Agency Bytes

Ep 103 – Greg Hickman, AltAgency – Simplify, Productize, Scale

Featuring: Greg Hickman, AltAgency

In episode 103 of Agency Bytes, I sit down with Greg Hickman, founder of Alt Agency and an expert at helping agency owners break free from the time-for-money grind. Greg shares his fascinating journey from the world of big agencies to building his own seven-figure business—while working just 25 hours a week! We dive deep into the pitfalls of the traditional agency model and explore how the Alt Agency approach helps owners productize their services, streamline operations, and reclaim their time.

Greg and I also unpack the difference between productizing and commoditizing agency work (hint: you don’t have to sacrifice creativity for efficiency!). We talk about scaling smart, building systems that don’t drain your soul, and why redefining wealth goes beyond the numbers in your bank account. Plus, Greg shares some personal stories and life lessons about being present for the moments that really matter, in business and at home.

If you’re looking to run a more sustainable and rewarding agency, this is one you won’t want to miss.

Key Bytes
• Greg Hickman transitioned from traditional agency roles to founding AllAgency.
• The Alt Agency model focuses on monetizing expertise rather than just labor.
• Productization of services can lead to greater scalability and efficiency.
• Wealth is defined not just by money, but by time and health.
• Agencies can benefit from creating multiple service tiers to cater to different client needs.
• The lines between agencies, SaaS, and coaching are increasingly blurred.
• Building a scalable business requires a shift in mindset and operations.
• Automation and systems are key to reducing workload and increasing profits.
• Greg's journey highlights the importance of adapting to market needs.
• The impact of helping 800 agencies showcases the ripple effect of effective coaching.
• Productized services focus on specific outcomes.
• Systematization helps agencies improve efficiency and profitability.
• Lead generation is crucial for agency success.
• Productization simplifies marketing and client management.
• Agencies often lose money due to inefficient pricing models.
• Creativity can thrive within a productized framework.
• Differentiation is key to avoiding commoditization.
• Personal growth involves learning from past experiences.
• Being present in personal life enhances overall happiness.
• Enjoying the journey is as important as the destination.

Chapters
00:00 Introduction to Agency Bites and Guest Background
01:30 Greg's Journey in the Agency World
04:21 Transitioning to the Alt Agency Model
07:37 The Evolution of Services and Client Focus
10:40 Impact and Scale of the Alt Agency Model
12:59 Defining Wealth Beyond Money
13:31 Understanding the Alt Agency Model
19:54 Building a Scalable Offer Suite
21:31 Transforming Agency Services into Productized Offerings
24:33 The Importance of Systematization in Agencies
27:52 Lead Generation and Client Retention Challenges
30:19 Differentiating Productization from Commoditization
33:21 Personal Insights and Life Lessons

Greg Hickman helps agency owners and consultants escape the trap of trading time for money. After nearly two decades working with brands like Pepsi, AT&T, and the NY Jets, Greg built his own marketing automation agency and built funnels and systems for entrepreneurs like Dan Martell, Chris Ducker, John Lee Dumas, Jasmin Star, Nerd Fitness, and more. Now through AltAgency, he's helped over 800+ service providers build profitable, sustainable businesses by productizing their services and monetizing their expertise. Greg runs his 7-figure business working 3-4 days per week (most weeks), taking Fridays off for mountain biking, and wants to help others learn how to do the same. His unique approach helps owners ‘scale’ profits without scaling the complexity or sacrificing their lives.

Contact Greg on his website or his YouTube channel.

Ep 102 – Rena DeLevie – Mindful Leadership

Featuring: Rena DeLevie

In episode 102 of Agency Bites, I’m joined by Rena DeLevie—a leader and teacher who gets real about what it actually takes to show up fully and compassionately in today’s world. Yes, she’s got the corporate leadership chops and has been on a mission to end fear-based management, but what resonated most with me in this conversation was how personal and human her journey is.

