Smart Agency Masterclass with Jason Swenk: Podcast for Digital Marketing Agencies - Guy Kawasaki on Being Remarkable in Your Agency and Your Life | Ep# 711

Guy Kawasaki on Being Remarkable in Your Agency and Your Life | Ep# 711

07/03/24 • 32 min

Smart Agency Masterclass with Jason Swenk: Podcast for Digital Marketing Agencies

What does it take to be truly remarkable? Do you struggle with imposter syndrome? Even uber-successful entrepreneurs like Guy Kawasaki have had those moments. Transitioning from corporate giants like Apple, Inc. to crafting a legacy of remarkability, he has devoted the latter part of his career to unraveling the essence of extraordinary achievements and the secrets of remarkable personalities.

Learn more from Guy Kawasaki’s reflections on navigating the dichotomy of being undervalued and overvalued throughout his career, his unwavering commitment to paying it forward, and his enduring quest to craft a legacy that transcends generations.

Guy Kawasaki is a world-known marketer, author, speaker, and podcaster whose career has lately focused on empowering and inspiring people to reach their full potential. His expertise spans innovation, entrepreneurship, and social media, and he has worked with esteemed clients such as Apple, Nike, Audi, Google, and Microsoft. Currently serving as the Chief Evangelist at Canva, he is fervently committed to helping people become extraordinary through his latest book. Learn about his fascinating life story and insights on career progression and personal growth.

In this episode, we’ll discuss:

What is an evangelist and how does it relate to marketing?
Overcoming self-doubt and hidden benefits of imposter syndrome.
Guy’s advice on growing a successful marketing agency.

Apple | Spotify | iHeart Radio

Sponsors and Resources

E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.

The Evolution of Success: an Entrepreneur’s Career in Thirds

Throughout his career, Guy has experienced the spectrum of financial success, from feeling undervalued in the early stages to being pleasantly surprised by the substantial offers he received later on. Now, he views his career path in thirds. For the first third of his career, he felt underpaid for his accomplishments. However, in the second third of his life, he found himself being offered significant sums of money for his work. He knew how much he wanted but was surprised to see people were willing to pay that sum. Now, in the final third of his life, he is financially stable and focused on giving back.

Looking back on his journey, he reflects on the importance of not having everything handed to him as a way to build character and resilience. He had to work hard, prove himself, and continually strive for more to reach the level of success he has achieved, something for which he is now thankful.

With such an interesting and successful career, Guy now aims to leave a legacy of empowering others, which he actively pursues through his podcast and writing, solidifying his commitment to positively impacting people's lives.

Chief Evangelism Officer: Spreading the Word on Innovation

Guy is currently the Chief Evangelist at Canva, a position he previously held at Apple as well. According to the definition of evangelism, this means he is dedicated to spreading the good news about products that can benefit others, emphasizing their value in enhancing creativity, productivity, and communication.

To him, evangelism goes beyond traditional sales tactics because it’s about genuinely believing in the value of what you are promoting and wanting to share that value with others. It is about making a positive impact on the lives of others by introducing them to something that can improve their quality of life.

Whether it is through promoting a product that enhances creativity or sharing a personal success story, spreading the good news can have a ripple effect, encouraging others to pursue their own goals and dreams. This is why being an evangelist is very close to his heart and something that influences the rest of the work he does.

Overcoming Self-Doubt and Finding the Hidden Benefit of Imposter Syndrome

Thinking back on his career, Guy reflects on the things that held him back at times and finds that most people are held back by their mindset. You can have people in your life who don’t believe in you and, as much as it sucks it’s also a relatively easy thing to ignore as long as you believe in...

In this episode, we’ll discuss:

What is an evangelist and how does it relate to marketing?
Overcoming self-doubt and hidden benefits of imposter syndrome.
Guy’s advice on growing a successful marketing agency.

Apple | Spotify | iHeart Radio

Sponsors and Resources

The Evolution of Success: an Entrepreneur’s Career in Thirds

Chief Evangelism Officer: Spreading the Word on Innovation

Overcoming Self-Doubt and Finding the Hidden Benefit of Imposter Syndrome

Previous Episode

Navigating an Agency Acquisition for Rapid Growth with Leah Messina | Ep# 710

Have you considered the potential for growth through a strategic acquisition? How do you anticipate the agency owner's role evolving during an acquisition process? What steps can be taken to ensure a seamless integration once the deal is finalized? Our featured guest today has undergone a significant transformation, transitioning from white label to a more comprehensive service offering and shifting from project-based to retainer-based services. Now, she embarks on a new journey for her agency as she navigates a strategic acquisition. Tune in to hear about the evolution of her career and what she’s learned about setting the course for a smooth agency transition and post-acquisition planning.

Leah Messina is the founder and CEO of Sinuate Media, a full-service digital marketing agency that works as equal parts data analytics, creative genius, and strategic mastermind for its clients. Leah recounts her transition from the entertainment industry to establishing her own agency in New Mexico, highlighting key milestones such as the shift to a retainer model and the expansion of services through a strategic acquisition.

In this episode, we’ll discuss:

The downside of the white label model.
Shifting to a retainer model.
Seeking to grow through a strategic acquisition.
Post-acquisition planning and integration.

