An agency owner recently shared a frustrating experience: a client insisted on using their own one-sided contract. The agency CEO wasn’t thrilled about it, and would have said “no” if their pipeline were stronger. But the deal was worth mid-six figures and they needed the revenue, so they gritted their teeth and said “yes” to the concession.
This scenario isn’t unique—and it’s not limited to client relationships. The concept can apply to any part of your agency.
- After the Great Recession, employees held a lot of power, but then that waned… but it probably will shift again.
- If you signed an office lease while vacancies were high, you probably got a good deal. But if you signed when vacancies were low, it was “take it or leave it.”
- You might see versions of this in your relationship with any partners, too.
This power dynamic is cyclical: are you in charge, or are “they” in charge?
Cyclical dynamic: Who has the power?
- When you’re in charge: You feel positive, and confident about the business future. You might leave work early some days, because everything feels under control. You transfer extra money from the business to meet your personal goals. And when a problem pops up, it feels manageable.
- When “they” are in charge: You feel negative, and shaky about the business future. You’re working longer hours, because it feels like there’s no alternative. You might be putting money back into the business. And even small problems can suddenly feel huge.
When times are bad, they’ll probably get better. But when things are good, that won’t last forever, either. And then repeat, and repeat, forever. This cycle is as predictable as it is exhausting.
For over a decade, my clients have said this feels like a “roller coaster.” But unlike an amusement park ride, the ups and downs never stop. And assuming the roller coaster is well-designed and well-maintained, you’re pretty confident you won’t die.
So… now what?
Tired of the Agency Roller Coaster
If you’re committed to running your agency for the long haul, you need to accept the roller coaster. Then, you can prepare for it.
This isn’t just a passing phase—this is the norm in the agency world. The ups and downs are inherent in a business so dependent on human relationships. Clients come and go, team members change, market conditions fluctuate, and new technologies emerge. Every peak is often followed by a valley—and it takes resilience, a solid cash reserve, and a good therapist to navigate the ride.
But what if you’re just tired of the agency roller coaster? What if the thrill of the ups isn’t worth the stress of the downs anymore? It might be time to consider selling your agency.
The Decision to Sell: Is It Time to Get Off the Ride?
Deciding to sell your agency is a significant and deeply personal choice. If you’ve been in the business for a while, you know that the industry has more than its fair share of challenges. And while there are plenty of high points, the lows can be draining.
If you’re planning to own your agency for another decade—or more—you’ll need to brace yourself for more ups and downs ahead. Be “present” to handle any current problems… but don’t assume they’ll never happen again. Other industries might seem more stable or less stressful, but remember: every business has its own set of challenges.
Agencies are particularly reliant on people—clients, employees, partners—and humans are unpredictable and complex. Managing these relationships is an ongoing challenge that can take a toll over time. It’s even harder if you don’t like managing people… or you regularly wish your agency could operate without clients.
Looking ahead: What’s the future of the agency industry?
Fast forward 20 years—what does the agency landscape look like? While it’s impossible to predict with certainty, there are a few trends we can anticipate.
- Adaptation: Agencies will likely continue to exist, though they may look very different than they do today.
- Consolidation: The industry will likely consolidate, with larger firms acquiring smaller ones—and with new players emerging to capitalize on whatever the “next big thing” is.
- Evolution: At the “macro” level, agencies aren’t going away. The demand for specialized expertise and external perspective will persist as long as businesses exist. But on the “micro” level, individual agencies will need to evolve continuously.
This evolution will be both exciting and exhausting, with new opportunities and challenges emerging regularly. If you’re “in it to win it,” you can get through the resulting roller coaster. If you’re no longer as enthused, it’s going to be hard to stop the proverbial vomiting.
It’s hard to make long-term decisions when you’re in “short-term” mode
I recently had a particularly painful sinus infection. As I dealt with the symptoms, I made a commitment: Don’t make any long-term decisions while experiencing short-term pain. I knew I’d feel better in a week or so, and I could make long-term decisions then. Indeed—as I got better, my decision timeline expanded again.
But what if every day is—to borrow from Office Space—the worst day of your life? It might be a sign that it’s time to change things up. And you’ll benefit from getting some outside perspective, if you feel trapped in your current existence.
The Post-Agency Life: What Happens After the Exit?
When I talk to agency owners who have sold their businesses, former owners usually describe their post-exit life as less stressful. They’re not always working less, but they are working differently.
Some continue in the industry as solo consultants or fractional advisors, enjoying the flexibility that comes with these roles. Others embark on entirely new ventures—often setting smaller, more manageable goals than those they had while running their agencies. This “fresh start” sounds promising, right?
But selling your agency isn’t a panacea. It won’t solve all your problems, and it’s important to recognize that. Many agency owners feel a sense of loss or uncertainty after selling their business. You don’t have the structure, or the identity. Without your current fancy job title—like CEO, Creative Director, etc.—it’s easy to feel unmoored.
That’s why it’s crucial to have support systems in place—whether it’s a therapist, a coach, your life partner, or another trusted advisor—to help you navigate this transition. The post-exit phase is an opportunity to explore new paths and redefine what success looks like for you. But it’s also a time when you need to be mindful of your mental and emotional well-being.
Planning Your Next Move: What’s Your Post-Agency Destination?
As you contemplate the future, the most important question to ask yourself is: What do you want to do after you’re no longer running your agency? It’s a question that’s easy to overlook when you’re caught up in the day-to-day demands of agency life, but it’s critical to your long-term happiness and fulfillment.
Knowing your post-agency destination can provide clarity and motivation as you plan your exit. Whether you envision a life of leisure, a new business venture, or a pivot to a different industry, having a clear goal will help you navigate the transition more smoothly. As I mention in my article about your agency exit strategy, “Who are you when you’re not a business owner or CEO?”
If you need some structure, get free access to my Agency Exit Plan template—with questions to help you decide what to do next.
Taking the Next Step: Preparing for Your Exit
If you’re serious about getting off the roller coaster and exiting your agency, it’s important to prepare thoroughly. Selling an agency is a complex process that requires careful planning and execution. You’ll need to understand your agency’s valuation, identify potential buyers, and structure the deal in a way that aligns with your goals.
One way to get a head start on this process is to attend workshops or seminars designed for agency owners considering an exit. For example, in my “Control (and Maximize) Your Agency Exit” training:
- You’ll get a reality check on where you stand today, to include estimating a rough valuation of your business.
- You’ll also hear from a panel of agency sellers who will share what they wish they’d known before selling their own businesses—and buyers sharing what they look for, including what makes them pay more.
- And, you’ll receive practical advice on how to grow your valuation and get the best possible deal when the time comes.
Intrigued? Learn more and get your ticket here.
The Agency Roller Coaster Isn’t for Everyone… And That’s Okay
Running an agency is a rewarding but challenging endeavor. The highs can be exhilarating, but the lows can be tough to endure. If you’re tired of the roller coaster, you’re not alone—and you’re not obligated to stay on the ride forever. There’s no shame in deciding that it’s time to move on to something new.
By planning your exit carefully and thinking about what you want your post-agency life to look like, you can ensure that your transition is as smooth and successful as possible. If you’re ready to get off the ride, it’s time to start planning your next steps. And remember, you don’t have to do it alone—there are resources and support available to help you along the way.
So, what’s your next move? If you’re ready to explore your options, join me at the upcoming workshop and take control of your agency exit. It might just be the ticket you need to start your next adventure.
Question: Is it time to get off the “roller coaster” of running an agency?