Rena shares how, as someone with deep empathy and anxiety in her DNA, she learned to soothe her nervous system so she could show up with clarity and compassion—not just at work, but everywhere. We talk about the practices she leans on every day—meditation, breathwork, walking in the woods, connecting with nature, and even humor—as ways to ground herself and navigate stress, overwhelm, and tough decisions.

She’s lived through corporate toxicity, hard layoffs, and the pressure to “toughen up” as a leader. But instead of staying stuck in survival mode, she learned how to reconnect with herself, how to be present, and how to lead with kindness without losing her edge.

This isn’t just a conversation about business—it’s about how we take care of ourselves so we can take care of others. It’s about slowing down enough to be intentional in how we speak, lead, and live. It’s about taking care of ourselves all ways, always.

If you’ve been feeling stretched thin, reactive, or stuck in fight-or-flight mode, this episode will give you some simple but powerful ways to reset and recenter. Let’s get into it.

Key Bytes

• Compassion can radically transform agency culture and leadership.
• Fear-based management often leads to anxiety and burnout.
• Authenticity in leadership energizes both the leader and the team.
• Compassion and accountability must coexist in effective leadership.
• Daily meditation can help manage anxiety and foster self-awareness.
• Choosing yourself means prioritizing self-compassion and understanding.
• Humor can shift the energy of a toxic work environment.
• Compassionate leadership requires setting boundaries and not being a doormat.
• Navigating toxic environments often requires personal resilience and strategy.
• Modeling compassionate behavior can influence workplace culture positively.

Chapters

00:00 Introduction to Compassionate Leadership
01:15 The Shift from Fear-Based to Compassionate Leadership
04:06 The Energizing Power of Authenticity
10:00 Navigating Toxic Work Environments
12:56 Compassion and Accountability in Leadership
19:46 Daily Practices for Compassionate Living
25:52 Choosing Yourself: The Path to Self-Compassion
31:50 The Importance of Humor and Perspective in Leadership

Rena combines over 25 years with Fortune 500 companies and 20 years as a practitioner of mindfulness/meditation to show us the path to eliminating the fear-based culture so prevalent in

corporate America. Her book, Compassionate Management, How Ambitious Creatives Become Kick-Ass Leaders, and her TEDxTalk, Compassionate Management -- using compassion as a business tool has been used in businesses around the globe as a model to radically change leadership culture and how we treat one another.

Rena has given a TEDx Talk, presented at over 30 conferences, led over 60 workshops, and been on

dozens of podcasts. Rena is a high-energy presenter and interactively engages audience members to show compassionate leadership in action. This experiential approach empowers attendees to redefine their own leadership style and evolve their expectations of leadership culture.

Contact Rena on their website.

Ep 101 – Kyra Cavanaugh, Free Yourself – Workplace Wellbeing

Featuring: Kyra Cavanaugh, Free Yourself

In Episode 101 of Agency Bytes, I sit down with Kyra Cavanaugh, a wellbeing consultant, meditation coach, and Qigong instructor, for a conversation that feels like a deep breath in the middle of a hectic workday. We explore what it really means to prioritize wellbeing—not just for ourselves but for our teams and the people we lead.

Kyra shares practical, down-to-earth strategies for finding balance in a world that pushes us to hustle nonstop. We talk about how small, intentional moments of self-care can ripple into productivity, creativity, and stronger connections—both at work and in life. From recognizing when a teammate (or you) might need a breather, to breaking the cycle of “push through and crash later” culture, this episode is all about giving yourself permission to slow down in order to show up fully.

If you’ve ever struggled with burnout, felt the pressure to always be “on,” or wondered how to create a healthier, more human-centered workplace, this conversation is for you. Take a pause and join us.

Key Bytes
• Wellbeing is essential for productivity and creativity.
• Connection and mental health challenges have been prevalent for years.
• Daily self-care practices can help mitigate stress.
• Leaders must model wellbeing for their teams.
• Emotional intelligence is crucial in leadership.
• Establishing boundaries is key to healthy workplace relationships.
• Investing in oneself is a necessary practice.
• Simple check-ins can foster team connection.
• Recognizing the impact of personal struggles is important.
• Human connection should be prioritized in the workplace.

