In a fast-paced, profit-driven world, it’s easy to forget that people (not processes or profit) are the true engines of business growth.
Nikki Gatenby shared insights from her journey scaling agencies in Brighton, London, and Paris, and how putting people on a par with profit and purpose helped her build a highly valuable business.
1. Start with a Vivid Vision
A vivid vision acts like a beacon for your team and clients. It should be bold, specific, and visible—not something buried in your head. Inspired by Cameron Herold’s book Vivid Vision, I recommend every agency founder start here.
A vivid vision should:
- Be clearly understood by the team
- Attract the right people and repel the wrong ones
- Be shared externally to draw in like-minded clients and partners
Ask yourself:
- Does your team know where you’re headed?
- Is your vision magnetic to the right people and repellent to the wrong ones?
Pro Tip: Read the book, watch Cameron’s TED Talk “Your Vision Statement Sucks,” and write your own vision as if it’s already 3 years in the future.
2. Know Your Value Drivers
Think like an investor. Even if you’re not planning to sell, understanding what creates future value is key. Consider what you’d want to know if you were putting £250k into your business.
Top value drivers include:
- People (team + clients)
- Profit (as an outcome, not the purpose)
- Processes
- Positioning
Action: Map your current state to where you want to be in 3 years. Clear “from-to” statements drive intentional change. For example, shifting from unpredictable revenue to 80% retained clients with long-term contracts.
3. Set Lighthouse Metrics
These are memorable numbers that guide the entire organisation. Inspired by Nissan’s 180 turnaround plan, these metrics can be implemented across any agency.
They could look like:
- £100k revenue per person
- 90% Net Promoter Score
- 80% client retention
- 70% minimum utilisation
- 60 “precious seats” (limit growth strategically)
- 50% gross profit
When everyone knows the numbers and how they can influence them, you drive alignment, engagement, and results. These metrics should be reviewed weekly, with team members understanding how their work contributes to the business’s goals.
4. Live Your Values
Rather than just listing company values, you should be living them. Values like Innovation, Creativity, Adventure, Fun, and Wellbeing should shape every aspect of the business, from hiring to performance management.
For example, “Adventure” was tested in final interviews, with candidates expected to share how they had demonstrated risk-taking. As well as introducing “Propel Days,” monthly days off for personal development, to support the value of wellbeing.
Values can be used in:
- Recruitment (e.g., “Show me how you live adventure”)
- Performance management
- Cultural rituals like “Propel Days” for personal development
Action: Do your values drive behaviour? Can your team recall them without checking the handbook?
5. Build Brilliant Teams, Intentionally
Recruitment mistakes are costly—up to 15x someone’s salary!
Be rigorous:
- Creating detailed scorecards for hiring
- Actively managing probation periods
- Hiring only when strategically necessary (especially when operating with limited “precious seats”)
Hire people who come “with batteries included”, those who are self-driven, aligned to the mission, and ready to contribute.
Final Thought: Are You Enjoying This?
Purpose, people, and profit aren’t in conflict; they’re interdependent. A brilliant team aligned around a vivid vision and lighthouse metrics creates a business that’s not just valuable, but enjoyable.
What is the Better Agency Programme?
The Growth Programme provides crucial peer support alongside expert talks, events, and networking designed for agency leaders who want to take their agency to the next level, whatever that means for you.
Key features include:
- 45-minute expert sessions with a 15-minute Q&A.
- Optional 60-minute group discussions after each module.
- Unified learning through video calls, with accountability groups based on agency size.
Want to hear more from Nikki?
Become an Agency Collective Grow+ member to access all the Better Agency Programme sessions. To explore membership, book a call with Rob .
