Episode Details

Fran Biederman-Gross has grown her firm Advantages from a local printing business to a global end-to-end communications agency. As the CEO and founder an Inc. 500 company, she leads her clients on an invaluable journey of brand discovery that reveals their 3 keys: Purpose, Values, and Story. She joins the Smart Agency podcast to get really deep with understanding your purpose and communicating it in a way that gets your team and clients behind it.

1. The quickest way to become profitable to attach it to your why. There is an overarching commonality in everything that you do. Understanding it and harnessing it for your business is where profitability becomes possible.
2. Company core values don't exist. Values are very individual. They can be shared within an organization or community but not dictated. You want to align yourself with a team that shares your values and can contribute in a way that supports them.
3. Knowing your why will win more agency business. As Simon Sinek puts it, "people don't buy what you do. They buy why. you do it." Don't take the easy way out. When you're identifying your why, go five levels deep and get to the real core of it.

Oribi: Today's episode of the Smart Agency Masterclass is sponsored by Oribi. Check out Oribi.io/smartagency for a free trial. Plus when you sign up for Oribi get 20% off the first three months with promo code: Smart Agency

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Jason: [00:00:00] Hey on this episode, I talk with an agency owner friend who talks about the real importance of having that North star, that why. And what are some of the things that you can do in order to figure your why out. Or make sure that your North star is the real deal. And then you have that complete clarity to make the right decisions that your team has the right decision.

So I hope you enjoy. Hey Fran, welcome to the show.

Fran: [00:00:32] Thank you Jason so much for having me today. What a fun time we're gonna have.

Jason: [00:00:36] So, uh, tell us a little bit about who you are and what you do.

Fran: [00:00:40] My name is Fran Biederman-Gross. And I am the CEO of an agency called Advantages. I'm a co-author of How to Lead a Values-Based Professional Services Firm, wife, mother, all those other titles that go in there.

But most proud of my professional work on the Three Keys and the agency that we have that in this demand generation bringing ROI to close the gap between marketing and sales.

Jason: [00:01:07] Awesome. Well, the mother is the hardest job. Uh, that's what I've learned. And, uh, the thankless job.

Fran: [00:01:17] You know, it gets better as they get older. I'm going to say not easier. Just better.

Jason: [00:01:21] Yeah. Well, I'm still waiting for the easy part.

Fran: [00:01:26] Yeah. I don't know when that comes.

Jason: [00:01:28]