Chapters
00:00 Introduction to Wellbeing in the Workplace
05:55 Shifting Mindsets: From Work-Life Balance to Daily Wellbeing
11:48 Practical Strategies for Self-Care and Team Support
17:50 Emotional Intelligence in Leadership
23:50 Fostering Human Connection in the Workplace

Kyra Cavanaugh is a well-being consultant, meditation and healing coach, and Qigong instructor. She's worked with hundreds of businesses and thousands of leaders to improve personal, team and organizational well-being. She's an author, podcaster, speaker, coach and serial entrepreneur based in Asheville, NC where she loves to hike and listen to local, live music.

Contact Kyra on 15be.com, freeyourself.world, or on their YouTube channel.

Ep 100 – Debbie Millman – Lessons in Leadership, Design, and Abundance

Featuring: Debbie Millman

In the 100th episode of Agency Bytes, I couldn’t think of a more fitting guest to mark this milestone than the legendary Debbie Millman. As a designer, writer, educator, and the pioneering host of Design Matters, Debbie has shaped the creative industry in ways that continue to inspire me and so many others. In this conversation, we dive into her remarkable journey—from leading Sterling Brands to an Omnicom acquisition, to her impact on branding and design education, and even the evolution of her own 20-year podcasting career. She shares invaluable insights on leadership, overcoming rejection, embracing an abundance mindset, and finding inspiration in unexpected places. Plus, we discuss her upcoming book Love Letter to a Garden and the deeply personal connection between creativity and growth. It’s an episode filled with wisdom, warmth, and a celebration of resilience in the creative industry.

In this episode, we dig into:

• Debbie’s leadership at Sterling Brands and the journey to an Omnicom acquisition
• The evolution of Design Matters and what 20 years of podcasting has taught her
• How an abundance vs. scarcity mindset changed her creative path
• The impact of Milton Glaser’s mentorship and his powerful five-year vision exercise
• Advocating for women in design and her role in Omnicom’s Omniwomen network
• Dealing with rejection, imposter syndrome, and the realities of a creative career
• Her new book Love Letter to a Garden and the inspiration behind it

So, whether you’ve been here since episode one or you’re tuning in for the first time, thank you for being part of this journey with me. I sincerely hope you enjoy this special 100th episode of Agency Bytes with the one and only Debbie Millman!

Key Bytes

• Debbie became a shareholder at Sterling Brands in 1998.
• Leadership requires balancing financial acumen with creative passion.
• Debbie's management style was demanding yet fair.
• The acquisition by Omnicom was a pivotal moment for Sterling Brands.
• Debbie actively mentors and advocates for women in the industry.
• Her podcast, Design Matters, has evolved significantly over 20 years.
• Debbie's closing statement reflects her commitment to making a difference.
• The podcast has maintained a loyal audience despite industry changes.
• Debbie's early writing for Armin Vitt's blog sparked her design journey.
• Milton Glaser's teachings on scarcity and abundance were transformative for Debbie.
• Writing a five-year plan helped Debbie visualize her future.
• Debbie emphasizes the importance of teaching and sharing knowledge.
• Rejections are a common experience, and feelings are temporary.
• Travel serves as a major source of inspiration for Debbie's work.
• Debbie's upcoming book combines her love for gardening and visual storytelling.
• Debbie encourages embracing both successes and failures in one's career.
• Believing in oneself is crucial for achieving goals.

