It’s All About You
In “It’s All About You” by Chris Bantock, the author, a former marketing agency owner, reflects on the challenges of leadership in the marketing industry. He emphasises the transformative journey from marketer to business leader, delving into personal experiences and the weight of responsibility.
Chris’ article in The Agency Growth Book underscores the loneliness often associated with agency leadership and stresses the importance of resilience, confidence, and perseverance.
Owning an agency isn’t easy.
I know because I've been there. You likely followed your passion and training, only to find yourself running a business and managing people. Whether you like it or not, you've become a leader —a leader of a business, people, and yourself.
I stumbled into the agency world by accident rather than design, starting as a digital marketing consultant when Google was new. I then formed an agency by merging my business with two others (a brand and design firm and a web development company) to create a full-service agency.
Suddenly, I was the nominated MD, stepping into uncharted territory. Despite having two co-directors, I often questioned my ability to fulfil this role. Being responsible for others' jobs, salaries, and livelihoods added pressure.
With no formal training in people management, it was a steep learning curve! Making business decisions led to intense self-questioning: Am I doing the right thing? Is this the best path forward? What is the impact?
In these situations, we often default to doubting ourselves. I certainly did. Ultimately, no matter how much advice you receive, it all comes down to you—the decisions you make, how you execute them, and how you perform. That’s the daunting part!
Owner’s journey: Pitfalls and levers
Society of judges
We live in a world where we are constantly judged, and social media amplifies this, which can be damaging. No matter what we do, we face judgment—even inaction invites it. So, I urge you to follow what you believe is right and do what you stand for—because it's about you and no one else.
Loneliness
Agency leaders often face a lonely journey filled with responsibility, isolation, and pressure. The burden of decision-making and steering the business can feel overwhelming, leading to moments of self-doubt. However, it's less about your capabilities and more about how you respond to challenges. Many agency owners share these struggles, and mastering key attributes can help them navigate the unique challenges of leadership in this space.
Step up
The only person you are truly accountable to is YOU. No one else is responsible for it. This means you need to be self-reliant, confident in your abilities, and capable of handling things on your own. While you don't have to do everything yourself, you are responsible for the outcome. We will explore various elements involved, including confidence, self-belief, resilience, perseverance, attitude, mindset, and direction. As a leader, there are three key traits that you need to develop. These coexist and do not happen in isolation. These are:
Confidence/self-belief: Understanding your self-worth and believing in yourself is crucial for building confidence. Embrace your unique journey and own your perspective, as confidence comes from knowing your strengths and limitations. Acknowledge that it’s normal not to excel at everything, and leverage your abilities while being aware of areas for improvement. By cultivating self-belief and practising kindness towards yourself, you pave the way for success.
Resilience: This is a word that is used a lot at the moment.
Definition: ‘the capacity to withstand or to recover quickly from difficulties’.
Resilience is a vital trait for leaders, enabling them to recover from setbacks and navigate adversity. Kim Scott emphasises that resilience stems from being prepared for difficult situations rather than just optimism. It involves how we respond to challenges, requiring a positive mindset and the ability to learn from every experience. The story of Christopher Reed illustrates how embracing difficulties can lead to growth and purpose. Surrounding oneself with supportive people is essential, as is prioritizing sleep, nutrition, and healthy habits, which serve as the foundation for resilience and success in both personal and professional life.
Perseverance: Persistence is the unwavering determination to pursue your goals despite adversity.
Definition: ‘The fact of continuing in an opinion or course of action in spite of difficulty or opposition.’
This is connected to resilience, but it is very different. The path to success is rarely easy, with persistence being key for leaders who realize their vision. Embrace setbacks as opportunities and maintain focus on long-term goals. To cultivate persistence, you need a clear plan and commitment, which provides confidence and clarity. Make decisions that align with your objectives and uphold the right attitude shaped by your core values, as these serve as guiding principles in determining right from wrong.
Action for Impact
As outlined, Confidence, Resilience and Perseverance are all essential ingredients for becoming a successful leader. These take time to build and maintain.
The foundations of skills are all underpinned by Direction, Attitude and Mindset.
Being clear on your goals, where you want to get to - your direction of travel.
Understanding your values will define your attitude. This defines you - who you are - the way you behave - and the decisions you make.
Creating a positive mindset and outlook on life.
Yes, It's All About You. But not on your own
While this article is “all about you,” no one can do this alone. It’s also all about relationships—strong relationships, finding people that you can trust.
We have mentioned surrounding yourself with good people and knowing your limitations.
Surround yourself with supportive people who fill your gaps, offer guidance, and serve as a sounding board for ideas. Build a strong, reciprocal network, as relationships are valuable for both parties. High-performing leaders prioritize relationships that foster mutual success. Above all, be authentic, caring, and supportive.
Remember that leadership isn't just about having all the right answers or avoiding challenges; it’s about showing up with the courage to face uncertainty and being ready to bounce back from setbacks while staying true to your goals.
As a marketing agency owner or founder, you’re not alone in your challenges. Confidence, resilience, and perseverance are your best allies. Surround yourself with supportive people, understand your limitations, make decisions aligned with your values, and keep your purpose, vision, and mission in mind.
Ultimately, your success as a leader depends on you. Embrace these key traits, and you’ll be better equipped to navigate the complexities of leading your agency.
As a leader of your business, of people, and of yourself, make sure you invest in yourself because it is all about you.
