co-founded 20 years earlier. He finally exited the agency last year to focus on a variety of new ventures as a fractional CMO, VC, and agency advisor.

Jim shares his insights on the key challenges agencies faced in 2024 — from forecasting income to dealing with ghosting prospects and balancing resources. He also offers a fresh perspective on how agencies can better align their offers with evolving client needs, particularly when it comes to driving international growth.

We discuss tips for agencies looking to thrive in 2025 — including reviewing and differentiating your proposition. And if an eventual exit is part of the plan, we explore the steps you need to take and the benefits of Employee Ownership Trusts compared to a trade sale.

No book recommendation this month; instead, Jim shares his current podcast must-listen: "Revenue Vitals" with Chris Walker

Also mentioned in this episode:

One Small Spark - Gunpowder's monthly challenge email.