Chapters

00:00 Celebrating Milestones: The 100th Episode
12:37 Navigating Challenges in a Changing Market
18:06 Empowering Women in Creative Industries
24:42 The Evolution of Design Conversations
33:35 Navigating Rejections and Setbacks
42:05 Upcoming Projects and Personal Growth

Named “one of the most creative people in business” by Fast Company, “one of the most influential designers working today” by GDUSA, and a “Woman of Influence” by Success magazine, Debbie Millman is also an author, educator, designer, and podcast pioneer. Debbie is the host of the Webby and Signal award-winning podcast Design Matters, one of the first and longest-running podcasts in the world; Chair of the first-ever Masters in Branding Program at the School of Visual Arts, Co-owner and Editorial Director of PrintMag.com, and the author of seven books on design and branding. Debbie is the recipient of a Cooper Hewitt National Design Award and a Lifetime Achievement award from AIGA, the Professional Association for Design. She is currently a Harvard Business School Executive Fellow and was recently invited to the Design Advisory Board of Canva.

Contact Debbie on their website or through the SVA Branding program.

Ep 099 – Kelly Campbell – The New TLC

Featuring: Kelly Campbell

In episode 099 of Agency Bytes, I got to have our first-ever repeat guest: Kelly Campbell. Kelly is a trauma-informed leadership coach, author of Heal to Lead, and creator of The New TLC: Trauma, Leadership, and Consciousness on Substack. They aren’t just talking about leadership—they’re redefining what it means to be a leader in today’s world, starting from the inside out.

This conversation goes deep. We’re talking about the unspoken struggles that agency owners face—the hidden emotional baggage, the past experiences that shape how we lead, and why doing the inner work isn’t just self-care, but a leadership imperative.

Kelly shares how their own journey led to a radical shift in understanding leadership—not as a performance, but as an extension of our healing. We unpack why self-awareness is the foundation of trust, how compassion (not control) is the key to stronger teams, and why integrating past trauma is essential for leading with clarity and confidence.

We also get into:

• Why so many leaders struggle with reactivity, trust, and burnout—and how to break the cycle.

• The real difference between empathy and compassion (and why one is more effective in leadership).

• The danger of people-pleasing in leadership—when “being supportive” crosses into self-sacrifice.

• How agency leaders can create cultures of psychological safety, especially in uncertain times.

• Kelly’s bold decision to step away from LinkedIn for a year—and why they’re doubling down on deeper, more meaningful conversations on The New TLC.

• The agency landscape in 2025—why some agencies are thriving while others are struggling, and what owners need to focus on to stay ahead.

If you’ve ever felt like leadership was more exhausting than it should be—if you’ve questioned why certain situations trigger you, or if you want to create a more human, connected, and resilient agency culture—this episode will challenge you in all the right ways.

Kelly’s insights are game-changing, their wisdom is undeniable, and this conversation is one you don’t want to miss.

Key Bytes

• Publishing a book is a unique and challenging journey.
• The feedback from my book has led many to seek therapy.
• Vulnerability in leadership fosters trust and connection.
• Creating supportive environments is crucial for employee well-being.
• Compassionate leadership can reduce attrition and enhance collaboration.
• Personal experiences shape our leadership styles and effectiveness.
• Building community is essential for personal and professional growth.
• Experimenting with social media can lead to clearer boundaries.
• Daily practices can significantly impact overall well-being.
• Self-awareness is key to effective leadership.

Chapters

00:00 The Journey of Healing Leadership
06:30 The Creative Process of Writing a Book
12:00 Personal Growth Through Vulnerability
19:22 Navigating Leadership and Emotional Intelligence
23:44 Creating Supportive Work Environments
29:11 The Future of Leadership in a Changing World
33:12 Building Community and Personal Practices
39:53 Experimenting with Social Media and Boundaries

Kelly L. Campbell (they/them) is a Trauma-Informed Leadership Coach to emerging and established leaders who want to live, lead, and love with confidence and freedom. They are the author of HEAL TO LEAD: Revolutionizing Leadership through Trauma Healing. As a Sacred Trauma Healing practitioner, they work one-on-one with those who have experienced trauma in childhood or adulthood. Kelly has written for Entrepreneur, Fast Company and Forbes, and currently writes on Substack about “The New TLC: Trauma, Leadership, and Consciousness.” Their vision is for more than half of humanity to heal its childhood trauma so that we may reimagine and rebuild the world together.