Apple | Spotify | iHeart Radio

From White Label to Reinvention: Adapting to Market Shifts

Leah always wanted to have her own business and, after working in digital publishing and working at a small digital agency, she fell in love with this evolving industry and felt drawn to the emerging technology.

Leah's agency opened for business in 2006 and initially operated as a white label agency, providing services to larger media agencies who would then resell them to clients. While this arrangement allowed her team to work on prestigious projects, it also relegated them to the background, handling the day-to-day marketing tasks and creative execution.

The economic downturn revealed the drawbacks of the white label model, with clients delaying payments and seeking to internalize services. This shift led to a substantial loss of business, as white label clients accounted for approximately 70% of their revenue at the time.

Determined to overcome this setback Leah thought about some of the requests they sometimes got from customers, and identified an opportunity to diversify their services.

The shift was not easy, as it meant redefining the agency's business model and finding new ways to generate revenue. By embracing it, she showcased her willingness to embrace change and steer the agency towards a more sustainable and diverse future.

Transitioning to a Retainer Pricing Model

As she reevaluated her service offering, Leah also started thinking about the direction of the business and making strategic changes to adapt to the evolving needs of clients and the industry, which included a shift from project-based work to retainers.

With projects, the focus was on delivering work efficiently and quickly, while retainers required building long-term relationships and serving as advisors to clients. This shift necessitated more integration with clients, being involved in early conversations, and offering solutions to operational issues that could impact marketing efforts.

During this transition, Leah’s agency was able to keep some key clients who were in the process of launching new businesses, which was a definite win. Apart from that, attracting new clients and retaining existing ones demanded additional sales efforts, such as public speaking and marketing training.

One of the primary challenges encountered in this shift to retainer-based work was persuading clients accustomed to giving orders to seek advice instead, which took positioning themselves as trusted advisors by showcasing their expertise. Additionally, Leah's team had to find a balance between providing valuable resources and not undermining the positions of marketing directors or CMOs.

Charting a New Course for Growth with a Strategic Acquisition

After two years of putting a heavy focus on the sales side of the business, Leah has been able to step away from the day-to-day ope...

Next Episode

A Unique Hybrid Office Model and Bouncing Back After Big Clients Leave with Sarah Segal | Ep# 712

Do you run a virtual agency or a more traditional in-office business? It all comes down to what suits your and your team’s work style, and one agency owner has found a way to incentivize in-office days. She also shares the lessons learned after two big clients left within weeks of each other. This feature guest has constantly been evolving and adapting to change. She shares her reasons for being an advocate for the collaborative and innovative environment that comes with a shared physical workspace. She also shares the challenges she has faced that forced her to diversify her client roster and empower her team to be independent.

Sarah Segal is the CEO and founder of Segal Communications, a public relations, social media, and influencer marketing agency that specializes in crafting communication strategies spanning the events, hospitality, and food niche. She shares her journey from broadcast journalism to accidental agency ownership. Sarah also talks about why she established a hybrid agency show where she encourages her staff to go to the office, and the decision to resize her agency and diversify their client roster.

In this episode, we discuss:

An innovative approach to promoting office culture.
Adaptability and resilience when big clients leave.
Building a self-reliant agency team.

Apple | Spotify | iHeart Radio

Going from Broadcast Journalist to Accidental PR Agency Owner

Sarah began her career as a broadcast journalist in New York City, first working behind the scenes for various networks before transitioning to an on-camera reporter. However, her move to San Francisco marked a significant turning point in her life. While covering a particularly harrowing story, Sarah, now a new mom, found herself unable to desensitize herself from such distressing content. This realization prompted her to pivot her career path.

This new stage of her career involved moving into PR and working starting in in-house positions before eventually moving to an agency, where she reunited with an old college friend who first presented the idea of starting an agency together. Sarah was working a couple of freelance gigs and a particular opportunity to launch a resort in Sun Valley, Idaho offered the perfect chance for the agency’s first gig.

Following her partner's departure for an in-house role, Sarah has successfully operated as a solo agency owner ever since.

An Innovative Approach to Promote In-Office Culture

Sarah, a forward-thinking advocate of new technologies and platforms, initially established her business as a virtual agency even before the pandemic. However, as she began to expand her team with freelancers and staff, she quickly recognized the irreplaceable value of in-person communication within her PR agency. Face-to-face interactions and fostering a sense of community in the workplace were paramount to her.

While her team had become accustomed to remote work, Sarah sought to strike a balance between virtual and physical presence. She carefully selected an office space that felt like a home away from home and introduced amenities such as work slippers. Furthermore, she implemented mandatory office days for all staff members. She created a point-based reward system for additional days in the office. Points are cashed info things like extra PTO, high-end headphones, and even international travel.

This way, days at the office don’t have to feel like punishment for her staff and she is leaving room for them to spend extra days of the year there at their choosing. This not only fosters a sense of community and camaraderie among team members but also allows for more spontaneous and creative interactions that can lead to better collaboration and idea generation.

When Big Clients Leave: A Lesson in Adaptability

Every entrepreneur is cautious about how they move ahead with growing a company. Throughout the years, Sarah has received all types of advice about what not to do with her agency, and, by heeding this advice, she successfully expanded her client base, securing several major accounts. However, when the agency lost two of those clients in six weeks, Sarah had to start making tough decisions to stay afloat.

Unfortunately, this meant she had to lay off part of her...