Episode Details

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Does your emotional attachment to your agency makes it difficult to make growth decisions? When you remove emotion from the mix and make decisions objectively, your realize more growth. After 21 years of running his business, today's guest realized he needed emotional distance and accomplished this by creating an alter ego who could assess the agency from an impartial point of view. This experiment proved remarkably successful. He's come to realize his true role in the agency and that much of it means working for his team, rather than the other way around.

George Arabian is the CEO and founder of NVISION, a full-service digital marketing agency based in Toronto, Canada. He shares his journey into the world of digital marketing, how he managed to stop making decisions based on emotion, and how his transition to agency CEO has meant a bigger focus on how to help his team be the best they can be.

In this episode, we'll discuss:

• Experimenting with innovation to stay ahead.

• Niching down does not mean limiting your agency.

• Becoming a true leader by working for your team.

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Sponsors and Resources

E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.

Experimenting with Innovation to Stay Ahead

George's passion for technology began at a young age when he started building computers. At just seventeen, he received what he humorously recalls as a request to "build an internet"—actually a website—for a local hockey shop owner. He quickly Immersed himself in learning html and put 500 hours into that first web project that paid him $400. One job led to another, eventually George started his own agency and has been running it since 2004.

The digital landscape has transformed dramatically since George built his first website. Today, AI has helped make website creation faster than even before. However, what has remained constant throughout his journey has been his spirit of experimentation. For him, being in the digital marketing space is like being a "mad scientist." So he encourages his team to test new ideas and approaches in order to uncover novel solutions that set them apart from competitors.

This experimental philosophy naturally led George's agency to expand beyond websites to integrate various marketing strategies—including SEO, advertising, and content marketing—into their service offerings.

Why Niching Down Doesn't Mean Limiting Your Agency

As he starts trying new services to expand his offering, George has found it very hard to narrow down that offer. On one hand, he feels genuinely and equally curious about SEO, CRM, email marketing, etc. On the other, he fears niching down will i