Contact Kelly on their website, LinkedIn, or Instagram, and be sure to subscribe to their Substack here.

Ep 098 – Paolo Vidali, Hidden Gears – Fortitude in Agency Ownership

Featuring: Paolo Vidali, Hidden Gears

In episode 098 of Agency Bytes, I sit down with Paolo Vidale, CEO of Hidden Gears, for one of the most honest and raw conversations we’ve ever had on this podcast. This isn’t just about agency life—it’s about the real, unfiltered struggles that come with being an entrepreneur and a human being.

Paolo opens up about one of the hardest challenges he and his wife faced—her unexpected cancer diagnosis at just 35 years old. We talk about what happens when life blindsides you, when everything you’ve built suddenly takes a backseat to survival, and how you find the strength to keep going. Paolo shares what it was like to step up as a caregiver, run a business solo, navigate financial pressures, and manage his own mental health—all while figuring out how to show up for his wife, his team, and himself.

We also get into:

• The emotional weight of entrepreneurship—and why so many agency owners feel like they have to have it all together, even when their world is falling apart.

• The unexpected kindness that came from clients and colleagues when he chose to be vulnerable about his situation.

• The hardest leadership lessons he learned while scaling back, delegating, and ultimately growing the agency in a healthier, more sustainable way.

• How this experience completely reframed his approach to work, life, and success—from prioritizing health and setting boundaries to embracing a “YOLO” mentality when it comes to experiencing life fully.

This conversation isn’t just about overcoming setbacks—it’s about redefining what truly matters. If you’ve ever struggled with balancing business and personal challenges, if you’ve ever felt like you had to carry everything alone, or if you need a reminder that it’s okay to step back, ask for help, and build a business that supports your life (not the other way around)—this episode is for you.

Paolo’s story is deeply personal, incredibly inspiring, and a powerful testament to resilience, leadership, and love. Give it a listen—you won’t regret it.

Key Bytes

• Life as an entrepreneur is filled with challenges.
• Vulnerability is crucial in business settings.
• Having a supportive partner can enhance business success.
• Navigating a health crisis requires clear communication.
• Delegation is essential for effective leadership.
• Prioritizing health can lead to better business outcomes.
• Traveling can provide a much-needed reset from work.
• Work-life balance is vital for a healthy team culture.
• It's important to redefine success beyond financial metrics.
• Health crises can shift priorities and perspectives on life.

Chapters

00:00 Introduction to Paolo Vidale and Hidden Gears
07:30 Navigating Personal and Professional Challenges
15:41 Coping with a Life-Altering Diagnosis
22:56 Leadership Lessons from Adversity
30:48 Reframing Life Priorities and Business Goals
39:51 Building a Healthy Work Culture

Paolo Vidali is the CEO and co-owner of Hidden Gears, a distributed web design, development, and marketing agency specializing in e-commerce solutions for growing businesses across the US, with offices in New York and Honolulu. With over 17 years of experience in web development and digital marketing, he focuses on Shopify Plus development, Pay-per-click (PPC) management, SEO, and conversion optimization. A veteran digital strategist and solutions architect, Paolo has a diverse background in managing sustainability initiatives, digital marketing strategy, and omnichannel retail.

Contact Paolo on their website, Instagram, LinkedIn, or on X.

Ep 097 – Matthew Fox – The Power of Self-Discovery in Leadership

Featuring: Matthew Fox

In episode 097 of Agency Bytes, I had the pleasure of speaking with Matthew Fox, a project leader, trainer, and operations consultant who specializes in conscious leadership and helping teams work better together.

Matthew opened up about his personal journey with imposter syndrome and how it led him to dive deep into self-development. Over the years, he’s explored frameworks like The 15 Commitments of Conscious Leadership and the Drama Triangle, which have shaped how he approaches leadership and team dynamics.

One of the biggest takeaways from our conversation? Project managers often spot cultural issues before leadership does. If your projects are struggling, it’s probably not just an execution problem—it’s a reflection of your agency’s culture.

We also dove into the importance of self-care for agency owners—something too many of us neglect. Matthew shared how shifting from reactive, fear-based leadership to solution-focused, conscious leadership can improve team morale, retention, and overall agency success.

Key Bytes

• Conscious leadership is essential for agency success.
• Self-discovery can lead to better team dynamics.
• Project managers are key to understanding agency culture.
• The drama triangle can hinder project success.
• Cultural challenges often stem from leadership styles.
• Self-care is crucial for effective leadership.
• Time management can improve agency operations.
• Creativity flourishes in a supportive environment.
• An open mindset leads to better problem-solving.
• Personal growth impacts professional relationships.

Chapters

00:00 Introduction to Conscious Leadership
01:25 The Journey of Self-Discovery
03:27 Integrating Conscious Leadership in Agencies
06:16 Understanding the Drama Triangle
10:12 Cultural Challenges in Agency Leadership
11:34 The Shift from Command and Control
16:56 The Role of Self-Care in Leadership
20:50 Time Management and Agency Culture
24:03 Creativity Under Pressure
26:33 The Importance of an Open Mindset
27:31 Final Thoughts and Personal Reflections

Matthew Fox is a project leader, trainer, and operations consultant with a strong background in public speaking and critique, skilled at delivering constructive feedback that inspires action and change. A true people person with the ability to gain consensus among multiple stakeholders to drive projects to completion and achieve company objectives.

His professional background includes various positions in technology implementation, project management, facilitation, and end-user training. And has led and mentored cross-functional teams.

Matthew loves to give back. He is actively involved in several volunteer organizations, including the Digital Project Manager and the Evolutionary Power Institute.

Contact Matthew on LinkedIn.

Ep 096 – Jason Kramer, Cultivize – Lead Nurturing and CRM tips for Agency Owners

Featuring: Jason Kramer, Cultivize

In episode 096 of Agency Bytes, I had the pleasure of speaking with Jason Kramer, founder and CEO of Cultivize, about how to improve the sales process through better lead nurturing and CRM strategies. We covered topics like identifying and converting leads, picking the right CRM tools, and the mindset shifts that make CRM usage more effective. Jason shared some great insights on evaluating past marketing efforts, making sense of key metrics, and positioning agencies for success. He also introduced some exciting tools and resources from Cultivize, including a Google Sheets-based CRM system called Profit Path, which helps businesses track leads and marketing expenses more effectively.

Key Bytes

• Cultivize focuses on helping businesses identify, nurture, and convert leads.
• Proper CRM implementation requires ongoing adjustments and strategy.
• Many companies jump into technology without understanding their needs.
• Evaluating past marketing efforts is crucial for future success.
• Metrics should inform decisions, not just provide data.
• Agencies often struggle with self-marketing due to proximity to their own business.
• Positioning and niche marketing are essential for agency success.
• New tools like Profit Path can simplify lead tracking and marketing costs.
• Behavioral changes are necessary for effective CRM usage.
• Asking for help can accelerate business growth.

Chapters

00:00 Introduction to Cultivize and Sales Optimization
05:55 Choosing the Right CRM Tools
11:58 Evaluating Past Marketing Efforts
17:54 Marketing for Agencies: The Importance of Positioning
24:04 Rapid Fire Questions and Final Thoughts

Jason Kramer is the founder and CEO of Cultivize, a consulting firm dedicated to improving lead nurturing and CRM implementation. With more than two decades of experience, Jason has collaborated with both global and local brands to help align marketing and sales efforts. His expertise lies in optimizing sales processes, evaluating underperforming marketing campaigns, and fostering better integration between marketing and sales teams.

Contact Jason on his website and use code “Agency Bytes” to save $50 on Profit Path.